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The Model FA

Jun 21, 2022

Justin Goodbread is an author, entrepreneur, and certified financial planner. He founded his company,  Heritage Investors, in 2009 to help individuals, business owners, and retirees attain their financial goals. In 2019, Justin founded Heritage Business Advisors to help business owners realize their full potential. He later joined the WealthSource family after the company and its affiliates acquired Heritage Investors and Heritage Business Advisors in 2022. He is also the author of Your Baby’s Ugly, as well as the Amazon best-selling book, The Ultimate Sale.


Justin joins us today to discuss how to build a best-in-class company for the ultimate business sale. He shares the first time he became self-employed and his journey to founding Heritage Investors and Heritage Business Advisors. He explains what led him to partner with WealthSource and describes how joining a larger company has benefitted the Heritage brand. Justin also details his approach to writing books and underscores why entrepreneurs should start a business with the end goal in mind.


“We should build a business for the ultimate customer—the customer we’re going to transition or sell our business to in the future.” - Justin Goodbread


This week on The Model FA Podcast:


  • Justin’s journey to the financial planning industry
  • The principles of landscaping and how they continue to guide Justin in business and entrepreneurship
  • The power of scale and collaborating with a team
  • The growth of the Heritage brand and its acquisition by WealthSource
  • What led Justin to sell the Heritage companies and partner with WealthSource
  • How joining a larger company has impacted the Heritage business
  • Justin’s current role and responsibilities at WealthSource and his vision for the future
  • What inspired Justin to write a book and other financial content
  • How creating a podcast helped Justin write a bestselling book
  • The weaknesses of the RIA industry and the benefits of building your brand


Resources Mentioned:



Our Favorite Quotes:


  • “Regardless of where you’re running your business, there are principles you need to abide by to be successful.” - David DeCelle
  • “Being able to put out valuable content and being omnipresent allow you to appeal to peoples’ various learning styles.” - David DeCelle
  • “In everything we want to do in life, we have to start with the end in mind. We have to know exactly where we want to be.” - Justin Goodbread


Connect with Justin Goodbread:



About the Model FA Podcast


The Model FA podcast is a show for fiduciary financial advisors. In each episode, our host David DeCelle sits down with industry experts, strategic thinkers, and advisors to explore what it takes  to build a successful practice — and have an abundant life in the process. We believe in continuous learning, tactical advice, and strategies that work — no “gotchas” or BS. Join us to hear stories from successful financial advisors, get actionable ideas from experts, and re-discover your drive to build the practice of your dreams. 


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Our Team:

President of Model FA, David DeCelle


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