AFCPE
AFCPE is a US 501(c)(3) nonprofit that operates the NCCA-accredited Accredited Financial Counselor (AFC®) certification, alongside membership, specialty education, an annual Symposium, and a research journal, serving financial counseling professionals, nonprofit organizations, military spouses, and universities.
- Company typePrivate
- Founded1993
- HeadquartersWesterville, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What AFCPE does
AFCPE (Association for Financial Counseling and Planning Education) is a US-based 501(c)(3) nonprofit headquartered in Westerville, Ohio, that has set professional standards for financial counselors, coaches, and educators for over 30 years. The organization's core product is the NCCA-accredited Accredited Financial Counselor (AFC®) certification, which gates eligibility through an education component, examination (delivered at 300+ nationwide proctored centers), experience hours, and annual maintenance fees. Around the credential, AFCPE operates a multi-revenue ecosystem spanning paid membership tiers ($50-$175/year), specialty education courses (Money Management Essentials, Military Essentials 2nd ed. at $399 each), the annual three-day Symposium (700-1,100 attendees, 15 CEUs), peer-reviewed research via the Journal of Financial Counseling and Planning (JFCP), philanthropic programming through the Strategic Impact Fund, and the FINRA Foundation Military Spouse Fellowship covering full AFC certification costs for qualifying military spouses.
The technology stack is functional rather than differentiated: a myAFCPE portal for certification, membership, CEU submission, and donations; the AFC® Learning System for self-paced exam preparation; and an education hub at education.afcpe.org. There is no proprietary AI, no public API, and no disclosed SDKs. Distribution combines direct web enrollment with channel partners — 300+ university Registered Education Programs, approved AFC Independent Trainers, an enterprise group membership tier, and a Find an AFC consumer directory — making AFCPE operate more as a credentialing standards body and community platform than as a venture-scale technology vendor.
AFCPE generates revenue primarily through one-time certification and exam fees, recurring membership dues, recurring and à-la-carte education program fees, annual Symposium registrations, exhibit and sponsorship income, and donations/grants. Customer segments span individual professionals (counselors, educators, coaches, military spouses), nonprofit and community-development organizations (Compass Working Capital, Southern Bancorp, United Way of Massachusetts Bay/Midas Collaborative), financial institutions, military and government employers, and educational institutions. The organization is governed by a Board of Directors and staffed by a small team of 11-50, with no parent company, subsidiaries, or disclosed external funding.
AFCPE firmographics
Firmographics- Name
- AFCPE
- Legal name
- Association for Financial Counseling and Planning Education
- Website
- https://afcpe.org
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AFCPE is a US 501(c)(3) nonprofit that operates the NCCA-accredited Accredited Financial Counselor (AFC®) certification, alongside membership, specialty education, an annual Symposium, and a research journal, serving financial counseling professionals, nonprofit organizations, military spouses, and universities.
- Ownership category
- akta.pro rank
AFCPE industry classification
Industry- Product category
- Professional Financial Counseling Certification
- NAICS
- Professional and Management Development Training (611430), Educational Services (611)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Financial Services & Insurance (FINRA, CFP, IAR, Insurance CE) (EDAAALAJ)
- akta.pro secondary industry
- Continuing Education (CE/CPD) & Provider Accreditation Bodies (EDADACAF)
Keywords
Where AFCPE is headquartered
LocationHeadquarters
- HQ city
- Westerville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
AFCPE business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Membership Dues: Annual membership fees from professional, emeritus, and student members provide recurring revenue. Professional membership is $175/year, Emeritus $100/year, Student $50/year.
- Certification and Exam Fees: Revenue from AFC certification exams ($750 standard, $375 student rate with 50% discount), annual certification fees ($85), and candidate registration fees ($75).
- Education and Training Programs: Revenue from educational courses including Money Management Essentials and Military Essentials 2nd ed. ($399). Independent trainer application fees ($500 one-time) and annual renewal fees ($250).
- Symposium and Events: Registration fees for the annual Symposium (Member: $599, Student: $325; Standard: $749/$375), exhibiting fees ($2,500-$2,600), and sponsorship revenue.
- Grants and Donations: Strategic Impact Fund receives donations and grants to support scholarships, research, and community programs. The Mary O'Neill Mini Grant ($5,000) is funded through a restricted donation by Dr. Barbara O'Neill.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Professional Membership |
| Subscription | Annual | Emeritus Membership |
| Subscription | Annual | Student Membership |
| Subscription | Annual | Group Membership |
| One time/ perpetual license | Pay-as-you-go | AFC Exam Fee |
| One time/ perpetual license | Multi-year contract | Registered Education Program |
| Subscription | Pay-as-you-go | Military Essentials 2nd ed. |
| One time/ perpetual license | Annual | AFC Independent Trainer |
| Subscription | Annual | Symposium Registration |
| One time/ perpetual license | Pay-as-you-go | Symposium Exhibitor |
| One time/ perpetual license | Pay-as-you-go | CEU Provider Application |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels9 records
AFCPE product offering
Product offeringCore offering
AFCPE is a national nonprofit professional organization that delivers the NCCA-accredited Accredited Financial Counselor (AFC) certification, complementary education courses (Money Management Essentials, Military Essentials 2nd ed.), an AFC Learning System for exam preparation, membership tiers, continuing education (CEU) programs, the Journal of Financial Counseling and Planning, and an annual Symposium serving financial counselors, coaches, and educators.
