About Me

Bruce began his career at Morgan Stanley in 1998. As a senior financial advisor on the team, Bruce provides strategic direction and investment policy for the team. Over the course of his career, he has witnessed numerous market cycles and economic conditions. He applies his knowledge, experience and judgment in crafting financial plans and investment portfolios that can help anticipate and respond to various market environments. Bruce relishes the opportunity to collaborate with his clients and their families in order to help meet their goals. Bruce earned a Bachelor of Arts Degree in Business Administration from Western Michigan University and holds the Family Wealth Advisor Designation from Morgan Stanley.
Bruce is originally from Oxford. He currently lives in Rochester with his wife, Jennifer, and his three children, Katelyn, Jacob and Mackenzie. He enjoys traveling, fishing, golfing, gardening, and spending time up north with his family in the summer.
Services Include
Securities Agent: CA, RI, OH, ME, KY, MI, AZ, VA, SD, IN, IA, DE, NY, FL, CO, TX, NJ, VT, NM, MA, ID, CT, WA, DC, MS, MO, IL, GA, TN, PA, NC, SC, LA; General Securities Representative; Investment Advisor Representative; Managed Futures
NMLS#: 1268259
Check the background of Our Firm and Investment Professionals on FINRA's BrokerCheck.*

WHAT IS A FAMILY WEALTH ADVISOR?

In my 20+ years at Morgan Stanley I have focused on building family relationships. I have earned Morgan Stanley’s Family Wealth Advisor
designation and have the proficiency to guide you through tough family conversations such as estate planning strategies, managing family enterprises and making philanthropy a family affair.

Here is a brief list of the topics I cover with clients.
  • Strategies for Lifetime Gifting
  • Having a Proactive Approach to Estate Planning as a Family
  • How to Have Meaningful Family Conversations About Money
  • Managing the Family Enterprise
  • How to Make Philanthropy a Family Affair
  • Planning for Your Financial Future
Tab Image
Bruce has earned the following awards:

• Forbes Magazine Best in State Wealth Advisors, 2023-2024
• Five Star Wealth Manager Award Winner, 2012-2023
• Master's Club 2018-2022
• Century Club 2017
• Forbes Best-In-State Wealth Management Teams 2025 (Team Member)

2022 & 2023 - Forbes Best-In-State Wealth Advisors
Source: Forbes.com (Awarded 2022 & 2023). Data compiled by SHOOK Research LLC based 12-month time period concluding in June of year prior to the issuance of the award.

2025 - Forbes Best-In-State Wealth Management Teams
Source: Forbes (Awarded Jan 2025) Data compiled by SHOOK Research LLC for the period 3/31/23-3/31/24.

2012-2023: Five Star Wealth Manager Award
Source: fivestarprofessional.com (Awarded 2012-2023) These awards were determined through an evaluation process conducted by Five Star Professional, based on objective criteria, during the following periods:
2023 Award - 09/05/22 - 03/03/23
2022 Award - 09/03/21 - 03/11/22
2021 Award - 08/10/20 - 03/19/21
2020 Award - 08/01/19 - 03/20/20
2019 Award - 08/21/18 - 03/19/19
2018 Award - 08/30/17 - 03/19/18
2017 Award - 08/24/16 - 02/24/17
2016 Award - 10/22/15 - 03/09/16
2015 Award - 10/22/14 - 03/09/15
2014 Award - 10/22/13 - 03/09/14
2013 Award - 10/22/12 - 03/09/13
2012 Award - 10/22/11 - 03/09/12

Women & Wealth Personalized Experience

There’s no doubt about it — women face a unique set of financial challenges. That is why we are committed to empowering women with the knowledge and tools needed to achieve your goals: whether you’re buying a home, starting a family, navigating a divorce, caring for a loved one, or giving back to a cause you care about.

Be sure to scroll to the right on each picture for more information or click the link below for a PDF.
    Icon Image
    Icon Image

2024 Taxes

If you're in the process of preparing for tax season, below you'll find the Morgan Stanley 2024 Tax Tables. Here you'll find the 2024 tax rates, as well as important dates for various tax filings.

Be sure to click the arrow to the right of the picture to scroll through to the second page. If you would like a printable version, click on the link below the tables for the PDF.
2024 Tax Tables PDF
Click on the link below for a PDF version for you to easily print.
Click Here for PDF

Client Service Team

    Carousel Associate Image
    Logan Oates - Client Service Associate
    Phone:
    (248) 218-8251(248) 218-8251
    Email:Logan.Oates@morganstanley.com
    After achieving a Bachelor of Science in Finance from Oakland University, I joined the Bluewater Group following my internship with Morgan Stanley. Being a first-generation college graduate has taught me a lot about money management and financial well-being as a whole.

