Trust and respect are the hallmarks of any successful partnership. Brad and Jonathan from ChooseFI share how they went from unlikely partners to some of the best in the business. 

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Partnerships fill every aspect of our lives. Working together with another person towards a specific goal is what keeps our marriages, families, and businesses moving forward. Pharmacist Jonathan, and accountant Brad, were an unlikely duo to start the ChooseFI community, but were willing to take a chance on an idea that they were passionate about.

Three years later they have a strong and successful voice among a myriad of financial podcasts. This can be attributed to the work they have put in to intentionally find their voice. By leaning into their strengths and natural personality traits they are able to consistently present themselves with authenticity.

Winning partnerships don’t happen overnight. There must be a commitment to humility and honesty. For Brad and Jonathan that meant checking their egos at the door and earning one another’s trust and respect. Communication is key. In every business there will be disagreements. Learning to listen to your partner, be receptive to their constructive criticism, and being motivated by a big picture goal can help you navigate those discussions with understanding instead of defensiveness.

“Choose FI would not exist if it were the Brad and Jonathan show…Everything we do is for the good of the audience and our community.”

Having the same underlying goal and vision allows for productive communication and is crucial to learning which opportunities to pursue. You can’t do it all. You have limited time and resources. Learning to say no was imperative for Brad and Jonathan as their business grew.

“When you say ‘yes’ to everything, what you are actually saying is ‘no’ to is your family.”


Staying true to their “big rock” priorities has given them clarity of vision and purpose. Their commitment to staying in their lanes, over-communicating, and mutually trusting and respecting one another is why they are some of the best in the business.