October 2016

Financial coaching: 

A strategy to improve 

financial well-being

Research Brief
1 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING 

About CFPB Research, Tools, and Resources for Financial 

Educators

An essential part of the mission of the Consumer Financial Protection Bureau (CFPB or Bureau) 

is to empower consumers to take more control over their financial lives. Since the Bureau 

opened its doors in 2011, we have worked to improve the financial literacy of consumers in the 

United States and to ensure access to tools, information, and opportunities for skill-building 

that they need to manage their finances. 

The Bureau’s principal financial education mandate is set forth in the Dodd-Frank Wall Street 

Reform and Consumer Protection Act (Dodd-Frank Act). The Dodd-Frank Act created the 

Bureau and mandated the establishment of an Office of Financial Education to “be responsible 

for developing and implementing initiatives intended to educate and empower consumers to 

make better informed financial decisions.” 12 U.S.C. § 5493(d)(1). 

To better help consumers make well-informed financial decisions and achieve their own life 

goals, we at the CPPB have sought to increase understanding of three broad areas: consumer 

financial behavior, the financial education field, and effective practices in financial education. 

We conduct research in these areas to inform the CFPB's own financial education efforts and to 

share our insights with others who have a common interest in improving the financial wellbeing of consumers. 

The CPFB's goal for its financial education activities is to help consumers move towards 

financial well-being. In the CFPB's definition of financial well-being, consumers:

 have control over day-to-day, month-to-month finances

 have the capability to absorb a financial shock

 are on track to meet financial goals, and

 have the financial freedom to make choices that allow one to enjoy life

To learn more, visit the Resources for Financial Educators webpage at 

http://www.consumerfinance.gov/adult-financial-education

To get regular updates on CFPB research, tools, and resources for financial educators, sign up 

for the CFPB Financial Education Exchange (CFPB FinEx) by emailing CFPB_FinEx@cfpb.gov. 
2 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING 

Table of contents

About CFPB Research, Tools, and Resources.........................................................1

Table of contents......................................................................................................... 2

1. Executive summary.............................................................................................. 3

2. Introduction........................................................................................................... 5

3. The study............................................................................................................... 7

3.1 The financial coaching model................................................................... 8

3.2 Financial coaching as practiced in this study......................................... 10

3.3 Study participants ................................................................................... 12

4. Impacts of financial coaching..........................................................................14

4.1 Impact of financial coaching on money management behavior .......... 16

4.2 Impact of financial coaching on savings, debt and credit scores......... 18

4.3 Impact of financial coaching on attitudes ........................................... 20

4.4 Impact of financial coaching on financial well-being ..........................22

5. Implications for future research........................................................................24

6. Conclusion ..........................................................................................................25

Appendix A: Impacts of financial coaching........................................................26
3 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

1. Executive summary

Recognizing the potential of financial coaching to improve the well-being of consumers, the 

Consumer Financial Protection Bureau (CFPB) commissioned a rigorous study on the impact of 

financial coaching programs.1

 Using a randomized controlled trial design, this study allows, for 

the first time, a fully causal assessment of the impact of financial coaching as practiced by two 

programs on the low- and moderate-income consumers they serve. 

By emphasizing support for behavior change, financial coaching is distinguished from other 

financial education approaches that focus on teaching concepts. Coaches adapt their approach 

depending on the unique needs and strengths of each client. Financial coaching is therefore 

focused on the priorities and strengths of the consumer, with the goal of helping each client to 

make progress with the most important aspects of his or her financial life.

In the study, people in two communities (Miami and New York City) who expressed interest in 

working with a financial coach were randomly assigned to either meet with a financial coach or 

not. This approach allowed the researchers to directly estimate the effects of financial coaching 

for those who were offered it, compared to an equivalent group of consumers not offered 

coaching. 

The overall finding of this study is that access to and participation in financial coaching results 

in measurable changes in financial behavior and well-being. Financial coaching led to gains in 

 

1 The study was conducted by the Urban Institute under contract with the CFPB after selection through a competitive 

solicitation (contract number CFP-12-Z-00006). 
4 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

three areas: financial behaviors; objective financial health metrics like savings, debt levels and 

credit score; and subjective feelings of financial confidence and financial well-being. For 

example, the study showed that on average people offered access to financial coaching, relative 

to those not offered access to financial coaching:

• Were more likely to pay bills on time and increased frequency of savings deposits.

• Increased savings by almost $1,200 in the New York City program.

