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
  • NJ
  • NY
  • OH
  • SC
  • TN
  • TX
  • WI

  • PLANADVISER Top Retirement Plan Advisers, 2014, 2019, 2023The 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
Brookfield, WI 53045
  • (414) 289-3817

Email Me

Workplace Wealth

Workplace Wealth

A team approach

A team approach


Investment management

What's your vision?

We can help you bring your vision to life.

Our 150-year heritage of managing the wealth of generations of the world’s visionaries—creative thinkers, driven doers, legacy builders—is a testament to our passion for what we do.

Backed by the strength of UBS

A global leader in wealth management

$3.9 trillion

In invested assets globally 
As of 12/31/2022

More than 150 years

offering financial advice

Financial strength

Driving confidence.
Aa3 (stable) Moody’s
A+ (stable) Standard & Poor’s

UBS AG, long-term senior secured debt rating. As of 12/31/2022