Jonathan Wesley Finch is an entrepreneur and financial services leader with more than 26 years of experience in consumer finance, specialty lending, and insurance. As President and Co-Founder of Southeast Financial, he has helped build the company from the ground up into a nationally recognized leader in recreational lending and protection products.

Wesley launched Southeast Financial in late 1999 after recognizing a clear gap in the market. At the time, boat and recreational vehicle financing years behind the automotive industry in both process and sophistication. Many customers were walking into local banks and being offered short loan terms and high interest rates, often without real options. Wesley saw an opportunity to modernize the experience by helping dealerships streamline their finance and insurance process while giving customers access to more competitive rates and longer-term solutions.

From the very beginning, he believed the internet would change everything. While online lending was still in its infancy, Wesley positioned Southeast Financial to embrace digital platforms early, allowing the company to serve dealerships and customers nationwide long before it became industry standard.

What started with seven million dollars in recreational loan volume in the company’s first year has grown into a business that now facilitates hundreds of millions of dollars in annual financing. Over the years, Wesley has built strong relationships with some of the nation’s leading banks, including:

U.S. Bank

Fifth Third Bank

Medallion Bank

Merrick Bank

Bank of the Ozarks

These partnerships reflect his deep experience in credit risk management, regulatory compliance, strategic growth, and operational execution.

As the company evolved, Wesley expanded Southeast Financial beyond lending. Today, the company offers one of the industry’s most comprehensive extended service contract programs, providing protection for a wide range of recreational assets. Coverage includes RVs and campers, motorhomes, boats and personal watercraft, motorcycles, side by side and off-road vehicles, horse trailers with living quarters, and more. Whether customers finance through Southeast Financial or already own their unit, they have access to flexible protection options designed to safeguard their investment and reduce the stress of unexpected repairs. This expansion reflects Wesley’s commitment to serving the full lifecycle of recreational ownership, not just the purchase.

In addition to his work at Southeast Financial, Wesley is a licensed insurance agent and the founder of Nehi Reinsurance, LTD. He is also part of the ownership group that acquired the Field and Stream brand and helped form its partnership with Tractor Supply Company, bringing the iconic brand into more than 2,400 stores nationwide. More recently, Wesley and Recap Financial Ventures, LLC completed its acquisition of a majority interest in Lineage Financial Network, Inc., the bank holding company for Lineage Bank. Raising more than $30 million from local investors, including $15 million to purchase preferred stock and provide an immediate capital infusion into Lineage Financial Network, Inc.  Not only is Wesley an expert in finance, but he is also a dedicated outdoor enthusiast who brings that same adventurous spirit to his professional life. Beyond the numbers, he believes success is built on character, seeking out the work ethic and honesty he values in all his pursuits. To Wes, this isn’t just a career; it’s a genuine passion. Skills can be taught, but integrity cannot. That philosophy continues to shape the culture and long-term vision of Southeast Financial today.