• Reduced debt by over $10,000 in the Miami program.

• Increased credit scores by 21 points in the New York City program.

• Reported an increased sense of confidence in their finances and reduced feelings of 

financial stress.

Consistent with the theory underlying financial coaching and its flexible and customized nature, 

the study found that financial coaches can materially help people achieve the financial outcomes 

that are relevant to their own unique goals and circumstances. 
5 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

2. Introduction

Consumers face complex and consequential financial decisions throughout their lives. The field 

of financial education has evolved to include a variety of approaches to match the range of issues 

and circumstances that consumers face. Given the range of approaches and issues, the research 

challenge now facing the field is to determine what type of financial education works best for 

whom and under what circumstances. 

Financial coaching in particular is an emerging area of focus in the financial education field.2 At 

some points in their lives, many consumers need more than access to information, they need 

access to someone to help them to establish financial goals and take action on financial plans. A 

financial coach can serve as a capable and trusted guide to help consumers navigate those 

decisions, especially consumers who do not have access to professional financial advisors or to 

experienced financial mentors among their family and friends. 

Recognizing the potential of financial coaching to improve the well-being of consumers, the 

Consumer Financial Protection Bureau (CFPB) commissioned a rigorous study on the impact of 

two financial coaching programs – one in Miami and one in New York City -- on the low and 

 

2 To learn more about growing interest in the financial coaching approach, see Lienhardt, H. (2016). Financial 

Coaching Census 2015: Insights from the financial coaching field. Asset Funders Network. Available at 

http://assetfunders.org/documents/AFN_Financial_Coaching_Census_2015.pdf.
6 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

moderate income consumers they serve. We are pleased to present the findings and implications 

in this research brief, which summarizes the study methodology, implementation and results.3

The results of this study demonstrate that financial education – in the form of financial coaching 

– can make a meaningful difference in people’s financial behavior, attitudes, and situation. And 

that financial coaching in particular works well for people, including low and moderate income 

people, who are motivated to take action to improve their financial situation, but may need help 

formulating and sticking to a plan on their own.

A companion publication from the CFPB, Implementing Financial Coaching: Implications for 

Practitioners,4 provides a more detailed description of the financial coaching programs that 

participated in the study, along with key learnings and implications for practitioners who want 

to learn more about the practices underlying the results of this impact study.5

 

3 This research brief is based on the full study report, Theodos, B., et al. (October 2015). “An Evaluation of the 

Impacts and Implementation Approaches of Financial Coaching Programs.” Urban Institute. Washington, DC. 

Available at http://www.urban.org/research/publication/evaluation-impacts-and-implementation-approachesfinancial-coaching-programs

4 Implementing Financial Coaching: Implications for Practitioners. CFPB (2016). Available at 

http://files.consumerfinance.gov/f/documents/102016_cfpb_Implementing_Financial_Coaching_Implications_for

_Practitioners.pdf

5 The two programs – The Financial Clinic and Branches – also produced their own assessment of the study’s findings 

and implications for practice, “A Random Control Trial of Financial Coaching: The Practitioners’ Overview of ‘An 

Evaluation of the Impacts and Implementation Approaches of Financial Coaching Programs,’” available at: 

http://thefinancialclinic.org/wp-content/uploads/2015/10/Clinic_and_Branches_Practitioner_Summary.pdf.
7 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

3. The study

The study, conducted by the Urban Institute, took place at two well-established financial 

coaching programs serving lower-income consumers in two very different communities. One is 

in Miami, Florida, where Branches, a faith-based social services organization, offers a range of 

financial capability services broadly to the community. The other is in New York City, where The 

Financial Clinic, a non-profit organization, offers financial coaching, income tax preparation 

and legal support for working poor families.

This study used the highest level of rigor in its design—a randomized controlled trial (RCT).6

RCT evaluations select units (individuals, schools, neighborhoods, etc.) at random from the 

same population, and assign them to one of at least two groups: treatment (sometimes called 

experimental) or control. In this study, from a pool of individuals who expressed interest in 

receiving financial coaching, half were randomly either offered the opportunity to begin 

receiving coaching services right away (the “treatment” group), or to access coaching services 

after the study was over (the “control” group). 

