On Track Financial Counseling

What On Track Financial Counseling does

On Track Financial Counseling, operating as OnTrack WNC (legal entity: Consumer Credit Counseling Service of Western North Carolina, Inc.), is a 501(c)(3) nonprofit founded in 1970 (or 1973 per firmographic data) and headquartered at 50 S. French Broad Ave., Suite 227, Asheville, NC. The organization delivers free and low-cost financial education, one-on-one counseling, group workshops, on-demand classes, and free tax preparation to individuals and families across 18 counties of Western North Carolina, with bilingual English/Spanish delivery and interpreter support. Its service portfolio comprises Individual Counseling (budgeting, debt payoff, credit building, foreclosure prevention, homebuyer preparation), live and Zoom Workshops, on-demand Classes via TalentLMS, IRS VITA-certified Tax Preparation (free for households under $69K) with a TaxSlayer-powered self-service tier (under $89K), the Secure ECE matched-savings program for Buncombe County early childhood educators, and a Homebuyer Resource Guide connecting clients to down payment assistance from Mountain Housing Opportunities, NC Housing Finance Agency, Federal Home Loan Bank of Atlanta, USDA Rural Development, and four Habitat for Humanity affiliates.

The underlying technology is intentionally lean and entirely third-party: TalentLMS for learning delivery, IntakeQ for client intake, Calendly for scheduling, e2ma for email marketing, and TaxSlayer for FSA tax filing. There is no proprietary technology, data platform, or AI/ML capability. The organization is Council on Accreditation (COA) accredited and operates with a lean team of approximately 14 paid staff plus a board of directors (President Mark Anthony McGruder, Vice President Allison Rollison, Treasurer Matthew Belitsos, Secretary Kathy Minter) and 20+ seasonal VITA volunteers, led by Executive Director Rosanna Fox Mulcahy.

Revenue is not publicly disclosed and is generated through a philanthropy-and-grants model: institutional grants (Dogwood Health Trust, The Community Foundation of Western North Carolina), corporate sponsorships (Focus Partners, Hometrust Bank, Skyla Credit Union, First Bank, Union Home Mortgage Foundation), individual donations, and nominal program fees ($100 First-Time Homebuyer Workshop, $55 tri-merge credit report). Most services are free. The organization is currently operating in a post-Hurricane Helene recovery posture, having added foreclosure prevention counseling and relief support following the September 2024 storm, and is preparing its April 2026 'Fund the Future' annual fundraising event to underwrite continued recovery programming.

Name

On Track Financial Counseling

Legal name

Consumer Credit Counseling Service of Western North Carolina, Inc.

Website

https://ontrackwnc.org

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

OnTrack WNC is a 501(c)(3) nonprofit founded in 1970 that provides free financial education, one-on-one counseling, workshops, tax preparation, and homebuyer resources to low- and moderate-income residents across 18 counties of Western North Carolina.

Ownership category

akta.pro rank

Product category

Financial Counseling and Education Services

NAICS

Educational Services (61), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Taxes & Filing Basics (Withholding, Deductions, Credits) (EDAAAJAG)

akta.pro secondary industry

Family & Life-Stage Financial Planning (Marriage, Kids, Caregiving) (EDAAAJAM)

Keywords

• Financial counseling services
• Credit counseling
• Financial education workshops
• Free tax preparation
• Homebuyer education

Headquarters

HQ city

Asheville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Grant Funding: Primary revenue from grants from Dogwood Health Trust, The Community Foundation of Western North Carolina, and other foundation funders supporting nonprofit operations and programs.
2. Donations: Individual and corporate donations from sponsors supporting agency operating costs and specific programs.
3. Program Fees: Minimal fees for specific programs: $100 for First-Time Homebuyer Workshop, $55 for tri-merge credit report with FICO scores. Most core services are free.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

OnTrack WNC provides free and low-cost nonprofit financial education, one-on-one counseling, and tax preparation services to individuals and families across 18 counties in Western North Carolina. Core offerings include individual financial/housing counseling, live and on-demand workshops, IRS VITA free tax preparation, a matched-savings program for early childhood educators (Secure ECE), and a Homebuyer Resource Guide, delivered in English and Spanish.

Product overview

OnTrack WNC is a nonprofit financial education and counseling organization serving Western North Carolina for over 50 years. The organization offers a portfolio of services including Individual Counseling (covering financial, credit builder, foreclosure prevention, and homebuyer counseling), live and on-demand Workshops and Classes, free Tax Preparation through IRS VITA-certified preparers, the Secure ECE savings match program for childcare workers, and a comprehensive Homebuyer Resource Guide. Services are available in English and Spanish, both in-person and virtually.

Differentiator

Problem solved

Functional benefit

Brands

• Secure ECE: A savings program helping early childhood education workers in Buncombe County build a savings habit with matched funds.

Products and services

• Individual Counseling One-on-one financial counseling services covering budgeting, debt payoff, credit building, foreclosure prevention, and homebuyer preparation for Western North Carolina residents.
• On-demand Classes Pre-recorded financial education courses delivered via TalentLMS platform covering Money Foundations, Credit building, Homebuyer Education, and Debt management.
• Workshops Live in-person and Zoom workshops on financial topics including Money Foundations, Understanding Credit, Dealing with Debt, Money Visioning and Goal Setting, and Homebuyer Education.
• Tax Preparation Free tax preparation services by IRS-certified VITA preparers for households earning less than $69,000, including back tax filing, amendments, and Facilitated Self-Assistance (FSA) self-service options for income under $89,000.
• Secure ECE Savings Program Matched-savings program for early childhood educators in Buncombe County earning at or below 80% of Area Median Income. Participants save $35 per month for 6 months and receive $840 in matched funds, totaling $1,050 in savings.
• Homebuyer Resource Guide and Homebuyer Workshop Comprehensive guide and eHome America-based homebuyer education workshop with certificate of completion ($100 per household), covering credit basics, mortgage products, down payment assistance programs, and affordable housing resources in Western North Carolina.

