Foundation For Financial Wellness

What Foundation For Financial Wellness does

Foundation For Financial Wellness (FFW) is a Colorado-based non-profit organization that delivers behavior-based financial wellness education through a proprietary methodology called the Financial Operating System™ (FOS™). The FOS follows a five-step framework — Values, Vision, Beliefs, Behaviors, and Systems — that combines the psychology of money with the science of behavioral change and adult learning theory, and is delivered through a digital Financial Wellness Portal supplemented by 1:1 counseling, interactive video-based learning, gamification, and a vetted resource library. FFW serves four distinct customer segments: individuals and families seeking personal financial transformation, employers purchasing financial wellness benefits for their workforce, financial professionals seeking behavioral methodology to differentiate their practice, and professional coaches seeking to integrate financial wellness into their services. The company monetizes through four revenue streams: Premium individual subscriptions at $25/month or $269/year on a freemium Core tier, employer-sponsored programs priced per employee per month via stand-alone, wellness dollar reimbursement, or Section 125 Tax Advantage Wellness Savings Plan access models, and two one-time professional certification programs — the Certified Financial Wellness Professional™ (CFWP™) at $2,500 and the Certified Financial Wellness Coach™ (CFWC™) at $995. Distribution is hybrid: direct-to-consumer self-serve enrollment via the company website, enterprise field sales to HR benefits managers and C-suite executives, and a community-led channel in which certified professionals license FFW resources to deliver services to their own clients. The non-profit is operated under the legal umbrella of The Financial Wellness Group LLC, with founder Brent Hines serving as Executive Director of FFW and CEO of the holding entity.

Name

Foundation For Financial Wellness

Legal name

Foundation for Financial Wellness

Website

https://foundationforfinancialwellness.org

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Foundation For Financial Wellness is a Colorado-based non-profit that delivers behavior-based financial wellness through a proprietary Financial Operating System™, serving individuals, employers, financial professionals, and professional coaches via subscriptions, certification programs, and employer-sponsored benefits.

Ownership category

akta.pro rank

Product category

Financial Wellness Services

akta.pro primary industry

Employee Financial Wellness Platforms (Workplace PFM) (FSAGADAK)

akta.pro secondary industries

Financial Coaching & Budgeting Advisory (FSAEAAAH), Personal Financial Management & Budgeting (PFM) (FSAGAAAH), Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors) (EDAAAJAN)

Keywords

• Financial wellness programs
• Financial coaching certifications
• Workplace financial benefits
• Financial education services
• Employer wellness solutions

Headquarters

HQ city

Lone Tree

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, Others

Revenue model

1. Individual Premium Subscription: Monthly or annual subscription ($25/month or $269/year) providing full access to the Financial Operating System including Financial Wellness Portal, personal financial assessment, 1:1 private counseling, video-based learning, live events, gamification, resource library, and provider marketplace. Core tier is free with limited access.
2. CFWP Certification Program: One-time certification fee of $2,500 or two monthly payments of $1,350. Includes training course, certification exam, association membership, go-to-market playbook, and access to FFW resources for financial professionals.
3. CFWC Certification Program: Certification fee of $995 with alternative payment options (2 monthly payments of $525 or 3 monthly payments of $375). Includes 10-part training course, mastery-level exam, continuing education units, and FFW resource library access for professional coaches.
4. Employer-Sponsored Programs: Employer programs priced per employee per month. Three access models: stand-alone financial wellness program, wellness dollar reimbursement via health insurance, or Section 125 Tax Advantage Wellness Savings Plan (FICA tax offset). Includes Financial Wellness Portal, 1:1 counseling, worksite classes, custom programs, and automated reporting.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

Foundation For Financial Wellness (FFW) provides financial wellness education, counseling, and coaching services to individuals, employers, and financial professionals. The organization offers individual subscriptions (Core free and Premium at $25/month), professional certification programs (CFWP at $2,500 and CFWC at $995), and employer-based financial wellness programs. All offerings are built around their proprietary Financial Operating System (FOS) methodology.