Product overview
AFCPE operates as a unified platform and professional organization offering the AFC® (Accredited Financial Counselor) certification as its core product, supported by complementary educational programs and professional development services. The product portfolio centers on the AFC® Certification and AFC® Learning System for exam preparation, supplemented by essentials courses including Money Management Essentials (MME) and Military Essentials 2nd ed. The organization provides the FINRA Foundation Military Spouse Fellowship for military spouses, publishes the Journal of Financial Counseling and Planning (JFCP), produces the Real Money Real Experts Podcast, and hosts the annual AFCPE Symposium. Additional services include CEU programs, membership tiers, awards recognition, and grant funding (Mary O'Neill Mini Grant, Insight to Impact Initiative). Together, these offerings form an integrated ecosystem supporting financial counseling professionals from education through certification and ongoing career development.
Differentiator
Problem solved
Functional benefit
Brands
- AFC (Accredited Financial Counselor): NCCA-accredited certification for financial counseling professionals
- JFCP (Journal of Financial Counseling and Planning)
- Real Money, Real Experts
- Money Management Essentials (MME)
- Military Essentials 2nd ed.
- Strategic Impact Fund
- FINRA Foundation Military Spouse Fellowship
- Mary O'Neill Mini Grant
- Insight to Impact Initiative
Quantifiable outcome
- 2,209 certified professionals working across nonprofit, banking, private practice, higher education, military, and government sectors
- +3 more outcomes
Companies that use AFCPE
Customer profileNamed customers4 records
Segments8 records
Ideal customer profiles3 records
AFCPE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AFCPE partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- FINRA Investor Education FoundationcoreMajor strategic partner providing funding for the Military Spouse Fellowship program covering full AFC certification costs for qualifying military spouses. Partnership in development of Military Essentials 2nd ed. course. FINRA Foundation sponsors Symposium and provides additional resources for military financial educators.
- National Endowment for Financial Education (NEFE)coreCo-sponsor of AFCPE Symposium (Gold Sponsor). Provides $100 AFC scholarships for people of color through Strategic Impact Fund. Co-sponsors the Outstanding Research to Practice Award. Additional educational partnerships.
- Financial Planning Association (FPA)coreMonthly partnership delivering free webinars exclusive to AFCPE members (FPA Connect). Webinars are eligible for CEUs and/or Experience Hours. Joint marketing and professional development collaboration.
- FINRA Investor Education FoundationcoreDeveloped Military Essentials 2nd ed. course in partnership. Foundation provides free unbiased resources like saveandinvest.org/military for military personnel and families. Collaborates with Department of Defense Financial Readiness Campaign.
- Marriott Bethesda NorthminorOfficial hotel venue for 2026 AFCPE Symposium. Provides discounted attendee rates ($239/night). Located in Bethesda, MD for November 17-19, 2026 event.
- Canopy by Hilton Washington DC Bethesda NorthminorAlternative hotel venue for 2026 AFCPE Symposium with discounted attendee rates ($209/night).
- AFC Independent TrainerscoreApproved independent trainers deliver AFC certification curriculum across the country. Trainers operate independently and are listed in AFC Independent Trainer Directory for student referrals.
- Registered Education Programs (Universities/Colleges)core300+ universities and colleges offer AFC-aligned coursework. Students receive 50% exam discount, $50/year membership, and automatic meeting of educational requirements for certification.
- Various 2025 Symposium Exhibitors and SponsorsminorOrganizations including FINRA Foundation, NEFE (Gold Sponsors), Zeiders (Silver Sponsor), and 22 exhibitors including Magellan Federal, eMoney, Financial Planning Association, Foundation for Financial Planning, and others supporting Symposium.
Scale indicators13 records
Recent moves6 records
Expansion highlights6 records
AFCPE competitors and assessment
Company assessmentDirect peers
- National Endowment for Financial Education (NEFE): NEFE is a nonprofit focused on financial education research, programs, and resources for the public, directly comparable to AFCPE's mission of advancing financial counseling and education. They co-sponsor AFCPE's Symposium and the Outstanding Research to Practice Award, and fund scholarships, demonstrating their deeply overlapping scope.