This randomization procedure is necessary to evaluate the impacts of the program. Such a 

process is designed to make the treatment and control groups statistically the same —for 

example, with respect to motivation, ability, knowledge, socioeconomic and demographic 

 

6 For additional information on what a randomized controlled trial is and when and how to conduct one to evaluate a 

financial capability program, see “Rigorous evaluation of financial capability strategies: Why, when and how,” 

available at http://www.consumerfinance.gov/reports/rigorous-evaluation-of-financial-capability-strategies-whywhen-and-how/
8 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

characteristics, etc.—at the start of the study. The unique distinction between the groups was 

that one of them was offered “treatment” immediately. Therefore, any differences in outcomes 

between clients offered access to coaching services (the treatment group) and those not offered 

coaching (the control group) observed after the program can be attributed to access to financial 

coaching rather than other factors, such as the characteristics or motivations of people receiving 

coaching. Observing the control group helps researchers understand what would have 

happened to the treatment group were it not for the program. 

In this study, the random assignment process worked as follows: When individuals participated 

in activities or other services provided by Branches and The Financial Clinic, staff described 

financial coaching to them and then asked them if they were interested in signing up to receive 

financial coaching services. If the individual was interested in receiving coaching services and 

willing to participate in the research study, they were randomly assigned to either the treatment 

or control group. The control group participants still took part in the study, but were not offered 

financial coaching or able to sign up for a coaching session until after the study was over. Thus, 

all the study participants expressed an interest in working with a financial coach, but only about 

half received the offer to meet with a financial coach. 

The majority of Branches’ study participants were recruited through employers - specifically, 

municipal government agencies, though some were also recruited through housing agency 

partners. The Financial Clinic recruited study participants from income tax filing assistance 

programs and from credit, debt, and budgeting workshops offered in the community. Overall, 

945 people enrolled in the study: 514 from Branches, and 431 from The Financial Clinic. A total 

of 479 of these were offered financial coaching, and 466 were assigned to the control group. 

Participants were recruited into the study from January 2013 through March 2014, and outcome 

data was collected on all study participants between August and December 2014. 

3.1 The financial coaching model

There are a number of approaches that have been used to help consumers improve their 

financial decision-making skills and choices. Three common approaches are provision of 

financial information, financial counseling, and financial coaching. Each approach is relatively 

different in terms of how clients are supported to build financial capability, as detailed in Figure 

1.
9 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

Many financial information or counseling programs begin with a predetermined goal or focus 

for participants. For example, information or counseling programs might focus on topics such as 

how to buy a home or how to avoid bankruptcy, whereas coaching supports a client’s progress 

toward their financial goals more generally.

Figure 1:

Models of Financial Education

Provision of financial information typically happens in a group setting or online and can either 

be a one-time workshop or a curriculum that takes multiple sessions. In this “classroom” model, 

information is provided to students (or clients) with the expectation that they will act on what 

they have learned to make better-informed financial decisions.

Financial counseling usually involves providing advice regarding specific, often complex or 

unfamiliar financial topics to clients in one-on-one sessions. Financial counseling is also often 

used in response to a client crisis, problem or objective (for example, buying a home).7 The 

 

7 Collins, J. M., & O’Rourke, C. M. (2010). Financial education and counseling—Still holding promise. Journal of 

Consumer Affairs, 44(3), 483-498.
10 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

counselor provides personalized help and guidance to the client, to solve their particular 

problem or work toward that particular goal. 

Financial coaching is distinguished from counseling in that it generally begins with the client’s 

own goals. While one client may be looking to improve her credit to get approved for a home 

loan, another client may be looking to save enough money to purchase a car. Both clients have a 

sense of how they might improve their financial well-being. The financial coach can tailor 

financial coaching for each individual client. This means that “success” for one client may look 

very different than for another client.

By asking insightful questions, the coach uses his or her knowledge of financial services and 

practices to help clients set or refine goals. Then, the client and coach work together to codevelop plans to take action towards those goals. The financial coach can continue to support 

clients over time, holding clients accountable to their financial plans. Financial coaches use each 

individual client’s goal as a jumping-off point for their work, as opposed to a series of prescribed 

steps or a set curriculum. Accordingly, financial coaches do not typically suggest or promote 

specific financial products.

Financial coaching takes a holistic and individualized perspective of each client. The ultimate 

goal of coaching is that clients become more capable at managing their finances in the 

marketplace. Coaching helps clients to realize what they do well, and how to improve what they 

want to do better. This is a strengths-based approach that does not seek to correct or “fix” 

certain financial practices. Starting with strengths is not unique to financial coaching, but the 

focus on strengths potentially can support clients to become better at managing their personal 

finances. 

