Financial Coach Fees (2024)

The NFEC reviewed 137 financial coaching sites that appeared in the top 50 Google search results for the keywords ‘financial coaching’ and ‘financial counseling.’ A total 137 websites were discovered using these search terms and, of those 137, 26 indicated pricing levels and packages available on their websites (in a place the researcher could readily find).

The data for this review were gathered from the 26 webpages that included pricing and described packages on their websites.

A wide variety of coaching packages were offered across these sites, with financial coach rates starting at a few hundred dollars and ranging to annual bundles costing up to $5,900. Package services were the most common option, offered by 21 of the 26 coaching sites reviewed. These packages varied, but all included some personal contact with the coach and were time-based (e.g. monthly, quarterly, annual).

Because of the significant variance between package options, we compared the financial coach hourly salary pricing levels across the sites to get a clear barometer of financial coach fees. Twelve of the 26 coaching websites reviewed offered hourly-based pricing.

Other methods of pricing included: packages based on accomplishing a specific goal (i.e. budget revamping, improved credit scores, coaching support for making a specific decision). We should note that one of the sites might have trouble with the Security & Exchange Commission – they specifically stated that they “provide investment advice.” The SEC does not allow financial coaches who are not licensed to provide investment advice.

The financial coach fees we reviewed were based on several offerings. The service most commonly found involved direct contact – most often by phone, but some gave email options as well: all 26 of the sites offered contact with the coach. Eight of the 26 sites provided educational resources (in any form, including courses, ongoing training, written materials, etc.). A custom-written personal financial plan, based on the client’s individual situation, was offered by 5 out of the 26. Two sites had re-planning and reporting services (including both adjustments to the initial personal finance plan and separate reports with new data). We saw similar results when we reviewed financial coach job descriptions.

Who do Coaches Serve?

After evaluating 137 financial counselor sites from the top 50 Google search results using ‘financial coaching’ and ‘financial counseling’ keywords, 26 sites were included in these data. A broad range of coaching packages were available, priced between several hundred dollars and annual rates up to $5,900. The most common were packages – offered by 21 of the 26. Packages varied in scope, but all were time-based (by month, quarter, or year) and involved direct contact. We compared the packages with hourly pricing options (12 of 26) as a barometer to evaluate between packages, which differed significantly.

Some packages based pricing on other milestones, such as accomplishment of specific goals (specific decision-making support, improved credit scores, or budget overhaul, for example). We also found one site that might get in trouble with the Security & Exchange Commission for specifically stating they “provide investment advice.” Counselors who are not licensed are not allowed to provide investment advice. *Note: The pricing, package options and understanding of SEC regulations should be a cornerstone of any financial coaching business plan.

During review of these webpages, it became clear that pricing levels of financial coach rates were generally related to the following six factors: