First Financial Coaching, Inc.

First Financial Coaching serves individuals, families, business owners and corporate clients, offering non-discretionary investment advisory and retirement plan consulting alongside financial education and financial analysis services. The firm commonly provides these services on a non-wrap basis and, when discretionary management is needed, arranges a co-advisory relationship with an independent manager, Matson Money, rather than managing assets directly.

FFC’s client relationships emphasize advisory oversight and client approval for transactions: the firm generally requires client consent for trades and continues to monitor asset allocation and account performance on an ongoing basis. Financial analysis and education work is offered on an hourly or fixed-fee basis instead of a packaged financial planning engagement, and cash positions are explicitly treated as an asset class in portfolio considerations.

Compared with many multi-team peers, FFC is notable for not operating primarily as a direct, in-house percentage-of-AUM portfolio manager for individual clients; compensation for discretionary management typically flows through its third‑party co-advisor with FFC receiving a portion of that revenue, and some services are billed outside the AUM model. The firm also documents formal policies on the use of artificial intelligence tools and discloses ancillary business activities (including licensed insurance sales), which bear on how advice is delivered and potential conflicts are managed.