About US

We’re more than a financial company, we are a coaching company.

At First Financial Coaching, we believe true transformation happens when you bring clarity and purpose to your financial journey. Purpose isn’t just an abstract idea; it’s the foundation for building lasting wealth. With a clear sense of direction, you are equipped to tackle life’s uncertainties and weather market ups and downs with confidence. We’re not here to promise shortcuts, but to empower you with the tools and guidance you need to confidently chart your unique financial path.

Our Mission

Our mission is to be a contribution to the world through the education and coaching of academic investing principles. For three decades, we have passionately coached and guided thousands of families, shedding light on the misconceptions often associated with investing. Our focus is to unveil the potential of a scientifically designed investment strategy that resonates with your financial aspirations.

Our Vision

A world where families have freedom and peace of mind, leaving all generations with the fulfillment and the experience of the American Dream.

Our Core Values

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INTEGRITY

We are our word. Integrity is the foundation of our organization.

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FAMILY

We believe family is a team built on support, respect, and love. As a multi-generational organization, we are committed to coaching and guiding families for a lifetime.

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COMMUNICATION

We are committed to listening and understanding. Only then can communication be clear and effective.

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FREE MARKETS

We believe in freedom, competition, innovation, and wealth creation.

Our team of dedicated professionals

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WILLIAM F. FUREST
JR., RFC®

Founder • Retired

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JEFFREY C. FUREST
CFP®, RFC®, AIF®, LUTCF

President & Financial Coach • Michigan

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MICHAEL N. SARCHECK
RFC®, AIF®, LUTCF

Vice President & Financial Coach • Michigan

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JONATHAN C. FUREST
RFC®

Financial Coach • Michigan

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WM. “WESLEY” REED III
AIF®, RFC®, RICP

Financial Coach • Texas

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JANET “SCOTCHIE” HARRINGTON
LUTCF, RFC®

Financial Coach • Texas

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Mac Fitzhugh

Financial Coach • North Carolina

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JIM BEVINS
CHFC®, CLU®, MFSM®

Financial Coach • Kentucky

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Frank P. Orzel

Financial Coach - Frank P. Orzel & Associates • Chicago, IL

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Matthew R. Reed

Financial Coach • Texas

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IRA M. Work
ChFC®, RFC®, AIF®, AAMS®, CASL®, CRPS®, IRMAACP

Financial Coach • Tennessee

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Karen Ward

Controller • Michigan

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SARA MARTINEZ
FLMI®, PCS®, AFSI®, ARA®, AIAA®

Executive Administrator • Texas

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STacy Ritter

Client Care Specialist + Event Coordinator • Michigan

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