In this episode of Progress in Practice, Charlie Reading is joined by Ross Jones, founder of Home Financial and Evolve Commercial Finance.

Ross shares how his business was born out of adversity, why he is passionate about helping clients whose income does not fit the standard box, and how specialising in more complex mortgage scenarios has allowed his firm to create real value.

This is a candid conversation about entrepreneurship, mistakes, patience, bravery, and the reality that in most businesses, the biggest bottleneck is often the founder themselves.

If you are building a business, navigating growth, or trying to create more freedom on your own terms, this episode is packed with practical lessons and honest reflections.

Key Talking Points

• Who Ross helps: clients with non-standard or non-permanent income
• Supporting limited company directors, contractors, sports professionals, and others with more complex borrowing needs
• Why Ross focuses on turning difficult cases into yeses
• How niche expertise can create strong referral momentum and organic growth
• The adversity that led Ross to start his own business
• Moving from the military into mortgage advice and then into entrepreneurship
• How a family health crisis reshaped Ross’s priorities and desire for autonomy
• The reality that starting a business does not instantly create freedom: first you have to build it
• The advice Ross would give his younger self: be patient, be brave, and make mistakes faster
• Why failure is not the opposite of success, but part of the path to it
• The legacy lesson Ross would pass on: don’t leave crumbs
• Why integrity matters when making difficult decisions
• Ross’s biggest business obstacle: recognising that he is the bottleneck
• The importance of empowering others, delegating better, and getting out of your own way
• Two standout book recommendations: Legacy and 24 Assets
• Why values and assets, not just leads, should shape the way you build a business

About the Guest

Ross Jones is the founder of Home Financial and Evolve Commercial Finance, helping clients secure lending where income or circumstances do not fit standard mortgage criteria.

Ross specialises in supporting people with more complex income structures, including limited company directors, contractors, and sports professionals. His businesses are built around creating solutions where others may struggle, helping clients navigate specialist lending with greater confidence and clarity.

Find Out More

• Website: http://www.homefinancialnw.co.uk
• Linked In: linkedin.com/in/ross-jones-3688584b

🚀 Resources & Links Mentioned

• Legacy by James Kerr
• 24 Assets by Daniel Priestley
• Charlie Reading’s workshop on building a saleable and scalable business: https://youtu.be/pFigtSmHqTY

About the Podcast

Progress in Practice is brought to you by The Trusted Team- helping professional service business owners build scalable, saleable businesses while working less and enjoying more.

Find out more: https://thetrusted.team

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