Sage Financial Solutions

What Sage Financial Solutions does

Sage Financial Solutions, Inc. is a privately held financial-coaching education company founded in 2005 and headquartered in Pinole, California (San Francisco Bay Area). It designs and delivers training and certification programs that teach financial educators, counselors, planners, and therapists a trauma-informed, client-first coaching methodology integrated with Internal Family Systems (IFS), mindfulness, and neuroscience. Its flagship offering is the Accredited Personal Finance Coach (APFC) program, a three-course bundle totaling 177.5 training hours (Financial Coaching Foundations; Deepen The Learning APFC; APFC Certification) priced at $4,200–$7,500 with an equity-based Supported/Sustainer/Supporter tier structure, plus standalone professional development sessions priced at $15–$95.

The platform is delivered through a WordPress-based learning management system using LearnDash, with live virtual training on Zoom, self-paced online growth-work assignments, and periodic in-person intensives co-located with AFCPE, Financial Therapy Association, and Financial Planning Association events. Cohorts are capped at 15 students for personalized mentorship. APFC holds International Coaching Federation (ICF) Level 1 accreditation, allowing graduates to apply for the Associate Certified Coach (ACC) credential, and curriculum is aligned with CFP Board, AFCPE, and ICF competency frameworks. Sage also sells custom training and sponsorship packages to government agencies, corporations, and nonprofits.

Go-to-market combines direct-to-individual enrollment on the website, free "Behind the Scenes: APFC Coaching in Action" webinars as mid-funnel lead generation, organic social on LinkedIn/Instagram/Facebook, an email newsletter, and SEO. To date, the firm reports 200+ certified coaches, 2,500+ trained professionals, and 30,000+ coaching hours delivered across six countries (United States, Canada, Europe, India, Ghana, Mexico). It is founder-led by Saundra Davis with 1–10 employees, no disclosed institutional funding, and no M&A activity.

Name

Sage Financial Solutions

Legal name

Sage Financial Solutions, Inc.

Website

https://sagefinancialsolutions.org

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Sage Financial Solutions provides trauma-informed financial coaching certification and training programs for financial professionals across six countries, delivered via a WordPress/LearnDash LMS and Zoom-based cohorts capped at 15 students.

Ownership category

akta.pro rank

Product category

Financial Coaching Training and Certification

NAICS

Educational Support Services (61171), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors) (EDAAAJAN)

akta.pro secondary industries

Financial Education & Coaching (Digital Programs, Tools) (FSAGADAH), Finance, Banking & Capital Markets (EDAAAPAG)

Keywords

• Financial coaching training
• Personal finance certification
• Trauma-informed coaching
• Professional coaching education
• Financial counselor training

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Certification Program Revenue: Sage Financial Solutions generates revenue primarily through its three-part APFC certification program. Individual courses are priced at tiered rates based on participant support level selection, with bundle pricing offering savings. Course 1 (Financial Coaching Foundations) ranges from $600-$1,500; Course 2 (Deepen The Learning APFC) ranges from $2,100-$4,500; Course 3 (APFC Certification) ranges from $1,500-$1,800. The full bundle is priced at $4,200-$7,500. The equity-based pricing model creates three tiers: Supported (for participants with limited financial resources), Sustainer (standard cost), and Supporter (higher rate to help offset costs for others).
2. Professional Development Courses: Additional revenue is generated from standalone professional development courses such as 'Unburdening the Legacy: Internal Family Systems, Coaching, and Financial Healing' and 'Befriending Your Money Parts: A Journey of Self-Compassion and Financial Clarity', priced at $15-$95 per session. These courses offer continuing education credits for APFC, CFP, and ICF credentials.
3. Sponsorship and Organizational Training: The company generates revenue through organizational sponsorships and custom program development for government agencies, corporations, and nonprofits seeking to offer financial capability programs to their communities. Contact email [email protected] handles sponsorship inquiries.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Sage Financial Solutions delivers financial coaching training and certification, primarily through the three-course Accredited Personal Finance Coach® (APFC®) program (Financial Coaching Foundations, Deepen The Learning APFC®, and APFC® Certification), totaling 177.5 training hours. The company also offers standalone professional development courses on IFS-based financial healing and money-self-compassion, plus custom financial capability program development for organizations. Programs are delivered via live virtual cohorts (max 15 students), self-paced online study, 1:1 mentorship, and periodic in-person intensives, with ICF Level 1 accreditation enabling graduates to pursue the ACC credential.

Product overview

Sage Financial Solutions offers a comprehensive financial coaching training platform built around the Accredited Personal Finance Coach® (APFC®) Program—a flexible, three-course certification pathway. The core offering consists of Financial Coaching Foundations (introductory course), Deepen The Learning APFC® (advanced course), and APFC® Certification (final certification with mentorship and fieldwork). These can be taken individually or bundled together for cost savings. The company also provides standalone professional development courses such as Unburdening the Legacy (IFS-based financial healing) and Befriending Your Money Parts (self-compassion and financial clarity). All programs emphasize trauma-informed, client-first coaching methodologies aligned with ICF Core Competencies.

