The Book 2019-04-12T17:22:46+00:00

Wealth is the absence of Financial Fear…

Most of us share a central fear that at some point in our lives,
we will end up in the horrifying position of desperately needing money…
and not having it.

What People are Saying

A wonderfully attractive book with valuable advice about the financial world. It’s divided into easily digestible sections and offers insights into every aspect of money that we’re likely to encounter. There is much practical information here, and just dipping into a few pages at a time will reward the reader with valuable knowledge and insight. For example, are you an Eeyore or a Pollyanna? Apparently the Pollyannas do better in the long run. It’s written in a brisk, easy style. There’s no jargon here, and any essential technical terms are clearly explained. There are plenty of colourful charts and graphs, easily understood. We’d all benefit from reading this book, or simply turning to the pages that are relevant to us. Chad Gordon has achieved something remarkable here. He’s transformed a subject that has the potential to confuse into a source of fascinating information.

Rubbery Book Award

This book is, in my opinion, an instant classic. I bought this book, read the first 225 pages in a single sitting … I’ve read Suze Orman, I’ve read Tony Robbins, I’ve read my fair share of wealth and investment books, but this one is my favorite.

Adrienne Osborn

I worked for two business magazines for several decades, and learned new information in this book. It is comprehensive, easy to understand, funny, and useful for people in every stage of life.

Carol Gwinn, Chief Copy Editor, Fortune Magazine and Money Magazine

In contrast to “get rich quick” books, this title from Gordon espouses a more long-term approach to financial choices. Full-color charts and tables support points such as renting vs. buying a home and why investing early reaps benefits over time. VERDICT: Accessible to most readers with an interest in stabilizing or improving their financial situation.

Library Journal, December 2017

Gordon does a thorough job explaining how the world keeps getting more expensive, but our inability to completely comprehend this fact makes us choose financial strategies and products that actually make us poorer … Finances play such a central role in how our lives play out, and yet our schools rarely even touch on how we handle our money; much less making it a required class. If they did (and they should), I’d suggest Wealth By Virtue would make an excellent first textbook on planning students; financial lives.

Adam Jusko, Proud Money

If, like me, you’re more of a visual reader, I can’t recommend Wealth by Virtue more … this coffee table-worthy book features inspiration and advice on the six areas of personal finance: banking, investments, real estate, insurance, legal planning, and tax planning. Filled with amazing and thought-provoking explanations, it left me feeling empowered and ready to make my money work for me. I can’t think of a better gift for a friend who want to get their finances working and maximize their retirement planning.

… the wealth of knowledge in the book, combined with the excellent organization of topics makes it an invaluable reference book to anyone looking for sensible guidance on virtually anything financial related.

… one of the most all encompassing books on the subject I’ve ever read! It’s definitely not for beginners, but once you have a base this book really launches you to the next level. His philosophy is to minimize fears while maximizing life, and we do that through sound financial planning and information. As you grow in wealth, you must also grow in wisdom is a great quote that continues to pop in my head. If you are constantly seeking out wisdom then the wealth will come.

William Cain, Adulting Money

Awards Won

WINNER: 2017 Business Book of the Year

GOLD/1st PLACE: 2018 Best Informational Book

Feathered Quill Book Awards

GOLD: 2018 Personal Finance/Retirement Planning/Investing

WINNER: 2018 Business Book of the Year

WINNER: 2018 EIFLE Award - Investing and Retirement Planning

Excellence In Financial Literacy Education (EIFLE) Awards

GOLD: 2018 IPPY Award - Finance/Investment/Economics

Independent Publisher (IPPY) Book Awards

WINNER: 2018 Non-Fiction Book of the Year

GOLD: 2017 - Business and Economics

WINNER: 2018 - Personal Finance/Investing

What you will learn:


  • How inflation is the most certain threat to long-term personal finances

  • How most people don’t make money in banks

  • How acknowledging that money is to buy stuff tells you all you need to know with your personal finances

Sneak Peak


  • Exactly how much needs to be in stocks and how much needs to be generating income

  • Exactly how much the stock market performs each year

  • How using dividends for income and never selling works the majority of the time, making you wealthier in retirement

Sneak Peak

Real Estate

  • Why using extra money to paying off your house generally puts you in a poorer position than saving it up

  • How buying real estate immediately shields from your biggest inflation threat

  • How to use your house as part of your financial planning

Sneak Peak


  • Why all insurance decisions begin with your insurable needs and how to calculate this

  • How to know if you need long term care insurance

  • How to know if you can self-insure

Sneak Peak

Legal Planning

  • Whether you should get a trust or a will

  • Why putting “joint” on accounts and property can be a massive mistake

  • How bankruptcy can be the best financial planning tool if done wisely

Sneak Peak

Tax Planning

  • How people can receive Social Security tax free

  • How tax deferral will not reasonably help you

  • How the method of harvesting losses will help you save money each year

Sneak Peak

Watch the Wealth by Virtue Book Trailer

The vast amount of financial information available in the world often causes more confusion than clarity. As the flood of information rises, bad advice has become harder to filter out.

Wealth by Virtue filters it for you, answering the most critical personal finance questions:

  • Which is riskier, the stock market or inflation?