3.2 Financial coaching as practiced in this 

study

This conceptual description of financial coaching can be applied in different models. The Urban 

Institute was awarded funding from the Annie E. Casey Foundation for a separate process study 

of the coaching efforts at these sites. The research team visited both organizations to learn about 

each financial coaching program, interviewed their staffs, study participants and coaches, and 
11 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

reviewed administrative data to understand the coaching process as it was delivered by the two 

organizations.

Because each client in this study had unique goals, needs and motivations, the financial coach 

tailored financial coaching to each individual client. For many clients, credit and debt were 

overriding goals. Other clients were more focused on savings and planning for the future. 

Even though all the participants in the study expressed interest in financial coaching, only about 

half of those who were offered the service actually attended a coaching session. The process 

study found that this was due to a variety of factors, most commonly, transportation and 

scheduling challenges. 

When a client met with a coach, the session typically lasted 60-90 minutes. The average client 

who met with a coach attended 2.7 sessions at Branches, and 3.1 sessions at The Financial 

Clinic. The initial session -- with a discussion of the client’s motivations and goals -- tended to 

be the most critical. Many clients only attended the initial session.

FIGURE 2: 

Number of Coaching Sessions Attended By Individuals Offered Coaching

Source: Theodos et al. (2015) Figure ES. 1.

For many clients, the coaching services included setting up a plan to reach a specific financial 

goal, with the coach “checking in” at an agreed upon future date. As one coach noted: “people 

161

(63%)

24

(9%)

32

(12%) 17

(7%) 11

(4%) 5

(2%)

7

(3%)

98

(44%)

47

(21%)

21

(9%) 14

(6%)

14

(6%)

10

(5%)

18

(8%)

0

50

100

150

200

0 1 2 3 4 5 6

Branches

Financial Clinic
12 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

have wanted to come in and have...instant results. We just don’t have that. They have to put in 

the work. It is going to take time.”8

3.3 Study participants 

Financial coaching places most decision-making into the hands of the client, not the coach. This 

means that financial coaching programs can adapt to clients experiencing a wide range of issues, 

as was the case for participants in this study. Both programs in the study offered financial 

coaching, but the issues and challenges of individual clients in each place were quite different. 

At Branches, where most clients were employees of municipal agencies, 44 percent of study 

participants were married and 89 percent were either employed full time or self-employed. This 

is in contrast to The Financial Clinic, whose clients were recruited from human services and 

other programs, where just 15 percent of participants were married and only 43 percent were 

either employed full-time or self-employed. The average household income among clients at 

Branches was $39,417, much different from the $22,110 average income at The Financial Clinic. 

This is even more dramatic given that the cost of living in the New York metropolitan area, from 

which the Financial Clinic draws its clients, is 50 percent higher than in the Miami area. 

The differences between the client populations at the two study sites varied further by financial 

product usage and credit profile. About 63 percent of Branches clients had at least one credit 

card, compared to 47 percent of The Financial Clinic clients. The average total of all debts for 

Branches clients was $56,250, about five times the $10,893 average for clients at The Financial 

Clinic. Clients at both sites, however, struggled with managing credit. The average credit score 

(measured by VantageScore tm) was 597 at Branches, only 10 points higher than at The Financial 

Clinic (587). 

 

8 Theodos, B., et al. (October 2015). “An Evaluation of the Impacts and Implementation Approaches of Financial 

Coaching Programs.” Urban Institute. Washington, DC. Page 95.
13 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

TABLE 1: 

Participant Demographic and Financial Characteristics at Baseline

Variable Branches Financial 

Clinic

Demographic characteristics

Age (mean) 44 41

Male 53% 45%

Married 44% 15%

# adults in household 1.5 1.3

# children in household 1.1 0.5

Asian 0% 4%

Black 61% 40%

Hispanic/Latino 35% 41%

White 2% 14%

Other race 3% 9%

Financial characteristics

Employed full-time or self-employed 89% 43%

Mean household income (post tax) $39,417 $22,110 

Has checking account 97% 78%

Has savings account 86% 52%

Credit Score (Vantage 3.0 ranging from 300 

to 850) 597 587

Directly deposited paycheck 94% 47%

Holds a credit card 63% 47%

Percent of balance past due 14% 24%

Number of bankcard inquiries 0.5 0.2

Number of items in collections 2.3 1.3

Number of items in judgements 0 0.2

Source: Theodos et al. (2015) Figure ES. 2.

