Recognizing The 2025 Core Value Award Recipients

One of the things we care deeply about at Equis Financial is recognizing the people who live out our core values every day. Not just when it’s convenient. Not just when someone’s watching. But in the way they lead, support others, and build their businesses over time.

Each year, we highlight individuals who consistently represent what Equis stands for. The 2025 Core Value Award winners were recently recognized for doing just that—showing up the right way, leading by example, and making a real impact on the people around them.

Here are the leaders we’re proud to recognize this year:

Respect – Nicole Hansen

Nicole Hansen exemplifies respect through the way she shows up for others every day. She leads with professionalism, empathy, and consistency, creating space where people feel valued and supported. The standard Nicole sets reinforces the importance of treating others with care and consideration.

Ownership – Lori Martin

Lori Martin exemplifies ownership through her leadership and initiative. She leads from the front, sets a high standard, and takes pride in building with intention. The way Lori leads encourages others to step up, take responsibility, and fully invest in growing something meaningful.

Relationships – John Ray

John Ray exemplifies relationships through the way he genuinely invests in people. He shows up consistently, stays connected, and builds trust through meaningful interactions. The relationships John has developed are rooted in authenticity and long-term commitment.

Toughness – Chuck Knox

Chuck Knox exemplifies toughness through his consistency and determination. He faces challenges with focus, discipline, and grit, staying committed to his goals and the people he serves. Chuck’s steady leadership reflects the perseverance it takes to build lasting success.

Attitude – Deanna Cooper

Deanna Cooper exemplifies attitude through the energy and intention she brings into her work. She leads with positivity, purpose, and drive, creating momentum for herself and those around her. Deanna’s mindset shows how powerful a strong attitude can be in shaping growth and success.

Humility – Nick Burns

Nick Burns exemplifies humility through his steady, people-first leadership. He is approachable, supportive, and focused on helping others succeed. Nick leads with quiet confidence, showing that humility is reflected in how you serve those around you.

Watch the moment the 2025 Core Value Award recipients were announced: