Certification Center

Financial Fitness Coach (FFC®)

Invest in Impact

A commitment to high standards, capacity building, and lasting impact – for the client, for the coach, and for the community.

Why Financial Coach Certification Matters

Over the last 4 years, organizations and funders have invested in Financial Fitness Coach (FFC®) training and certification to better support initiatives that create lasting impact. These organizations and initiatives are SETTING THE STANDARD and raising the bar:


For their Coaches:

“Because of my training as a Financial Fitness Coach, I am able to bridge counseling and coaching knowledge in a way that better supports the client. This knowledge helps me support my clients to set more relevant goals, and provides me with a better understanding of the psychology behind the effort it takes for them to accomplish these goals." ~ Shandra Thomas, AFC®, FFC® candidate.




For their Clients:

Financial coaching provides a person with the self-efficacy to take control of their finances in their own life. “Instead of treating people as though they are broken, we help them restore their commitment to their own financial goals. We help them find clarity around what is important to them. We help them address the obstacles and make a plan that they can achieve.”  ~ Saundra Davis, MSFP, APFC®.



For their Communities:

Coaches who go through the Financial Coach training are better equipped to support other financial coaches in their own community. Many have gone on to provide financial coach training for local organizations, serve as professional mentors to fellow professionals, and share their knowledge on a personal level with their peers. 

Organizations & Initiatives Using Financial Coaching to Create Impact:


Free From is a nonprofit organization with a mission to make safety affordable for all survivors of domestic violence so that they can build lives free from violence for themselves and their children. Free From “looks past crisis intervention to violence prevention, by helping survivors achieve financial stability so that they can leave and never have to go back.” By financially empowering survivors, they break the cycle of violence against women in the US, helping them achieve economic justice and financial independence. FreeFrom's Director of Financial Capacity Building Programs, Merlin Salammanca, knows that financial coaching works. She is an FFC candidate.

CFPB Financial Coaching Initiative

The program trained sixty (60) professionals to become AFC® and FFC® professionals, with ongoing professional development support. Financial Coaches were placed in sites across the country to focus on serving veterans and economically vulnerable communities. Because of the focus on high standards and consistency in professional training and delivery, the program data has shown tremendous results with 84% of active clients saw improvements in their financial situation, including enhanced money management, increased savings, lowered debt levels, and improved credit scores; and 93% of clients have either established, made progress on, or completed their goals.

Oakland Promise Brilliant Baby

Brilliant Baby helps parents raise thriving children by offering a supportive community, reducing financial stressors, and establishing a college savings account as an early investment in your baby’s bright future. Brilliant Baby is a program of the Oakland Promise. Their vision is that every child in Oakland graduates high school with the expectations, resources, and skills to complete college and be successful in the career of his or her choice. All parents who have a baby in the Brilliant Baby program are encouraged to participate in financial coaching. For each of the first three monthly meetings with a coach, families receive $100 in coaching participation incentives.

United Way California Capital Region

In 2017, thanks to significant funding from Citi Community Development and additional support from JPMorgan Chase, United Way California Capital Region was able to make financial coaching grants to 5 local organizations focused on critical issues such as affordable housing, health education, credit health, workforce development, and domestic violence. An initial training was held for more than 50 nonprofit and public agency staff and other community leaders who work with financially-struggling people. Following this training, the organizations received a full-day, in-person financial coaching practical-application session, the opportunity to participate in 10 monthly web-based skills-building labs, funding for financial coaching integration work; and scholarships to complete the AFC and FFC certifications.

Nevada Hand

Nevada Hand is dedicated to provide affordable housing solutions for Southern Nevada’s rapidly growing population. They are committed to providing positive living environments where healthy, engaged residents can improve their economic status and take pride in their communities. They believe that providing opportunities and support for economic security, wellness, education, and community engagement will help residents reach their full potential, stabilize families, and transform lives. The AFCPE and Sage Financial Solutions program was recommended by their funders, Citibank and Wells Fargo, to provide their coaches with the needed skill set to better support residents and provide them with tools to improve their lives. The program has taught them how using coaching skills creates discovery, allowing the client to better engage with building a plan that they are more likely to follow.

Dragonfly Financial Solutions

Dragonfly Financial Solutions LLC is based in Boston and offers services throughout the United States. Dragonfly partners with helping professionals to provide support in moving from a scarcity to an abundance mindset so that you feel capable and confident to achieve your financial goals. "My professional training to become a Financial Fitness Coach® required me to get to know my clients on a deeper level. I needed to get to their “why”: Why did they want to become more financial stable? Why did they choose their financial goal in the first place? What was their motivation for change? Professional training in financial coaching provided me with the tools to develop deeper relationships with my clients, to offer them accountability when they needed it, and most importantly to invite them into the driver seat of their own financial journey," Kimberly Zimmerman Rand.

Invest in Training. Invest in Certification. Invest in Impact.

Interested in financial coach training or certification? Want to get your group or team certified? 

Email Jarod Taylor, Certification Program Manager.

We can help you determine your needs and put together a package that works for you!

The Cities for Financial Empowerment (CFE) Fund has Approved AFCPE® as an Approved Training Provider

Together, AFCPE’s Accredited Financial Counselor® (AFC®) certification, and the Financial Fitness Coach (FFC®) certification in partnership with Sage Financial Solutions, have met the requirements and competencies outlined in the Financial Empowerment Center (FEC) Counselor Training Standards:

  • Context of Poverty
  • Financial Content (All topics)
  • Counseling and Coaching Skills 
  • Counseling and Coaching Techniques
  • Practice and Experiential Learning
  • Continuing Education
  • Supervisor Training

About the CFE Fund.
About FEC Public.

Back to Top