# Maynard Keller

> Maynard Keller is a fee-only financial advisor at American Financial Planning in Roanoke, Virginia, who holds the CFP credential. Maynard charges a flat fee or retainer and a one-time planning fee and focuses on retirement planning, estate & legacy planning and tax planning.

Page: https://find.wellspent.co/advisors/maynard-keller/
Built from SEC adviser records and the firm's website; last checked October 30, 2026.

## Facts

- **Firm:** American Financial Planning
- **Based in:** Roanoke, Virginia
- **Fee model:** Flat fee or retainer; One-time planning fee
- **Accepting new clients:** Yes (firm's website)
- **Assets under management (firm):** $21.5M across 165 accounts
- **Credentials:** CFP
- **Specialties:** Retirement planning, Estate & legacy planning, Tax planning
- **Works with:** Retirees, Pre-retirees, Founders, Mid-life transitions
- **CRD:** 2796323 (https://adviserinfo.sec.gov/individual/summary/2796323)
- **SEC registration:** Investment adviser representative in VA
- **Exams passed:** Series 63 (1996), Series 65 (1999)
- **Firm size:** 3 employees
- **Disclosures:** None reported
- **Website:** http://www.americanfp.us

## Frequently asked questions

### Is Maynard Keller a fee-only financial advisor?

Yes, according to SEC records as of October 29, 2026: Maynard holds no broker registration, and American Financial Planning reports no commissions, no broker-dealer, and no insurance sales or affiliated insurance agency on its Form ADV.

### How does Maynard charge for financial advice?

Maynard charges a flat fee or retainer and a one-time planning fee.

### Where is Maynard Keller based?

Maynard Keller is based in Roanoke, Virginia.

### What does Maynard specialize in?

Maynard's specialties include retirement planning, estate & legacy planning and tax planning. Maynard works with retirees, pre-retirees, founders and mid-life transitions.

### What credentials does Maynard Keller hold?

Maynard Keller holds the CFP credential.

### Is Maynard Keller registered with the SEC?

Yes. Maynard Keller is registered as an investment adviser representative in VA (CRD 2796323), per SEC Investment Adviser Public Disclosure data as of October 29, 2026.

### How much does American Financial Planning manage?

American Financial Planning reports $21.5M across 165 accounts in assets under management.

### How do I contact Maynard Keller?

Through Maynard's website, www.americanfp.us.

## Sources

- SEC adviser records (https://adviserinfo.sec.gov/individual/summary/2796323): the firm's Form ADV reports no commissions, no broker-dealer, and no insurance sales or affiliated insurance agency, and the advisor holds no broker registration
- SEC Investment Adviser Public Disclosure and Form ADV: registration, exams, and firm facts, data as of October 29, 2026
- The firm's website (https://americanfp.us/): specialties, clients served, and fees, checked October 30, 2026

---

Source: Wellspent, the public graph of fee-only advisors (https://find.wellspent.co). No paid placement.