PERSONAL FINANCE
E T C



Education · Tutoring · Coaching



Our mission



Helping clients understand and improve their finances



​Personal finance can be overwhelming. Saving, investing, insurance, taxes, retirement and estate planning, all come with their own rules, terminology, and tradeoffs. Add in stocks, bonds, mutual funds, ETFs, as well as workplace and individual retirement plans, and it’s easy for anyone’s head to spin.


We help clients understand and improve their finances through clear and practical financial education and coaching. We focus on explaining financial concepts, outlining common options and tradeoffs, and helping clients ask better questions so they can make informed decisions with confidence.


If you’ve ever felt unsure about what you might be missing, short on time or interest to learn everything on your own, or could use a more educational, cost- and time-efficient approach to financial planning, you’re in the right place.



Our services



From orientation to follow-through



Education



If you’re unsure what you don’t know – or have questions about financial concepts – building a solid foundation is the first step. We help you identify the topics most relevant to you and develop the knowledge needed to increase your financial understanding and confidence.



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Tutoring



If you’re looking to deepen or better apply your financial knowledge, tutoring can help bridge the gap. We support you in working through financial concepts, tools, and information so you can better understand how different choices, tradeoffs, and systems apply to your situation.



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Coaching



If the challenge is staying organized, focused, or consistent, coaching provides structure and accountability. We help you organize information, clarify priorities, and develop a repeatable process for applying what you’ve learned so you can stay engaged and move forward with confidence.



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Etcetera



You may already work with a financial advisor and want help understanding the advice you’re receiving or deciding which questions to ask. We help clients become more informed consumers of financial advice so they can evaluate recommendations, understand incentives, and advocate for themselves.



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Our rates



Free consultation followed by a low hourly rate



We begin with a free 30-minute consultation to make sure we’re a good fit. If you decide to move forward, our hourly rate is $50. This rate applies to time spent meeting with you – in person or by phone/video conference – as well as time spent preparing educational materials used in our work together, such as financial cheat sheets, checklists, or a one-page financial overview and decision map.



Our process



Simple onboarding followed by pay-as-you-go



If you choose to become a client after the initial consultation, we’ll send you a client agreement along with an invoice and payment details. Once we receive the signed agreement and the first $50 payment, we can begin working together in person, online, or offline on a pay-as-you-go basis.



Our story



The life-changing power of financial education



After earning a PhD in Chemistry, getting his first workplace retirement account, and not knowing exactly what to do with it, Eduardo Santillan-Jimenez, founder and owner of Personal Finance ETC, sought guidance from several older PhD colleagues. To his surprise, they were no more financially knowledgeable than he was. That realization sparked a deep interest in personal finance and a long-term educational journey. Through self-study and formal coursework, he built the knowledge and confidence to better understand his own finances and make more informed decisions. Having experienced firsthand the impact that financial education can have, he is now focused on helping others do the same.



Our credentials



Academic background and continuing education



Eduardo Santillan-Jimenez earned a Certificate in Financial Planning from the University of Kentucky College of Business and Economics in 2022. The program covers the core academic areas of personal finance, including budgeting, financial analysis, investment concepts, credit, insurance and risk management, as well as tax, retirement, and estate considerations. In addition to this formal coursework, he continues to invest significant time in ongoing learning to keep his financial knowledge current and well-rounded.



Contact us



We look forward to hearing from you!








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PERSONALFINANCEETC, LLC


All services provided by PERSONALFINANCEETC, LLC are educational in nature only and do not include individualized investment, tax, or legal advice.