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Wealth manager, independent · Mt. Clemens, MI

First Financial Coaching, Inc.

SEC-registered investment adviser · CRD 152070 · SEC 801-128612

At a glance

First Financial Coaching, Inc. is an SEC-registered investment adviser based in Mt. Clemens, Michigan, with $671 million in regulatory assets under management as of its Form ADV filed May 6, 2026. Its largest client group by assets is high-net-worth individuals, and it reports 1,500 individual clients. By Form ADV it is a wealth manager, ranked 2,243rd of 8,915 wealth managers and 6,704th of 17,210 SEC-registered advisers by assets.

Main office 586-463-1880firstfinancialcoach.comLinkedInAs filed on Form ADV

Regulatory AUM
$671M
Rank among wealth managers
#2,243 of 8,915
Rank among all SEC RIAs
#6,704 of 17,210
Rank in Michigan
#99 of 305
Individual clients
1,500
High-net-worth clients
186
Accounts
2,977
Discretionary
0% of AUM
Employees
14
Advisory staff
14
Offices
9

Owners and executives on its Form ADV

Custody and brokerage

2 custodians

  1. Axos$490M74%
  2. Charles Schwab$168M26%

Other RIAs using AxosOther multi-custodian RIAs

Broker-dealer

Hybrid RIA

First Financial Coaching, Inc. is a hybrid RIA: 2 of its employees are also registered representatives of a broker-dealer.

Form ADV Part 1 doesn’t name an unaffiliated broker-dealer. The firm’s Part 2A brochure (Item 10) and each adviser’s record on the SEC’s adviser search do.

Other hybrid RIAs

Who it serves

Client typeClientsRegulatory AUMShare
High-net-worth individuals186$370M55%
Individuals1,314$288M43%
Pension and profit sharing plans12$13M2%

Disciplinary disclosures

First Financial Coaching, Inc. reports no disciplinary disclosures in Item 11 of Form ADV. Read the details on the SEC’s adviser search ↗

Services

  • Selecting other advisers
  • Educational seminars and workshops
  • Other services

How it’s paid

  • Fixed fees
  • Other

Form ADV and brochures on the SEC’s adviser search ↗firstfinancialcoach.com ↗

AtlasMembers

The full record on First Financial Coaching, Inc.

Ten years of SEC filings, its owners and contacts, and how it stacks up against its peers. Atlas members see all of it.

Assets, accounts, clients and staff, 2 years of filings
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Growth over one, three and five years
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Rank against 4,623 peers of its type and size
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Owners and executives, with titles and stakes
2 namedLocked
Main office, fax and compliance officer
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Filing changes this year, with alerts
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Free while Atlas launches: create a free account and confirm your email. Every figure comes from SEC filings.

Background

Questions

How much does First Financial Coaching, Inc. manage?

First Financial Coaching, Inc. reports $671 million in regulatory assets under management across 2,977 accounts, on its Form ADV filed May 6, 2026.

What kind of firm is First Financial Coaching, Inc.?

First Financial Coaching, Inc. is a wealth manager by its Form ADV answers. At least half of its regulatory assets are managed for individuals and high-net-worth individuals.

Who are First Financial Coaching, Inc.’s clients?

By assets, its largest client types are high-net-worth individuals ($370 million, 186 clients); individuals ($288 million, 1,314 clients); pension and profit sharing plans ($13 million, 12 clients).

Does First Financial Coaching, Inc. have any disciplinary history?

First Financial Coaching, Inc. reports no disciplinary disclosures in Item 11 of its Form ADV. Check the SEC’s adviser search for the latest record.

Where these numbers come from

Every figure is First Financial Coaching, Inc.’s own answer on its latest Form ADV, from the SEC’s registered-adviser list as of October 1, 2026: regulatory assets and accounts (Item 5.F), clients by type (5.D), employees (5.A and 5.B), compensation (5.E) and services (5.G). Custodians come from Schedule D 5.K(3) of its latest filing (2026-05-06), which lists those holding 10% or more of separately managed account assets and the amount at each. “Hybrid” means some employees are also registered representatives of a broker-dealer (Item 5.B(2)); affiliated broker-dealers are the related persons it lists in Item 7.A and Schedule D. Firm type comes from its own answers: broker-dealer firms are registered broker-dealers themselves (Item 6.A); private fund advisers manage mostly private funds (Item 7.B, 5.D); wealth managers manage at least half their assets for individuals (5.D). Ranks compare it by regulatory assets with every SEC-registered adviser and with firms of its type. Figures are as of the firm’s last annual update, so they can lag recent deals and market moves. Regulatory AUM counts assets the firm continuously supervises and can differ from what a firm markets.

Not an endorsement or a recommendation. Before hiring any adviser, read its Form ADV Part 2A brochure and check its record on the SEC’s adviser search. How to check a financial advisor →