Quantifiable outcome

• Secure ECE participants receive $840 matched funds = $1,050 total savings
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

16 partnerships are on record, tiered core, major and minor.

• Partner Credit UnionscoreStrategic or Co-development PartnerCredit union partners for Secure ECE savings program where participants open accounts and make monthly $35 deposits.
• Mountain Housing OpportunitiesmajorStrategic or Co-development PartnerDown payment assistance provider offering $20,000-$30,000 loans for Buncombe, Henderson, Haywood, and Madison counties.
• NC Housing Finance AgencymajorStrategic or Co-development PartnerDown payment assistance loan up to $8,000 or 5% of primary mortgage amount.
• Federal Home Loan Bank of AtlantaminorStrategic or Co-development PartnerAffordable Housing Programs offering down payment assistance through local lenders (BB&T, First Bank, HomeTrust Bank, Self-Help Credit Union).
• Habitat for Humanity - Asheville AreamajorStrategic or Co-development PartnerSweat equity homeownership program for Buncombe and Madison County residents.
• Habitat for Humanity - Henderson CountyminorStrategic or Co-development PartnerSweat equity homeownership program for Henderson and Polk County residents.
• Habitat for Humanity - Haywood CountyminorStrategic or Co-development PartnerSweat equity homeownership program for Haywood County residents.
• Habitat for Humanity - TransylvaniaminorStrategic or Co-development PartnerSweat equity homeownership program for Transylvania County.
• Asheville-Buncombe Community Land TrustminorStrategic or Co-development PartnerAffordable homeownership through land lease structures in Buncombe County.
• Housing Assistance CorporationminorStrategic or Co-development PartnerAffordable housing programs for Henderson, Transylvania, and Polk counties.
• Smoky Mountain Housing Partnership / Mountain ProjectsminorStrategic or Co-development PartnerAffordable housing programs for Haywood and Jackson counties.
• United Way of Asheville & Buncombe CountycoreStrategic or Co-development PartnerHost organization providing office space in United Way Building. Former employer of staff and referral source.
• Hometrust BankmajorStrategic or Co-development PartnerCounseling sponsor providing financial support for counseling services.
• Skyla Credit UnionmajorStrategic or Co-development PartnerCounseling sponsor providing financial support for counseling services.
• First BankmajorStrategic or Co-development PartnerCounseling sponsor providing financial support for counseling services.
• USDA Rural DevelopmentminorStrategic or Co-development PartnerUSDA Direct home loans with no down payment and low interest rates for rural WNC outside City of Asheville.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• GreenPath Financial Wellness: National 501(c)(3) nonprofit credit counseling and financial education agency. Offers one-on-one counseling, debt management plans, housing counseling, and financial education — directly overlapping OnTrack's core service portfolio, but at national scale rather than regional.
• Clearpoint Credit Counseling Solutions: Nonprofit HUD-approved credit counseling and financial education provider serving clients nationwide. Overlaps with OnTrack on credit counseling, housing counseling, and financial literacy workshops; differs in its national reach and hybrid digital service delivery.
• Money Management International (MMI): One of the largest US nonprofit credit counseling agencies, providing housing counseling, debt management, financial education, and bankruptcy counseling. Directly comparable service mix and nonprofit delivery model to OnTrack, with a much broader geographic footprint.
• Money Fit by Apprisen: Nonprofit financial counseling agency providing credit counseling, housing counseling, student loan counseling, and financial wellness education. Closely comparable mission and service mix to OnTrack WNC.
• Take Charge America: National nonprofit credit counseling and financial education organization offering debt management, housing counseling, student loan counseling, and financial literacy programs. Comparable nonprofit model and core service overlap with OnTrack.
• Credit.org: HUD-approved nonprofit credit counseling agency offering housing counseling, debt management, financial education, and bankruptcy counseling. Comparable nonprofit structure, accreditation profile, and service portfolio to OnTrack WNC.

Broad incumbents

• National Foundation for Credit Counseling (NFCC): National membership organization and accrediting body for nonprofit credit counseling agencies. OnTrack is part of this broader ecosystem; NFCC provides brand standards, marketing, and shared infrastructure that OnTrack benefits from as a member agency.
• Operation HOPE: National nonprofit focused on financial literacy, credit counseling, and economic empowerment, with strong emphasis on underserved communities. Overlaps thematically with OnTrack's mission and target population, but operates at national scale with corporate and federal partnerships.

Emerging players

• National Disability Institute (NDI): Nonprofit dedicated to financial education and counseling for people with disabilities and their families. Partial overlap with OnTrack's HUD-approved housing counseling and benefits-related counseling work; smaller footprint but adjacent use case.

Regional players

• CA$H Coalition: WNC-based asset-building coalition promoting financial stability through free tax preparation, financial education, and related services. Direct regional peer to OnTrack in Western North Carolina, with overlapping VITA-style tax preparation and asset-building programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ontrackwnc
• LinkedInlinkedin.com/company/ontrack-financial-education-and-counseling
• Instagraminstagram.com/ontrackwnc
• Xx.com/OnTrackWNC

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about On Track Financial Counseling