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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