American Financial Planning, Inc.
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
About
American Financial Planning, Inc. provides comprehensive financial planning and discretionary investment management to individuals (including high‑net‑worth clients) as well as corporate pension and profit‑sharing plans, charitable institutions, foundations, and endowments. The firm also offers pension consulting to business owners and provides tax preparation services as an ancillary offering.
AFP’s investment approach emphasizes diversified index strategies with occasional use of actively managed funds, and it develops written investment policy statements for clients who want restrictions or screens. Accounts are managed on a discretionary basis, reviewed quarterly, and rebalanced at least semi‑annually to align with client risk profiles and financial plans.
Compared with many peers, the firm publicly advertises third‑party ratings in its materials, a practice that is relatively uncommon among similar firms. The advisory team includes multiple CFP® designees and a tax‑planning certified professional, provides in‑house tax preparation, and maintains a Code of Ethics that explicitly cites Judeo‑Christian values as the foundation for its conduct.
Client services
Expertise
Fee options
Financial plan fees: Level I ($2,450), Level II ($3,185), Level III ($3,920); Retainer fees $500-$10,000 annually
$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
$215/hour for additional financial planning hours beyond average plan; $245/hour for individual consultation (minimum $500)
Retainer fee from $500 annually to $10,000 annually (flat fee)
Account minimum: $100,000 Minimum fee: Minimum client annual asset management fee is $1,350 Fee-only: Financial planning fees are fixed fees; Level I: $2,450, Level II: $3,185, Level III: $3,920; Additional hourly planning time $215/hour; Individual consultation fees $245/hour with $500 minimum; Retainer fees range from $500 to $10,000 annually
Main office
See office541 Luck Avenue SW, Suite 304
Roanoke VA 24016
Advisors at this office
2
Offices (3)
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
Is not active or affiliated with:
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Insurance agent
They sell insurance products and may earn commissions on those sales.
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Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
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Bank
They're affiliated with a bank that may offer its own financial products and services.
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Trust company
They provide trust and estate administration services, typically for separate fees.
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Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
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Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
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Lawyer
They provide legal services, typically billed separately.
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Real estate agent
They facilitate real estate transactions and may earn commissions.
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Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
Forms ADV
Quick links
Advisors at this firm
Maynard K
CFP®, Series 63, Series 65
Roanoke, VA
American Financial Planning, Inc.
Maynard Keller Jr. 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. Keller provides tax preparation services through his firm during the tax season. American Financial Planning, Inc. offers comprehensive financial planning and discretionary investment management to individuals, corporate pension and profit-sharing plans, charitable institutions, foundations, and endowments. The firm emphasizes diversified index strategies with selective active management and develops written investment policy statements when needed.
Jon M
CFP®, Series 65
Roanoke, VA
American Financial Planning, Inc.
Jon Matlock is a CFP® professional with four years of industry experience. He has worked at American Financial Planning, Inc. and Beacon Wealth Consultants, and previously served four years with the International Mission Board. American Financial Planning, Inc. offers comprehensive financial planning and discretionary investment management for individuals, corporate plans, and charitable organizations. The firm emphasizes diversified index strategies and provides written investment policy statements, quarterly reviews, and semi-annual rebalancing.
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 financial advising, he manages a bookkeeping and accounting business and serves as an administrative assistant for Congregation Zion's Sake. American Financial Planning, Inc. offers comprehensive financial planning and discretionary investment management to individuals, corporate pension plans, and charitable institutions. The firm employs diversified index strategies with selective active management and provides investment policy statements tailored to client preferences.
Jacob M
Series 65
Roanoke, VA
American Financial Planning, Inc.
Jacob Mardian is a financial advisor at American Financial Planning, Inc. He holds a Series 65 designation and has been in the industry since 2023. His prior experience includes roles at LPL Financial and J. Gibson McIlvain. American Financial Planning, Inc. provides comprehensive financial planning and discretionary investment management to individuals, corporate pension and profit-sharing plans, as well as charitable institutions and endowments. The firm emphasizes diversified index strategies with occasional use of actively managed funds and offers in-house tax preparation alongside pension consulting services.
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