As described in the “Financial Coaching Model” section, this variability in client profiles can be 

expected in financial coaching programs, which are flexible to adapt to meet the needs of each 

client. 
14 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

4. Impacts of financial coaching

This study is the first to examine the causal impact of financial coaching, and one of the few 

experimental studies - that is, using a randomized controlled trial design - on financial 

education approaches in general. As described in the “Study” section, the design of this research 

allows us to separate the effects of the program itself from the characteristics of people likely to 

seek coaching. In addition, the number of individuals in the study (945) is relatively large for a 

study of a direct service financial capability program. 

The study found that people with access to coaching did better than those without. Those who 

met with a coach even once improved their money management skills and saw meaningful gains 

on a range of financial outcomes. This finding is especially notable given the fact that finding 

robust effects in an evaluation of financial coaching is particularly challenging because coaching 

services are driven by the individual consumers’ own goals and needs, and each person has a 

different starting situation and different goals. 

The study reported impacts on a “treatment” group identified as all study participants who were 

offered coaching, whether they actually attended or not. As noted, only about half (56% at The 

Financial Clinic and 37% at Branches) of those offered coaching attended even a single coaching 

session. Comparing those offered coaching, whether or not they actually received it, to those 

who were also interested but were not offered coaching, gives an estimate of the impact of the 

“intent to treat.” In other words, using the offer of coaching provides an unbiased estimate of 

the causal impact of offering a coaching program in an organization or community. 

Another group of interest is those clients who actually received coaching. Clients who attended 

financial coaching made a choice to meet with a coach, and then followed through with one or 

more sessions. These clients are likely to have different challenges or motivations than others in 

the treatment group who never actually took up the offer. For example, they might be among the 

most organized and motivated or the most troubled and in need of help. This likely bias makes 

interpreting the results of this group more challenging because we cannot know who in the 
15 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

control group would have actually taken up coaching, so we do not have a true control group to 

use as a benchmark. The researchers attempted to reduce the bias by identifying factors that 

predicted which treatment group clients took part in coaching, and then used predicted 

participation to estimate the effects of attending coaching. 

Comparing those offered coaching, whether or not they actually received it, to those who were 

interested but were not offered coaching gives the impact of the “intent to treat (ITT).” Looking 

only at those who took up coaching (using statistical techniques to reduce selection bias) gives 

an estimate of the impact of the “treatment on the treated (TOT).” Keep in mind that using the 

offer of coaching to define the treatment group also provides a relatively conservative estimate 

of the potential impact of access to coaching. In this report, we focus mainly on the results of 

the “intent to treat” or “ITT” effect, but where noted we also provide some of the “treatment on 

the treated” or “TOT” estimates to demonstrate the range of possible impacts.

Impacts reported in this study are based on data from three different sources: (1) baseline and 

follow up surveys of participants, (2) credit report data, and (3) administrative data from the 

coaching programs such as the frequency and nature of coaching sessions for study participants 

that attended coaching. The use of credit report and program administrative data is useful to 

make sure that results are not just driven by coaching clients providing more optimistic selfreported answers to follow-up survey questions. 

Overall, the study found statistically significant impacts of access to financial coaching in three 

areas: financial behaviors, objective financial outcomes, and subjective feelings of financial 

confidence and stress, indicators of financial well-being. In other words, individuals interested 

in making changes to their financial lives that got access to financial coaching did better across 

these outcomes, on average, than those who do not get access to coaching. Interestingly, these 
16 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

changes in behavior and financial outcomes were observed with no corresponding observable 

improvement in factual financial knowledge, as measured by an eight-question assessment. 9

The remainder of this section presents impact findings selected for this research brief due to 

their value in illuminating the ways in which financial coaching can support consumer financial 

behavior and outcomes. A wider array of variables was tested; some showed positive, 

statistically significant results in one city or the other, while many registered no effect. The full 

set of outcome metrics are presented and analyzed in the full study report.

10

4.1 Impact of financial coaching on money 

management behavior

The group of clients offered access to financial coaching improved their money management 

behavior in a number of ways, relative to the group not offered coaching. These included making 

more frequent savings deposits, being more likely to pay bills on time and bringing past-due 

debts current. As described above, the differences in client goals and financial circumstances 

between the two sites makes it not surprising that differences in specific outcomes were found at 

the two different coaching programs. For example, clients reported gains in likelihood of having 

a budget at The Financial Clinic, and gains in being more likely to set aside emergency funds at 

Branches. Nevertheless, the general pattern is of positive financial behavior changes relative to 

the control group.

