<?xml version="1.0" encoding="UTF-8"?>
<edgarSubmission xmlns="http://www.sec.gov/edgar/maifiler" xmlns:com="http://www.sec.gov/edgar/common_ma" xmlns:com1="http://www.sec.gov/edgar/common">
  <headerData>
    <submissionType>MA-I/A</submissionType>
    <filerInfo>
      <com:filer>
        <com1:filerId>0000009211</com1:filerId>
        <com1:filerCcc>XXXXXXXX</com1:filerCcc>
      </com:filer>
      <com:contact>
        <com1:name>Mandy Burrill</com1:name>
        <com1:phoneNumber>414-298-2468</com1:phoneNumber>
      </com:contact>
      <com:contactEmail>Registrationdepartment@rwbaird.com</com:contactEmail>
      <com:notifications>
        <com1:internetNotificationAddress>mburrill@rwbaird.com</com1:internetNotificationAddress>
      </com:notifications>
    </filerInfo>
  </headerData>
  <formData>
    <isAmendment>N</isAmendment>
    <previousAccessionNumber>0000009211-19-000021</previousAccessionNumber>
    <isIndividual>Y</isIndividual>
    <applicantName>
      <com:firstName>THOMAS</com:firstName>
      <com:middleName>JOSEPH</com:middleName>
      <com:lastName>GAVIN</com:lastName>
    </applicantName>
    <applicantCrdNum>1192399</applicantCrdNum>
    <hasMoreThanOneAdvisoryFirms>N</hasMoreThanOneAdvisoryFirms>
    <noOfAdvisoryFirms>1</noOfAdvisoryFirms>
    <municipalAdvisorOffices>
      <municipalAdvisorOffice>
        <municipalFirm>
          <municipalFiler>
            <filerId>0000009211</filerId>
          </municipalFiler>
          <municipalFirmName>ROBERT W. BAIRD &amp; CO. INCORPORATED</municipalFirmName>
          <recentEmploymentCommencedDate>05-04-1994</recentEmploymentCommencedDate>
          <isIndependentRelatioship>N</isIndependentRelatioship>
        </municipalFirm>
        <maRegistration>
          <notSecRegistered>
            <hasFiled>
              <filingDate>07-17-2014</filingDate>
              <cik>0000009211</cik>
            </hasFiled>
          </notSecRegistered>
        </maRegistration>
        <advisorOffices>
          <advisorOffice>
            <locationInfo>SUPERVISED</locationInfo>
            <startDate>05-04-1994</startDate>
            <addressInfo>
              <com:address>
                <com1:street1>777 E. WISCONSIN AVENUE</com1:street1>
                <com1:city>MILWAUKEE</com1:city>
                <com1:stateOrCountry>WI</com1:stateOrCountry>
                <com1:zipCode>53202</com1:zipCode>
              </com:address>
            </addressInfo>
          </advisorOffice>
          <advisorOffice>
            <locationInfo>LOCATED</locationInfo>
            <startDate>05-04-1994</startDate>
            <addressInfo>
              <com:address>
                <com1:street1>300 E Fifth Ave</com1:street1>
                <com1:street2>Ste 200</com1:street2>
                <com1:city>Naperville</com1:city>
                <com1:stateOrCountry>IL</com1:stateOrCountry>
                <com1:zipCode>60563</com1:zipCode>
              </com:address>
            </addressInfo>
          </advisorOffice>
        </advisorOffices>
      </municipalAdvisorOffice>
    </municipalAdvisorOffices>
    <residentialHistory>
      
    </residentialHistory>
    <employmentHistory>
      <currentEmployer>
        <startDate>05-1994</startDate>
        <name>Robert W. Baird &amp; Co.</name>
        <addressInfo>
          <city>Naperville</city>
          <stateOrCountry>
            <com1:stateOrCountry>IL</com1:stateOrCountry>
          </stateOrCountry>
          <zipCode>60563</zipCode>
        </addressInfo>
        <isRelatedToMunicipalAdvisor>Y</isRelatedToMunicipalAdvisor>
        <isRelatedToInvestment>Y</isRelatedToInvestment>
        <positionDescription>Public Finance Banker</positionDescription>
      </currentEmployer>
    </employmentHistory>
    <isEngagedInOtherBusiness>N</isEngagedInOtherBusiness>
    <disclosureQuestions>
