Strategic Wealth Partners was acquired by Kovitz Investment Group Partners, LLC ("Kovitz"), a registered investment adviser with the SEC on May 1, 2024. Strategic Wealth Partners is now a division of Kovitz and its registered investment adviser. Materials created prior to this date were created by Strategic Wealth Partners and are accurate as of the time of publishing.


Meet your financial specialists.

Ruben Rivas

Wealth Advisor

For Ruben Rivas, trust is an essential part of his client relationships. Guiding clients through life’s complexities often means making difficult decisions, and by developing and maintaining that bond of trust, Ruben is able to help clients make the right decisions for their futures.

Ruben is passionate about working together with his clients in long-term, one-on-one relationships, helping them build, preserve, and transfer their wealth. He joined Strategic Wealth Partners because the firm shares his client-first philosophy that is rooted in relationships.

As a Wealth Advisor at Strategic Wealth Partners, Ruben works with affluent investors and families, bringing a complete approach to their wealth management needs. Ruben partners with his clients, guiding them through the complex planning and investing landscape and delivering simplicity.

Before joining SWP, Ruben worked as a Wealth Management Advisor at U.S. Bancorp Investments and as a Client Specialist at Robert W. Baird & Co.

A husband and father of three cool kids, Ruben enjoys creating lifelong memories with friends and family, golf, travel, cooking, and sports.


Bachelor of Arts in Political Science – Business & Politics, Marquette University

Office Location

Milwaukee, WI


Financial Planning
Nurturing Wealth Across Generations: A Guide to Multi-Generational Wealth Planning
Often referred to as the “Great Wealth Transfer,” studies show that roughly $84 trillion in assets amassed by baby boomers will change hands over the next 20 years. When examined more closely, a third of today’s high-net-worth individuals inherited their wealth.  According to the UBS Billionaire Ambitions Report, in 2023, more new billionaires were created by inherited wealth rather than entrepreneurship. This trend looks to continue in the years to come for many wealthy families (not just billionaires).
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Financial Planning
Strategies for Effective Tax Planning
Tax planning may not be the most exciting part of creating a financial plan. But if you want to keep more of your money in your pocket, active tax management is critical. For instance, let’s say you’re planning on selling your business. While negotiating a good price is important, so is structuring a tax-efficient way to receive the proceeds. Investing these assets strategically post-sale can, in turn, help minimize taxes as you draw down the funds over the years. At SWP, we believe that active tax management should play a central role in any financial plan. In this article, we’ll outline the key strategies involved in implementing appropriate and effective tax management.
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