 

9 Financial knowledge was measured using an eight-question assessment testing knowledge relating to credit cards, 

how banks share information, interest rates, credit reports, bounced checks, and bank fees.

10 Theodos, B., et al. (October 2015). “An Evaluation of the Impacts and Implementation Approaches of Financial 

Coaching Programs.” Urban Institute. Washington, DC. Available at

http://www.urban.org/research/publication/evaluation-impacts-and-implementation-approaches-financialcoaching-programs
17 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

Figure 3 shows that individuals offered coaching at The Financial Clinic, relative to the control 

group, made 32 percent more deposits into savings. These individuals were also 36 percent 

more likely to use a financial spending plan or budget, and 16 percent more likely to pay bills on 

time, relative to the control group, which suggests that they are taking greater control of their 

money management. Overall, these indicators offer evidence that financial coaching helps 

people take steps towards improving their financial management behaviors. 

FIGURE 3: 

Money Management Gains at The Financial Clinic

Source: Calculations based on data presented in Theodos, et al Table 8.2, 8.15, 8.8 Percentage calculations divide 

regression-adjusted ITT impact estimates by control group means.

Note: All estimates are differences due to the random assignment to financial coaching relative to control group. 

Statistically significant differences * = 0.10 level ** = 0.05 level *** = 0.01 level.

Figure 4 shows that study participants offered coaching at Branches made 19 percent more 

savings deposits than individuals in the control group. These individuals were also 60 percent 

more likely to have set aside emergency funds relative to the control group. These emergency 

funds may be important for another outcome: clients offered coaching at Branches were 20 

0%

10%

20%

30%

40%

% Increase in number of

deposits **

% Increase in budgeting *** % Increase in paying bills on

time **
18 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

percent less likely to borrow from family and friends than individuals in the control group. 

Financial coaching appears to improve both basic money management and financial resilience. 

FIGURE 4: 

Money Management Gains at Branches

Source: Calculations based on data presented in Theodos, et al Table 8.2, 8.16, 8.13 Percentage calculations divide 

regression-adjusted ITT impact estimates by control group means.

Note: All estimates are differences due to the random assignment to financial coaching relative to control group. 

Statistically significant differences * = 0.10 level ** = 0.05 level *** = 0.01 level.

4.2 Impact of financial coaching on savings, 

debt and credit scores

Study participants who received access to financial coaching also accomplished measurable 

changes in their account balances for savings and debt, and credit scores. Table 2 provides an 

illustration. At The Financial Clinic, clients who were randomly assigned to be offered coaching 

showed an average increase in savings account balances of $1,187 relative to the control group, a 

0%

15%

30%

45%

60%

75%

% Increase in number of

deposits*

% Increase in having

emergency funds***

% Decrease in borrowing

from family & friends*
19 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

substantial amount considering the income level of the average client ($22,110) and the average 

savings at baseline ($2,654). At Branches, total debt among clients offered coaching decreased 

by a sizeable $10,644. 

This study found that access to coaching also resulted in changes in debt management. The 

amount of past-due debt in collections decreased among The Financial Clinic clients offered 

coaching by $633 relative to control clients not offered coaching. These individuals also 

achieved an increase in their credit scores by an average of 21 points relative to the control 

group, to just above 600. While still low credit scores, this is a large gain in credit rating. 

Overall, financial coaching is related to strong improvements in objective outcomes measured in 

account balances and in credit report records. 

Source: Theodos et al. (2015) Table 8.3, 8.5, 8.12, 8.14

Statistically significant differences: *=0.10 level, **=0.05 level, ***=0.01 level

TABLE 2: 

Financial Gains

Variable Change if

Offered (ITT)

Change if 

Attended (TOT)

Increase in Total Savings Balance at Financial 

Clinic $1,187* $1,721**

Decrease in Total Debt at Branches $10,644** $12,416 

Decrease in Debt in Collections at Financial 

Clinic $663** $1,068**

Increase in Credit Score (VantageScore (tm) 

3.0) at Financial Clinic (# of points) +21*** +33***
20 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

4.3 Impact of financial coaching on attitudes

In addition to observable changes in financial behavior and outcomes, access to financial 

coaching was related to improvements in participants’ self-perception of their financial 

condition. Study participants offered financial coaching reported higher rates of forming 

financial goals, a sense of making progress toward goals, and confidence in achieving their goals, 

compared to control group members not offered coaching. In addition these individuals 

reported greater satisfaction in and less stress related to their financial situation, compared to 

the control group.

