Meet the Astraios Financial Team
We believe long-term financial stability has nothing to do with how much money you make or how much you’ve saved. It’s about creating a smart retirement plan that supports your goals and helps you lead a well-balanced life.
Joel Craven, CFP® - Founder/Advisor
I grew up around the financial services business. My father, Steve Craven, was a financial services professional for over 45 years prior to his retirement in 2018. My own professional path started at UW-Madison, where I earned a degree in Accounting and Information Systems in 2002. I worked for Grant Thornton LLP in financial consulting and auditing for three years. I found that the work was rewarding but the travel was brutal. I realized I wanted a life like my dad’s – he rarely missed a sporting event or family function. He had the freedom to enjoy his life while still doing work that really mattered.
So I opened my financial services firm in 2005, and we consolidated our staff and office space in 2007. The two businesses merged upon my father’s retirement in 2018, which is when I bought him out so he could enjoy his well-deserved retirement, after helping so many families do the same for decades. I’ve taken on the promises he made for all those years, plus my own clients that I’m privileged to serve in Wisconsin and beyond.
Here’s my core philosophy: Everyone deserves a solid financial plan. The tools and strategies normally reserved for people with the most net worth should be available to every family, no matter how much they make or how much they’ve saved.
On a personal note, my wife, Kara, and I have two children - Carter and Nalia. We live in Blue Mounds and have our kids in the Mount Horeb School District. We enjoy mountain bike racing and everything else that rural Wisconsin has to offer. I am honored to serve my community by sitting on the Mount Horeb School Board.
Annirose Womack, CFP® - Advisor
I work with clients using the same core philosophy: Everyone deserves a solid financial plan. The tools and strategies normally reserved for people with the most net worth should be available to every family. I hold a Bachelor’s degree in Business Administration, Magna Cum Laude, from the University of Wisconsin - Whitewater.
Prior to joining Astraios Financial as an advisor in 2014, I was working on the wholesale side of the financial industry in the 401k and mutual fund space. My clients were financial advisors all over the country, and while that required a significantly detailed investment, market, and product knowledge, it did not leave me fulfilled because I never truly knew who I was helping. Since joining Astraios Financial, I am able to wake up every morning excited to personally know my clients, their families, and help them achieve their lifetime goals as we nurture a lifelong relationship together.
I am proud to be raised in a family of lifetime educators. It was instilled that the process of learning is not simply a singular task, but rather a way to go through life that allows you to experience things to their fullest potential. This has been the foundation that I have built my family, hobbies, and professional career as a CERTIFIED FINANCIAL PLANNER™ upon. I can happily say that the process of learning will never end!
When I am not working to help my clients, I enjoy staying busy as a mom and competing in Olympic Weightlifting. I am the United Masters Weightlifting Federation 2024 World Champion for my age/weight division. I hold three world records: Snatch, Clean & Jerk, and Total.
Cynthia Kellor – Advisor
My journey in education spans over 30 years, during which I worked in the Madison Metropolitan School District. I loved witnessing my students' “aha” moments, a testament to our shared learning journey. This passion for education, understanding, and growth is what I bring to my financial planning practice.
Much like teaching, financial planning is a journey of discovery and empowerment. As a financial advisor, I am privileged to guide individuals, regardless of their net worth, toward a solid and personalized financial plan. I introduce tools and strategies that are often reserved for the highest net-worth individuals, making financial security and growth accessible to all.
I have a Bachelor of Science degree in Secondary Education from UW-La Crosse and a Master of Science in Educational Administration from UW-Madison. My financial planning and insurance credentials include Series 7, Series 66, Accident and Health Life, and Variable Life/Variable Annuity.
At Astraios, my very first responsibility is getting to know my clients as well as possible. Knowing what they like to do and what they would like to do in the future is incredibly important in understanding how to develop a personalized plan, based on their specific situation. In other words, I help people clarify and articulate their financial and personal goals, which are interconnected. I then help develop financial plans that will pave the way for them to achieve their financial goals, providing continuous check-ins and support through all stages of their lives.
I take great pleasure in connecting with individuals from diverse backgrounds across the Wisconsin area. As a long-time Madisonian, I currently reside in Middleton with my family. My interests include tending to perennials and vegetables in my garden, spending quality time with friends and family on the pontoon, walking/running, golfing, biking, and cooking.
Alyssa Mann - Office Manager
I keep the office organized and efficient by answering client calls, scheduling meetings, and managing files, as well as handling correspondence and licensing tasks. I have a Bachelor’s degree in English from the University of Arizona
I enjoy working with the close-knit team we’ve built and look forward to continuing to help the office grow and thrive.
I live in Middleton with my husband, Kenny, and our kids, Millie and Jonas. We enjoy spending time outdoors and at our campsite in Northwestern Wisconsin. I love to travel, recently taking the Amtrak train all the way from Milwaukee to Seattle.
Elizabeth Cantwell - Marketing & Account Specialist
I handle the ins and outs of our office, helping to manage accounts, maintain an organized office schedule, keep records, and communicate directly with our clients. I have a Bachelor’s degree in Communications from the University of Wisconsin - Eau Claire.
We have a very family-oriented office and that reflects on how we treat our clients. I enjoy making our clients feel like they are being treated with the utmost respect and that we are helping them with urgency and professionalism.
Outside of work, my husband, David, and I love to travel and challenge each other on hiking trips - rewarded by exploring local breweries! I also work part-time as a Personal Trainer and spend a lot of time in the gym or just being active. I have one cat (my pride and joy!) who takes up the bulk of the photos on my phone.
Cook County
Crawford County
Dane County
DuPage County
Dodge County
Grant County
Green County
Iowa County
Jefferson County
Kane County
Kenosha County
Lafayette County
Who We Serve
We can help families across the country, thanks to referrals from our valued clients. Our primary geographic area is Southern Wisconsin to Northern Illinois. We have a lot of experience helping state pensioners make the most of their retirement plans, as well as non-pensioners.
Lake County
McHenry County
Ozaukee County
Racine County
Richland County
Rock County
Sauk County
Vernon County
Washington County
Waukesha County
Will County