      <criminalDisclosure>
        <criminalDisclosureCommonQuestion>
          <com:isConvictedOfFelony>N</com:isConvictedOfFelony>
          <com:isChargedWithFelony>N</com:isChargedWithFelony>
          <com:isOrgConvictedOfFelony>N</com:isOrgConvictedOfFelony>
          <com:isOrgChargedWithFelony>N</com:isOrgChargedWithFelony>
        </criminalDisclosureCommonQuestion>
        <isConvictedOfMisdemeanor>N</isConvictedOfMisdemeanor>
        <isChargedWithMisdemeanor>N</isChargedWithMisdemeanor>
        <isOrgConvictedOfMisdemeanor>N</isOrgConvictedOfMisdemeanor>
        <isOrgChargedWithMisdemeanor>N</isOrgChargedWithMisdemeanor>
      </criminalDisclosure>
      <regulatoryDisclosure>
        <regulatoryDisclosureCommonQuestion>
          <com:isMadeFalseStatement>N</com:isMadeFalseStatement>
          <com:isViolatedRegulation>N</com:isViolatedRegulation>
          <com:isCauseOfDenial>N</com:isCauseOfDenial>
          <com:isOrderAgainst>N</com:isOrderAgainst>
          <com:isImposedPenalty>N</com:isImposedPenalty>
          <com:isUnEthical>N</com:isUnEthical>
          <com:isFoundInViolationOfRegulation>N</com:isFoundInViolationOfRegulation>
          <com:isFoundInCauseOfDenial>N</com:isFoundInCauseOfDenial>
          <com:isOrderAgainstActivity>N</com:isOrderAgainstActivity>
          <com:isDeniedLicense>N</com:isDeniedLicense>
          <com:isFoundMadeFalseStatement>N</com:isFoundMadeFalseStatement>
          <com:isFoundInViolationOfRules>N</com:isFoundInViolationOfRules>
          <com:isFoundInCauseOfSuspension>N</com:isFoundInCauseOfSuspension>
          <com:isDiscipliend>N</com:isDiscipliend>
          <com:isAuthorizedToActAttorney>N</com:isAuthorizedToActAttorney>
          <com:isRegulatoryComplaint>N</com:isRegulatoryComplaint>
        </regulatoryDisclosureCommonQuestion>
        <isViolatedSecurityAct>N</isViolatedSecurityAct>
        <isWillFullyAided>N</isWillFullyAided>
        <isFailedToSupervise>N</isFailedToSupervise>
        <isFoundWillFullyAided>N</isFoundWillFullyAided>
        <isAssociationBared>N</isAssociationBared>
        <isFinalOrder>N</isFinalOrder>
        <isWillFullyViolatedSecurityAct>N</isWillFullyViolatedSecurityAct>
        <isFailedResonably>N</isFailedResonably>
      </regulatoryDisclosure>
      <investigationDisclosure>
        <isInvestigated>N</isInvestigated>
      </investigationDisclosure>
      <civilDisclosure>
        <com:isEnjoined>N</com:isEnjoined>
        <com:isFoundInViolationOfRegulation>N</com:isFoundInViolationOfRegulation>
        <com:isDismissed>N</com:isDismissed>
        <com:isNamedInCivilProceeding>N</com:isNamedInCivilProceeding>
      </civilDisclosure>
      <complaintDisclosure>
        <isComplaintPending>N</isComplaintPending>
        <isComplaintSettled>N</isComplaintSettled>
        <isFraudCasePending>N</isFraudCasePending>
        <isFraudCaseResultedAward>N</isFraudCaseResultedAward>
        <isFraudCaseSettled>N</isFraudCaseSettled>
      </complaintDisclosure>
      <terminationDisclosure>
        <isViloatedIndustryStandard>N</isViloatedIndustryStandard>
        <isInvolvedInFraud>N</isInvolvedInFraud>
        <isFailedToSupervise>N</isFailedToSupervise>
      </terminationDisclosure>
      <financialDisclosure>
        <isCompromised>N</isCompromised>
        <isBankruptcyPetition>N</isBankruptcyPetition>
        <isTrusteeApointed>N</isTrusteeApointed>
        <isBondRevoked>N</isBondRevoked>
      </financialDisclosure>
      <judgmentLienDisclosure>
        <isLienAgainst>N</isLienAgainst>
      </judgmentLienDisclosure>
    </disclosureQuestions>
    <signatureInfo>
      <com:signature>
        <com:dateSigned>03-26-2026</com:dateSigned>
        <com:signature>Mandy Burrill</com:signature>
        <com:title>Sr Compliance Officer</com:title>
      </com:signature>
    </signatureInfo>
  </formData>
</edgarSubmission>
