Adam Cox | Executive Vice President and Chief Wealth Manager Officer at The First National Bank in Sioux Falls

What initially drew you to this field?

It’s interesting—even from a very early age, I was fascinated by finance, especially personal finance. Before I could even drive, I would ride my bike to the local Perkins restaurant to buy The Wall Street Journal because my parents wouldn’t get me a subscription. I was captivated by markets, investing and the power of compounding growth.

While I always wanted a career in this field, the issue for me was that personal finance roles historically centered on product sales and commissions. As someone who is more introverted than extroverted, I didn’t see myself succeeding in that kind of environment.

Instead, I focused on a more technical path within the industry. After earning my undergraduate degree from the University of South Dakota, I pursued a law degree from the University of St. Thomas and then earned an MBA from Notre Dame. Those advanced degrees allowed me to enter the trusts and estates space, where I could merge my legal and financial background. It was a perfect fit!

What advice would you give to someone starting out in this field?

I’m really big on having a growth mindset. If you’re committed to learning and continually finding ways to add value, you will be successful—not just in this field, but in any career.

Ask yourself: How can I learn as much as possible, as quickly as possible? How can I support my colleagues? How can I enrich the lives of my clients? Having a growth mindset, at any stage of your career, is an incredibly powerful attribute.

In personal finance especially, the most successful advisors will be those who combine technical expertise with a servant’s heart. Our industry is shifting, and we are not immune to commoditization. What can’t be commoditized is how much you care and the way you make people feel. If you lead with compassion and pair it with strong technical skills, there’s real potential for long-term success.

How do you balance work and personal life?

I don’t think much about balance—it’s more about work-life integration for me. There are times when work demands long hours and sacrifices, but that’s life. It doesn’t mean you miss that date with your spouse or a 6^th grade graduation (something I just had to navigate), but it may mean you have to finish up some work early in the morning or later at night.

We all make tradeoffs at times in our lives, and we go through seasons that are challenging. Even when things are especially busy, it’s important not to neglect any part of your life for too long—whether it’s your personal relationships, your health or your passions outside of work.

I’ve found the most fulfillment when my personal and professional lives overlap. Managing someone’s money often leads to real, lasting friendships with your clients. Those relationships become both personal and professional. The same applies with your colleagues and industry peers. Taking time to nurture those connections is a non-negotiable for me, and it brings deep satisfaction.

How do you stay connected with USD, fellow professionals and alumni?

While at USD, I spent a lot of time with Doc Farber, who emphasized the importance of building a strong network. I made some meaningful friendships there and I remain connected with many of those people today.

I also served a few terms with the Farber Fund, which keeps me connected to the Political Science Department and its efforts to support student opportunities through internships and travel. Those ties continue to enrich my professional and personal life.

What are some lessons you've learned from your current role or mentors?

One of the most important things I’ve learned is that you can never have too many good people in your life. A strong network can be invaluable—whether you’re looking for a new opportunity, need an outside perspective, or just want to grab coffee and talk.

You never know when you’ll need support, and the power of meaningful professional and personal relationships can’t be overstated.