# First Financial Coaching, Inc.

> First Financial Coaching, Inc. is an SEC-registered investment advisory firm in Mt. Clemens, MI, registered since 2023, reporting $500 million to $1 billion in regulatory assets under management in its Form ADV filing dated May 6, 2026.

- CRD: 152070
- Filed as: FIRST FINANCIAL COACHING, INC.
- Also doing business as: FFC, FIRST FINANCIAL COACHING
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Mt. Clemens, MI
- Filing period: October 2026
- Form ADV filing dated: May 6, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/152070
- AdvisorCensus page: https://advisorcensus.com/firm/first-financial-coaching-inc-mt-clemens-mi-152070

## Quick answers

**How is First Financial Coaching, Inc. compensated?**
On its Form ADV (Item 5.E, October 2026), First Financial Coaching, Inc. reports these compensation arrangements: fixed fees (other than subscription fees); other.

**Where is First Financial Coaching, Inc. located?**
First Financial Coaching, Inc.'s principal office is in Mt. Clemens, MI, according to its Form ADV; the June 2026 filing also lists 4 other offices (Schedule D, Section 1.F).

**Is First Financial Coaching, Inc. registered with the SEC or a state?**
First Financial Coaching, Inc. is an SEC-registered investment advisory firm, registered since 2023. Status as filed: Approved. CRD 152070.

**How much does First Financial Coaching, Inc. manage?**
First Financial Coaching, Inc. reports $670,646,955 in regulatory assets under management in its Form ADV filing dated May 6, 2026 (0% discretionary).

**How have First Financial Coaching, Inc.'s assets and staff changed since 2023?**
In the Form ADV data for First Financial Coaching, Inc.: Regulatory assets under management: $231,634,543 in the October 2023 data and $670,646,955 in the October 2026 data, up 190%. Total employees: 8 in October 2023 and 14 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does First Financial Coaching, Inc. serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (1,314); high net worth individuals (186); pension and profit sharing plans (but not the plan participants or government pension plans) (12).

**Which custodians does First Financial Coaching, Inc. use?**
First Financial Coaching, Inc.'s most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Axos Clearing LLC and Charles Schwab & Co., Inc. as custodians holding 10% or more of its separately managed account assets.

**Does First Financial Coaching, Inc. report any disciplinary disclosures?**
Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/152070

**What changed in First Financial Coaching, Inc.'s recent Form ADV filings?**
In the June 2026 filing data: Registered or notice-filed in MD.

## From the Form ADV filing

### Compensation (Item 5.E)
- Fixed fees (other than subscription fees)
- Other

### Custodians (Schedule D, Section 5.K(3))
- Axos Clearing LLC
- Charles Schwab & Co., Inc.

Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.

### Regulatory assets under management (Item 5.F)
- Total: $670,646,955
- Discretionary: $0
- Non-discretionary: $670,646,955

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 1,314 | $287,812,071 |
| High net worth individuals | 186 | $369,662,104 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 12 | $13,172,780 |

### Advisory services (Item 5.G)
- Selection of other advisers (including private fund managers)
- Educational seminars/workshops
- Other

### Firm details
- Registered since: 2023 (3 years)
- Employees: 14 total, 14 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: AZ, CA, DE, FL, GA, HI, ID, IL, IN, KY, LA, MA, MD, MI, MN, MO, NC, NY, OH, PA, SC, TN, TX, VA, WA, WI
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Other offices (Schedule D, Section 1.F), as of the June 2026 filing
- Buda, TX
- Harlingen, TX
- Murfreesboro, TN
- Southport, NC

### Websites listed on Form ADV (Item 1.I)
- firstfinancialcoach.com
- Facebook @FIRST-FINANCIAL-SERVICES-OF-MICHIGAN-YOUR-FINANCIAL-COACH-INC-405621826171133
- LinkedIn @first-financial-services-of-michigan
- LinkedIn @Scotchie-harrington-45926214
- LinkedIn @jeffreyfurest
- LinkedIn @jonathan-furest-rfc®-630640a0
- LinkedIn @mikesarcheck
- LinkedIn @wesley-reed-9319261a

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2023 | $231,634,543 | 8 | August 30, 2023 |
| October 2024 | $254,686,931 | 8 | May 7, 2024 |
| October 2025 | $279,664,257 | 10 | March 27, 2025 |
| October 2026 | $670,646,955 | 14 | May 6, 2026 |

Regulatory assets under management: $231,634,543 in the October 2023 data and $670,646,955 in the October 2026 data, up 190%.
Total employees: 8 in October 2023 and 14 in October 2026.

## Changes in the filing (last 12 months)

### June 2026
- Registered or notice-filed in MD.

### April 2026
- Employees performing advisory functions went from 10 to 14.
- Regulatory assets under management went from $279,664,257 to $670,646,955 (+140%).
- Added an office in Buda, TX.
- Added an office in Murfreesboro, TN.
- No longer lists an office in Fontana, WI.

### December 2025
- Item 11 disclosure answers changed: 0 yes answers, previously 1 (now no: 11.H(2)).
- Added an office in Fontana, WI.
- No longer lists an office in Chicago, IL.
- Registered or notice-filed in HI, ID, IN, LA, MA, MO, NY, VA, WA.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. First Financial Coaching, Inc. (CRD 152070): Form ADV filing data as of October 2026.