An Independent, Fee-Only Financial Advisory Firm

Our Story


You are our only special interest. That is how Mark and Bruce began when talking about how we would bring our two families together to best serve our clients. Treat each client as a family member. Everyone deserves to have access to quality financial advice regardless of age or amount of accumulated assets. As Registered Investment Advisors we are legally bound to operate under the Fiduciary Standard which means we have a legal obligation to put our client’s interest above our own.


As an independent firm, My Financial Coach provides objective advice without the encumbrances of large Wall Street firms. Our primary focus is to provide competent and refreshingly unbiased advice as you navigate confidently through life’s financial decisions. We help our clients in clarifying their goals and identifying appropriate strategies to reach those goals. Our investment management style focuses on what we can control (fees, taxes and investment risk). We understand that each client has a unique situation and deserves service and attention specific to their needs.


As a fee-only firm, we are not compensated with commissions or earn any benefit from any producer on the investments we choose which allows us to truly put the clients' best interests first. In fact, we invest our personal financial portfolios in the same investments that we recommend for our clients.


Your financial assets are held by TD Ameritrade Institutional, one of the largest custodians for independent investment advisors serving more than eleven million client accounts with $1.2 trillion in total client assets. It’s “your” account with “your” name.


Bruce provides a wealth of small business experience from start-ups to roll-ups and acquisitions. Mark has years of corporate experience in Fortune 500 companies. Combined, they bring a tremendous base of knowledge that spans across America’s families and is open to share with our clients. Along with this experience comes a full range of professional contacts. Or, we partner directly with our client’s estate-planning attorney, corporate attorney, CPA or accountant to assist in the implementation of the strategies.


My Financial Coach is headquartered in Midland, Michigan with a satellite office in Maui, Hawaii. We offer financial services “virtually” which means you can live anywhere in the country and still be connected to us.


Bruce Beckett
Chief Compliance Officer - Co-Founder
Financial Advisor

Bruce is a self-taught entrepreneur/investor with over 30 years of diverse business experience including services, sales, technology and manufacturing. His expertise is the discovery of undercapitalized companies lacking financial and management processes with high growth potential. Bruce has negotiated numerous strategic acquisitions requiring the tactful handling of merging multiple company cultures. The passion he possesses is turning declining companies into profitable, well-managed, saleable entities. Bruce has extensive experience in building sales organizations that have achieved substantial growth. In 1989 Michigan Business Magazine recognized Beckett Business Products as the 76th fastest growing company in the State of Michigan. Bruce is now leveraging his past experiences into analysis of widely diversified financial portfolios.

Bruce, leading his life through the guiding principles found in Philippians 4:4-9, is married with three children and seven grandchildren. When Bruce is not engaged in the financial markets you can usually find him on a tennis court.

Mark Fetterolf
Financial Advisor

Mark has many years of experience working in both the corporate environment of Fortune 500 companies and in the financial industry. His designations include the Series 66, Life Insurance, AAMS and AWMA and is currently working toward obtaining the designation of CFP. With his strong business acumen and his passion for finance, Mark has a passion for putting together strong and effective investment models - without layers of management fees. Mark also believes strongly in investing in the same investments and models, as his clients.

Mark and his wife have three grown children, with whom they enjoy travelling to see the beautiful sights this country has to offer.

Free Financial Review

We offer a complimentary review meeting to describe our services, and to see if our services are right for you.

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