Why Choose Us

We are a team of fiduciaries, the legal term which means that we will always put your interests above our own. We offer advice that is impartial and always seeks your best interest.

What Drives Us

Our core desire is to help you protect your assets, maximize your income, minimize taxes, and build wealth. We have the experience and the tools to get it done and we’re passionate about helping you achieve your financial goals.

Our Philosophy

We believe that our compensation structure of being “fee-only” allows us to give more comprehensive, impartial advice. When you walk in our door, we don’t have a prepackaged product that we want to sell you. We simply give advice that’s based on our financial expertise and specific to your situation and goals.

Maynard L. Keller, Jr., CFP®

Founder and President

Maynard has over 28 years of experience in the financial world. After satisfying the requirements to become a CERTIFIED FINANCIAL PLANNER™ professional in 2006, he founded American Financial Planning, Inc. His main hobby is riding his bike to work 4 days a week. In addition to this, he rode his bike across America in 2011 for Team Roll Over Cancer.

Maynard is married to his wife, Rachel, of 31 years and they have 5 children together. He is a founding elder at his Messianic synagogue where he preaches regularly.

  • (540) 904-1670 x1
  • plan@americanfp.us

Jon A. Matlock

Paraplanner and Operations Manager

Jon came on board with American Financial Planning in July 2022. Before that, Jon worked in Church Relations with the International Mission Board, SBC and also served two years as a missionary. He has completed a certificate in Financial Planning through James Madison University and is currently studying for the CFP® exam. His previous financial experience includes financial coaching through The Good Steward Financial Coaching and customer service at the North Carolina State Employees Credit Union.

Jon is married to his wife of 4 years, Tiffany, with whom he has one son, Caleb. In his free time, Jon enjoys serving at his local church, hiking in the beautiful Roanoke Valley, Tennessee Titans football, and all things Star Wars.

  • (540) 904-1670 x2
  • matlock@americanfp.us