The Financial Awareness Foundation

What The Financial Awareness Foundation does

The Financial Awareness Foundation is a 501(c)(3) nonprofit organization headquartered in Rohnert Park, California, founded over a decade ago to address the widespread lack of financial awareness and financial literacy. The Foundation serves as a nonpolitical financial awareness advocate for the general public, financial service professionals, nonprofits, educational institutions, employers, municipalities, and news media. Its core products are educational publications and curricula — most prominently the free TFAF Personal Finance Publication Set and the 90-minute scripted Building Blocks to Successful Financial Planning Presentation Series & Curriculum — supplemented by the Your financialPARTNER University/College Program, the Financially Green Organization Certification Program, the TFAF-12 Month Financial Fitness Plan, and International Improving Financial Awareness & Financial Literacy Research Centers hosted at universities.

Name

The Financial Awareness Foundation

Legal name

The Financial Awareness Foundation

Website

https://home.thefinancialawarenessfoundation.org

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

The Financial Awareness Foundation is a 501(c)(3) nonprofit that provides free financial literacy publications, presentations, and university programs, coordinating a semi-annual global movement around April (Financial Literacy Month) and October (Estate & Gift Planning Awareness Month).

Ownership category

akta.pro rank

Product category

Financial Literacy Education

NAICS

Grantmaking and Giving Services (81321)

akta.pro primary industry

Financial Education & Coaching (Digital Programs, Tools) (FSAGADAH)

akta.pro secondary industries

Personal Finance & Financial Literacy for Students (EDAMAIAH), Financial & Consumer Literacy (Banking, Credit, Contracts) (EDAAAAAG)

Keywords

• Financial literacy education
• Personal finance publications
• Nonprofit financial awareness
• Estate planning education
• Financial literacy movement

Headquarters

HQ city

Sonoma

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Contributions: As a 501(c)(3) nonprofit organization, The Financial Awareness Foundation is funded primarily through donations and contributions. The organization has launched a capitalization campaign to attract capital required to assemble an in-house professional team and technology platform. No membership fees or mandatory contributions are required to participate in the movement.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

The Financial Awareness Foundation provides free personal finance publications, a scripted financial planning presentation curriculum, university/college programs, an organizational certification program, and a 12-month financial fitness plan. It coordinates a semi-annual The Improving Financial Awareness & Financial Literacy Movement campaign in April (Financial Literacy Month) and October (Estate & Gift Planning Awareness Month) through TFAF Ambassadors and Strategic Partners to deliver financial literacy content to the general public, employers, nonprofits, educational institutions, municipalities, and news media.

Product overview

The Financial Awareness Foundation operates as a 501(c)(3) nonprofit organization offering a portfolio of educational products and programs focused on improving financial awareness and financial literacy. The core offerings include the TFAF Personal Finance Publication Set (free comprehensive publication for personal finance knowledge), the Building Blocks to Successful Financial Planning Presentation Series & Curriculum (shared with ambassadors and partners), and the Your financialPARTNER University/College Program (institutional educational program). Additional offerings include the Financially Green Organization Certification Program (for organizations championing financial literacy), TFAF-12 Month Financial Fitness Plan (personal finance planning tool), The Movement Report & Magazine (comprehensive publication on community participation), and The International Research Centers (university-based leadership programs). The primary programmatic focus is The Improving Financial Awareness & Financial Literacy Movement, a semi-annual media campaign through April (Financial Literacy Month) and October (Estate & Gift Planning Awareness Month).

Differentiator

Problem solved

Functional benefit

Products and services

• TFAF Personal Finance Publication Set

Quantifiable outcome

• Reaches across 5+ continents in over a dozen countries with a network touching nearly 1,000,000 financial professionals
• +4 more outcomes