    As a Client Service Associate, my goal is to not only effectively communicate your needs to the group, but to also provide the best customer service Morgan Stanley has to offer. I am often your first point of contact, coordinating daily tasks and projects so that your advisor can focus on what they do best.

    By utilizing my knowledge and skills, I aim to build a trusting relationship with you as we fortify your financial future.
    Carousel Associate Image
    Amy D. Irish - Wealth Management Associate, Financial Planning Specialist
    Amy Irish joined our team as a Wealth Management Associate in January 2024. Her primary focus is providing wealth planning analysis and identifying possible solutions based on each family’s goals or needs. Amy works closely to help clients identify their primary goals and needs, including asset allocation, education funding, retirement income planning, tax minimization strategies and estate planning services. Amy uses these goals to build wealth plans designed to help clients pursue their desired outcomes, while preserving their wealth for current and future generations. Amy also helps clients to identify solutions that Morgan Stanley offers that may help them stay on track.
    Amy brings over 20 years of industry experience to the team, with a decade of her experience working with ultra high net worth clients. She has a Bachelor of Arts from the University of Michigan, where she majored in History and English. She holds FINRA series 7 and 66 licenses as well as is a registered producer for life insurance with the State of Michigan.
    Outside of work, Amy enjoys sports, weightlifting, and spending time with friends and family. Amy loves animals and occasionally fosters dogs for different dog rescues. She lives in Union Lake with her son, two dogs and two cats.

WORKPLACE FINANCIAL BENEFITS WITH MORGAN STANLEY AT WORK

Our mission is to help your company elevate your workplace financial benefits—helping you to attract and retain top talent. Our end-to-end solutions support your company and employees at any stage of growth through a powerful combination of modern technology, insightful guidance, and dedicated service.

    Equity Solutions

    Equity ownership is a powerful motivator. Streamline equity management through our leading-edge technology and provide global audit-ready reporting and insights, alongside customizable participant experiences to engage and educate your employees on how to make the most of their benefits. Our global solutions support private and public companies at any stage of growth.

    • Equity Administration and Financial Reporting
    • Liquidity Events
    • 409A Valuation Services and Cap Table Management

    Learn more
    Retirement

    For your employees, retirement is more than a date in the future—it's a milestone that takes time, hard work, and the right tools. Through our consultative process, we strive to assist with the management of your fiduciary responsibilities and risk, simplify plan management, and help you improve retirement readiness for your employees.

    • Defined Contribution Consulting
    • Solutions-Oriented Plans
    • Fiduciary Investment Oversight

    Learn more
    Deferred Compensation

    Access a range of Nonqualified Deferred Compensation plan services or pick the ones that best fit your needs. We provide recordkeeping and plan design, portfolio construction services, and plan education for your executive talent. We help you determine the appropriate plan design and inform a funding strategy through a needs-based assessment and consultative approach.

    Services include:

    • Recordkeeping and Plan Design
    • Portfolio Construction
    • Wealth Management Services
    Learn more
    Executive Services

    Our dedicated team provides concierge-level support for your executives' equity compensation plans, from 10b5-1 trading plans to form filing related to Rule 144 transactions, to access to wealth management and tax-optimization strategies, so helping them navigate their complex financial needs with greater confidence and certainty:

    • Equity Compensation Services
    • Equity Award Analysis
    • Specialized Solutions
    Learn more
    Saving and Giving

    Saving and Giving benefits can make a real difference in your employees' lives as they can support the things that matter most to them—like saving for education and repaying student loans. Show that you are committed to your employees' priorities with leading-edge solutions that help them chart a path toward financial well-being.

    • College Savings
    • Student Loan Repayment and Refinancing
    • Charitable Giving
    Learn more
    Financial Wellness

    We offer Financial Wellness with every solution we provide. Through a powerful combination of education, digital tools and guidance, Financial Wellness is designed to address the unique needs of your employees and empower their financial journey at every stage. Give your employees the confidence to take charge of their finances.

    • Financial Education
    • Digital Tools
    • Financial Guidance

    Learn more

Location

1108 North Main Street
Rochester, MI 48307
US
Direct:
(248) 218-8243(248) 218-8243
Toll-Free:
(877) 407-2707(877) 407-2707
Fax:
(248) 218-8301(248) 218-8301

The Power of Partnerships

By partnering with experienced individuals across wealth disciplines, Morgan Stanley Financial Advisors can align specialized resources with your custom needs and deliver strategic guidance through the familiarity and trust of existing relationships

About Joseph V. Portera

Joseph Portera is a Private Banker serving Morgan Stanley Wealth Management offices in Michigan.

