DAF Company Grade Officers' Council (CGOC)

What DAF Company Grade Officers' Council (CGOC) does

AFCPE (Association for Financial Counseling and Planning Education), legally Association for Financial Counseling & Planning Education, U.S.A., is a 501(c)(3) nonprofit organization founded in 1994 and headquartered at 79 S. State Street, Suite D3, Westerville, Ohio. The organization operates a national credentialing and professional development ecosystem anchored by the NCCA-accredited Accredited Financial Counselor (AFC®) certification, which is explicitly recognized by the U.S. Department of Defense and the CFPB. Its core product portfolio includes the AFC® Certification program, the AFC® Learning System (self-paced online study, with optional printed book, $875-$975), the AFC® Prep Course (instructor-led, $1,525), five Essentials courses (Money Management, Financial Inclusion, College Finance, Military, and DEI, $399-$499 each), and the annual AFCPE Symposium (850+ attendees). Supporting technology consists of the myAFCPE member portal for certification management, a Find an AFC directory, the Real Money, Real Experts podcast, and the Journal of Financial Counseling and Planning as a research backbone.

The business model is a diversified nonprofit revenue mix across five streams: certification fees (registration $75, exam $750/$375 student/$800 international, retake $275, annual maintenance $85, program extension $200), education program sales (one-time course purchases), membership dues ($175/year professional, plus student and emeritus categories), events and symposium revenue (registration fees plus sponsorship/exhibit), and professional development/CEU provider fees. Distribution spans a self-serve online channel via myAFCPE for individuals, instructor-led cohorts, a Registered Education Program channel through 30+ colleges and universities, corporate/group training for organizations, and the annual symposium. Customer segments include financial professionals seeking certification and CEUs, students and career changers entering the field, military personnel and families, college-bound individuals, individuals with disabilities and their families, and organizations building financial counseling capacity. Strategic partnerships with the FINRA Investor Education Foundation (Military Spouse Fellowship and Military Essentials course) and the National Disability Institute (Financial Inclusion Essentials) are central to mission delivery and community reach.

Name

DAF Company Grade Officers' Council (CGOC)

Legal name

Association for Financial Counseling & Planning Education, U.S.A.

Website

https://afcgoc.org

Company type

Private

Founded year

1994

Operating status

Operating

Short description

AFCPE is a 501(c)(3) nonprofit founded in 1994 that issues the NCCA-accredited Accredited Financial Counselor (AFC®) credential and offers certification training, continuing education, specialty courses, and an annual symposium serving financial counselors, coaches, and military, college, and disability-focused financial specialists.

Ownership category

akta.pro rank

Product category

Professional Certification and Financial Counseling Education

NAICS

Colleges, Universities, and Professional Schools (6113), Colleges, Universities, and Professional Schools (61131), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Online/Distance Education Quality & Accreditation Bodies (EDADACAK)

Keywords

• Financial counselor certification
• Professional development courses
• Continuing education programs
• Financial planning education
• Nonprofit association services

Headquarters

HQ city

Westerville

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 Fees: AFC registration fees ($75), exam fees ($750 standard, $375 student, $800 international), annual certification fees ($85), and exam retake fees ($275). Revenue from credential verification and transcript review services.
2. Education Programs: Revenue from AFC Learning System self-study materials ($875-$975), instructor-led AFC Prep Course ($1,525), Professional Designation Challenge materials ($550-$1,150), and various Essentials courses ($399-$499). Includes printed materials and online access.
3. Membership Dues: Professional membership ($175), Student membership, and Emeritus membership categories. Includes access to professional development resources, community access, and member discounts on courses.
4. Events and Symposium: Annual symposium registration fees with various attendance tiers. Includes sponsorship and exhibit opportunities for partners.
5. Professional Development: CEU provider fees, webinar content (free for members, paid for non-members), and continuing education credits for certified professionals.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

AFCPE is a 501(c)(3) nonprofit professional association that grants the NCCA-accredited AFC® (Accredited Financial Counselor) certification and delivers the educational pathways, professional development courses, and member services that support financial counseling professionals. Its portfolio includes the AFC® Learning System (self-paced), instructor-led AFC® Prep Course, Essentials courses, the annual Symposium, the Find an AFC directory, and the myAFCPE member portal.

Product overview

AFCPE® (Association for Financial Counseling and Planning Education) is a national nonprofit organization offering a certification ecosystem centered on the Accredited Financial Counselor (AFC®) credential. The core offering is the AFC® certification, supported by multiple educational pathways including the AFC® Learning System (self-study) and AFC® Prep Course (instructor-led). Additional products include specialized Essentials courses (Money Management, Financial Inclusion, College Finance, Military, and DEI), an annual Symposium, a certified professional directory (Find an AFC), and the myAFCPE member portal. The portfolio is structured as a certification platform with associated training materials, professional development courses, and member services.

Differentiator

Problem solved

Functional benefit

Brands

• AFC: Accredited Financial Counselor certification designation offered by AFCPE
• AFC Learning System
• myAFCPE
• AFC Prep Course
• Real Money, Real Experts
• Essentials Courses

