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.
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
By phone, email, or Zoom, with a vetted, fee-only coach. This is the core — a real conversation about whatever's on their mind.
The Money Blueprint for every employee
Their money style, their blind spot, and a 90-day plan — free to them, private from you. The door into coaching.
Group sessions & webinars
A coach presents live over video 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.
See your price, no call required
Your tier is set by headcount, not negotiated — check the calculator above. When you're ready, we get your coach up to speed on your actual benefits and plan documents, and set a launch date.
Your team books privately
Employees book time with their coach privately, on their own schedule. 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
A flat annual fee, sized to your team.
One annual fee. Every employee can use it. No per-user meter, and no surprise bill when engagement grows. Firm tiers, not ranges — the number below is the number for your size.
This is a real number for your size, not a teaser — no email required to see it. It moves only with scope, never with negotiation.
Under 100 people, most teams start with the Founding Partner Pilot — $9,500 for 90 days, with $5,000 credited toward year one if you continue within 30 days ($12,000 for a larger team).
Many programs start with us in the room, not a login — happy to talk through what makes sense for your team on our first call.
Every tier includes
- Private 1:1 sessions with the same coach every time — a spouse or partner is always welcome
- Answers grounded in your own plan documents — your real match, deductible, and vesting schedule
- A written plan after every conversation, theirs to keep — we don't keep a copy
- Quarterly reporting on participation and themes — never a name, a number, or a situation
- Nothing on file — no employee data stored, nothing to integrate, nothing to breach
$0 commissions
We don’t get paid to sell any of this.
Fee-only means fee-only. If a coach ever recommends something, it’s because it’s right for your employee — never because it pays a commission. Here’s exactly what that rules out:
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.
The questions worth asking before this goes to your committee.
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.
Financial wellness that people actually use.
Most programs sit on a shelf. This one is a conversation — and that’s why it works.