A Financial Planner Redefining What Wealth Really Means

‍Jonathan Gibson is the CEO and founder of Wells Gibson, a financial planning firm built on clarity, contentment and certainty. With close to three decades in financial services, Jonathan is known for his calm, people-first approach to wealth management and for challenging the industry’s reliance on jargon and complexity. Purposeful Wealth became the vehicle through which that philosophy could finally be shared, not just with clients, but with a far wider audience.

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Decades of Experience, But No Clear Platform

‍After around 30 years in financial services, Jonathan knew he had depth, perspective and hard-won experience that could genuinely help people make better decisions about money. What he lacked was a clear way to share that knowledge beyond one-to-one client conversations.

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Wells Gibson had a strong ethos and a distinctive point of view, but Jonathan was unsure how to project it in a way that would put the firm firmly on the radar. A book had always been in the back of his mind, yet the idea felt overwhelming. He had no structure, no starting point and no spare time to dedicate to what he assumed would be a long, draining process.

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“I always felt I had a book in me and had always wanted to write one. I had a vague idea of what I wanted to write but absolutely no idea where to start and no time to dedicate to what I thought would be a lengthy and laborious process.”

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The Turning Point: Realising the Book Could Carry the Brand

‍Discovering Write Business Results changed Jonathan’s perception of what writing a book could be. Rather than seeing it as a side project or a personal indulgence, he recognised it as an opportunity to articulate the how, the why and the what of Wells Gibson in one coherent narrative.

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For Jonathan, this was the moment intention became action. The book was no longer just something he might do one day. It became a strategic step towards building a brand that could confidently stand alongside, and apart from, its competitors.

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“When I came across Write Business Results, it felt like the perfect opportunity to write something that represented the how, the why, and the what in the world of Wells Gibson.”

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The Creation Journey‍

The biggest challenge Jonathan faced was not a lack of content, but an excess of it. Years of experience, opinions and stories sat in his head with no clear order. Early conversations with Georgia from the WBR team quickly changed that.

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Through focused questioning and structured guidance, his ideas began to take shape. What felt fuzzy and undefined to Jonathan became clear and tangible almost immediately.

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“After just one or two consultations with Georgia, during which I bombarded her with all those ideas, we had a plan. It was like she could see the book on her shelf.”

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The process also created space for deeper reflection. Jonathan was able to talk about the people who had shaped his values, including his late father, and the influences that had guided his journey in financial planning. These personal elements became a defining feature of Purposeful Wealth, adding depth and humanity that clients and readers could genuinely connect with.

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The Results & Impact

Purposeful Wealth quickly proved its value as more than a branding exercise. Its clear, practical and jargon-free approach resonated strongly, drawing in new readers and opening conversations that traditional marketing never had.

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The book became a powerful differentiator. It offered something tangible to clients, both existing and new, and positioned Jonathan as a trusted authority before he ever sat down at the table. “The book has more than yielded a return based on the clients it has introduced us to alone.”

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One new client in particular came on board after reading the book at the exact moment they were considering another advisory firm. Reading Purposeful Wealth clarified that Wells Gibson aligned far more closely with what they were looking for. “They read my book and realised we can offer them what they need.”

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Clients also began passing the book on to friends, extending its reach organically and reinforcing trust through recommendation rather than persuasion. Internally, the impact was just as clear. Jonathan describes the firm as busier than ever, with the book playing a significant role in that momentum.

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The Legacy & Future Vision‍

For Jonathan, the book achieved something few marketing tools can. It fulfilled a personal ambition while simultaneously strengthening the business. It created a medium where stories could live that would never fit on a website and allowed readers to truly understand the values behind the firm.

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“Writing a book fulfilled a personal goal at the same time as raising the profile of my business and making us stand apart from the crowd.”

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Purposeful Wealth now sits at the heart of Wells Gibson’s brand. It is something extra to offer, something distinctive and something that continues to work long after the initial publication.

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The WBR Experience

‍Jonathan often compares working with Write Business Results to having a personal trainer. Someone to define the goal, create a strategy and keep the process moving.

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Despite a busy schedule, the experience felt collaborative and surprisingly effortless. When the draft arrived, the biggest surprise was how accurately it reflected his own voice.

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“When the draft came through I couldn’t believe how ‘me’ it was. The book is written in my language and how I speak.”

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For Jonathan, the sense of accomplishment is difficult to quantify. Without the structure, support and guidance of the WBR team, he is clear the book simply would not exist.

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“I would never have been able to produce the book without the support of Georgia and the team, it just wouldn’t have been possible.”

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Jonathan Gibson’s story shows what happens when deep expertise is given the clarity and structure it deserves. Purposeful Wealth is now more than a book. It is a trusted introduction, a competitive advantage and a lasting expression of what Wells Gibson stands for.

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If you know your business carries an important message but are unsure how to share it to its full potential, Write Business Results would love to help you turn it into something equally purposeful. Book a clarity call with our team today.

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