Figure 5 shows outcomes for individuals offered coaching at Branches. Members of this group, 

relative to the control group, were 15 percent more satisfied with their financial situation, 

experienced 12 percent less financial stress and were 36 percent more likely to report making 

progress towards savings goals, especially saving for reasons other than for retirement. 

FIGURE 5: 

Perceived Financial Satisfaction, Stress and Progress Towards Goals at 

Branches

0%

10%

20%

30%

40%

% Increase in Financial

Satisfaction **

% Decrease in Financial

Stress **

% Increase in perception of

progress toward nonretirement savings goals *
21 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

Source: Calculations based on data presented in Theodos, et al Table 8.19, 8.18, 8.4 Percentage calculations divide 

regression-adjusted ITT impact estimates by control group means.

Note: All estimates are differences due to the random assignment to financial coaching relative to control group. 

Statistically significant differences * = 0.10 level ** = 0.05 level *** = 0.01 level.

Figure 6 shows the treatment group’s self-reported progress towards financial goals at The 

Financial Clinic. Individuals offered coaching, relative to those not offered coaching, appear to 

have made significant progress in a number of areas. Even larger than the treatment group gain 

at Branches, the treatment group at The Financial Clinic was 82 percent more likely to report 

making progress towards non-retirement savings goals, relative to the control group. Treatment 

group members were also far more likely to report making progress on paying down debt, 

improving credit, and improving their budgeting skills. These outcomes are consistent with 

greater financial capability, especially being able to make plans and follow through on decisions.

FIGURE 6: 

Perceived Goal Attainment at The Financial Clinic

0%

20%

40%

60%

80%

100%

% Increase in

perception of

progress toward nonretirement savings

goals***

% Increase in

perception of

progress toward

paying down debt

goals**

% Increase in

perception of

progress toward

improving credit

goals**

% Increase in

perception of

progress toward

improving budgeting

skills***
22 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

Source: Calculations based on data presented in Theodos, et al Table 8.4, 8.6, 8.14, 8.15 Percentage calculations 

divide regression-adjusted ITT impact estimates by control group means.

Note: All estimates are differences due to the random assignment to financial coaching relative to control group. 

Statistically significant differences * = 0.10 level ** = 0.05 level *** = 0.01 level.

As individuals gain a sense of control and make plans, they can better work on goal-directed 

behaviors like saving or paying down debt.11 As they practice making financial plans, they may 

feel less stress and a greater sense of control and autonomy. Consistent with this theory, people 

offered financial coaching reported less stress related to their finances than those not offered 

access to coaching services.

4.4 Impact of financial coaching on financial 

well-being

In 2015, the CFPB released a detailed discussion of a consumer-driven definition of financial 

well-being.12 That study found that consumers associate financial well-being with being able to 

pay bills on time, having an emergency fund or other sources of financial resilience, and making 

progress toward one’s financial goals. Study participants offered financial coaching showed 

evidence of improvements in all of these areas. 

Clients offered financial coaching had increased savings, lower debt and reported to be making 

progress toward their personal financial goals. Each client has their own unique circumstances 

and priorities, but the improvements in savings, debt management and basic financial 

behaviors, as well as lower financial stress and greater satisfaction, are evidence that financial 

coaching is helping people to enhance their financial capability and well-being.

 

11 Loibl, Cazilia., Kraybill, David S., DeMay, Sara Wackler. “Accounting for the role of habit in regular saving.” 

Journal of Economic Psychology. 32 (2011): 581-592.

12 Financial well-being: The goal of financial education, Consumer Financial Protection Bureau (2015), available at 

consumerfinance.gov/reports/financial-well-being/.
23 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

Financial well-being is an outcome of changes in behavior, which is the focus of financial 

coaching, and of experiencing the resulting successes. The CFPB’s research into financial wellbeing suggests that helping people engage in the behaviors that will help them achieve their 

goals and experience financial well-being may require helping them develop new attitudes and 

develop and practice new skills, not just acquire knowledge. And in fact, the coaching clients in 

this study achieved their gains in money management behaviors and resulting financial and 

subjective outcomes without any observable gains in factual knowledge as measured.
24 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

5. Implications for future 

research

There are aspects of this study that make it difficult to generalize the particular impacts for all 

financial coaching programs and their clients. The two study sites each practiced somewhat 

different adaptations of the coaching model, and were serving different populations in different 

contexts. So while the study shows coaching helps different clients in different situations 

achieve a variety of positive outcomes, it does not predict exactly which outcomes other clients 

in other programs will exhibit. 

