At American Financial Planning, the household picture comes first

A financial decision rarely stays in one compartment. Money set aside for college affects retirement saving; a change at work can alter both an investment plan and a tax return. American Financial Planning in Roanoke brings those questions into the same conversation.

Founder and president Maynard L. Keller Jr. established the practice after earning his Certified Financial Planner designation in 2006. The firm uses a fee-only model and describes its role as a fiduciary, placing the client’s interests at the center of its planning work.

Its services span investment management, retirement and education planning, and tax preparation. Having those subjects within one practice gives a household a place to discuss how one choice may affect another, rather than treating every account as a separate project.

The team has grown to include Jon Matlock, who joined in 2022 and earned his CFP designation in 2024, and Mark Castonguay, who arrived in 2023 with experience in retail leadership and financial operations. Their backgrounds add different perspectives to the everyday work of helping people organize their finances.

Keller’s interests also extend beyond the office. His biography recounts a 2011 bicycle ride across America with Team Roll Over Cancer—a substantial undertaking alongside a career built around long-range planning.

From its Luck Avenue office, American Financial Planning offers Roanoke households a coordinated starting point for questions that often arrive together: how to prepare for the next stage of life while keeping today’s finances in view.