- Financial Planning Association (FPA): FPA is the leading membership organization for CERTIFIED FINANCIAL PLANNER™ professionals and those in the financial planning profession, mirroring AFCPE's role as a membership body for financial counselors. The two organizations partner on monthly CEU webinars (FPA Connect) and share overlapping professional development missions.
- International Association of Registered Financial Consultants (IARFC): IARFC administers the Registered Financial Consultant (RFC®) designation, a financial advisor credential, operating as a comparable specialty credentialing body to AFCPE. Both organizations serve financial professionals seeking credentials, continuing education, and a professional community.
- Foundation for Financial Planning: The Foundation for Financial Planning is a nonprofit that connects CFP® professionals with pro bono financial planning for vulnerable populations, sharing AFCPE's mission of expanding access to financial guidance through credentialed professionals. Both are 501(c)(3) mission-driven organizations exhibiting at the AFCPE Symposium.
- CFP Board (Certified Financial Planner Board of Standards): The CFP Board is the premier credentialing body for financial planners, certifying candidates through the CFP® designation, very similar to how AFCPE certifies financial counselors through the AFC® credential. Both organizations operate accreditation-driven certification programs, maintain professional directories, and serve as the standards-setters for their respective financial professions.
- National Association of Personal Financial Advisors (NAPFA): NAPFA is a membership organization for fee-only financial advisors, comparable to AFCPE as a professional association serving financial practitioners. Both organizations advocate for high standards, provide member education, and serve as community anchors in the personal finance profession.
- The American College of Financial Services: The American College of Financial Services is a nonprofit educational institution granting professional designations (CLU®, ChFC®, CFP®) in financial services, closely comparable to AFCPE's certification and education portfolio. Both organizations offer accredited financial services credentials and continuing education for practitioners.
Emerging players
- Next Gen Personal Finance (NGPF): NGPF is a nonprofit providing free personal finance curriculum to high school teachers and students, an adjacent player expanding the upstream pipeline of financially literate individuals. NGPF's growing influence on financial education could either feed AFCPE's downstream professional pipeline or partially substitute for parts of the financial counselor training market.
Others
- Institute for Credentialing Excellence (ICE): ICE is the organization behind the NCCA accreditation standards that AFCPE's AFC® certification holds. As the meta-credentialing body, ICE indirectly shapes AFCPE's standards, governance requirements, and the competitive positioning of NCCA-accredited versus non-accredited financial counselor credentials.
- FINRA Investor Education Foundation: The FINRA Foundation funds and partners with AFCPE on the Military Spouse Fellowship, Military Essentials course, and Symposium sponsorship. While not a direct credentialing peer, it is a strategic funding partner and ecosystem participant whose priorities materially shape AFCPE's military segment and revenue mix.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
AFCPE social profiles
Digital presenceAFCPE compliance and trust
Trust signalCompliance2 records
AFCPE financial estimates
Financial estimateRevenue estimate
Valuation estimate
AFCPE leadership team
Management profileNumber of profiles
Profiles2 records
AFCPE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AFCPE M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AFCPE
What does AFCPE do?
AFCPE is a national nonprofit professional organization that delivers the NCCA-accredited Accredited Financial Counselor (AFC) certification, complementary education courses (Money Management Essentials, Military Essentials 2nd ed.), an AFC Learning System for exam preparation, membership tiers, continuing education (CEU) programs, the Journal of Financial Counseling and Planning, and an annual Symposium serving financial counselors, coaches, and educators.
Is AFCPE a public or private company?
AFCPE is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was AFCPE founded?
AFCPE was founded in 1993. It employs 11 to 50 people.
Where is AFCPE based?
AFCPE is headquartered in Westerville, United States, in the North America region.
How does AFCPE make money?
Five revenue lines are on record. Membership Dues are the primary driver. The others are certification and Exam Fees, education and Training Programs, symposium and Events and grants and Donations.
Who are AFCPE's main competitors?
Direct peers on record are National Endowment for Financial Education (NEFE), Financial Planning Association (FPA), International Association of Registered Financial Consultants (IARFC), Foundation for Financial Planning, CFP Board (Certified Financial Planner Board of Standards), National Association of Personal Financial Advisors (NAPFA) and The American College of Financial Services. Next Gen Personal Finance (NGPF) is listed as an emerging player. Others are Institute for Credentialing Excellence (ICE) and FINRA Investor Education Foundation.
Does AFCPE have an API?
No public API is recorded for AFCPE.
What industry is AFCPE in?
AFCPE's product category is Professional Financial Counseling Certification. Its primary akta.pro industry code is EDAAALAJ, Financial Services & Insurance (FINRA, CFP, IAR, Insurance CE), with a secondary code of EDADACAF, Continuing Education (CE/CPD) & Provider Accreditation Bodies. Its NAICS code is 611430 and its SIC code is 8200.