Will has built his career on two key principles: putting his clients' interests first and providing exceptional personal service. Since 2006, Will has implemented these core principles in his various roles within the financial services industry.

As a Managing Partner of the Goodson & Nichols Financial Group, Will has an integral role in not only the group's investment management strategies, but also with advising clients on their customized investment plan and investment strategy.

An active alumnus of both Woodberry Forest School and North Carolina State University, Will enjoys giving back to his home community of Winston-Salem through volunteerism with various charitable organizations in the area. He and his wife, Allison, have four young children - Jim and Louise are twins born in 2013, Mack was welcomed to the family in 2016, and Molly in October of 2018.

CA Insurance License Number: 0L14522. Resident State NC.

Beginning his career in the financial services industry in 1984, Robert serves the group as a Managing Partner. His passion for helping clients to maximize their income in retirement and managing their portfolio risk is what Robert believes has made him a trusted advisor to many clients in the Triad area.

A graduate of the University of North Carolina at Charlotte, Robert is a native of Davie County along with his wife, Julia. He has two children, Catherine and Gray, a grandson (Hendrix) and a granddaughter (Talulah). 


CA Insurance License Number: 0L27221. Resident State NC.

Tom has achieved a distinguished career in the financial services industry since his start in 1983 with Wheat First Securities, a predecessor firm to Goodson & Nichols Financial Group. Tom has extensive experience in all areas of the wealth management process and is dedicated to providing objective, professional advice to the group's clients. Tom's dedication to providing sound advice has allowed him to become a trusted advisor to many individuals, families and institutions over the years.

Tom is a graduate of the University of North Carolina at Chapel Hill. From 2007-2016, Tom was an adjunct professor at Wake Forest University, where he taught an undergraduate course (Professional Life Skills) that he developed for the Calloway School of Business and Accountancy.

Active in his community, Tom has supported and served on the boards of various community organizations. Tom lives in Winston-Salem with his wife, Leesa. His son, David, lives and works in Atlanta and his son, Will, is a valued partner of the Goodson & Nichols Financial Group team. His grandchildren add joy to his life every day.

CA Insurance License Number: 0F18524. Resident State NC.

Jim began his career in the financial services industry in 1977 and provides his clients with exceptional investment management experience. His wealth of knowledge of the financial industry along with his passion for providing clients with personalized investment planning is what Jim believes has made him a trusted and established advisor to many clients over the years.

A graduate of University of North Carolina - Chapel Hill, Jim currently resides in Winston Salem and enjoys being an avid golfer. He is married to his wife, Courtney, and has three grown children. Jim also enjoys being involved with youth programs such as the Winston Salem Street School and First Tee of the Triad.

CA Insurance License Number: 0M46627. Resident State NC.

With more than 30 years of experience in the financial services industry, Jay Abernethy has dedicated his career to helping individuals, families, and business owners navigate life’s financial complexities with confidence. As a seasoned wealth management professional, Jay is committed to providing personalized investment guidance and customized strategies designed to help clients pursue their long-term financial goals.

In August 2026, Jay joined the Goodson & Nichols Financial Group, bringing decades of experience in portfolio management, wealth preservation, retirement planning, and investment strategy. He believes successful wealth management begins with understanding what matters most teach client and developing thoughtful financial solutions tailored to their unique objectives, risk tolerance, and long-term vision.

Prior to joining Goodson & Nichols Financial Group, Jay served as Senior Vice President, Wealth Management and Portfolio Manager at UBS Financial Services for more than 14 years. Before UBS, he spent 18 years with Wachovia Securities and Wells Fargo Advisors, serving as a Senior Vice President and Senior Portfolio Manager and building a reputation for disciplined investment management, trusted advice, and enduring client relationships.

Jay earned his Bachelor of Science in Business Administration and Management from North Carolina State University in 1988and remains a proud member of the Wolfpack community. Beyond his professional pursuits, he is deeply committed to his faith and local community. Jay has helped lead the Davie County Chapter of the New Canaan Society and has been actively involved with the organization's Winston-Salemchapter. He is also an active member and former deacon of Cornerstone Christian Church, where he participates in the Men’s Fellowship ministry and frequently serves in the church’s praise band. When he is not working with clients or serving his community, Jay enjoys spending time with his family.

Mackenzie Urquhart, CFP® joined the Goodson & Nichols team in 2019 and serves as a Financial Advisor and the Director of Trading.

