Roanoke, VA Luck Avenue SW Office
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American Financial Planning, Inc.
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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.
Based on American Financial Planning, Inc.
Expertise
Based on American Financial Planning, Inc.
Location
541 Luck Avenue SW, Suite 304
Roanoke VA 24016
Advisors at this office
2
Advisors at this office
Jon M
CFP®, Series 65
Roanoke, VA
American Financial Planning, Inc.
Jon Matlock is a CFP® certificant with four years of industry experience, currently serving at American Financial Planning, Inc. in Roanoke, VA. His previous roles include work at Beacon Wealth Consultants and the International Mission Board. American Financial Planning, Inc. offers comprehensive financial planning and discretionary investment management to individuals, corporate pension and profit-sharing plans, and nonprofit entities. The firm uses a diversified index strategy combined with selected actively managed funds and provides tax preparation services alongside pension consulting.
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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