Broker Check

We’re The Popovich Financial Group

A passionate team of advisors providing wealth management for your lifetime — and your legacy.

"2023 FORBES Top Women Wealth Advisors Best-In-State State recognition by Forbes/Shook Research. Publication as of February 2, 2023. Rankings as of September 30, 2022."

Who We Serve

Who We Serve

Get an inside look into the types of people we like to help.

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Why We Serve

Why We Serve

Learn more about our team, background, and credentials.

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How We Serve

How We Serve

Gain insight into our process and what it's like to work with us.

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See What We Can Do For You 
Wealth Management You Can Trust

We believe that the more you plan, the better your life will be.

From short-term goals like saving up for an exotic vacation to long-term goals such as living out your dream retirement, we’ll sit down and discuss everything that’s on your mind to gain a better understanding of you, your needs and what you hope to achieve.

Your financial plan is not a one-time meeting, but rather a living, breathing document that will be continuously updated as you — and your life — evolves. Whether you’re a parent, recent grad or pre-retiree, we can help make sure every financial decision you make has your best interests in mind.

What is Financial Planning?

The Popovich Financial Group at Baird has a unique approach to wealth management focused on helping you make smart financial decisions to achieve your life goals.

Watch, Kathy Carey, CFA®, Baird’s Director of Investment Research and Advanced Planning, defines Wealth Management at Baird, and highlights why we’ve centered our approach around these three important steps:

  1. Advanced Planning: Focuses on what and who is most important to you. This is the step that also addresses major life events that can lead to important financial decisions around estate planning, retirement planning, education funding, tax planning, insurance planning and charitable giving strategies.
  1. Investment Consulting: Focuses on building an investment plan to align your money with your goals.
  1. Client Service: Focuses on building a life-long commitment to you. We are dedicated  to making sure we stay on top of your life changes and how it can impact your financial plan.

Our comprehensive financial planning services include:

Cash flow planning

Cash flow planning

Cash flow planning involves understanding where your money comes from, where it goes and what choices align with your overall financial plan.

College Planning

College Planning

When designing a plan to save for your child's education, it’s important to evaluate how college savings and your financial plan will work together.

Estate planning

Estate planning

Estate planning is more than completing a living will and filing documents with your attorney. It’s ensuring that the legacy you’ve created helps the people and organizations closest to you reach their dreams even after you’re gone.


A thoughtful estate plan lets you pass on your assets the way you want, maximizing the financial benefit to your heirs and providing comfort during a difficult time in their lives. And your Baird Financial Advisor has the expertise to make sure your estate plan is working in sync with your larger wealth management plans by helping you:


Give directly to people and causes that mean the most to you
Designate someone to make decisions on your behalf in the event you can’t do so yourself
Maximize your gifts’ benefit and tax efficiency
Establish trusts without sacrificing flexibility if your circumstances change
Set up charitable and family foundations
Ensure that as your life changes, your estate plan stays up-to-date

Investment planning

Investment planning

Having an investment plan will provide you with a sound strategy to follow and stick to, even when your investments fluctuate during a time of market volatility.

Retirement planning

Retirement planning

Invest early to allow funds to accumulate and grow over the subsequent decades so you acquire substantial resources for your retirement years.

Liability planning

Liability planning

Matching your investment’s denomination with your liability’s denomination will remove unpredictability and liability-asset pairing projections from your portfolio.

Tax planning

Tax planning

Making the most out of your money starts with recognizing all the ways taxes can impact your financial future. Whether you’re focused on your own retirement, a loved one’s education or the best way to pass on your wealth to your heirs, any sound, forward-looking plan to maximize your wealth needs to take into account taxes' bite.

Just as the rise and fall of interest rates can ripple throughout your investment and wealth management plans, so too can changes in tax policy. Your Baird Financial Advisor is trained and experienced in crafting wealth management strategies that plan for its impact, keeping you on track with your broader vision.

Our investment management services involve identifying your:

Level of risk

Level of risk

Stick to the stocks that have a history of good performance in the market or venture beyond your comfort zone to explore the investment options that offer a higher potential ROI.



Whether you seek immediate results or don’t mind waiting, we’ll help you get the return you need to achieve your investment objectives according to your desired timeframe.

Financial goals

Financial goals

From short-term to long-term, we’ll design an investment strategy that focuses on the objectives you care about most so you get maximum value out of every dollar.

Then, we compile all of this information to create an investment portfolio that helps you achieve your goals while simultaneously providing room for you to grow.

