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The APFC® Program: Course 1

Financial Coaching Foundations

Becoming a confident and ethical personal finance coach starts here. 

Whether you’re pursuing APFC® certification or simply want to expand your skill set, this intro course will teach you core financial coaching philosophies and essential techniques to support your clients in making fulfilling and sustainable decisions for their financial well-being.

Lay the groundwork for positive behavioral shifts

By understanding how beliefs, emotions, and systemic barriers influence financial behavior, you’ll be able to ask clients deeper questions that evoke client self-awareness, helping them bridge the gap between knowing better and doing better.

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This course is for you if:

  • You are a personal finance professional ready to bring coaching into your work

  • You want to brush up on your financial coaching skills

  • You need continuing education or training hours for APFC® certification, CFP® certification, or ICF credentials

When you complete Financial Coaching Foundations, you’ll receive a certificate and course credit toward APFC® certification if you choose to continue with the program.

Live Session Times

This intensive course is held virtually for 3.5 days on Wednesdays and Thursdays.

Total Training Hours: 21

Session One: February 4 from 9 AM – 4 PM

Session Two: February 5 from 9 AM – 4 PM

Session Three: February 11 from 9 AM – 4 PM

Session Four: February 12 from 9 AM – 12 PM

All session times are Pacific Standard Time. The first three sessions include a one-hour lunch break.

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The Course Schedule

Start Date: February 4, 2026

Last Session:  February 12, 2026

Enrollment deadline:  January 28, 2026

Course Fee: $1,200

Growth Work

Alongside live training, you'll complete self-assessments and assignments in our online learning lab. This growth work helps you track your progress, reflect on your learning, and deepen your understanding of the course material.

What to expect in each session

Session One: Foundations of Coaching and Financial Wellness

Learn fundamental financial coaching principles and philosophies and discover who you want to be as a coach through a lens of financial wellness.

Session Two: Psychology of Money and Trauma-Informed Coaching

Explore the psychological factors behind financial decisions and how to approach coaching with empathy and emotional intelligence.

Session Three: ICF Standards, Coaching Agreements, and Discovery

Familiarize yourself with the ethical standards set by the International Coaching Federation (ICF) and how to create clear agreements and values-aligned goals with clients.

Session Four: Action Planning, Accountability, and Engagement Lifecycle

Practice creating action plans that keep clients engaged and on track toward their goals while learning how to provide ongoing support as their life circumstances change.

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Meet Your Trainer

Saundra Davis is an educator, Accredited Personal Finance Coach, and ICF Master Certified Coach with a master’s in financial planning. She blends practical financial knowledge with a deep understanding of human behavior to offer a holistic approach to financial coaching and mentorship. As the founder of Sage Financial Solutions, Saundra is committed to training a diverse group of financial professionals who share a passion and commitment to serving underserved communities with humility and compassion. 

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  • While this course is open to all, it’s designed for new and experienced financial professionals who have a solid understanding of personal finance. No certifications or degrees are required to enroll; only an eagerness to improve your coaching skills to support your clients better. 

  • This course is designed for small groups of 15 students to ensure personalized attention, a supportive learning experience, and a sense of community. 

  • During course 1, you’ll complete 21 live training hours and approximately 12.5 hours of self-study growth work. If you enroll in all three APFC® Program courses, you’ll complete a total of 177.5 total training hours and experience hours.

  • We understand that things come up! If you know you'll miss more than two hours of live instruction, please reach out to your trainer in advance to discuss your options. We want to make sure you stay on track and get the most out of your experience.

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Frequently Asked Questions

What our students say

  • "I had a solid foundation of technical knowledge, but I lacked the coaching and communication skills to truly guide people in a meaningful way."

    Through Sage’s program, I gained confidence in reflective listening, asking better coaching questions, and creating an environment where clients feel truly heard and understood. The collaborative learning environment, especially the hands-on role-play scenarios, allowed me to grow and apply these skills in real-world situations. Since completing the program, many clients tell me they’ve never felt so “seen” before. This is a direct result of what I learned through Sage, and I’m so grateful to have become a better communicator, not just professionally, but in my personal life as well.

    Josh St. Laurent, MS, CFP®, CFT

  • "Before Sage’s certification program, I was unknowingly leading my clients in sessions, a habit I developed from my background as a financial advisor."

    Now I have the foresight to slow down, facilitate conversations, and ask more open-ended questions in a way that guides my clients to discover their own answers and find their way. The program taught me to be more intentional in my coaching approach, and it provided me with a fresh perspective on how to support my clients more effectively. Since completing the certification, I’ve noticed a significant improvement in my coaching practice and I feel revitalized in my love for coaching. I’m grateful for the opportunity to have refined my skills and for the positive impact this has had on my client relationships.

    Leah Davis, Wealth & Wellness Coach

Your Path to Certification

The Accredited Personal Finance Coach® Program is a flexible, three-course training program designed with multiple pathways. The choice is yours: register for an individual course or complete all three to earn certification.

Financial Coaching Foundations

An introductory course that equips you with essential financial coaching techniques, trauma-informed methods, and ethical practices to support your clients through behavioral change. 

Deepen The Learning APFC®

An advanced course that helps you refine your coaching techniques, build trusting client relationships, and navigate complex coaching challenges with confidence and empathy.

APFC® Certification

The final step toward earning your APFC® certification. Gain fieldwork experience, receive expert one-on-one and group mentorship, and complete your performance evaluation to become a certified financial coach who always strives for excellence. 

Ready to commit to the entire APFC® program?

Save $1,800 by bundling all three courses.

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Have more questions about the APFC® program?

Join a free virtual info session

Learn about upcoming APFC® courses and get your questions answered by our founder, Saundra Davis.