Product overview

The Foundation for Financial Wellness (FFW) offers a unified product ecosystem centered on its proprietary Financial Operating System™ — a behavior-based methodology that guides users through a 5-step process (Values, Vision, Beliefs, Behaviors, Systems) to transform their financial lives. The core platform is delivered through multiple tiers: a free Core Subscription providing limited access to educational content, and a Premium Subscription ($25/month or $269/year) offering full access to the Financial Wellness Portal, 1:1 counseling, video-based learning, and live events. FFW extends its reach through two certification programs — the Certified Financial Wellness Professional™ (CFWP™) for financial professionals ($2,500) and the Certified Financial Wellness Coach™ (CFWC™) for professional coaches ($995) — both providing access to FFW's vetted resource library. For employers, FFW delivers turnkey financial wellness programs including worksite classes and custom reporting, while individuals can access interactive classes and private counseling sessions.

Differentiator

Problem solved

Functional benefit

Brands

• Financial Operating System™: A proprietary financial wellness methodology that combines values, vision, beliefs, behaviors, and systems to transform financial lives.
• Certified Financial Wellness Professional™ (CFWP™)
• Certified Financial Wellness Coach™ (CFWC™)

Products and services

• Premium Individual Subscription

Quantifiable outcome

• 70% of individuals say financial stress is their most common cause of stress
• +4 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• The Financial Wellness Group LLCcoreOthersParent company and website operator. Website is owned and operated by The Financial Wellness Group LLC. Founder Brent Hines serves as CEO of The Financial Wellness Group. Governing law and legal jurisdiction falls under Colorado-based entity.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Origin: Financial wellness platform targeting employers and individuals with 1:1 coaching and educational content. Closely comparable: same B2B employer sales motion, same B2C subscription funnel, similar coaching + digital content model.
• YNAB (You Need A Budget): Subscription budgeting/personal financial management app with strong behavior-change methodology. Direct competitor for FFW's individual Premium Subscription funnel and same target user (financially stressed consumer).
• Enrich Financial Wellness: Financial wellness platform for employers covering budgeting, debt, retirement, and behavior-change content. Direct overlap in target buyer (HR/benefits) and product mix (education + coaching).
• SmartDollar: Employer-sponsored financial wellness program (built on Dave Ramsey's Financial Peace University content). Direct competitor for FFW's employer financial wellness channel with overlapping ICP (HR/benefits leaders) and similar educational methodology vs. product placement.
• LearnLux: Financial wellness benefit for employers with 1:1 guidance and digital tools. Competes head-to-head for the same employer RFP pipeline and pricing model (per employee per month).
• Financial Fitness Group: Financial education and wellness platform sold B2B to employers with content, workshops, and 1:1 counseling. Mirrors FFW's employer program structure and educational approach.

Emerging players

• Wellable: Wellness benefits platform that includes financial wellness alongside physical and mental wellness. Competes in the same employer benefits RFPs with a broader wellness positioning — financial wellness is one module among several.

Broad incumbents

• MetLife Financial Wellness: Carrier-led financial wellness benefit integrated into group insurance and retirement products. Competes in employer RFPs at the same price points with broader portfolio leverage but less behavioral-science specialization.
• Prudential Financial Wellness: Enterprise financial wellness offering from a top-tier insurance/benefits carrier. Competes in employer RFPs from a position of incumbency, bundled with retirement and group benefits — overlapping but not FFW's niche.
• Dave Ramsey (Financial Peace University): Behavior-based personal finance content brand with paid courses, certified counselor network, and employer programs. Compares as a much larger incumbent in the same behavioral-finance content category where FFW operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/i/flow/login?redirect_after_login=%2FFoundationFW
• YouTubeyoutube.com/@foundationforfinancial9035
• Facebookweb.facebook.com/FoundationforFinancialWellness
• LinkedInlinkedin.com/company/foundation-for-financial-wellness

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

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 Foundation For Financial Wellness