Private Bankers partner with Financial Advisors to develop a specialized approach for managing clients’ cash flow, liquidity and financing needs, leveraging our comprehensive suite of cash management and lending solutions.

Joseph began his career in financial services in 2002 and joined Morgan Stanley in 2018. Prior to joining the firm, he served as a Commercial Lender and Market Director at JPMorgan Chase.

Joseph is a graduate of the Haworth College of Business at Western Michigan University where he received a Bachelor of Business Administration in Finance, and Keller Graduate School of Business where he received a Master’s in Business Administration in Finance & Accounting.

Joseph and his family currently reside in Grosse Pointe, Michigan. Outside of the office, he enjoys martial arts, skiing, tennis, and spending time with his family.
NMLS#: 1260889
Wealth Management
From My Desk

Morgan Stanley 2024 Tax Tables- The Bluewater Group


Wealth Management
Global Investment Office

Portfolio Insights

This is a video content

Equity Compensation

Helping you make the most of your equity awards and better understand how it may fit into your your larger financial picture – today and tomorrow.

  • Vesting events
  • Option expirations
  • Restricted stock units
  • Tax implications

Retirement

Working with you to understand your life goals and develop a personalized wealth strategy. Today and for the years to come.
  • 401(k) Rollovers
  • IRA Plans
  • Retirement income strategies
  • Retirement plan participants
  • Annuities
A Simple Six-Step Retirement Checkup
Article Image

A Simple Six-Step Retirement Checkup

Checking in on your retirement plan may make a lot of sense, especially when market volatility arises.

Investing

Working closely with you to guide your wealth and investments through the most challenging market cycles.
  • Asset Management
  • Wealth Planning
  • Traditional Investments
  • Alternative Investments
  • Impact Investing
Tax-Smart Ways to Sell Securities
How investors can tap their portfolios in tax-savvy ways.

Tax-Smart Ways to Sell Securities

Realizing profits seems like the best part of investing, but taxes can add up. Our new analytics tool can help investors tap their portfolios in tax-savvy ways.

Family

Creating customized financial strategies for the challenges that today’s families face.
  • Estate Planning Strategies
  • 529 Plans / Education Savings Planning
  • Long Term Care Insurance
  • Special Needs Planning
  • Trust Services
529 Plans: A Powerful Tool to Save for Education
Article Image

529 Plans: A Powerful Tool to Save for Education

Though education costs continue to climb, starting to save and invest early can make a difference.

Business Planning

Helping you on key aspects of your business such as ownership, liquidity and developing opportunities.
  • Succession Planning
  • Business Planning
  • Qualified Retirement Plans
Financial Planning for Life After Selling a Business
Article Image

Financial Planning for Life After Selling a Business

Selling your business can mean big changes for your life, both personally and financially. Know how to make the most of your windfall.

Financial Wellness

Enhancing Financial Wellness enables your workforce to do their best work. Companies that invest in financial wellness have an opportunity to:
  • Reduce employee stress,
  • Improve retention and engagement, and
  • Set themselves apart by offering comprehensive financial wellness benefits.
The Business Case for a Financially Resilient Workforce
Article Image

The Business Case for a Financially Resilient Workforce

In the face of turbulent markets, the word “resilience” may be top of mind. Broadly speaking, resilience is the ability to “bounce back” when encountering life’s inevitable challenges.
Ready to start a conversation? Contact Bruce A French today.
Market Information Delayed 20 Minutes
1Alternative Investments are speculative and include a high degree of risk. An investor could lose all or a substantial amount of his/her investment. Alternative investments are appropriate only for qualified, long-term investors who are willing to forgo liquidity and put capital at risk for an indefinite period of time.

Back to top



2Morgan Stanley Smith Barney LLC is a registered Broker/Dealer, Member SIPC, and not a bank. Where appropriate, Morgan Stanley Smith Barney LLC has entered into arrangements with banks and other third parties to assist in offering certain banking related products and services.

Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY

Back to top



3Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning and other legal matters.