  • Is it better to use extra money to pay down your mortgage or save it up?

  • Can you control your long-term performance in the stock market?

  • What is the right amount of insurance?

  • Is it better to get a trust or a will?

About the Author

Chad Gordon


What is the book about? 2018-01-29T03:38:37+00:00

Wealth by Virtue is a book that explains the whole world of personal finance. Often in life, we learn financial matters “on the fly” and in bits and pieces. In my book, I tie together everything you will encounter in your financial life and explain it in a clear (and sometimes funny) way. It is structured around what I call the Six Areas of Finance: banking, investments, real estate, insurance, legal planning, and tax planning.

How did you start it? 2018-01-29T03:40:10+00:00

With great naiveté. The truth is that I probably would have never started it if I knew it would take this long. Originally my plan was to write a little print-on-demand paperback book roughly 100-150 pages long that explains my investing philosophies to existing and prospective clients. It started as a simple outline of what I felt clients needed to know if they were going to work with me. As I wrote and researched, I found that there wasn’t a book where readers could get an accessible and comprehensive understanding of the world of personal finance. I felt that people needed a mental framework to base financial decisions on.

How long did Wealth by Virtue take to write? 2017-12-08T12:38:23+00:00

Two years. I started writing it in the fall of 2015. Again, since it was for clients, my assumption as I wrote it was that I would personally know more than 90% of the people reading it. I think that because of this, the book has a very personal tone to it – like it’s a letter from a friend. However, as I wrote and researched, the project grew into what you see today. The main writing part took about six months. The rest of the time has been editing, refining, and graphic design.

What does the bull and bear cover mean? 2018-01-29T03:42:02+00:00

The cover was created by a Venezuelan artist named Juan Fuentes. The bull and bear are the classic icons of Wall Street. Generally, a bull market is when it is going up and a bear is when it is going down. Often you will see these two facing off against each other and portrayed as enemies. Here, they are friends because I believe that people should not see them as opposing forces. I see bear markets as your “price of admission” for the long-term superior returns of the stock market. You have to embrace the bear, to get all the benefits of the bull. Your greatest practical tool is patience, peace and optimism during the dark times – which is also what the cover suggests, “In times of darkness, enjoy the stars.” It is also partially inspired by the Walt Whitman poem on page 140.

What does the title “Wealth by Virtue” mean? 2017-12-08T13:03:45+00:00

Go to page 365 for this one.

What are your top three favorite graphics? 2017-12-08T13:04:22+00:00
  1. Page 128 – What would happen if you relabeled the US Map as countries with a similar economic output
  2. Pages 34-35 – Shows the importance of saving early in life (early 9 years is better than later 65 years)
  3. Pages 10-11 – Nobody’s ever made money in banks over the long term.
Did you make all those graphics? 2017-12-08T13:05:07+00:00

I created all the graphics in a raw form. I was particular about how it was laid out and what colors to use (so that it’s consistent throughout the book). However, I hired an excellent graphic designer in South Africa named Gabi Hill who converted my rough graphics into works of art. She created the layout, the table of contents, and many subtle things throughout the book.

Who is the publisher? 2018-01-29T03:44:32+00:00

I went full circle with this one. As I said, originally my assumption was that I would use a print-on-demand service and just give the book away. I didn’t think twice about this route until about six months ago. As my wonderful senior editor Chris Benz worked on the book (who has done work for Michael Lewis and Dave Eggers), he kept urging me to go through a traditional publisher. I kept resisting and he eventually asked if he could “play agent” with it. Within a week he found an agent, two days later that agent found a publisher. This was incredibly exciting because the agency represented some really big names (Dr. Phil, Joel Osteen, Tony Robbins, Stephen Covey, and many others). However, it was clear early on that I was going to have to compromise. They said it definitely couldn’t be in color, needed to be 200-250 pages long, and some other things. Whether it was from vision, stubbornness, or self-destructiveness, in the end I decided to walk away from it all and go back to self-publishing.

I have no regrets about this. I eventually decided to have them printed because the print-on-demand was very low quality. I’m very happy with what you see today. The book itself experiments with some publishing innovations that I feel will make the concepts easier to understand – particularly the use of color to “brand” concepts. I am printing it with the best materials: cloth quarter bound hardcover with an embossed dust jacket, the highest quality paper, and first rate graphic design. None of this would have happened with a traditional publisher and certainly not for $32.00.

What do you hope to accomplish from the book? 2018-01-29T03:45:21+00:00

Selfishly I hope that it will help get the word out about what I do as a financial advisor and that it will help me meet new clients. Selflessly, I hope that it will make strangers wealthier and that they will do noble things with that wealth. Modesty aside, I think it has the potential to be a classic book on finance, but I know that there is a lot of luck for that to happen. And, it’s not a small book which may be intimidating to people.

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After a decade of advising clients in large brokerage firms, Chad Gordon started GreenStar Advisors in Denver, CO… and on the heels of the greatest market collapse of our lifetimes. In coaching his clients through this, he found that the biggest factor affecting client’s performance was not necessarily where their money was invested but more so in how they behaved during the crisis.