Products and services

• AFC® (Accredited Financial Counselor) Certification NCCA-accredited flagship credential for financial counselors, recognized by the U.S. Department of Defense and the CFPB. Validates competency through exam and education requirements, with annual certification renewal.
• AFC® Learning System Self-paced educational program for AFC® exam preparation, covering all core competencies. Available as online-only ($875) or online plus printed book ($975).
• AFC® Prep Course Instructor-led exam preparation course with live facilitator-led sessions, real-time Q&A, peer learning community, and session recordings. Priced at $1,525 with AFC Learning System.
• Money Management Essentials (MME) Self-paced online foundational course covering essential money management steps for personal use or as a first step toward AFC® certification. Priced at $499.
• Financial Inclusion Essentials Professional development course teaching essentials of assisting clients with disabilities and their families. Approximately 10 hours of content, developed with the National Disability Institute (NDI). Priced at $399.
• College Finance Essentials Self-paced online course covering college finance topics including choosing schools, tax benefits, student loans, and career preparation. Approximately 10 hours of content. Priced at $399.
• Military Essentials 2nd ed. Comprehensive course covering servicemembers' financial journey from military entry to post-military services, including payroll, banking, TSP, healthcare, taxes, and educational programs. Developed with FINRA Investor Education Foundation. Priced at $399.
• Diversity, Equity, and Inclusion Essentials Professional development course providing tools and resources to improve the ability to serve clients from all backgrounds and walks of life. Priced at $399.
• AFCPE Symposium Annual conference bringing together 850+ practitioners, researchers, educators, and students. Features keynote speakers, Knowledge Bowl, networking, awards presentations, and professional development opportunities. Held in-person and virtually with sponsorship/exhibit options.
• Find an AFC Directory Online search tool allowing consumers to find AFCPE certified financial counseling and coaching professionals in their area, driving leads to certified members.
• myAFCPE Member Portal Online platform for certification registration, course enrollment, exam scheduling, membership management, and access to professional development resources.
• Real Money, Real Experts Podcast Weekly podcast featuring interviews with AFC certified professionals discussing personal finance topics, career lessons, and industry insights. Available on Apple Podcasts, Spotify, Stitcher, and YouTube.

Quantifiable outcome

• 227,000+ service members and families positively impacted through FINRA Foundation Military Spouse Fellowship program
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core, major and notable.

• FINRA Investor Education FoundationcoreStrategic or Co-development Partner · 28 February 2025AFCPE and FINRA Foundation collaborate on the Military Spouse Fellowship Program, fully funding AFC training and examination costs for military spouses. Since 2006, the program has impacted 227,000+ service members and families. Fellows gain AFC certification and join a professional network supporting military community financial well-being.
• National Disability Institute (NDI)coreStrategic or Co-development PartnerPartnership to develop and deliver Financial Inclusion Essentials course supporting individuals who work with people with disabilities and their families. NDI's mission is building a better financial future for people with disabilities.
• FINRA Investor Education Foundation (Military Essentials)coreStrategic or Co-development PartnerMilitary Essentials 2nd ed. course developed in partnership with FINRA Foundation. Course provides expertise for supporting servicemembers' financial journey from military entry to post-military services. Pre-approved for 18 CEUs for AFC professionals.
• 30+ Colleges and Universities (Registered Education Programs)coreChannel Partner/ Reseller/ DistributorAFCPE partners with over 30 regionally-accredited institutions for Registered Education Programs, enabling classroom-based AFC certification preparation. Institutions include Basic Bundle ($450) and Student Member Bundle ($500) options.
• Zeiders Enterprises, Inc.majorChannel Partner/ Reseller/ DistributorVeteran-owned government contractor supporting DoD personal financial readiness programs for 30+ years. 350+ AFCs on staff representing 23% of all AFCPE awards since 2014. Nearly 9 million direct client contacts over 5 years serving military and veteran communities.
• Compass Working CapitalnotableStrategic or Co-development PartnerFirst nonprofit to deliver asset-building model for Family Self-Sufficiency (FSS) program. Invests in AFCPE training and certification for coaching staff. Recognized with 2024 Setting the Standard Award.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• CFP Board: The leading standards-setting and credentialing body for Certified Financial Planner professionals. Comparable to AFCPE because both accredit financial professionals, administer certification examinations, and enforce codes of ethics, though CFP Board's scope is broader and its credential more widely recognized.
• The American College of Financial Services: Accredited institution granting financial services designations (CLU, ChFC, CFP) through structured curricula. Comparable to AFCPE's Registered Education Program channel and certification exam preparation model, though operating at degree-granting scale.
• Ramsey Solutions: Large consumer financial education brand offering courses, counselor training (Financial Coach Master Training), and content. Comparable to AFCPE in training financial coaches and competing for the same learner/career-changer audience, though at much larger consumer scale.

Direct peers

• Financial Planning Association (FPA): National membership and professional development organization for financial planners. Closely comparable to AFCPE's blend of certification support, membership dues, annual conference, continuing education, and member community for financial professionals.
• National Endowment for Financial Education (NEFE): Nonprofit foundation focused on financial education research and programming. Compares to AFCPE as a fellow nonprofit advancing financial literacy through research, education, and practitioner resources, with overlapping audiences in counseling and education.
• National Association of Personal Financial Advisors (NAPFA): Membership association for fee-only financial advisors offering certification-adjacent standards, continuing education, and an annual conference. Comparable to AFCPE in its association model, professional designation focus, and conference-driven engagement.
• Kaplan Financial Education: Major provider of test prep and continuing education for FINRA, CFP, and other financial designations. Comparable to AFCPE as a competing prep-course publisher and certification pathway vendor, especially for working professionals seeking credentials.
• Finseca (formerly NAIFA): Professional association for financial advisors and insurance professionals offering membership, designation support, and advocacy. Comparable to AFCPE's association model, continuing education, member benefits, and annual conference flywheel.

Emerging players

• GreenPath Financial Wellness: Nonprofit credit counseling and financial wellness provider employing many AFC-certified counselors. Comparable to AFCPE's partner ecosystem and represents both an employer of AFCs and a complementary service in financial counseling delivery.
• Money Management International (MMI): Nonprofit credit counseling agency providing financial counseling, debt management, and housing counseling. Comparable as a downstream consumer of AFC credentials and a fellow nonprofit in the financial counseling field.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about DAF Company Grade Officers' Council (CGOC)