Broker Check
Jay E. Morrison, CFP®

Jay E. Morrison, CFP®

Senior Vice President

Jay has over 20 years of experience in assisting individuals, families and business owners in quantifying and meeting their wealth management goals. He began his financial career as a sales assistant 1994, working with Rich Crawford and Dan Holzrichter. Jay earned his security licenses a year later. He became a Financial Advisor in 2001 with the Crawford, Holzrichter & Morrison Group and focused on evaluating and managing mutual funds in client accounts. In 2011 the Crawford Holzrichter & Morrison Group joined Baird. Rich Crawford retired in 2017 and the Holzrichter Morrison Group was formed.

The Holzrichter Morrison Group believes financial planning is an integral part of overall wealth management and the team’s 4D Experience. Jay demonstrated his commitment to this process in 2012 by becoming a CERTIFIED FINANCIAL PLANNER™ TM, or CFP®. The CFP® is achieved by a limited number of advisors who meet rigorous education, examination, experience and ethics requirements. He enjoys the careful planning necessary to help clients navigate the many financial milestones of their lives – from buying a house, managing liabilities, and saving for college to ensuring assets work together for retirement and legacy planning. He also conducts life insurance and long-term care evaluations for his team.

Jay earned his Bachelor of Business Administration with a major in Finance and a minor in Economics from Iowa State University. A native of Sergeant Bluff, Iowa, Jay enjoys working with the young people in his community and is active in the Boy Scouts of America. He is the Cub Scout leader for Pack 272, Assistant Scoutmaster with Troop 272, and also part of an adult leader training program known as Wood Badge for the Mid-American Council. Jay has also assisted with the SB-L Junior Football and Basketball programs, was a member of the Kiwanis Club, and has served in a variety of leadership positions for the Community United Methodist Church. He and his wife, Joanna, have two sons, Zachary and Daniel, all of whom are rabid Iowa State Cyclone fans!