Broker Check

1128 Lincoln Mall, Suite 200, Lincoln, NE 68508

Core Values

This is not just a financial planning and employee benefits business. To us, it’s a way of life.

At Midlands Financial of Lincoln, Nebraska, we believe a strong set of core values is important to remaining an exceptional organization and effectively meeting your financial planning and employee benefits needs. We have established a strong set of values to guide the actions and behaviors of the company. These values are embraced by all of us in our daily work lives.

Image and Reputation

Midlands Financial has built an outstanding reputation in the marketplace and in the local community. Our name is associated with truth, honesty, integrity, and quality. We continually do all we can to sustain and build upon this reputation.


We recognize the importance of the client in every aspect of our business. We feel a sense of urgency in all client-related matters and help ensure that confidentiality is always maintained. We treat clients with the utmost courtesy, strive for a clear understanding of client needs, and pay special attention to those needs. The best interest of the client is always the focus.

Mutual Respect and Fairness

Midlands Financial values and respects its associates and treats each of them fairly. Accordingly, all associates demonstrate mutual respect toward one another and extend that respect to all individuals and clients. We believe inherent in this value is the mandate to honor our commitments—keeping our promises and doing what we say we will. We are caring people, and we treat our coworkers and clients as such.


At Midlands Financial, all associates willingly support one another. We work together as a close-knit team to meet client needs and to achieve company objectives. When decisions are made, we consider what is good for all. With this strong collaborative mindset, we demonstrate sincere consideration and compassion for one another. We are a committed team with genuine concern for the well-being and success of each individual.

Desire to Be the Best

We possess a uniquely strong work ethic. We all accept the responsibility and accountability to perform our jobs well, and we always endeavor to work hard at doing the right things right. Positivity and optimism are always present as we perform our roles, and we are confident as we constantly strive to be the best we can be.

Open and Effective Communication

We recognize the importance of open and effective communication in performing our roles and in dealing with clients. Furthermore, we commit to sharing information in a clear and understandable manner. At Midlands Financial, we engage in open and honest dialogue to create common understanding, share ideas, and resolve issues.


We conduct our business on the basis of strong and trusted relationships with our clients and business associates. These relationships require a deep commitment to the personal and financial needs of others, and they are fundamental to the purpose and being of Midlands.