Looking Back, Looking Forward: CCCS Is Now Guidewell Financial Solutions

Serving the local community since 1966, nonprofit Consumer Credit Counseling Service of Maryland and Delaware is now doing business as Guidewell Financial Solutions. The nonprofit’s new name is part of a brand that emphasizes its unique approach guiding clients toward financial stability. The name also highlights the agency’s expanding services and will augment its effort to reach and serve more communities. At a recent Employee Rebranding Kick Off event, President and CEO Jim Godfrey said, “The rebranding offers us a chance to reflect, to consider where we’ve been and where we want to be. To complete our mission we’ve had to improve business operations, broaden our services, and expand our reach. Rebranding is an outgrowth of these changes and will help us continue to evolve and progress.”

Changing with the Times

Guidewell Financial Solutions has experienced many business operation changes in its nearly 50 years of service. Director of Creditor Relations Brenda Goodwin, who’s been with the agency since 1975, says, “When I first came here, we were on a completely manual system. Checks and counseling forms were all done by hand. We’ve been automated since 1997. Since then, new technology has made us faster and more responsive. We have closer contact with clients and creditors than ever before.”

Director of Counseling and Client Services Nina Heck agrees, noting, “When I began working here 28 years ago, everything was done on paper. Files were created by hand and locked in a drawer. Obviously that’s changed! We’ve also made it easier for clients to get the advice they need. Initially budget and credit counseling had to be conducted in-person at our local offices. When we instituted telephone counseling, it really took off. In today’s environment convenience is key.”

Obviously electronic and web technology have also improved how the agency functions. It currently disburses client debt management program payments daily. Its financial literacy bulletins and newsletters are distributed to a much wider audience via web-driven email service, and the Guidewell Financial Solutions website includes a host of tools such as online financial calculators and eLearning courses. Data analyst Mark Chaffer says, “We put a lot of time and thought into the development of the new website, so the information there is better organized and easier to find and digest. Employee photos and added features like service FAQs also personalize user’s visits. They get a better idea of who we are and what we’re striving to be.”

Growing Services

Guidewell Financial Solutions’ service expansion is one of the driving reasons it decided to rebrand. For many years, budget and credit counseling were the agency’s primary business focus. However, in the past decade, its services have grown and evolved. Executive Vice President Lori Jankalski says, “When I came on board in 2008, the recession and housing collapse were just beginning, and we were inundated with calls from people who were facing job loss or worried they’d lose their homes. In response to this crisis, we opened our housing unit and began offering HUD-approved foreclosure prevention counseling and education. That’s always been our approach. It takes time, training, and resources to provide a new service, so any expansion has to address a need.”

In the past few years, Guidewell Financial Solutions’ Housing Department has evolved to meet changing consumer demands. It now offers reverse mortgage counseling and education for older adults and pre-purchase counseling and education to help homebuyers prepare for ownership. During his six years at the agency, housing counselor Matthew Gregory says the agency’s approach to homeownership education has changed. “When I first started, our program in Maryland consisted of monthly weekend workshops that we held here at our office in Catonsville. We now reach much larger groups thanks to a partnership with Howard County Housing. We also offer a flexible online pre-purchase certificate course that clients can take any time, any day in the privacy of their homes. These changes have made it possible to reach and educate a lot more homebuyers. We’ve tripled the number of people we help.”

This past year, Guidewell Financial Solutions added financial coaching to its services. Pam Wilson, who heads the Financial Coaching initiative, says, “This program allows us to work with clients who want to define and reach financial goals. Being a coach is great, because you get to participate in a lot of ‘ah-hah’ moments. When people first enroll, they often say ‘I think I can’t,’ but with support over time, they suddenly find they can!” Financial coach Donnie Collins agrees. “Recently one of my clients was able to save $500. For some, this may seem like a small step, but for him it was a major achievement.”

Increasing Reach and Presence

Rebranding as Guidewell Financial Solutions underlines how the agency’s geographic range has changed. In the beginning, the agency solely counseled and educated people in Maryland, but it soon grew to become “Consumer Credit Counseling Service of Maryland and Delaware,” which it remained for several years. When telephone counseling and other technological advances made it feasible to serve people across the country, the organization decided to increase its reach; however, this expansion involved its own set of challenges. Director of Human Resources Dinah Seisman explains, “To provide services in different states, we first had to become licensed. This involved extensive documentation. Each state had its own distinct standards and requirements. It was a long and difficult process, but it allowed us to extend our reach into many more communities.”

Managing Director Mark Benz confirms that these efforts have proven successful. “Just in my short time here we’ve doubled our nationwide reach. We now serve clients in 49 states and the District of Columbia and continue to be a strong presence in the local community.”

Resource Development Manager Devon Hyde, who spearheaded the rebranding effort, says, “I’m glad we ended up with Guidewell Financial Solutions, because it’s proactive and describes what we do. We help people get from Point A to Point B. There’s been a lot of change, but we are still the same organization: We provide clients with financial guidance and education, so they can move forward and make more informed life decisions.”

Outreach Coordinator Dan Florea likes the new name. “It’s more universal and the ‘well’ part is perfect. As we help people become financially stronger, it affects their lives on many different levels. They become healthier and gain peace of mind.” Client Services Supervisor Ginger Meyers says, “I think our tag line – your path forward – says it all. We don’t preach: We listen and teach. We act as a guide, helping clients and community members become financially independent and secure!”

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Guidewell Financial Solutions is an accredited 501(c)(3) nonprofit agency that helps stabilize communities by creating hope and promoting economic self-sufficiency to individuals and families through financial education and counseling. To learn more about the agency, visit its website or call 1-800-642-2227 for financial counseling or coaching. Maryland License #14-01 / Delaware License #07-01.