Skip to Main Content
Edward J. Heiser

Edward J. Heiser

Senior Counsel
Milwaukee
office: 414.978.5503
fax: 414.223.5000
Overview

For more than 30 years, Ed has been recognized as one of the leading consumer finance lawyers in Wisconsin and nationwide.

His early experience as one of the drafters of the Wisconsin Consumer Act, the state’s comprehensive consumer credit code, coupled with his leadership in building forms and operational manuals for some of Wisconsin’s largest consumer finance companies, has given him the unique ability to blend legal principles with operational and marketplace understanding.

Ed’s insights and familiarity with consumer finance law have enabled him to guide clients who provide consumer credit through the legal and administrative intricacies of Wisconsin laws and regulations. He has been called upon by state and national organizations to represent consumer creditor interests not only in Wisconsin, but throughout the country. He has also served on a number of legislative advisory committees.

Among the ways in which Ed has demonstrated leadership in the field:

  • Represented the American Financial Services Association as an official observer to the National Conference of Commissioners on Uniform State Law during the five-year revision to Article 9 to the Uniform Commercial Code, and chaired the consumer creditors’ group reviewing consumer provisions.
  • Served as chair of the select committee formed by the Wisconsin Department of Financial Institutions (DFI) to review and modernize the Wisconsin Consumer Act (WCA). He also co-chaired the DFI special committee on WCA registration and funding and represented the consumer finance industry on the DFI Task Force on Financial Competitive 2005.
  • Served on the Wisconsin Bar Association’s committee reviewing revised Article 9 for Wisconsin.

Industry

Services

Recognition

  • The Best Lawyers in America, Bankruptcy and Creditor-Debtor Rights/Insolvency and Reorganization Law, 1993-2019
  • Wisconsin Super Lawyers list, 2008-2015

Education

  • J.D., University of Michigan Law School
    • cum laude
  • A.B., University of Michigan

Admissions

  • Wisconsin

Professional Associations and Memberships

  • Governing Committee of the Conference on Consumer Finance Law, Chair
  • Conference of Consumer Finance Law, Secretary
  • American College of Consumer Financial Services Lawyers, Fellow
  • National Institute on Consumer Credit Management, Board of Directors
  • Governing Committee of the Conference on Consumer Finance Law, President
  • American Financial Services Association Law Committee
  • Law Forum of the American Financial Services Association, Past Chair
  • Wisconsin Financial Services Association, Former Executive Director
Experience
  • Advised national consumer credit providers on first mortgage and second mortgage financing, automobile sales finance and leasing, manufactured housing financing, secured and unsecured consumer credit, and related areas.
  • Drafted and promoted the passage of consumer credit legislation, including the model auto-leasing act prepared by the American Automobile Manufacturers Association, short-term loan (payday and title loan) legislation and revisions to the Wisconsin Consumer Act to permit self-help repossession without replevy.
  • Represented major credit card and other consumer finance lenders in Wisconsin courts to uphold consumer arbitration clauses, including appeals to the Wisconsin Supreme Court.
  • Represented automobile finance companies in class actions alleging discrimination in automobile markup rates.
  • Represented a major finance company in a class action lawsuit brought by Wisconsin’s attorney general involving allegations of “packing” insurance and noncredit products.