Connor McCullough
Member of Board of several organizations in Oregon
Has developed client appreciation program
As financial advisor at Northwestern Mutual, Connor McCullough has played a pivotal role in special projects. Using AI. He developed a social media strategy that uses a combination of a “Sunday Comics” style post with a financial twist accompanied by a video of an advisor breaking down the concept featured in the comic. This format seems to really resonate with existing and potential clients, and it has led to a 105% increase in Connor’s teams’ clients in 2024 and a 570% increase in 2025, to date.
He has also developed for his team, and continues to modify, a strong client appreciation program. He has established a program for onboarding, holiday, birthday, and other special event touch points, to enhance the client relationship and experience with his team. As an example, for clients who like to travel, his team has gifted them passport holders as an onboarding welcome gift. These personal touches, while not the crux of his financial planning services, create personal connections that help solidify the relationship.
His team is quite young, having been in this business for less than five years. For the 2024 calendar year, the team increased their client base by 105% and as of February 2025, they were in the top three “financial planning for under 5-year advisors” at Northwestern Mutual. Aside from his client acquisition and management successes, he describes his most significant accomplishment as adding genuine compassion to the mix and being of value to clients when they need him the most.
As an example, one of his clients recently lost her husband and Connor was able to help her navigate several aspects of that loss. He had previously advised the widow and her husband on their financial planning, so she is now in a position to not have to worry about her finances. But more importantly, he and his team were able to contribute additional much needed emotional support and empathy, while helping her to implement her wishes for her husband’s legacy.
Connor is very involved in the Bend community: He currently serves as a Member of the Board of the following organizations: COGAP (Central Oregon Guardianship Program) Treasurer; BBBSCO (Big Brothers Big Sisters of Central Oregon); Campfire Central Oregon; and Bend Business Builders.
The local Big Brothers Big Sisters Chapter of Central Oregon won the Pinnacle award (meaning, they were in the top 3% of agencies nationwide). As a Board member and a participant in the program (he serves as a “Big Brother” to a 13-year-old boy), he led a significant recruitment effort, which helped to secure this honor.
Connor would like to educate consumers, so they understand that the value of a good financial plan is so much more than just managing and growing assets. His plan is to do this through educating existing and prospective clients in all aspects of his business development efforts — meaning, his efforts are not just focused on business development, but also on adding long-lasting value to his clients by providing them with the information and tools needed to help them make sound financial decisions.
For example, he utilizes planning software provided by Northwestern to provide clients with bespoke financial plans tailored to their specific needs and takes time to explain the why’s and how’s of his proposed plan to each client. He also shares his knowledge on social media, which not only helps educate the public, but also serves as a valuable business development tool. He wants all consumers to understand the differences between asset managers, insurance agents, and financial planners, and the unique value a comprehensive financial planner can bring to the table.
His team is already on a strong upward trajectory. This award would enhance that trajectory, and increase his overall visibility and platform, enabling him and his team to further his goal of educating consumers about the value of having a great comprehensive financial plan in place.
These are just a few reasons Connor McCullough was chosen as a recipient of Connect Money’s 2025 Next Generation Wealth Management Award. Now in its second year, the Next Generation Awards honor emerging leaders who are poised to significantly shape the future of the wealth management industry.
