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American Financial Planning, Inc.

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Client assets under management

$21,529,977

Clients

81

0% high-net-worth

Advisors

3

of 3 employees

Firm type

Supported

1-4 advisors or >$200M in AUM

Clients per advisor

27

Low

Average account size

$265,802

About

American Financial Planning, Inc. provides financial planning and discretionary investment management primarily to individuals (including high net worth clients) as well as to corporate pension and profit-sharing plans, charitable institutions, foundations, and endowments. The firm frames comprehensive financial planning as the foundation for client decisions and also offers pension consulting and one-off planning or retainer arrangements to match varying client needs.

AFP generally implements diversified, index-based portfolios supplemented occasionally by actively managed funds and documents client preferences in an Investment Policy Statement; it develops a written risk profile for each client, reviews accounts at least quarterly, and rebalances portfolios no less than semi‑annually. The firm also offers customizable investment screens for ethical or social exclusions and manages all client accounts on a discretionary basis.

Compared with many peers, AFP notes third‑party ratings in its materials, an uncommon disclosure for firms of this size, and the advisory team includes multiple CFP® professionals and at least one advisor holding a Tax Planning Certified Professional® designation. The firm also provides tax‑preparation services as an IRS e‑file provider during tax season and adopts a Code of Ethics explicitly grounded in Judeo‑Christian principles, which is a distinctive element of its written policies.

Client services

Financial planning Portfolio management Pension consulting

Expertise

Charitable giving & philanthropy College savings (529s, UTMA, etc.)

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Fee options

Fixed

Financial plan flat fees: Level I - $2,450; Level II - $3,185; Level III - $3,920; new client fee $500 for asset management setup.

Percentage

$0 - $100,000 to $250,000: 1.35% $250,000 - $500,000: 1.25% $500,000 - $1,000,000: 1.15% $1,000,000 - $2,500,000: 1.00% $2,500,000 - $5,000,000: 0.90% $5,000,000+: Negotiable

Project-based

Additional financial planning time billed at $215 per hour; individual consultations billed at $245 per hour (with $500 minimum).

Subscriptions

Retainer fees from $500 to $10,000 annually, mutually agreed upon.

Other

Account minimum: $100,000 Minimum fee: Minimum client annual asset management fee is $1,350. Fee-only: Financial planning fees ranging from $2,450 to $3,920 depending on net worth, plus hourly consulting at $215 or $245 per hour, with minimum $500 for individual consultation; retainer fees from $500 to $10,000 annually.

Main office location

American Financial Planning, Inc.

541 Luck Avenue Sw, Suite 304

Roanoke VA 24016, United States

Number of offices

1

Most active in

Virginia

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

Advisors at this firm

user avatar

Maynard K

CFP®, Series 63, Series 65

Roanoke, VA

American Financial Planning, Inc.

Maynard Keller is a CFP® professional with 24 years of industry experience, currently serving at American Financial Planning, Inc. since 2006. He holds Series 63 and Series 65 licenses and is based in Roanoke, VA. In addition to his advisory role, he provides tax preparation services through the firm during the tax season. American Financial Planning, Inc. offers financial planning and discretionary investment management primarily to individual and high-net-worth clients, as well as corporate pension and charitable accounts. The firm employs a diversified index investment approach with occasional active management and emphasizes modular financial planning tailored to client needs.

Charitable giving & philanthropy College savings (529s, UTMA, etc.)
user avatar

Jon M

CFP®, Series 65

Roanoke, VA

American Financial Planning, Inc.

Jon Matlock is a CFP® with three years of industry experience, currently serving at American Financial Planning, Inc. He has previously worked at Beacon Wealth Consultants and the International Mission Board. American Financial Planning, Inc. provides financial planning and discretionary investment management primarily to individual and high-net-worth clients, as well as corporate pension and charitable accounts. The firm emphasizes diversified index investments with customized ethical screens and offers modular financial planning services tailored to client needs.

Charitable giving & philanthropy College savings (529s, UTMA, etc.)
user avatar

Mark C

Series 66

Yorktown, VA

American Financial Planning, Inc.

Mark Castonguay is a financial advisor with American Financial Planning, Inc. He holds a Series 66 designation and has eight years of industry experience. His prior work includes roles at Infinex Investments, Inc. and Virginia Asset Group. Outside of advising, he manages a bookkeeping and accounting services business and serves as an administrative assistant for Congregation Zion's Sake. American Financial Planning, Inc. provides financial planning and discretionary investment management primarily to individual and high-net-worth clients, as well as corporate pension and charitable accounts. The firm emphasizes diversified index investments combined with occasional active funds and offers customized investment restrictions based on client preferences.

Charitable giving & philanthropy College savings (529s, UTMA, etc.)
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