First Financial Coaching, Inc.
- Regulatory AUM
- $671M
- Discretionary
- $0
- Clients
- 1,512
- Avg AUM / client
- $444K
- Accounts
- 2,977
- Employees
- 14
AUM over time
Annual snapshots from Form ADV filings · as of May 06, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 1,314 | $288M | 42.9% |
| High net worth individuals | 186 | $370M | 55.1% |
| Pension and profit sharing plans | 12 | $13.2M | 1.96% |
People (14)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Jeffrey Curtis Furest | Chief Compliance Officer | CFP | Sep 2009 (17y) | 50% – 75% |
| Michael Norman Sarcheck | Chief Executive Officer | May 2010 (16y) | 50% – 75% | |
| Janet Nugent Harrington | Registered representative | Apr 2010 (16y) | ||
| William Wesley Reed | Registered representative | Apr 2010 (16y) | ||
| Mayo Mcgill Fitzhugh | Registered representative | Aug 2015 (11y) | ||
| Mathew Ryan Reed | Registered representative | Sep 2024 (2y) | ||
| Ira Mitchell Work | Registered representative | Chartered Financial Consultant | Mar 2025 (1y) | |
| Thomas E Blottenberger | Registered representative | CFP Chartered Financial Consultant | May 2025 (1y) | |
| Alan Charles Schauer | Registered representative | Jul 2025 (1y) | ||
| Becky Lynn Walker | Registered representative | CFP | Jul 2025 (1y) | |
| Jamie Lanay Smith | Registered representative | Jul 2025 (1y) | ||
| Jimmy Millard Bevins | Registered representative | Chartered Financial Consultant | Oct 2025 (1y) | |
| Jonathan Curtis Furest | Registered representative | Oct 2025 (1y) | ||
| Frank Peter Orzel | Registered representative | Jan 2026 (1y) |
Roster from the IAPD representatives feed; ownership and acquisition dates from Form ADV Schedule A/B. "Since" is the earliest filed registration or acquisition date.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 05/06/2026 | 972 KB | View · PDF · Source ↗ |
Archived copies of the firm's regulatory filings, versioned by content hash.
Disciplinary disclosures
Allegations: PLAINTIFF ALLEGES THAT THE FIRM AND AN INDIVIDUAL UNAFFILIATED WITH THE FIRM BREACHED THEIR FIDUCIARY DUTIES AND SOLD UNSUITABLE LIFE INSURANCE PRODUCTS TO PLAINTIFF. THE FIRM CATEGORICALLY DENIES THESE ALLEGATIONS. Status: Pending Summary: PLAINTIFF ALLEGES THAT THE FIRM AND AN INDIVIDUAL UNAFFILIATED WITH THE FIRM BREACHED THEIR FIDUCIARY DUTIES AND SOLD UNSUITABLE LIFE INSURANCE PRODUCTS TO PLAINTIFF. THE FIRM CATEGORICALLY DENIES THESE ALLEGATIONS.
Disclosure text reproduced verbatim from the firm's own Form ADV filings.
How they charge
- • Fixed fees
- • Other fees
- • SOLICITORS FEES
Services
- • Selection of other advisers
- • Educational seminars/workshops
- • Other services
Custody
Reported custodians
- Axos Clearing $490M (73% of AUM) May 2026
- Charles Schwab & Co. $168M (25% of AUM) May 2026
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports it does not have custody of client funds or securities (Item 9.A).
Source
All data on this page comes from this firm's Form ADV filings, reproduced without modification. Latest filing: May 06, 2026.
View current Form ADV (SEC/IAPD) ↗