Differentiator

Problem solved

Functional benefit

Brands

• APFC (Accredited Personal Finance Coach): The company's flagship certification program that trains financial professionals in trauma-informed, client-first coaching skills. ICF Level 1 accredited program leading to ACC credential.
• Financial Coaching Foundations
• Deepen The Learning APFC

Products and services

• Financial Coaching Foundations Introductory course equipping participants with essential financial coaching techniques, trauma-informed methods, and ethical practices to support clients through behavioral change. Includes 21 live training hours plus approximately 12.5 hours of self-study growth work. Priced $600-$1,500 depending on equity-based tier.
• Deepen The Learning APFC® Advanced course helping participants refine coaching techniques, build trusting client relationships, and navigate complex coaching challenges with confidence and empathy. Includes 24 live training hours plus approximately 10-22 hours of self-study growth work. Priced $2,100-$4,500 depending on equity-based tier.
• APFC® Certification Final step toward earning Accredited Personal Finance Coach® certification. Combines one-on-one and group mentorship sessions (10 mentorship hours: 3 hours 1:1 + 7 hours group) with 100 experience hours with real clients and a final performance evaluation. Priced $1,500-$1,800 depending on equity-based tier.
• APFC® Certification Bundle Comprehensive three-part training program bundle including Financial Coaching Foundations, Deepen The Learning APFC®, and APFC® Certification at a discounted price (saves $1,900 vs. individual enrollment). Bundle price $4,200-$7,500 depending on equity-based tier; 177.5 total training hours.
• Unburdening the Legacy: Internal Family Systems, Coaching, and Financial Healing Professional development course exploring the deep inner work of healing financial legacy burdens using the Internal Family Systems (IFS) model, connecting personal financial patterns to systemic realities. Priced $15-$95. Offers continuing education credits for APFC, CFP, and ICF credentials.
• Befriending Your Money Parts: A Journey of Self-Compassion and Financial Clarity Professional development session combining Internal Family Systems (IFS) with Money Habitudes® to help participants befriend their money parts and build financial wellness aligned with values and goals. Priced $15-$95. Includes online Money Habitudes assessment and guided worksheets; offers continuing education credits.

Quantifiable outcome

• 200+ certified coaches trained
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• Association for Financial Counseling & Planning Education (AFCPE)coreStrategic or Co-development PartnerAFCPE is a key partner for in-person training sessions. Sage Financial Solutions co-locates annual in-person training intensives with AFCPE events, providing networking opportunities and professional development for trainees. The company also aligns its curriculum with AFCPE Core Competencies for financial counseling.
• Financial Therapy Association (FTA)coreStrategic or Co-development PartnerFTA is a partner organization for annual in-person training sessions. The collaboration supports professionals working at the intersection of financial planning and therapeutic approaches.
• Financial Planning Association (FPA)coreStrategic or Co-development PartnerFPA serves as a partner for in-person training events, connecting Sage with financial planning professionals seeking continuing education and coaching skills.
• International Coaching Federation (ICF)coreStrategic or Co-development PartnerICF is the world's largest nonprofit organization dedicated to advancing the coaching profession. Sage Financial Solutions' APFC program is ICF Level 1 accredited, meeting training requirements for graduates to apply for Associate Certified Coach (ACC) credential. Sage aligns curriculum with ICF Core Competencies.
• CFP BoardcoreStrategic or Co-development PartnerSage Financial Solutions aligns its training programs with the CFP Board Financial Planning Competency Framework, particularly the Interpersonal and Leadership clusters. Courses support CFP professionals in strengthening communication, empathy, and relationship-management skills.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Money Coaching Institute: Money Coaching Institute offers financial coach training and certification programs for professionals and is the most directly comparable competitor to Sage's APFC pathway, serving the same buyer (financial professionals seeking coaching credentials) with similar cohort-based formats.
• Financial Coaches Network: Financial Coaches Network trains and supports financial coaches through membership and certification, sharing Sage's target customer (financial professionals moving into coaching) and trauma-informed / values-based approach.
• Kinder Institute of Life Planning: Kinder Institute trains financial planners and coaches in life-planning and human-centered advisory techniques, competing directly for the same educators/planners/coaches audience that Sage targets with its APFC program.
• Kingdom Advisors: Kingdom Advisors certifies Christian financial advisors and coaches through a values-based curriculum, competing with Sage for faith/mission-driven financial professionals seeking coaching credentials and continuing education.

Broad incumbents

• AFCPE (Association for Financial Counseling & Planning Education): AFCPE is the industry body that confers the AFC credential and sets core competencies for financial counselors; it is both a Sage partner and a broader incumbent that delivers its own training and accreditation for overlapping audiences.
• Ramsey Solutions: Ramsey Solutions is a broad incumbent in personal finance education (Financial Peace University, Ramsey+) and operates coach training (Ramsey Coach) that overlaps with Sage's audience of financial professionals seeking certification.
• Financial Finesse: Financial Finesse is a leading employer-focused financial wellness provider that offers financial coaching and training to employee populations — directly comparable to Sage's organizational/B2B sponsorship channel targeting corporations.
• Enrich Financial Wellness: Enrich Financial Wellness provides workplace and personal financial wellness programs including coaching, with an employee-base business model paralleling Sage's organizational sponsorship offering for government, corporate, and nonprofit clients.
• CFP Board (Center for Financial Planning): The CFP Board sets competency standards for CFP professionals, who are a primary customer segment for Sage's APFC training — comparable as both a curriculum alignment partner and a broader incumbent defining the continuing-education landscape Sage sells into.

Emerging players

• Financial Therapy Association: FTA is a professional association for financial therapy practitioners; while not a training company, it overlaps with Sage's curriculum focus on the psychological/emotional dimensions of money and serves a related practitioner audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sagemoney
• LinkedInlinkedin.com/company/sage-financial-solutions
• Instagraminstagram.com/sage.money
• Xx.com/sagefs

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Sage Financial Solutions