Meet McCoy
McCoy Rowley, CFP®
Owner, Financial Professional
My Why
Why did you choose financial strategies?
I grew up around friends and family who work hard to provide for the people they love. I kept seeing how many of them were making good money but didn’t have anyone to really help them figure out how to use it well. Most firms won’t talk to people in their position due to high minimums. I wanted to change that. Financial strategies felt like the way I could show up for the people other firms overlook.
Why do you care about helping people with their money?
Losing a family member, having a child, and running my own business have taught me to really value time. I’ve seen firsthand how our financial decisions can shape the freedom and time we have. I want to help people make better choices with their money so they can have more flexibility in life.
What keeps you passionate about this work?
For me, it always comes back to the relationships. I get to really know people and help them make decisions that matter for their lives. My own family goals keep me grounded in this work, and serving my friends and community is what makes it all meaningful.
What’s your story behind becoming an advisor?
I started out as a warehouse manager but felt like I wasn’t growing or developing any real skills. I wanted more control over my time and the chance to do work I actually cared about, so I took the leap and started a detailing business. Running my own business taught me a lot, but it also opened my eyes. I watched friends and family excel in the trades and service industries, but even with good incomes, they didn’t have anyone giving them real financial guidance. That’s when I realized with financial strategies was the way I could help. Joining Bruce and Rich was my chance to learn from the best and use those skills to serve the people I care about.
In the Office
What can clients expect in working with you?
You can expect real, honest conversations. My goal is to make things clear and practical so you can make good decisions for you and your family.
How would you describe your planning approach?
My approach is all about clarity and alignment. I want to help you figure out what truly matters in your life, then make sure your money is working to support that. It’s not just about having a strategy, it’s about building a strategy that helps you live the life you want with more freedom, confidence, and peace of mind.
What do you value in client relationships?
I really value trust that’s earned over time. For me, it’s about being honest, consistent, and showing up the right way so clients know they can rely on me. I want to build real, long-term relationships, not just do quick, transactional business. I believe the best work happens when there’s genuine connection and understanding.
Out of the Office
What do you love to do outside work?
I love hard, physical activities like weightlifting and trail running, and anything outdoors, hiking, camping, fishing, and hunting.
How do you spend time with family or friends?
If we’re not playing a game or sport, we’re out exploring and enjoying nature—from running and hiking to camping, fishing, or hunting.
What hobbies or interests define you?
Hiking, lifting, camping, fishing, hunting.
What do you love about living in Utah/American Fork?
I love being so close to nature’s playgrounds- mountains, lakes, rivers, deserts. It’s all right here in Utah. All of our direct family is located in Utah.
Fun Facts
Favorite Food:
Dino Bones (aka Beef Short Ribs)
Go-To Movie:
Tombstone
Weekend Ritual:
Spend time on the mountains or on the river
Favorite Band:
Sturgill Simpson
Dream Hunting or Fishing Trip:
Anything in Alaska, from Salmon fishing to Dall Sheep or Mountain Goats
Secret Talent:
Space Saver & Human GPS
Value I Live By:
“Fill the unforgiving minute with sixty seconds worth of distance run.” If by Rudyard Kipling
Favorite Season:
Late season mule deer and ice off fishing
Core Hunting or Fishing Memory:
Landing a nice Colorado Cutthroat with my 2-month-old son.
