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“The simple believes everything, but the prudent gives thought to his steps”
Proverbs 14:15
Dear Kingdom Builders,
When we have more information it should mean we have more trust. But that’s not what studies are showing.
The 2026 Edelman Trust Barometer surveyed 34,000 people across 28 countries:
70% are unwilling, or at least hesitant, to trust someone whose values, information sources, cultural background, or approach to social problems differs from their own.
42% won’t invest in a company that doesn’t share their values.
And among those who trust financial influencers, 57% would give a company they distrust a second look simply because that influencer vouched for it.
Edelman notes a trend of people increasingly seeking to trust their closest circles. They refer to this as “insularity:” a growing reluctance to trust people whose values, information sources, cultural backgrounds, or approaches to social problems differ from our own.
We increasingly narrow trust to people who see the world much as we do. People who vote like us. Worship like us. Come recommended by someone we already know. This is commonly referred to as “affinity.”
For Christians, that seems to create a significant advantage. We share a common set of virtues and a shared belief that we are ultimately accountable to God.
We talk about this with a common language around stewardship, honesty, and the dignity of work. These kinds of relationships outlast a single transaction.
But affinity can also work against us when it begins to replace evidence and diligence. It’s logical. He’s a Christian. People I trust know him. So the deal must be sound.
Maybe. Maybe not.
The SEC has a name for what happens when someone exploits that trust. Affinity fraud. This is a scheme where the fraudster is, or pretends to be, one of “us.” Churches are an ideal target. The trust is already built. He just steals that trust and points it at his deal.
This is why I continue sharing reports of alleged fraud targeting Christian investors. We need to remain vigilant. (Remember this from a few weeks back?)
The problem isn’t trust, itself. It’s letting affinity replace diligence.
Financial systems inherently exist through trust. Whether it’s currency, economic systems, or trade itself, we have to trust the actors on the other side of the equation.
That was a fascinating part of my conversation with Dr. Angela Thomas about her experience running a multifamily office in Dubai. I learned how the marketplace is structured specifically to build trust so people who don’t necessarily share common beliefs and/or values can transact with confidence.
But now I want you to join the conversation.
At our first KingdomBuilders Live event, we’re hosting two remarkable angel network founders: Will Thomas of Ambassadors Impact Network and John Cannon of SENT Angels. Their groups pool diligence, bring multiple perspectives to each opportunity, and help individual investors determine whether a deal aligns with their faith and financial objectives.
In this phase of the trust economy, authentically lived Christian virtue should be one of our greatest competitive advantages.
More importantly, it gives us one of our greatest opportunities to authentically represent Christ through the way we conduct ourselves in the marketplace.
Have a blessed week!
Matt
This week’s podcast explores what Christians can learn from Dubai’s faith-shaped commercial system:
Why Dubai built its global economy around trade rather than oil.
How it created structures that allow people of different faiths to transact with one another.
How Islamic banks embed moral restrictions directly into their institutions.
What Christians should understand about trust, commerce, and operating within a financial system influenced by Islamic principles.
The Institute for the Works of Religion, commonly known as the Vatican bank, reported that all its asset-management products remained compliant with Catholic ethical principles while generating positive gross returns in 2025. The IOR recorded €51 million in net profit and continued excluding investments tied to activities it considers harmful to human life, society, the environment or good governance.
30-Second Investment Terms and Strategies
Affinity Bias
Affinity bias is the tendency to trust, favor, or feel more comfortable with people who share our faith, background, values, experiences, or social connections.
What it is: A cognitive bias that can cause investors to view a person or opportunity more favorably because it comes through a familiar community or someone who appears to be “one of us.”
Where it appears: Faith-based investment groups, church communities, alumni networks, family-and-friend deals, professional associations, founder referrals, and opportunities introduced by trusted advisers or mutual contacts.
Why it matters: Affinity can help investors discover opportunities and build relationships more quickly, but it can also lower skepticism and weaken diligence. A founder can sincerely share your faith or values and still be inexperienced, conflicted, or associated with a poor investment. Shared identity should open the door to a conversation, not replace diligence.
DISCLAIMER: This material is provided for informational and educational purposes only and does not constitute investment, legal, tax, or other professional advice, nor is it an offer or solicitation to purchase or sell any security. “ChristianAlts” is a media publication operated by HoneyHive Capital Partners LLC. HoneyHive Capital Partners LLC is not a broker-dealer, investment adviser, or funding portal and does not offer or sell securities. The author is a registered representative and investment adviser representative operating through separate, regulated entities, including Excelitrax LLC (d.b.a. HoneyHive Capital), which conducts investment banking and securities-related activities under the supervision of Finalis Securities LLC, member FINRA/SIPC. This publication is not issued on behalf of, or supervised by, Finalis Securities LLC or any affiliated broker-dealer. Any securities-related services or transactions are conducted only through the appropriate regulated entities and are offered solely by means of formal offering documents, including, where applicable, a confidential offering memorandum, and in accordance with federal and state securities laws. The views expressed herein are solely those of the author and are based on internal research, opinions, and publicly available information that has not been independently verified. No representation or warranty is made as to the accuracy or completeness of the information. Past performance is not indicative of future results. Any forward-looking statements are subject to risks, uncertainties, and assumptions that may cause actual results to differ materially.
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