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Meet your team

Edwin R. Baldrige III, CFP®

Principal & Wealth Manager

Ed Baldrige, Certified Financial Planner (CFP®), has more than 40 years of professional investment experience in a broad range of financial markets. Ed founded Baldrige Asset Management in 1999 to provide independent, objective advice for clients. After graduating from Dartmouth College with an A.B. in Economics, Ed's career in the financial markets began as a trader and analyst at the Chicago Board of Trade and later at the New York Mercantile Exchange (CME). From 2008-2020 he taught Portfolio Finance and ESG Investing at Muhlenberg College.  Ed is a member of the Financial Planning Association (FPA) and is a Certified Financial Planner (CFP®).  He currently serves as Treasurer of the Sustainable Food Alliance / Trust, a UK based organization engaged in sustainable food systems. He is also a board member of Hawk Mountain Sanctuary, a global leader in raptor conservation. Ed is married and has three children. He enjoys fly fishing, skiing, and traveling, as well as working with clients. 

Jeffery W. Lanscek, CFP®, ChFC®

Senior Portfolio Administrator & Financial Advisor

Jeff Lanscek, Senior Portfolio Administrator, Certified Financial Planner (CFP®), and Chartered Financial Consultant (ChFC®) joined Baldrige Asset Management LLC in 2003 and has more than 20 years of professional investment experience in investment strategies and financial planning. He is responsible for maintaining portfolio operations and trading and is engaged with financial planning and reporting. Prior to joining Baldrige Asset Management, he worked in investments and fund accounting with several major financial institutions including SEI Investments, Nationwide, and Guardian Group Pensions. In 1998, Jeff graduated from Lehigh University with a B.S. in Finance. In 2017, he earned the Certified Financial Planner (CFP®) designation. He enjoys golfing and spending time with his wife and three young daughters.


Diana Lormand, FPQP™

Director of Client Services

Diana Lormand, Director of Client Services, joined Baldrige Asset Management in 2015 and is responsible for client services and office systems. A graduate of Messiah College with a degree in Art History and a minor in Business Administration, she also earned her Financial Paraplanner Qualified Professional (FPQP™) designation in 2016. Diana has over 8 years of administrative experience, including legal assistance, sales, and non-profit work. She volunteers her time teaching a comprehensive health program to middle schoolers throughout the school year and mentors a middle school student one on one. Diana enjoys kayaking, canoeing, and practicing yoga, as well as spending time outdoors hiking with her spouse, daughter, and two rescue dogs.

Michael Insogna, MBA

Financial Advisor

Mike Insogna, Financial Advisor, joined Baldrige Asset Management in 2020 and has been focused on driving strategic planning, researching and implementing investment opportunities, transforming the client reporting experience, and helping clients with data-driven financial planning. Mike holds an MBA from the Wharton School of Business at the University of Pennsylvania with a dual major in Finance and Strategy. His career spans 25 years of a broad range of consulting and corporate roles in business planning, operations, technology, and sales. Most recently, Mike was a Senior Manager at Accenture Consulting, previously worked as Global Director for Procurement Strategy at Axalta, and held several business and technical roles at Air Products prior to that. He holds his Series 65 license (NASAA Investment Adviser) and received his undergraduate degree in 1996 from the University of Scranton in Electrical Engineering. Mike lives in Philadelphia and is married with two children. He volunteers as a basketball and baseball coach and enjoys skiing, golfing, hiking, and playing music in his spare time.