Paying for college is one of the biggest financial decisions families will ever make. In the first episode of Little Known Secrets of Paying for College, host Brock Jolly, founder of The College Funding Coach, shares the story behind his mission to help families send their kids to great schools without derailing their own retirement plans.
From a Personal Question to a National Mission
When Brock entered the financial services industry in the early 2000s, he kept hearing the same question from families: “How are we going to pay for college?” At the time, few advisors had a clear answer. That gap inspired Brock to research every angle of college funding and develop strategies that blended smart financial planning with real-world affordability.
In 2002, he began teaching community education workshops around the Washington, D.C. area. Those classes grew into The College Funding Coach, a nationwide network of advisors who share a passion for helping parents plan efficiently for college costs while still protecting their long-term financial goals.
Planning Early Helps, But It’s Never Too Late
Brock encourages families to start planning as early as possible—ideally when their children are young. But he’s quick to point out that it’s never too late to improve your strategy. Whether your child is in elementary school or already enrolled in college, the key is to understand your options and make informed choices.
Instead of thinking about saving for college as a one-time event, Brock teaches families to think about saving, planning, and paying through college. The goal is to create a sustainable plan that covers each year of education while keeping retirement and other priorities on track.
Finding the Right Financial and Academic Fit
Another major misconception Brock addresses is that every scholarship or “aid package” automatically means big savings. He explains that while most students receive some form of aid, the average amount is often much smaller than expected. Understanding how colleges calculate what a family can afford—and what strategies can lower that number—is essential to building a realistic plan.
Brock also emphasizes the importance of finding the right school, not just the most prestigious one. The best fit balances academics, social environment, and finances so that families avoid unnecessary debt and stress.
A Community of Advisors Who Care
Today, The College Funding Coach partners with independent financial advisors in more than two dozen states, each sharing a common goal: to educate families, simplify the process, and make higher education attainable without jeopardizing future financial security.
Whether you’re a parent of a high school senior or a grandparent hoping to help, Brock’s message is the same: start where you are, ask questions, and create a plan that gives your family confidence for the road ahead.
Ready to learn more? Visit thecollegefundingcoach.org to explore resources, workshops, and practical tools that can help you pay for college without sacrificing retirement.