Insightful collaboration

The importance of choosing the right advisor

Today’s retirement plan landscape is changing rapidly. As a plan sponsor, you may face daily challenges optimizing your plan, meeting your fiduciary and regulatory obligations, and educating your employees. We take a collaborative approach to helping you address these challenges. And working together, we can chart a path to help you manage plan complexity.

Four people meeting in glass office

Bruce Gerard Lanser, CIMA, CRPC, CPRS

First Vice President–Wealth Management


The experience to guide you forward
For more than 30 years, Bruce has been helping plan sponsors strengthen their employee retirement plans. He focuses his practice on delivering insights and results in three key areas within corporate retirement planning: sponsor and participant success, investment consulting, and fiduciary guidance.

Customized retirement plan design
Bruce addresses several priorities for each relationship—clarifying client needs, identifying goals and implementing plan changes to drive outcomes. His engagements start with an analysis to understand the current state of an organization and its retirement plan. Plan design, the investment menu, fiduciary liability, fees, service providers and participant retirement readiness are all evaluated in order to outline where things are today and discuss opportunities moving forward. From there, he applies his experience and in-depth knowledge of the 401(k) to match client needs with strategies and partners that can best support their organization and employees.

Outside of UBS
Bruce is passionate about giving back to the community and serves as Chairman of the Investments Committee of Junior Achievement of Wisconsin. He also enjoys speed skating—he is an International Official and part of an elite group of just 24 starters in the world who qualify to be an official at the Olympic Games. He and his wife, Bernadette, have been married for over 40 years. They have two wonderful children.

Registered States:
  • CA
  • FL
  • IL
  • MA
  • MI
  • MN
  • NY
  • OH
  • SC
  • TN
  • WI

  • PLANADVISER Top Retirement Plan Advisers, 2014, 2019, 2023, 2024The PLANADVISOR rating is awarded in Q1 based on information from Q1 of the award year.

Eligibility is based on quantitative factors and is not necessarily related to the quality of the investment advice. For more information on third party rating methodologies, please visit


  • B.S.B.A. Accounting, Marquette University


  • Certified Investment Management Analyst®
  • Certified Portfolio Manager®
  • Chartered Retirement Planning Counselor
  • Chartered Retirement Plans Specialist
  • Senior Retirement Plan Consultant

Retirement Plan consulting
17335 Golf Parkway
Suite 525
Brookfield, WI 53045
  • (414) 289-3817

Email Me

Workplace Wealth

Workplace Wealth

A team approach

A team approach


Investment management

Man looking in VR headset

Making sense of significant wealth

We can help you plan for it.

When you have created or inherited significant wealth, you have opportunities to pursue bold and meaningful undertakings. How do you make decisions that will guide you successfully forward, no matter what your goal?

We believe it’s all about connection. That’s why we are prepared to take that journey with you today, tomorrow, every step of the way.

A leader in wealth management

Backed by the strength of our parent company, UBS AG

$5.8+ trn

UBS Group invested assets
As of 03/31/2024

More than 160 years

offering financial advice

Financial strength

Driving confidence.
A-  Standard & Poor’s
A  Fitch

UBS AG, long-term senior secured debt rating. As of 03/31/2024