Adam McInroy sees financial planning the way some people see puzzles—as a thousand disjointed pieces waiting to click into place. Some people come in with the border already built: a house, a pension, a savings account or two. Others bring the box upside down and jumbled. But almost all of them share the same feeling: “Are we missing opportunities we don’t even know about?” That’s where Adam comes in. He helps clients see what’s already there—and what’s possible when the right plan connects it all. 

Over the years, he’s learned that complexity itself isn’t the problem. It’s the feeling of being alone with it. Adam’s gift is turning that overwhelm into calm—whether he’s walking a client through the technical side of an estate plan, or asking a deceptively simple question: “Why are you waiting until you’re gone to help your kids?” That one question, he says, has unlocked more meaningful conversations than any portfolio alone ever could. 

He doesn’t do it alone. Associate Consultants Andrea Zapf and Caleb Dunn work closely alongside Adam, each bringing their own strengths to the team—Andrea with her warmth and connection, Caleb with his sharp attention to detail. Together, they form a tight-knit group known for personal service, thoughtful planning, and being the kind of people clients actually want to call. 

Adam’s not afraid to lean in when it matters. During the 2020 market crash, he spent hours on the phone with worried clients, talking them through their instincts to sell. “Don’t do what you’re about to do,” he told one couple. Weeks later, they called back and said, “We’ll never forget that.” Moments like those are why people work with Adam. Not for predictions. Not for sales. But for the steady voice that keeps them from self-sabotaging—and the thoughtful planning that gives them confidence to move forward. 

By the time the puzzle is complete, most clients aren’t just relieved. They’re empowered. 

Outside of work, Adam finds clarity in the outdoors. He’s a backcountry camper, Brazilian jiu-jitsu enthusiast, and family skier. He and his wife are raising their three kids in the Kawarthas, where they prioritize time in nature, unhurried moments, and a life built on connection and purpose.

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Andrea Zapf never set out to be a financial planner. She started in accounting—drawn in by numbers, structure, the satisfaction of things adding up. But it didn’t take long for her to notice that something was missing. The ledgers were tidy, the books balanced, but the people? They were silent. No backstory, no voice. Just rows on a spreadsheet. 

Andrea wanted more. She wanted to ask the real questions: What’s keeping you up at night? What dream are you still waiting on? What’s the money for, really? 

So she left the spreadsheets behind and stepped into a new path. First, a credit union—where community mattered. Then a move to a major bank, where she saw how powerful systems could be—but also how often real people were reduced to customers and solutions boiled down to sales. That’s when it hit her: people didn’t need more products. They needed a person they could trust. Someone who’d sit across from them, actually listen, and help them move forward with confidence. 

Today, Andrea is that person. As an Associate Consultant at McInroy & Associates, she's the one clients call when things feel tangled. The one who remembers not just the big goals, but the offhand comment from three Aprils ago about wanting to help a niece through school. She’s there during the hard pivots—health scares, family loss, major transitions—and she’s still there when things even out, making sure the plan still fits. 

Working alongside Adam McInroy, Andrea helps bring clarity to the chaos. Their partnership blends technical depth with empathy. Numbers still matter—Andrea hasn’t stopped loving them—but it’s the people behind those numbers who guide every conversation. Her approach is simple: listen first, explain clearly, and help people find the “why” behind their wealth. 

Because at the end of the day, financial planning isn’t about money. It’s about helping people feel strong enough to live the life they actually want.

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Sometimes it’s not a single moment, but a series of real-life stories that change how you see your work. For Caleb Dunn, it was watching several people in his wider circle—people who had done everything they were told was “right”—face unexpected hardship in retirement due to bad financial advice. One person kept all their retirement savings in company stock—then the company went under. Another was convinced to commute a pension and placed in unsuitable investments that underperformed for years. The ripple effects were long-lasting—and deeply personal. 

These are the kind of stories that stay with you. And for Caleb, it’s a constant reminder of why financial planning matters—and why doing it right changes everything. 

