Jonathan "Jonny" Moore
Jonathan started working at Financial Avenues in March 2026. As a Financial Planning Associate, Jonathan participates in client meetings, reviews client documents, inputs data into financial planning and investment software, analyzes tax and financial planning scenarios, works on firm projects, and helps with various client-related tasks. Jonathan holds a bachelor's degree in business finance, minoring in financial planning, and is a Candidate for the CFP® Certification, which he expects to receive his marks for in 2026. He has previous experience as a Paraplanner and Financial Analyst and completed four financial planning internships during college.
Jonathan and his wife live in Springfield, MO, and consider themselves lifetime learners. They enjoy spending time outdoors hiking, gardening, and playing sports. Jonathan’s family owns a cattle farm in the heart of the Ozarks, where he spends his free time working on the farm and being in nature.
Why did you want to work at Financial Avenues?
Genuinely putting a client’s interests first is a very important quality I was looking for in a firm. I have worked at both fee-based and fee-only financial institutions. When leaving college, I knew I wanted to be part of a fee-only firm, as I wanted to work in an environment that minimized conflicts of interest and aligned more closely with clients’ goals.
Through my experience, I’ve seen how certain compensation structures and incentives can create conflicts that aren’t always in a client’s best interest. This reinforced the importance, to me, of transparency, objectivity, and a fiduciary approach to financial planning.
I’ve known Tracy since 2023 and have always respected how she exemplifies what a true fiduciary should be. I joined Financial Avenues because I believe the firm genuinely puts the client’s interests first.
What piece of financial advice would you give your younger self?
Create a personal “financial playbook” ahead of time to help you stay disciplined and focused on your goals. It’s much easier to make rational financial decisions before they arise, rather than relying on emotions in the moment. For example, if I’ve already determined in my budget that I want to eat out only once a week or limit how much I spend on clothing each month to X amount of dollars, the decision is already made. When the situation comes up, I can refer back to my financial playbook instead of reacting based on how I feel at the time. I’ve found that having a clear decision-making framework improves my discipline not only financially, but across other areas of my life as well.
What's one thing on your bucket list you have yet to accomplish:
Both my wife and I have a goal of becoming conversationally fluent in Spanish. We both enjoy language learning and have studied Spanish off and on for several years. Over the past few years, we focused on our academic studies, CFP® Certification, and personal financial goals, and are now excited to spend more time immersing ourselves in Spanish.
