<?xml version="1.0" encoding="UTF-8"?>
<edgarSubmission xmlns="http://www.sec.gov/edgar/thirteenffiler" xmlns:com="http://www.sec.gov/edgar/common">
  <schemaVersion>X0202</schemaVersion>
  <headerData>
    <submissionType>13F-HR</submissionType>
    <filerInfo>
      <liveTestFlag>LIVE</liveTestFlag>
      <flags>
        <confirmingCopyFlag>false</confirmingCopyFlag>
        <returnCopyFlag>true</returnCopyFlag>
        <overrideInternetFlag>false</overrideInternetFlag>
      </flags>
      <filer>
        <credentials>
          <cik>0001648711</cik>
          <ccc>XXXXXXXX</ccc>
        </credentials>
      </filer>
      <periodOfReport>09-30-2023</periodOfReport>
    </filerInfo>
  </headerData>
  <formData>
    <coverPage>
      <reportCalendarOrQuarter>09-30-2023</reportCalendarOrQuarter>
      <filingManager>
        <name>Baird Financial Group, Inc.</name>
        <address>
          <com:street1>777 E. WISCONSIN AVENUE</com:street1>
          <com:city>MILWAUKEE</com:city>
          <com:stateOrCountry>WI</com:stateOrCountry>
          <com:zipCode>53202</com:zipCode>
        </address>
      </filingManager>
      <reportType>13F COMBINATION REPORT</reportType>
      <form13FFileNumber>028-16981</form13FFileNumber>
      <otherManagersInfo>
        <otherManager>
          <cik>0001469751</cik>
          <form13FFileNumber>028-13577</form13FFileNumber>
          <crdNumber>000146221</crdNumber>
          <secFileNumber>801-68810</secFileNumber>
          <name>RiverFront Investment Group, LLC</name>
        </otherManager>
        <otherManager>
          <cik>0001626220</cik>
          <form13FFileNumber>028-17931</form13FFileNumber>
          <crdNumber>000169840</crdNumber>
          <secFileNumber>801-80782</secFileNumber>
          <name>Greenhouse Funds LLLP</name>
        </otherManager>
      </otherManagersInfo>
      <provideInfoForInstruction5>Y</provideInfoForInstruction5>
      <additionalInformation>Baird Financial Group, Inc. ("BFG") is making this 13F filing as the parent holding company of Robert W. Baird &amp; Co. Incorporated, Strategas Asset Management, LLC, Baird Trust Company, Baird Financial Corporation, and Gamma Investing LLC. The characterization of shared investment discretion with parent holding companies is made solely as a consequence of SEC interpretations regarding control through share ownership. BFG is also including in this 13F filing a notice report for RiverFront Investment Group, LLC and Greenhouse Funds LLLP, affiliated institutional investment management firms. BFG expressly disclaims investment discretion and beneficial ownership of all reported securities.</additionalInformation>
    </coverPage>
    <signatureBlock>
      <name>Paul Schultz</name>
      <title>Secretary</title>
      <phone>414-298-2655</phone>
      <signature>Paul Schultz</signature>
      <city>Milwaukee</city>
      <stateOrCountry>WI</stateOrCountry>
      <signatureDate>11-13-2023</signatureDate>
    </signatureBlock>
    <summaryPage>
      <otherIncludedManagersCount>6</otherIncludedManagersCount>
      <tableEntryTotal>3844</tableEntryTotal>
      <tableValueTotal>36662155228</tableValueTotal>
      <isConfidentialOmitted>false</isConfidentialOmitted>
      <otherManagers2Info>
        <otherManager2>
          <sequenceNumber>1</sequenceNumber>
          <otherManager>
            <cik>0000810972</cik>
            <form13FFileNumber>028-01911</form13FFileNumber>
            <crdNumber>000008158</crdNumber>
            <secFileNumber>801-7571</secFileNumber>
            <name>BAIRD ROBERT W &amp; CO INC /WI/</name>
          </otherManager>
        </otherManager2>
        <otherManager2>
          <sequenceNumber>2</sequenceNumber>
          <otherManager>
            <name>Baird Financial Corporation</name>
          </otherManager>
        </otherManager2>
        <otherManager2>
          <sequenceNumber>3</sequenceNumber>
          <otherManager>
            <cik>0001728280</cik>
            <crdNumber>000172000</crdNumber>
            <secFileNumber>801-113292</secFileNumber>
            <name>Strategas Asset Management, LLC</name>
          </otherManager>
        </otherManager2>
        <otherManager2>
          <sequenceNumber>4</sequenceNumber>
          <otherManager>
            <cik>0001442181</cik>
            <form13FFileNumber>028-13162</form13FFileNumber>
            <name>BAIRD TRUST Co</name>
          </otherManager>
        </otherManager2>
        <otherManager2>
          <sequenceNumber>5</sequenceNumber>
          <otherManager>
            <crdNumber>000312573</crdNumber>
            <secFileNumber>801-120504</secFileNumber>
            <name>Gamma Investing LLC</name>
          </otherManager>
        </otherManager2>
        <otherManager2>
          <sequenceNumber>6</sequenceNumber>
          <otherManager>
            <cik>0001634047</cik>
            <form13FFileNumber>028-16741</form13FFileNumber>
            <crdNumber>000171004</crdNumber>
            <secFileNumber>801-80534</secFileNumber>
            <name>Vident Investment Advisory, LLC</name>
          </otherManager>
        </otherManager2>
      </otherManagers2Info>
    </summaryPage>
  </formData>
</edgarSubmission>