Get In Touch Today

Baird financial advisors may only conduct business with residents of the states or jurisdictions in which they are properly registered or licensed and not all of the securities, products and services mentioned are available in every state or jurisdiction. Investing involves risk. There is always the potential of losing money when you invest in securities. Asset allocation, diversification and rebalancing do not ensure a profit or protect against loss in declining markets. Please visit FINRA's BrokerCheck for specific state securities licensing for each Financial Advisor. This Website is for informational purposes and is not an offer or solicitation to buy or sell any securities, products or services. This site is for residents of the United States. Baird does not offer tax or legal advice. Securities, products and services are offered through Robert W. Baird & Co. Incorporated. Member NYSE and SIPC.

Your Money. Your Unique Journey.

Nancy Osmond Popovich

Managing Director | Portfolio Manager


As managing director, I specialize in asset allocation, investment policy, wealth transfer and charitable giving. Through my dedication to trust, integrity and my reputation as one of Forbes Top Women Advisors, I'm here to help guide you through every financial decision.

My career began at Merrill Lynch in 1998. A few years later in 2008, I became the founder member of the Baird Network of Women Financial Advisors. Since then, I’ve been an active member of Baird's mentoring program.

My interest in financial planning grew out of my own family experience. I witnessed firsthand the tragic consequences that can result from inadequate planning. Since then, I have dedicated myself to making a difference in my clients’ lives. I am especially passionate about educating women and children so they can feel empowered to use their money as a tool to build a bright and successful future.

Why I Serve

I’m an active speaker in the Washington D.C. area and an advocate for helping women gain a deeper understanding of their financial life. I am driven by my passion for helping families build their legacy through strategic planning and investments.

My interest in financial planning grew out of my own family experience. As a young girl, I witnessed first-hand the tragic consequences that can result from inadequate planning. Since then, I have dedicated myself to making a difference in my clients' lives by stressing the importance of financial preparedness. I am especially passionate about helping women and children learn the basics of responsible money management so they can make smart financial choices and gain confidence through their own decisions.

Nancy is a proud alumni of the University of Maryland, call od 1998. She is an active supporter of the University of Maryland Men’s and Women’s Lacrosse Program.

 Awards & Community Involvement

Ryan C. Unthank, CFA®

Senior Vice President | Portfolio Manager


I have over 10 years of experience specializing in equity and fixed income selection and portfolio management. My primary focus is on retirement strategies related to financial planning, investment management and asset allocation.

Outside of work, I have written various market-specific articles about credit markets and investment strategies. I have a bachelor's degree in finance from Virginia Tech University and currently lives in Ashburn, VA with my wife, Jenni, and our three kids, Gabriella, Gavin, and Giuliana.

Why I Serve

My number one mission is to provide an exceptional level of service for my clients and to have a positive impact on their lives. Being able to educate them on ways to enhance their financial wellbeing has always been a passion of mine. Although our clients come from different backgrounds and career paths, they all tend to share a common goal of wealth preservation, as well as trust our team to guide them through market volatility. Nothing makes me feel better than building lasting relationships with our clients and their families.

Brittney M. Schlicker, CFP®

Assistant Vice President | Financial Planner


With an accounting degree from West Virginia University, I am licensed in FINRA Series 7 and 66 and hold both life and health insurance licenses.  In 2018 I received my CERTIFIED FINANCIAL PLANNER certificate to better serve my clients.

Prior to joining Popovich in 2016, I worked within United Bank’s wealth management division in West Virginia and Washington D.C. ,where I delivered a holistic planning approach to high net worth clients. Recently married in September 2022, I enjoy to spend my time hiking and traveling with my spouse.

Why I Serve

My passion for financial planning came at a young age. With a father who owned a sole proprietorship, I witnessed first-hand unexpected life events — the death of a loved one, divorce, health issues and economic conditions — impact my family’s financial wellbeing. I became worried and realized the importance of planning for the unexpected. It was then that I found a passion for giving back and educating others about financial wellness.

Shannon L. Johnson

Client Assistant


Shannon joined our team in 2006 as a receptionist when we were still at Ferris Baker Watts. She moved with us from there to Baird a year later in 2007 where she took on the Client Assistant position.

She became a lead member of the Popovich Financial Group in late 2016, where her main role is to create and nurture long-term relationships with clients.