Future research is needed to explore the impact of financial coaching in different settings and 

across varied types of clients, as well as different variations in coaching practice. The average

impacts found in this study may mask significant variations in the impact of coaching across 

individuals, due to differences in financial situations and goals. Although this study was not 

designed to test if more or less intensive services might produce larger or smaller effects, this is 

an area also worthy of further study. Building on the analysis in the current study, other 

programs might experiment with phone and web-based coaching or other flexible approaches to 

increase the number of clients served. Other models could focus more on using simplified 

coaching strategies, such as focusing on goals and accountability, integrated into more 

“classroom” style financial education or counseling.
25 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

6. Conclusion

The results of this study demonstrate that financial coaching provides clear benefits for clients 

seeking to improve their financial well-being. By conducting a field experiment and randomly 

assigning clients into the offer of financial coaching, these results meet the gold standard for 

social science research. The results offer causal estimates of the magnitude of changes in 

consumer financial behavior and well-being due to financial coaching. 

By emphasizing supporting behavior change, financial coaching is distinguished from financial 

education approaches that focus on teaching concepts. Coaches adapt their approach depending 

on the unique needs and strengths of each client. Financial coaching is therefore focused on the 

priorities and strengths of the consumer, with the goal of helping each client to move ahead with 

the most important aspects of his or her financial life. This study shows that this approach can 

help people change their behaviors, whether that entails improving their levels of saving, debt, 

or credit, in order to pursue their own financial goals.

This study was a significant undertaking, and we are grateful for the contributions of the Urban 

Institute, The Financial Clinic, Branches, and the study participants. We also acknowledge the 

Annie E. Casey Foundation for separately funding a companion process evaluation. This study 

will continue to inform CFPB’s work to empower consumers to take more control over their 

economic lives in order to serve their own life goals and we hope it will provide similar value to 

others working toward that same goal.
26 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

APPENDIX A: IMPACTS OF FINANCIAL COACHING

TABLE 3: 

Impacts of Financial Coaching

The Financial Clinic Branches

Variable Control 

Regression 

Adjusted 

ITT

IV 

Regression 

Adjusted 

TOT Control

Regression 

Adjusted 

ITT

IV 

Regression 

Adjusted 

TOT

Money Management

Number of deposits 6.67 2.141** 3.153*** 13.7 2.583* 5.321*

Has a budget 0.55 0.199*** 0.307*** 0.51 0.045 0.098

Pays bills on time most of the 

time or very often 0.70 0.109** 0.167** 0.76 0.064 0.138

Set aside emergency funds 0.27 0.051 0.080 0.31 0.186*** 0.409***

Borrowed money from family 

or friends 0.57 -0.047 -0.073 0.47 -0.096* -0.215*

Savings, Debt and Credit

Total savings account balance $1,316 $1,187* $1,721** $1,908 $791.60 $1,709 

Sum of all debts $13,884 $-1,602 $-1,009 $60,643 $-10,644** $-12,416

Balance in collections $1,171 $-662.5** $-1,068** $2,280 $149.6 $336.1

Credit score (VantageScore 

(tm)) 583 20.68** 33.10** 606.00 3.07 6.95

Attitudes

Satisfaction with present 

financial situation (1-7) 3.030 0.234 0.363 3.42 0.509** 1.109**

Level of financial stress (1-7) 4.72 -0.384 -0.599* 4.29 -0.501** -0.599*

Perceived progress toward 

non-retirement savings goals 0.20 0.163** 0.250** 0.28 0.101* 0.221*

Perception of progress 

towards paying down debt 

goals 0.31 0.122** 0.186** 0.47 0.055 0.118

Made a lot or some progress 

towards improving credit 0.31 0.131** 0.201** 0.46 0.072 0.155

Progress towards improving 

money management 

(budgeting) skills 0.37 0.218*** 0.340*** 0.42 0.077 0.163
27 FINANCIAL COACHING: A STRATEGY TO IMPROVE FINANCIAL WELL-BEING

Knowledge

Score on financial knowledge 

test (1-8) 5.89 -0.167 -0.260 6.19 -0.030 -0.066

Source: Theodos et al. (2015) Table 8.2, 8.3, 8.4, 8.5, 8.6, 8.12, 8.13, 8.14, 8.15, 8.16, 8.18, 8.19, 8.21.

Statistical significant differences: *=0.10 level, **=0.05 level, ***=0.01 level.