David Jones, son of a preacher, has a master's degree in theology from Grace College in Winona Lake, Ind. Although he's not and never has been a minister, he says that like his father, he ministers to people—not as a spiritual advisor but as a Primevest financial advisor at Lake City Bank in Warsaw, Ind. "Both my father and I are serving the people in our community," he says.

Despite his theology degree, the 36- year-old—who grew up in Portland, Ore.—is quick to say that he's not "selling God." There's no framed seminary diploma on his office wall. "It's a small town. People know I went to a religious school," he says. "My belief in Jesus is important to me but I think my financial advice stands on its own. I don't need God's endorsement."

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