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Your Team of Professionals

John M. Scherer, CFP® Photo
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John M. Scherer, CFP®


John M. Scherer, CFP


John is the Principal and founder of Trinity Financial Planning, LLC. He started his financial services career in 1994 as a life insurance agent and later served as a financial planner at a fee-and-commission financial consulting firm specializing in estate planning and business compensation planning. Desiring to offer fee-only advice for a wide range of clientele, he opened Trinity in September 2001 to provide comprehensive, objective consulting to both the wealthy and those building their wealth.

A respected media resource, John has been quoted in numerous local and national publications including Kiplinger's Personal Finance, SmartMoney, BusinessWeek, Wall Street Journal, Chicago Tribune, and Milwaukee Journal-Sentinel. 

An active volunteer both personally and professionally, John is a founding member and past Chairman of the national board of ACP (the Alliance of Comprehensive Planners), the premier group fee-only planners in the country. On a more local level John currently sits on the Iowa County Deer Advisory Council and the Wisconsin Service Award Board for volunteer firefighters. He is an active volunteer for Special Olympics Wisconsin, serving as an ambassador for their Reveal a Champion program and on the Games Management Team for the Area 6 track and field meet.

He is past-President and active member of the Sauk Trails Optimist Club in Madison and Past-Chair of the Rosenberry Society Advisory Board for United Way of Dane County.  He also coached high school basketball for 16 years in the Madison area.

John lives in Middleton with his wife Alison and young sons Jack and Vince. In his spare time he manages an 80 acre farm, is a motorcycle enthusiast and an avid golfer and hunter.

Nick Moore, CFP® Photo
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Nick Moore, CFP®

Associate Financial Planner

Nick is an Associate Financial Planner who works closely with the Principal and Founder of Trinity Financial Planning to ensure that all our clients get the comprehensive, objective, and holistic fee-only advice they seek.  With over a decade of industry experience and a master’s degree in financial planning, Nick is confident that the fee-only financial planning experience offered at Trinity Financial Planning is an industry leader.   


Nick is passionate about the fee-only planning model, having been inspired to enroll in a master’s program after learning about the approach.  While working at a traditional Investment Management Firm, Nick helped to create and launch a fee-only model geared towards helping younger and novice clients establish a firm base for their financial future. 


Nick grew up in Iowa and is an avid Hawkeye fan.  He currently lives in Madison, WI with his wife Jen and dog Pipsqueak.  Outside the office, he enjoys hiking, disc golf, ultimate frisbee, travel, and the great outdoors in general.  To stay in contact with close friends across the country, he has been participating in the "Game of the Year" since 2011.  This tradition involves joining those friends in college towns across the country to root for a new college football program each season.  


Current rooting interest: Cincinnati Bearcats 

Alison Scherer Photo
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Alison Scherer

Director of Operations

Alison serves as the part-time Director of Operations for Trinity Financial Planning.   In this role she oversees internal operations, supports compliance functions, and manages human resources (HR) matters for the organization.  Alison previously worked for the State of Wisconsin in the human resources field, including over twenty years as an HR Manager, before taking an early retirement.

Alison is a Madison native and currently lives in Middleton with her husband (and Trinity’s founder) John, their sons Jack and Vince, and the family dog – Shiloh.   Alison enjoys taking walks, cross country skiing, fishing, golf, and spending time with her family.  She is a Green Bay Packers and Wisconsin Badger fan.