As a Financial Advisor she helps manage assets for individuals, trusts, retirement plans, charitable organizations, and businesses. Through a long-term investment approach, she helps clients develop and implement strategies for building wealth and realizing their goals. Her mission is to provide objective and timely financial advice and guidance - with the highest level of professional service - in building and preserving wealth for her clients.

On top of serving her clients, she assists in managing and maintaining the Goodson & Nichols Financial Group investments. Her role as Director of Trading is critical to the accurate and efficient execution of trade decisions reflected in our Advisory models. Her profound market insight allows her to skillfully balance her own clients while playing an integral role in investment decisions in Advisory models.

She is a North Carolina native and a graduate of North Carolina State University. With an emphasis on continuing education, she has also earned the CERTIFIED FINANCIAL PLANNER®, or CFP®, certification from the Certified Financial Planner Board of Standards for Financial Planning, Inc. For this certification, she had to complete approved educational programs, pass rigorous examinations, and meet stringent experience and ethical requirements.

Outside of work, you will find her channeling her energy into playing golf, interior design, and offshore fishing.

CA Insurance License Number: 4041837. Resident State NC.

Mary has a wide array of experience ranging from the technology sector to her current role as a Financial Advisor with Goodson & Nichols. Her motivation to join Goodson & Nichols was sparked by her passion to put client’s needs first. As a financial advisor, she is committed to delivering top-notch service tailored to each client's best interests and making finances approachable.

A graduate of North Carolina State University, Mary holds a degree in Business Administration with a concentration in Finance. She is actively involved with various organization and finds fulfillment in contributing to her local community.

Mary and her husband Brandon recently moved to Winston-Salem. Outside of work, she enjoys baking, exploring new coffee shops, and spending time with her dog, Remi.

Mason joined the Goodson & Nichols Financial Group in 2025. He believes that building lasting client relationships is essential to delivering meaningful and personalized financial guidance. As a Financial Advisor, Mason is passionate about helping individuals, families, and business owners navigate complex financial decisions through personalized strategies and attentive, high-quality service.

A graduate of Hampden-Sydney College, he resides in Raleigh with his wife Hope and their dog, Lou. Outside of work, he enjoys spending time outdoors “unplugged,” with friends and family.

As a Senior Registered Client Associate, Jennifer is dedicated to providing our clients with exceptional personal service. She has worked in the financial services industry since January 2000 and joined the Goodson & Nichols Financial Group in 2003.

She attended University of New Orleans and High Point University. Outside of work, Jennifer enjoys gardening and spending time with her children and granddaughters.

Crystal joined Goodson & Nichols Financial Group in 2016. She started working in the financial services industry in 2013 and has 17 years of previous experience in the mortgage insurance industry. She is a graduate of Radford University and resides in Winston-Salem with her husband, Jeffrey. Crystal enjoys gardening and spending time with family and friends.


California Insurance License: 4124232.  Resident State NC.

Michael accepted the leadership role of Practice Manager, Registered Principal in January 2026, following him joining Goodson & Nichols Financial Group as Practice Compliance Manager in July 2023. In this role, he is responsible for managing the day‑to‑day administrative and operational functions of the practice while providing supervisory oversight of all associate business activities to help ensure compliance with firm policies, procedures, and regulatory requirements. Prioritizing the adoption of new technologies, Michael implements efficient team workflow strategies to enhance productivity and operational effectiveness, reflecting an ongoing commitment to delivering outstanding client service.

Michael brings more than three decades of experience in the brokerage and financial services industry. He began his career in 1991 on the floor of the New York Stock Exchange, where he spent 16 years working for four specialist trading firms, most notably as an Assistant Designated Market Maker. This early experience developed his strong understanding of equity market structure and trading operations in a fast‑paced, high‑pressure environment.

In 2008, Michael joined Wells Fargo Advisors, where he built an accomplished 15-year career, earning his FINRA Series 7,63, 65, and 9/10 registrations while advancing through a range of trading, supervisory, and leadership roles. He ultimately held the position of AVP-Divisional Governance Specialist, supporting compliance and supervisory functions for financial advisors across the Mid-Atlantic region while based in Raleigh, NC. His time at WFA developed his expertise within market operations, risk management, and regulatory oversight.

Now located in Winston‑Salem, NC, Michael likes to spend his time outside of work patronizing local restaurants, music venues and community events around the Triad region. He particularly enjoys attending live concerts, as well as professional and college sporting events.