If you live in Kent, you’ve probably heard David Braithwaite’s voice before. As the Money Mentor on BBC Radio Kent, he’s known for making financial topics easy to understand, and fun to listen to. But away from the microphone, David is also the founder and Principal Adviser at Citrus Financial, a business he built from scratch with one goal in mind: to help people feel better off, in every sense of the word.
In this candid conversation, David shares how his career began (spoiler: it wasn’t planned), what keeps him passionate after 30 years in the industry, and why he believes the best things in life are on the other side of fear.
So, how did you get started in financial services?
Like a lot of people, I ended up here by accident, not design. I didn’t really enjoy school and didn’t have a clear plan, but my parents were both teachers and insisted I couldn’t leave until I had a job lined up. I got two offers. One from a bank and one from a stockbroker in Tunbridge Wells. I took the stockbroking job and that was my first real experience dealing with money.
From there, I moved into estate agency, then into mortgage advice, then a building society. It was always something money related. The common thread was helping people make sense of their finances, and that’s what kept me interested.
"I’ve always said the best things in life are on the other side of fear, and that leap taught me it’s true."
And what made you take the leap and start your own business?
I remember being frustrated. I was working for a bank and had clients coming to me for advice, but I couldn’t always recommend the best thing for them. Even if the bank or building society across the road had a better deal. It didn’t sit right with me. I wanted to be honest with people and give advice I’d follow myself.
So, I quit my job, got married the next day, and worked my notice while on honeymoon! It was terrifying – no income, no safety net – but I had a gut feeling it would work. I’ve always said the best things in life are on the other side of fear, and that leap taught me it’s true. My first-year goal was to match my building society salary. When I got my accounts back, I’d earned £8 more. It was only a start, but it felt like validation that I’d made the right call.
Has your approach to advice changed over the years?
Massively. Back in the ’90s, there were about 250,000 people calling themselves financial advisers, but many were just selling products. Advice was all about flogging something.
Now, we’re a proper profession. Regulation, qualifications, and continuous development have raised standards, and that’s a good thing. Today, people see us more like accountants or solicitors, trusted professionals.
You’re known for explaining things clearly. Is that a skill you’ve had to learn?
It comes naturally, probably because I need to understand things really simply myself! I was never someone who could learn by rote. I had to see how things fitted together. That’s how I learned, and it’s how I now explain things to clients.
If you can’t explain something clearly, you probably don’t understand it properly. And this is a people profession. If clients don’t understand you, they won’t trust you. I love the moment when someone says, “Oh, I get it now.” That’s magic for me.
“Nobody wants a pension or an investment, they want what it allows them to do.”
Tell us about your radio work. How did the Money Mentor slot begin?
It all started with a phone call. There was a regular financial expert on BBC Radio Kent who sadly passed away. I used to listen to him and play a game with myself in the car. Could I answer the question before he did?
When I heard the news, I thought, “I could do that.” So, I phoned the station, told a little white lie that I’d done it before, and they invited me in. I turned up in a suit and tie, completely winging it, and somehow got invited back.
That was 27 years ago. I’ve been on every week since, and it’s led to TV work on BBC Breakfast, The Martin Lewis Money Show, Working Lunch, and more. But I still feel genuinely lucky every Monday when I walk into that studio. It’s a real privilege.
What do you find most rewarding about being an adviser?
It’s seeing the transformation in people’s lives. I’ve helped some families across multiple generations. You see people come in worried about pensions or retirement, and you get to tell them: “Actually, you could retire earlier than you thought.”
It’s not just about the numbers. I talk to clients about what they’re retiring to, not just what from. What will they do when they don’t have a job title anymore? What gives them purpose?
Nobody wants a pension or an investment, they want what it allows them to do. We help them understand that, and it’s incredibly rewarding.
What’s one thing you wish more clients understood about money?
Two things, actually. First, don’t let perfection stop you, do something. 50% of something is better than 0% of nothing. Even small contributions or bits of protection make a difference.
Second, think long term. It’s not about timing the market, it’s about time in the market. I love the stat that 99% of Warren Buffett’s wealth came after he turned 65. Compound interest is real, and the longer you stick with it, the “luckier” you’ll be.
“I’d happily sit next to any member of our team at the Christmas party. That’s my unofficial personality test. If I’d enjoy sitting next to you at the Christmas do, you’ve passed.”
What makes Citrus different from other firms?
We genuinely care. Our goal is that every client walks away feeling better off – not just financially, but more confident, more in control, more optimistic about the future.
And it’s not just me. I’d happily sit next to any member of our team at the Christmas party. That’s my unofficial personality test. If I’d enjoy sitting next to you at the Christmas do, you’ve passed. It means you care, you’re kind, and you do things properly. And that’s exactly the kind of people we have here. Everyone genuinely looks out for our clients and takes pride in doing the right thing, not because they’re told to, but because it’s who they are.
What do you enjoy when you’re not working?
I love spending time with my son Harvey. He’s into photography, so we go out on location shoots together. One of my favourites was in Oxford Circus during the rain – umbrellas, reflections, and all these unexpected moments that made it into his GCSE portfolio.
I also love walking the South West Coast Path in Devon, especially solo. No phone signal, no distractions. It’s total switch-off time.
And I’ve got a thing for vinyl. I’ve kept all my records and still enjoy getting new ones. I’m a big fan of 80s music, especially Howard Jones. I still go and see him on tour.
What’s something clients might be surprised to learn about you?
My first ever concert was Howard Jones in 1987, I still have the tour T-shirt! I used to be a wedding singer too, believe it or not.
Also, I’ve co-founded other businesses over the years, legal services, private healthcare, conveyancing, even an accountancy firm. And I’m an associate coach with Strategic Coach, where I help entrepreneurs build better businesses and better lives.
Oh, and I keep a list on my phone of everything I want to do before I die. Not just big things like skydiving, but personal stuff too. One of them? I’ve never had a tailor-made suit. One day, I will.
Quickfire Round
Tea or coffee?
Coffee, I have a machine that grinds beans fresh. I even did a barista course with my son.
Beach holiday or countryside break?
A mix, somewhere with a sea view and things to explore.
Early bird or night owl?
Early bird (thanks to sunrise photo shoots with Harvey).
Favourite film?
Field of Dreams for the message, James Bond for the action (especially The Spy Who Loved Me).
TV series?
After Life, emotional, honest, and beautifully written.
Books you’d recommend?
Unreasonable Hospitality by Will Guidara, 10x Is Easier Than 2x by Dan Sullivan and Vivid Vision by Cameron Herold
You can meet more members of the team here.
The value of pensions and investments can fall as well as rise. You may get back less than you invested.
Tax planning is not regulated by the Financial Conduct Authority.
Approver Quilter Financial Services Limited & Quilter Mortgage Planning Limited. 19/08/2025
