Living the American Dream with Purpose: How Faith, Family, and Planning Define True Wealth

By Brad Connors, CEO of iWealth and Author of Fish Don’t Clap

A Life Lesson That Sparked a Calling

My story starts when I was just two years old. A tragic car accident changed everything—my father passed away, and I was left with a collapsed lung and a settlement fund that was tucked away in a local bank until I turned eighteen.

By the time I was a teenager growing up in Waterville, Minnesota, I already had that entrepreneurial spark. I spent a summer running my uncle’s fish market—cleaning bullheads, selling bait, and learning the value of hard work and community.

But when that settlement money became available at eighteen, I made the same mistake many young people do: I spent it all. The car, the clothes, the gadgets—everything that felt important at the time was gone within a few years.

At twenty-one, sitting across from my high school sweetheart (now my wife of nearly 30 years), I realized how quickly money disappears when there’s no plan. That moment inspired me to build a career with the goal of helping others make smarter, purpose-driven financial decisions.

That’s how iWealth was born.

Why “Fish Don’t Clap” Still Matters

About ten years ago, I wrote a book called Fish Don’t Clap: Planning for a Purposeful Retirement. I didn’t write it to impress anyone—I wrote it to help people.

I’ve watched too many successful people retire and find themselves miserable. They had the money, but they lacked purpose. They were retiring from something instead of retiring to something.

The title Fish Don’t Clap comes from a parable in the book: a public speaker retires to go fishing but realizes he misses the applause, the impact, and the purpose that came from helping others. The message is simple: Fulfillment doesn’t come from stopping—it comes from continuing to contribute.

From Family Guided Office to Plan on Purpose Office

Today, iWealth serves a wide array of families in their quest for financial freedom. For affluent families, business owners, and professionals, iWealth offers what we call the Plan on Purpose Office—a modern evolution of the traditional family guided office.

Rather than hiring full-time tax, legal, and financial professionals, our clients gain access to a curated network of tenured professional we call the For Days Coming Network.

This network connects clients to trusted professionals—from private medical specialists to estate attorneys, real estate experts, and even private aviation resources. We don’t manage or retain these partners; we simply bring the right who’s together to help clients solve problems quickly and effectively.

It’s financial planning built around purpose, preparation, and people.

Helping Business Owners Prepare for the Inevitable Transition

One of the biggest mistakes I see business owners make is waiting too long to plan their exit. Whether you sell internally, externally, or through succession, you will exit your business someday—by choice or by circumstance.

Recently, I met with a family whose father passed away at 91. They run a $25 million business and admitted, “Shame on us for not preparing the next generation.”

That’s why we help clients treat succession like any other strategic plan. We update our own iWealth succession plan annually—not because I plan to sell, but because I believe in setting the same example we ask of our clients.

From Performance to Purpose in Financial Planning

In today’s world of AI and automation, managing investments is no longer the differentiator it once was. Performance matters, but purpose matters more.

The advisors who thrive in the future will be the ones who ask deeper questions—about family, values, and legacy—not just market returns. They’ll combine data with empathy and technology with humanity.

At iWealth, our focus isn’t just helping clients accumulate wealth—it’s helping them align it with what truly matters.

Faith, Family, Freedom: Our Core Compass

For decades, advisors were told to avoid discussing politics or religion. I think that’s changed.

I don’t lead with politics, but my clients know I’m a Christian. Faith is central to who I am and how we run our firm. John 8:32 says, “The truth will set you free,” and that’s a verse I live by.

Our team’s core values—humble, hardworking, client-centered, trustworthy, and servant-hearted—reflect those beliefs. In everything we do, we seek to build trust through transparency and integrity as we serve our clients.

Redefining the American Dream

My wife, Trudi, and I recently built our dream home on a lake in southern Minnesota. It’s beautiful—but as I often say, “It’s just sticks.”

The real value lies in the memories we’ll create there with our kids and (hopefully soon) grandkids. That’s what wealth is for—to build connection, not just collect possessions.

The American Dream isn’t about owning the most—it’s about living with purpose, generosity, and freedom.

As Trudi reminded me after listening to a recent sermon: “You’ll never see a U-Haul following a hearse.” She’s right. At the end of the day, our legacy isn’t what we leave behind—it’s what we leave within others.

Let’s Build Your Plan on Purpose

If you’re a business owner, family leader, or professional looking to create clarity about your financial future—beyond numbers on a page—our team is here to help. Explore our resources for the latest in financial education or learn more about Fish Don’t Clap at FishDontClap.com.

Your wealth is more than money—it’s a tool to live a life filled with faith, family, and purpose.