PopEnomics with Jesse Hurst

In this episode of The Confident Advisor Practice Podcast, host Adam Figura welcomes Jesse Hurst, Senior Wealth Manager and CEO of Impel Wealth Management of Cetera Advisors, to share insights from his new book PopEnomics. With more than 30 years of experience helping clients navigate retirement, investment, and estate planning, Jesse combines technical expertise with relatable stories drawn from movies, music, and pop culture.

What started as weekly blog posts in 2010 evolved into hundreds of bite-sized lessons during the pandemic. Those lessons, often illustrated with memorable cultural references—from Animal House to Friends to What About Bob?—now come together in PopEnomics. Jesse explains why financial planning is like taking “baby steps,” why herd mentality often leads investors astray, and how advisors play a crucial role in guiding clients through both the numbers and the emotions of retirement.

This conversation is full of practical takeaways and entertaining examples that show financial planning doesn’t have to be dry or intimidating. Instead, it can be approached like solving a puzzle—step by step, with the bigger picture in mind.

---

Key Takeaways

●        Jesse has written 600–700 blog posts since 2010 to keep clients engaged and informed.

●        PopEnomics was inspired by the feedback on his COVID-era writing, where pop culture references made economic concepts “stick.”

●        Examples from Animal House, Friends, What About Bob?, The Beatles, and even Britney Spears make financial lessons more memorable.

●        Financial planning works best in “baby steps,” building gradually toward retirement.

●        Many retirees struggle with the emotional shift from saving to spending, even when resources are more than sufficient.

●        Advisors help clients flip that switch and confidently enjoy their wealth.

●        Financial journalism is designed to attract clicks, not provide reliable investment advice—understanding its purpose helps avoid panic.

●        The book frames planning as 12 financial puzzles, starting with knowing “where you are” and envisioning the picture on the box (your retirement).

●        Advisors aren’t there to predict markets but to connect clients’ dreams with their resources.

●        It’s never too late to begin financial planning; whether at 30 or 55, there’s always a path forward.

---

Chapters

00:00 – Welcome and Introduction to Jesse Hurst
Adam Figura introduces guest Jesse Hurst, Senior Wealth Manager and CEO of Impel Wealth Management of Cetera Advisors. With 37 years of experience, Jesse shares his mission of helping clients “move life forward” and introduces his new book PopEnomics, which blends rock and roll, movies, and financial wisdom.

01:00 – From Weekly Blogs to a Full Book
Jesse explains how his writing journey began in 2010, evolved during the pandemic, and resulted in more than 600 bite-sized blog posts. COVID gave him the push to expand on those ideas, ultimately leading to PopEnomics—a book that tells the “whole story” of financial planning.

02:47 – Movies, Music, and Money Lessons
Jesse recalls how cultural references became a powerful teaching tool, from Animal House (unconventional weapons for unconventional crises) to Friends (Joey digging a hole as a metaphor for the $2.2 trillion economic gap during COVID). Listeners hear how these pop culture moments make complex financial concepts relatable and memorable.

05:42 – Baby Steps and Herd Mentality
Financial planning is like the “baby steps” taught in the movie What About Bob?—small, consistent moves that add up to big results. Jesse also shares how herd behavior, captured by The Beatles’ “All Together Now,” often leads investors into trouble during market bubbles and crises.

08:16 – The Emotional Transition from Saver to Spender
Jesse describes the difficulty many clients face in shifting from accumulation to distribution. He tells a powerful client story of a couple with $2.5 million in assets who struggled to spend, until they finally embraced first-class travel with the mindset: “If we don’t spend our money, someone else will.”

11:28 – Coaching Through Market Panic
The conversation shifts to financial journalism and how its true purpose is to drive clicks, not provide reliable advice. Jesse cites infamous wrong predictions—from “The Death of Equities” in the late ’70s to the mislabeling of Sam Bankman-Fried as the next Warren Buffett—to highlight why advisors must reframe the noise for clients.

14:41 – Lessons From 37 Years and 19 Crises
Jesse reflects on his career, beginning just before the 1987 crash, through the dot-com bubble, 2008, COVID, and beyond. He emphasizes that while each crisis feels like “the end of the world,” markets eventually recover, and advisors serve as the steady hand through volatility.

16:25 – A Backstage Pass to Retirement
Using analogies like airport maps and jigsaw puzzles, Jesse explains how retirement planning starts with knowing “you are here” and picturing your ideal retirement (the puzzle box). He frames his book as 12 financial puzzles that readers can solve step by step to build clarity and confidence.

19:45 – What People Misunderstand About Advisors
Jesse clarifies that advisors aren’t there to beat the market or predict downturns. Instead, they help clients define real goals, connect dreams with resources, and stay disciplined when emotions run high. A football-inspired analogy, “Fourth and Seventh,” illustrates the importance of trusted guidance during repeated 20% market drops.

22:15 – Protecting Retirees From Market Downturns
Jesse outlines a strategy he uses for retired clients: replenishing two years of cash and short-term bonds when markets hit new highs, creating a cushion against selling during downturns. He shares how this planning gave one client peace of mind during 2022’s dual stock-and-bond selloff.

25:16 – The Core Message: It’s Never Too Late
Jesse drives home the heart of PopEnomics: regardless of age, there’s always a way to start planning. Whether you’re just entering your “runway decade” or nearing retirement, small steps can lead to big progress.

26:04 – Where to Find the Book and Final Thoughts
Jesse shares how listeners can pre-order PopEnomics on Amazon or visit PopEnomics.com for resources. He leaves the audience with his hope that people will find the book both fun and educational—reminding them that financial wisdom can be just as engaging as a great song or movie.

---

Memorable Sound Bites

●        “Financial planning’s like baby steps—you start small and keep moving forward.”

●        “If the herd was right, the herd would be rich. And most people aren’t rich.”

●        “If you don’t spend your money flying first class, one day somebody else will.”

●        “The goal of financial journalism isn’t to make you rich—it’s to get you to click, buy, or tune in.”

●        “Advisors help clients connect their dreams and their resources.”

---

Connect

Jesse Hurst

●        Senior Wealth Manager & CEO, Impel Wealth Management of Cetera Advisors

●        Author of PopEnomics

●        https://www.impelwealth.com/popenomics

●        LinkedIn

●        [e-mail]

 

Adam Figura

●        Host of The Confident Advisor Practice Podcast

●        LinkedIn

●        [e-mail]

 

 

---

 The views depicted in this material are for information purposes only, and are not necessarily those of Cetera Advisors, LLC. They should not be considered specific advice or recommendations for any individual. Neither Cetera Advisors, LLC, nor any of its representatives may give lega or tax advice. Pete Bush, Bill Bush, and Andy Bush are registered representatives, offering securities and advisory services offered through Cetera Advisors, LLC, member FINRA, SIPC, a broker-dealer and registered investment advisor. Adam Figura is a registered administrative assistant of Cetera Advisors, LLC, member FINRA, SIPC. The guest on this episode, Jesse Hurst of Impel Wealth Management, is a registered representative offering securities and advisory services through Cetera Advisors, LLC, member FINRA, SIPC, a broker-dealer and registered investment advisor. Cetera is under separate ownership from any other named entity. 15015 Jamestown Boulevard, Suite 100, Baton Rouge, LA 70810.

These are hypothetical examples based on real client experiences. Outcomes vary and are not guaranteed.