Shannon currently has a deep understanding of our Financial Planning process and when to pull in the Tax Planning and Estate Planning experts for our clients. She is integral in our Value-Add process as she guides clients along their journey at the right pace so as not to overwhelm them but engage them in each of the resources, we are able to provide you as a High Net Worth client at Baird. Shannon has a deep understanding of the importance of data protection and spearheads our mission to protect all client’s assets at Baird and outside of Baird. We offer a free year of InfoArmor Identity Protection to each of our new clients so expect to be hearing more about that from Shannon. She is also the go-to expert for the team, with institutional knowledge on systems and processes within our team and at Baird.

When Shannon isn’t at the office, you will find her spending quality time with her husband Paul and amazing daughters, Payton, and Presley with the same incredible passion as she shows us and our clients. Shannon is truly the heart and soul of our team.

Jaleigh White

Director of Baird Family Wealth

Jaleigh White is the architect behind the Baird Family Wealth platform. The Baird Family Wealth team works with advisors and their most complex clients ensuring that business owners, executives, and multi-generational client families have access to the resources they need to meet their individual goals and navigate major transitions in their lives.

At Hilliard Lyons, Jaleigh was Executive Vice President and had direct responsibility for Hilliard Lyons Trust Company, Wealth and Family Office, Wealth Planning and all investment products and services. Prior to Hilliard Lyons, Jaleigh was Managing Director of Fifth Third Private Bank and CEO of their family office, Mirador Family Wealth Advisors. Jaleigh also spent over a decade in public accounting, beginning her career at Arthur Andersen and later joining Kemper CPA Group as a Managing Partner.

Jaleigh received her B.A. in Accounting from Southern Illinois University. She is also a graduate of the Securities Industry Institute at the Wharton School of Business. She is a member of the Integrated Wealth Advisor Council at the Family Office Exchange and is on the Leaders Council of The UHNW Institute.

Timothy Steffen, CPA-PFS, CFP®, CPWA®

Director of Tax Planning

As Director of Tax Planning for Baird, Tim is responsible for researching, writing, and speaking on important tax issues that impact the clients of Baird. This includes topics related to retirement planning, executive compensation, business owners, legislative changes, and overall best practices.

Tim originally joined Baird in 1999 serving in a variety of planning-oriented roles, most recently as the Director of Advanced Planning. Prior to Baird, Tim worked in Arthur Andersen’s Private Client Services group in Milwaukee where he specialized in tax and financial planning. His clients included corporate executives, business owners and families.

Tim earned his bachelor’s degree in Accounting from the University of Illinois in 1991. He is a Certified Public Accountant/Personal Financial Specialist, a CERTIFIED FINANCIAL PLANNER™ professional, a Certified Private Wealth AdvisorSM professional and a member of the American and Wisconsin Institutes of CPAs, Investments & Wealth Institute and the Financial Planning Association.

Max Mann, CFA®, CMT

Managing Director, Portfolio Manager

Max has 11 years of investment experience and has been with Baird’s Asset Management group since 2016. He is currently a portfolio manager serving institutional and high-net-worth relationships. Before joining Asset Management, Max spent 7 years in Baird’s Institutional Equities and Research department. He graduated from Northwestern University with a Bachelor of Arts in Economics in 2008 and was a member of the Varsity Baseball Team. Max earned the Chartered Financial Analyst® and Chartered Market Technician designations in 2012.

Jennifer K. Collins

Associate Financial Advisor


Jennifer has been working in the financial services industry since 2007. Prior to joining Baird Private Wealth Management in 2019, she worked at Citi Personal Wealth Management-Citibank and Wells Fargo within Private Bank where she earned her licenses, worked on her product knowledge, and helped financial advisors and bankers grow their businesses. While at Citi, she was selected as part of the top 10% of Wealth Relationship Managers to attend Wharton for executive education.

She is an Associate Financial Advisor in the McLean office where she is responsible for overseeing the day-to-day functions, aiming to drive the efficiency of the branch and the surrounding branches while upholding Baird’s values and ethics. She is also responsible for the supervision and development of support staff, the growth of teams, and the onboarding of new recruits as well as supervisory duties pertaining to security operations. Jennifer pursued a finance degree from Strayer University and holds the Series 7, 66, 9, and 10, FINRA exams and is life/health insurance licensed. She lives in Leesburg, VA with her husband and daughter. During her free time, she actively volunteers with local non-profit organizations and enjoys spending time with her family.

Kenan Peterson, J.D., LL.M.

