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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

1-3 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 individual and high-net-worth clients, and also works with corporate pension and charitable accounts; as of December 31, 2024 it reported managing about $20.3 million for roughly 81 clients with two advisors. Financial planning is described as the foundation of the firm’s services and is offered in modular forms ranging from limited consultations to comprehensive plans and pension consulting for business owners.

The firm favors mainly diversified index investments with occasional actively managed funds, develops an Investment Policy Statement for clients based on a written risk profile, and reviews accounts quarterly with rebalancing at least semi-annually. It also offers customized investment restrictions and ethical screens—examples listed in the brochure include exclusions for gambling, alcohol, pornography, embryonic stem cell research, ties to oppressive regimes, and support for abortion-related organizations—which the firm acknowledges can limit the investable universe.

Compared with many peers, the brochure discloses several atypical operational details: the firm advertises third‑party ratings in its materials, provides tax preparation services as an IRS e-file provider during tax season, and uses multiple custodial platforms (Goldman Sachs Custody Solutions and an institutional relationship with Altruist) while allowing clients to choose an alternate custodian. The firm combines flat-fee planning and retainer arrangements with ongoing AUM management and supplies quarterly account summaries in addition to custodian reports.

Client services

Financial planning Portfolio management Pension consulting

Expertise

Charitable giving & philanthropy College savings (529s, UTMA, etc.) General retirement planning Wealth management

Demographic focus

Religious/faith focused

Fee options

Fixed

Financial planning fees as flat fees (Levels I, II, III) and retainer fees from $500 to $10,000 annually

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

Financial planning additional hourly rate: $215/hour; Individual consultation hourly rate: $245/hour with $500 minimum

Other

Account minimum: $100,000 minimum account value for asset management fees Minimum fee: Minimum annual asset management fee of $1,350 Fee-only: Financial planning fees - Level I: $2,450, Level II: $3,185, Level III: $3,920; Individual consultation: $245/hour with $500 minimum; Retainer fees from $500 to $10,000 annually (flat fees)

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.) General retirement planning Wealth management Religious/faith focused
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.) General retirement planning Wealth management Religious/faith focused
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.) General retirement planning Wealth management Religious/faith focused
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