The University of Virginia has historically utilized several financial education tactics including financial counseling, special programming for financial aid filing assistance, and ad hoc counseling by Student Financial Services (SFS) staff. But the realities and expectations of today’s students and parents require an expansion and innovation of financial literacy. Many students are unprepared to: understand the impact of student loan indebtedness; effectively evaluate significant financial decisions; work from personal budgets; and navigate the complex process of applying for financial aid. Student Financial Services is expanding the University’s financial literacy efforts, developing relationships, conducting programming and research, and sharing resources with offices such as the Dean of Students, the Career Center, and the Office of African American Affairs. It is hoped that this program will excite students about personal finance and build sound financial behaviors in them to ensure financial wellness now and in the future.