Back to top



4When Morgan Stanley Smith Barney LLC, its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors (collectively, “Morgan Stanley”) provide “investment advice” regarding a retirement or welfare benefit plan account, an individual retirement account or a Coverdell education savings account (“Retirement Account”), Morgan Stanley is a “fiduciary” as those terms are defined under the Employee Retirement Income Security Act of 1974, as amended (“ERISA”), and/or the Internal Revenue Code of 1986 (the “Code”), as applicable. When Morgan Stanley provides investment education, takes orders on an unsolicited basis or otherwise does not provide “investment advice”, Morgan Stanley will not be considered a “fiduciary” under ERISA and/or the Code. For more information regarding Morgan Stanley’s role with respect to a Retirement Account, please visit www.morganstanley.com/disclosures/dol. Tax laws are complex and subject to change. Morgan Stanley does not provide tax or legal advice. Individuals are encouraged to consult their tax and legal advisors (a) before establishing a Retirement Account, and (b) regarding any potential tax, ERISA and related consequences of any investments or other transactions made with respect to a Retirement Account. Individuals should always check with their tax or legal advisor before engaging in any transaction involving 529 Plans, Education Savings Accounts and other tax-advantaged investments.

Back to top



5Morgan Stanley Wealth Management is the trade name of Morgan Stanley Smith Barney LLC, a registered broker-dealer in the United States.

Back to top



6When Morgan Stanley Smith Barney LLC, its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors (collectively, “Morgan Stanley”) provide “investment advice” regarding a retirement or welfare benefit plan account, an individual retirement account or a Coverdell education savings account (“Retirement Account”), Morgan Stanley is a “fiduciary” as those terms are defined under the Employee Retirement Income Security Act of 1974, as amended (“ERISA”), and/or the Internal Revenue Code of 1986 (the “Code”), as applicable. When Morgan Stanley provides investment education, takes orders on an unsolicited basis or otherwise does not provide “investment advice”, Morgan Stanley will not be considered a “fiduciary” under ERISA and/or the Code. For more information regarding Morgan Stanley’s role with respect to a Retirement Account, please visit www.morganstanley.com/disclosures/dol. Tax laws are complex and subject to change. Morgan Stanley does not provide tax or legal advice. Individuals are encouraged to consult their tax and legal advisors (a) before establishing a Retirement Account, and (b) regarding any potential tax, ERISA and related consequences of any investments or other transactions made with respect to a Retirement Account. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning, charitable giving, philanthropic planning and other legal matters.

Back to top



Check the background of our Firm and Investment Professionals on FINRA's BrokerCheck*.

The information, products and services described here are intended only for individuals residing in states where this Financial Advisor is properly registered as described in this site.

Morgan Stanley reserves the right, to the extent permitted under applicable law, to retain and monitor all electronic communications. Morgan Stanley will not accept purchase or sale orders via any Internet site, social media site and/or its messaging systems. Morgan Stanley does not endorse and is not responsible and assumes no liability for content, products or services posted by third-parties on any Internet site, social media site and/or its messaging systems. All electronic communications are subject to terms available at the following link:
https://www.morganstanley.com/disclaimers/mswm-email.html. Any profiles and associated content are for U.S. residents only.

The securities/instruments, services, investments and investment strategies discussed in this material may not be appropriate for all investors. The appropriateness of a particular investment, investment strategy or service will depend on an investor's individual circumstances and objectives. Morgan Stanley Smith Barney LLC recommends that investors independently evaluate particular investments, strategies and services, and encourages investors to seek the advice of a Financial Advisor or Private Wealth Advisor. This material does not provide individually tailored investment advice. It has been prepared without regard to the individual financial circumstances and objectives of persons who receive it.

Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.

Morgan Stanley Smith Barney LLC (“Morgan Stanley”) is not implying an affiliation, sponsorship, endorsement with/of the third party or that any monitoring is being done by Morgan Stanley of any information contained within the website. Morgan Stanley is not responsible for the information contained on the third-party website or the use of or inability to use such site. Nor do we guarantee their accuracy or completeness.

The views, opinions or advice contained within third party websites or materials are solely those of the author, who is not a Morgan Stanley employee, and do not necessarily reflect those of Morgan Stanley Smith Barney LLC, or its affiliates. The strategies and/or investments referenced may not be appropriate for all investors as the appropriateness of a particular investment or strategy will depend on an investor's individual circumstances and objectives.

*References to length of service at Morgan Stanley include years at Morgan Stanley and predecessor firms.

Certified Financial Planner Board of Standards Inc. owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™ and federally registered CFP (with flame design) in the U.S, which it awards to individuals who successfully complete CFP Board’s initial and ongoing certification requirements.

The use of the CDFA designation does not permit the rendering of legal advice by Morgan Stanley or its Financial Advisors which may only be done by a licensed attorney.  The CDFA designation is not intended to imply that either Morgan Stanley or its Financial Advisors are acting as experts in this field.

Awards Disclosures
CRC 6491812 (04/2024)