Caleb had seen the industry from the inside for years, but watching these people struggle in retirement made the stakes personal. It was a harsh reminder that the difference between good advice and bad advice isn’t just numbers. It’s quality of life. Security. Family. Dignity. 

This is what eventually led him to McInroy & Associates. After seven years at a major Canadian bank and time spent with both national and independent financial planning firms, Caleb recognized that real planning gets pushed aside too often. At McInroy & Associates, he found a place where client care actually lives up to its name. The team isn’t driven by product. They’re driven by purpose—and by making sure nothing gets missed. That’s where Caleb thrives. 

As Associate Consultant, Caleb works closely with lead advisor Adam McInroy to build tax-smart retirement income strategies, run cash flow projections, and stress-test estate plans so clients can make informed, confident decisions. He brings a planner’s mindset to everything he does—pairing technical expertise with real-world practicality. 

Outside the office, Caleb and his wife are raising three young kids, including twins born during the pandemic. That experience—of juggling chaos, responsibility, and long-term planning—has shaped how he connects with clients in their own busy, often unpredictable lives. 

Caleb’s strength lies in his ability to bring calm, clarity, and structure to even the most complex financial questions. And in making sure every client conversation is grounded in what really matters: protecting what you’ve built, enjoying what you’ve earned, and making smart decisions that stand the test of time.

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With over 25 years in management—primarily in client relations—Pamela built a career rooted in connection, dedication, and a genuine love for helping others. Whether working in the private sector for Fortune 500 companies, or in government, Pamela consistently gravitated toward client-facing roles where a people-first approach makes a real impact. 

Pamela’s academic journey was marked by excellence, earning the GE Canada Award for graduating top of her class in Information Systems and Business Administration. That achievement reflects Pamela’s drive—not just to succeed, but to continually grow and challenge herself.

Pamela always embraced discipline and balance, whether leading teams or training in karate, where she earned her black belt and taught the discipline to others. That same energy and focus carry into her professional life, where she maintains a healthy lifestyle and a strong work ethic. 

After the loss of both her parents within a year, Pamela made a conscious decision to slow down and seek a role that offered more balance and meaning. That’s when she joined McInroy & Associates Private Wealth Management as an Executive Assistant and in September 2025, she was promoted to Practice Manager. Pamela loves interacting with clients and takes pride in being a reliable, behind-the-scenes force that keeps the practice running smoothly. Whether coordinating schedules, managing communications, or anticipating needs before they arise, she is deeply committed to supporting the team at McInroy & Associates in her role. Pamela ensures every detail is handled with care and precision. Her goal is simple: to create a seamless experience for both clients and colleagues and to deliver 100% client satisfaction—every time. 

Pamela is married, with three grown children and three grandchildren who bring joy to your life. Pamela and her husband enjoy working on home projects together and share a love for travel. Life is full, and through it all, Pamela brings heart, experience, and a deep sense of purpose to everything she does.

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Behind every great client experience is someone who makes the details seamless—and that’s where Kristen Whytall excels. She brings order to complexity, anticipates needs before they’re spoken, and ensures every detail is handled with care. 

Kristen didn’t set out to work in finance. But over time, she saw how much trust clients place in their advisors—and how much that trust depends on the team supporting them. It’s not just about scheduling meetings or managing paperwork. It’s about creating a seamless experience that lets clients feel confident, cared for, and understood. 

Before joining McInroy & Associates, Kristen spent almost 20 years in administrative roles across both corporate and private sectors. She developed a reputation for being the calm in the storm—someone who could juggle competing priorities, solve problems quickly, and keep operations running smoothly no matter what. That experience shaped her approach: proactive, precise, and deeply people-focused. 

At McInroy & Associates, Kristen is the central point of coordination between advisors and clients. She keeps everything running smoothly—handling communications, managing logistics, and making sure no detail is overlooked. Her work allows the advisory team to focus on what they do best—while clients enjoy a level of service that feels effortless. 

Outside the office, Kristen is a devoted mom who enjoys spending time with family and friends, gardening, and tackling home renovation projects. She’s hands-on by nature—always planning, building, and improving. That same energy powers her ability to create order, deliver support, and drive results.

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