Named customers7 records

Segments8 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• University of Ghana Business School (The FA Association)coreStrategic or Co-development Partner · 1 January 2020The International Improving Financial Awareness & Financial Literacy Association was created at the University of Ghana Business School in 2020 as part of The Movement's expansion into Ghana-West Africa. The FA Association is taking a leadership role in rolling out The Improving Financial Awareness & Financial Literacy Movement in Ghana. Key faculty involved include Professor Godfred A. Bokpin (Dean of Students Affairs), Professor Justice Nyigmah Bawole (Dean of UGBS), Professor Charles Andoh (Head of Department of Finance), and Dr. Benjamin Amoah (Coordinator and TFAF Ambassador & Advisory Board Member).
• PwC Charitable FoundationminorStrategic or Co-development Partner · 1 January 2020Partnered with Jean Chatzky and Time for Kids to launch Your$, an in-school magazine that reaches 2 million school children each month, promoting financial literacy among young people.
• Centre for Financial Literacy Education Africa (CFLE-AFRICA)coreStrategic or Co-development PartnerCFLE-AFRICA is a Ghana-based not-for-profit professional organization that promotes and develops financial literacy skills in Africa. It serves as the Lead TFAF Ambassador in Ghana, with its mission to empower and educate Africans to make financially sound decisions, plan for the future, and live debt-free. Key members include Peter Kwadwo Asare Nyarko (Executive Director), Barbara Ama Aboagye (Executive Member), and Philip Oduro Annor (Executive Member).
• Makerere University (Uganda)coreStrategic or Co-development PartnerThe first International Improving Financial Awareness & Financial Literacy Research Center was established at Makerere University in Uganda in 2019. Makerere University is the largest university in Uganda with a student enrollment of 35,000. The center is planned to take a leadership role in the country's improving financial awareness and financial literacy activities, and the model is intended to be replicated globally across other universities.
• University of Miami - School of LawminorStrategic or Co-development PartnerThe Your financialPARTNER University/College Program was piloted at the University of Miami School of Law for its graduating class, demonstrating the program's applicability to professional law school graduates.
• Sonoma State UniversityminorStrategic or Co-development PartnerThe Improving Financial Awareness & Financial Literacy Student Club program was piloted for student athletes at Sonoma State University as part of the Your financialPARTNER University/College Program.
• University of Southern California (USC) Emeriti CollegeminorStrategic or Co-development PartnerThe Improving Financial Awareness & Financial Literacy Program was piloted through USC Emeriti College. USC also hosts an Improving Financial Awareness & Financial Literacy Page on its platform and participated in the TFAF Building Blocks Presentation Series.
• Miami Dade CollegeminorStrategic or Co-development PartnerMiami Dade College launched the first Improving Financial Awareness & Financial Literacy Student Club as part of the collegiate program initiative, marking a milestone in campus-based financial literacy education.
• Axis PensionminorStrategic or Co-development PartnerAxis Pension presented TFAF content including Rethinking Personal Financial Management and Introduction to The Building Blocks to Successful Financial Planning Presentation Series & The Movement.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Operation HOPE: Nonprofit providing financial literacy education, credit counseling, and economic empowerment programs, with a strong focus on underserved communities. Comparable to TFAF as a large nonprofit in financial literacy with a broad community-network distribution model.
• Junior Achievement USA: Established large-scale nonprofit delivering financial literacy, work readiness, and entrepreneurship education to K-12 students globally. Comparable as a much larger incumbent in the same financial literacy education space, with deeper institutional backing.
• GreenPath Financial Wellness: Nonprofit provider of financial counseling, debt management, and financial wellness education. Comparable to TFAF's debt advisory and financial literacy services, but with a stronger operational focus on credit counseling and debt repayment plans.
• Money Management International (MMI): Nonprofit credit counseling agency offering debt advisory, financial education, and housing counseling. Comparable to TFAF's debt advisory and financial literacy offerings, with much greater scale and operational depth.

Emerging players

• Take Charge America: Nonprofit providing financial education, credit counseling, and debt management services. Comparable to TFAF in its nonprofit financial education model, but smaller and more focused on direct service delivery.

Direct peers

• FoolProof Foundation: Nonprofit focused on teaching financial literacy to youth and young adults via a curriculum-based, free content model. Directly comparable to TFAF's youth movement and university-center programs.
• JumpStart Coalition for Personal Financial Literacy: National nonprofit focused on personal financial literacy education, particularly in K-12 schools and universities. Directly comparable to TFAF's education-focused programs and youth movement initiatives.
• National Endowment for Financial Education (NEFE): NEFE is a nonprofit foundation dedicated to improving financial literacy through research, resources, and public education programs. It is the most direct functional peer to TFAF, sharing the same mission of broad-based financial literacy advocacy and free educational content distribution.
• Council for Economic Education (CEE): Nonprofit focused on economic and personal finance education through K-12 curriculum, teacher training, and advocacy. Highly comparable to TFAF's education and curriculum-based delivery model and free resource distribution.
• National Financial Educators Council (NFEC): NFEC provides financial literacy education resources, training, and certification programs for educators and financial professionals. Comparable to TFAF for its free resource distribution model and professional training focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 The Financial Awareness Foundation