Wealth Strategist

Kenan Peterson is a Wealth Strategist at Baird. He works closely with financial advisors supporting their largest and most complex families, many of whom face unique planning issues. Kenan’s expertise includes retirement strategies, income tax planning, estate planning, legacy planning & wealth transfer techniques, executive compensation, and business succession planning. He helps develop custom wealth plans and implements solutions based on a thorough understanding of a client’s personal values, asset growth and wealth transfer goals, as well as vision for their legacy.

Prior to joining Baird, Kenan worked at Wells Fargo Private Bank as a Senior Wealth Planner and Gassman Law Associates, where he specialized in estate planning and asset protection. Mr. Peterson earned a Bachelor of Arts in English from the University of Northern Colorado, a Juris Doctor from DePaul University College of Law, and an LL.M. in Taxation from the University of Florida Levin College of Law.

Scott Grenier, CFP®, AEP®

Manager of Estate Planning

Scott Grenier joined Baird in 2010. He is the Manager of Estate Planning for Baird’s Private Wealth Management Group. Prior to joining Baird in 2010, Scott was responsible for providing financial planning solutions to high-net-worth individuals and families at Cleary Gull, Inc. Scott works with clients and their advisors on business succession, tax and estate planning strategies, focusing on tax efficient wealth transfer opportunities.

Scott graduated from Hamilton College with a bachelor’s degree in economics and earned a Master of Science in Financial Services from The American College. Scott is an Accredited Estate Planner through the National Association of Estate Planning & Councils, a Chartered Advisor in Philanthropy through The American College and a CFP® Professional.

Scott is a member and former board member the of Milwaukee Estate Planning Forum, a member of the Society of Financial Service Professionals, and a member of the Financial Planning Association of Southeastern Wisconsin.

With people at the forefront of our firm, you will never be just a name or a number to us.

Everyone has a story — where they’ve been and where they would like to be. Our mission is to gain a comprehensive understanding of who you are at home, as well as at the office, to create a financial plan and strategy that complements your unique identity — your values, beliefs and vision for the future.

Beyond managing your wealth, we serve to bridge the gap between your resources and the things you want out of life so you achieve maximum value out of our guidance.

Our clients include:

Young Professionals

Young Professionals

Whether you’re managing student loan debt, starting a business or considering buying a house, our Financial Planning Process is tailored to your unique needs and goals as a young professional.

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From optimizing your investments to developing a budgeting strategy, we can help make sure you’re covered for the next five, 10 and 20 years.

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People in Transition

People in Transition

Whether you just quit your job or recently separated from your spouse, we can help you begin this new chapter with confidence.

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Business Owners

Business Owners

Focus less on managing your money and more on improving your business with strategies that offer room to grow and expand.

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In addition to helping our clients achieve their financial goals, we value volunteering our time in the community and providing those who are less fortunate with the resources they need to live happy — and healthy — lives.

Recent Events

Virginia Hospital, Music and Medicine 2018

Baird Gives Back Week

During Baird Gives Back Week 2019, we supported the charity, Food For Others. Learn more about their mission.

Some Of Our Favorite Organization

The Baird Foundation supports nonprofit organizations who focus on health and human services, education, the arts and diversity.

Virginia Hospital Center Foundation’s story dates back to 1925 when five women's clubs joined together to raise $100 to start the Arlington Hospital Association. This community project went on to become a 100-bed hospital that has grown to become the Virginia Hospital Center we now have today.

Founded in 2010 to honor the memory of Yeardley Love, One Love works with young people across the country to raise awareness about the warning signs of abuse.

The Giving Circle of Hope has become a leader in local philanthropy by making vital connections, providing resources and knowledge of the nonprofit sector, engaging in advocacy, furthering education and awarding grants.

Hopecam’s mission is simple: overcome the social isolation experienced by children during their cancer treatment.

Neediest Kids provides thousands of low-income students across the Washington D.C. metro area with the basic essentials they need to get the education they deserve.

Food for Others distributes free food to people in need and provides opportunities for people to volunteer their resources.

Oceana is the world's largest international advocacy organization focusing on protecting the ocean. They aim to influence policy around the world to make the ocean a healthier place.


United Behind You

<sup>STEP 1</sup><br/>Initial Meeting

Initial Meeting

At the beginning of our partnership, we’ll schedule a 15- to 30-minute informal meet and greet — either in-person or by phone — to learn more about you, your background and your needs. This is a great opportunity for us to get to know one another and decide whether or not we’d be a good fit.

<sup>STEP 2</sup><br/>Meet the Team

Meet the Team

Next, we’ll invite you to our office where you’ll have the opportunity to meet the rest of our team. During this meeting, we’ll provide information about our services, philosophy, fees and more so you can feel confident during the decision-making process. 

