Your team’s money stress is already costing you.
12th & Good Street is a financial wellness program built around something most programs skip — an actual conversation with someone who has nothing to sell.
of employees report financial stress
PwC, 2026
per week lost to personal financial issues at work
American Institute of Stress
of Gen Z will use employer financial wellness when offered
PwC, 2026
The real cost
People bring money stress to work. It shows up as distraction, turnover, and disengagement.
Most workplace financial wellness looks like a portal nobody logs into, or a webinar with a product pitch waiting at the end. Employees know the difference. When the “help” is really a sales channel, people don’t use it — and the stress stays.
What actually works is simpler than most vendors make it sound: give people access to a real person they can trust, and let them talk about what’s on their mind. That’s what this program is.
Why 12th & Good
Human-first financial wellness.
A person, not a portal
Most financial wellness programs are a login to a tool that goes unused. This is a real conversation with a real person — and it tends to get used because it actually helps.
No product behind the advice
Coaches on 12th & Good Street are fee-only. They don't earn commission and don't sell products. That changes what they recommend, and your team can feel the difference.
Private by default
You sponsor the access. What someone discusses in their session stays between them and their coach. You see whether the benefit is being used, not what anyone said.
Benefits navigation
Your team has benefits they’re not fully using.
Most employees don’t fully understand what’s available to them — they’re leaving 401(k) match money on the table, skipping their HSA, or confused about disability coverage. A 12th & Good Street coach helps them understand and use the benefits you’re already paying for.
That means better ROI on your existing benefits spend — not just another line item.
Common gaps a coach can help close
The program
What your team gets access to.
Everything is built around the same idea: give people a safe place to talk about money with someone who’s actually on their side.
1:1 coaching sessions
Over video, with a vetted, fee-only coach. This is the core — a real conversation about whatever's on their mind.
Free intro call for every employee
No commitment, no cost to them. A way to see if coaching is something they'd find useful before booking a full session.
Group sessions & lunch-and-learns
A coach presents on a topic your team cares about — debt, investing basics, homebuying — and takes real questions afterward.
Written plans & next steps
Every session ends with something concrete. Not a binder — a short, plain-language plan they can act on the same week.
AI Money Coach — 24/7 access
Between sessions, your team can chat with an AI trained in our coaching approach. It answers money questions in plain English, anytime.
Any money topic, no judgment
Debt, budgeting, a first home, a big life change. There's no topic too basic and no situation too messy.
Aggregate usage reporting
You see how many people are using the benefit and whether it's landing — never an individual's numbers, notes, or plan.
How it works
Getting started is a conversation, not a procurement cycle.
We scope the program together
We'll talk about your team's size, what you're already offering, and what would actually be useful. There's no standard package — we figure out the right fit.
Your team books privately
Employees choose a coach and book on their own time. The cost is covered by you, and nobody has to ask permission or explain why.
You see the impact, not the details
You get aggregate reporting — participation rates, session counts, topics by category. Never an individual's conversation, numbers, or plan.
Pricing
Two ways to fund the program.
We’re building this with our founding employer partners right now, so pricing is flexible and negotiable. Let’s figure out what makes sense for your team.
Session pool
Fund a block of sessions your whole team can draw from. A good way to start and see how people use it.
You fund a pool · team books as needed
- No per-employee commitment
- Top up anytime
- Includes group sessions
- Aggregate usage reporting
Per-seat
Full programGive every employee standing access to the full financial wellness program as an ongoing benefit.
Ongoing access · predictable budgeting
- Every employee covered
- Free intro call for everyone
- Group sessions & lunch-and-learns
- Onboarding & comms support
Privacy is how this earns trust.
Coaching is confidential. You see whether the benefit is being used — not who said what, and not anyone’s personal numbers. Because coaches are fee-only, there’s no product pitch waiting inside the session. That’s what makes people willing to actually talk.
Get started
Tell us about your team.
We’ll set up a call to talk through what you’re already offering, what’s missing, and whether this would be a good fit. No pitch deck — just a conversation.
We’ll only use this to get back to you.
Financial wellness that people actually use.
Most programs sit on a shelf. This one is a conversation — and that’s why it works.