How to choose a financial coach (and what to ask before you book)

Looking for a financial coach can feel like dating — everyone's profile sounds great, but you don't know what you're actually getting until you're in the room. Here are five questions that cut through the noise.

1. "How do you get paid?"

This is the most important question, and most people don't ask it. If the coach earns commissions on financial products (insurance, investments, annuities), their advice may be influenced by what pays them the most. You want someone who is paid for their time and expertise — not for what they sell you.

The gold standard: fee-only or advice-only. That means you (or your employer) pay for the session, and that's the only money changing hands.

2. "What's your approach to financial planning?"

Some coaches focus heavily on investments. Others focus on budgeting and cash flow. Some specialize in debt, retirement, or small business finances. There's no wrong answer — but the right coach for you is the one whose approach matches what you actually need help with.

If you're not sure what you need, that's fine. A good coach will help you figure that out in the first session. But if a coach can't clearly describe their approach in plain language, that's a red flag.

3. "Do I need a minimum amount of assets to work with you?"

Many traditional financial advisors require $250,000+ in investable assets. That eliminates most people. If you're earlier in your financial journey — paying down debt, building savings, trying to understand your benefits — you need a coach who works with people at your stage, not one who manages portfolios for high-net-worth clients.

4. "What credentials do you hold?"

Look for: CFP (Certified Financial Planner), AFC (Accredited Financial Counselor), or ChFC (Chartered Financial Consultant). These require real education, exams, and continuing education. They don't guarantee quality, but they filter out people who took a weekend course and called themselves a coach.

Also ask whether they're a fiduciary — legally required to act in your best interest. Not all credentials require fiduciary duty.

5. "Can I try a session before committing?"

Any coach worth working with will offer a free or low-cost intro session. This is where you figure out whether you trust them, whether their communication style works for you, and whether they understand your situation. If a coach requires a long-term contract upfront, keep looking.

Where 12th & Good Street fits

We built 12th & Good Street to answer these questions before you ever have to ask them. Every coach on the platform is pre-vetted: conflict-free compensation, relevant credentials, no asset minimums, and a free intro call before any commitment.

If you're not ready to talk to a person yet, our AI Money Coach can help you think through what you'd even want to ask about. It's free, private, and available right now.

And if you want a quick gut-check on your financial situation first, the financial wellness checkup takes two minutes and helps you see which areas might benefit from a conversation.