<sup>STEP 3</sup><br/>Make a Plan

Make a Plan

After that, we’ll collect any financial information you have, as well as discuss your short- and long-term goals. We’ll then provide you with some initial solutions and recommendations based upon what we feel will suit your needs best. Then, we’ll develop a game plan for our relationship moving forward.

<sup>STEP 4</sup><br/>Monitor &#38; Adjust

Monitor & Adjust

Once we all agree on the necessary next steps, we’ll open accounts, implement our investment strategy and perform any other discussed duties. After all action items have been executed, we’ll meet at least once a year to review your progress and make any adjustments as needed.


2022 Market, Policy and Planning Outlook

To help us put 2021 in context and prepare us for what the new year could have in store, we sat down Strategas investment and policy analysts Jason Trennert and Dan Clifton and Baird financial planners Heather Osborn and Tim Steffen. We talk about the prospects for continued inflation, tax changes out of Washington, the 2022 midterms and much more in our 2022 Market, Policy and Planning Outlook.

Quick Takes: National Debt Fear

Demystifing the national debt.

Does Inflation Scare You?

 Inflation is a common concern for many of our clients which is why we wanted to share the video below from the Baird team. Michael Antonelli, PWM Market Strategist and Ross Mayfield, Investment Strategy Analyst share their expertise on inflation along with some planning considerations to help address any concerns you might have.

Because inflation rates can look very different for health care, education and every day expenses, breaking out your financial goals separately can be very valuable to determine how inflation rates might impact your overall financial plan.

As you and your network continue to be faced with big life decisions we know there is an interest and need for resources to help make informed choices appropriate for you.

Enjoy Identity Protection with Peace of Mind

For being clients of The Popovich Financial Group at Baird we have partnered up with InfoArmor to give you a special low price offer for identity protection. Enjoy peace of mind, financial reassurance and time saving expertise with InfoArmor’s comprehensive identity protection plan PrivacyArmor.

 Click here to register with InfoArmor today.

Bull & Baird

Read Baird’s first blog; trader, Mike Antonelli, brightens days with unique market insights.

Read Now


Strategas – a Baird Company provides Market Strategy and timely perspective to help you better understand what’s happening in the world today and what it means for your portfolio and plans. These premier insights combine investment strategy, macroeconomic perspective, government policy research, technical analysis and a deep understanding of the fixed income and equity markets. This comprehensive Market Strategy complements and enhances our investment and planning solutions for you.

Watch the Weekly Market Video Here

Dental Business Planning

We have a huge appreciation for the Virginia Academy of General Dentistry association and what their doctors have achieved to give back to their community and profession.  Our team is committed to helping dentists run a successful practice and give back to their employees.

Business Services

How We Can Services You...

Retirement Plans

Your employees retirement matters.  Let us help you determine the best plan of action for your business. 

  • 401(k) plans
  • Profit Sharing Plans
  • SEPs
  • Individual IRAs

Financial Planning 

As an added service our team will provide complimentary financial planning for each employee on a personal level. 

  • Insurance Planning
  • Education Planning
  • Budgeting
  • Retirement Funding
  • On-going Financial Education 


Our team takes pride on managing your assets so you can focus on what is more important to you which is growing your business and spending quality time with your family.  It is our fiduciary duty to work in your best interest as well as each employee.  

  • Online meetings available
  • Market Outlooks 

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About Baird

Baird is an international wealth management, capital markets, asset management and private equity firm.

Thanks to our independent, employee-owned structure, each one of our associates worldwide shares a real stake in your success. We know from experience that the only way to help you reach your goals is to keep your best interests in mind — always.

Since 1919, we’ve been earning our clients’ trust by staying true to our mission:

To provide the best financial advice and service to our clients and be the best place to work for our associates.

While we have grown over the years to meet the evolving needs of our clients, we preserved the core values that kept us strong and stable through every market environment:

  • Clients come first.
  • Integrity is irreplaceable.
  • Quality is our measure of success.
  • The best financial advice is the result of expertise and teamwork.
  • How we succeed is as important as if we succeed.
  • We seek personal balance in home, work and community involvement.

View Baird's 2019 Annual Report

On Your Block.

In your corner.

With the right plan in place, anything is possible.

A cohesive plan of action, paired with strategic next steps, will help you — and your family — secure your future for years to come.

We look forward to joining you on your journey.

Thank you!