Keith Welks, 62
On a crusade since: 1976
Day job: Deputy treasurer, Pennsylvania
Achievement: Made energy-efficient upgrades more affordable
Why he's a hero: A onetime Pennsylvania prosecutor of environmental crimes, Welks in 2005 launched Keystone HELP, a state program that issues low-interest loans to homeowners so they can install energy-saving windows, furnaces, and other upgrades. More than 10,000 loans later -- totaling almost $70 million -- Welks hopes this year to roll out similar programs in other states.
Quote: "Homeowners save money, workers make money, the commonwealth earns money."
For these MONEY heroes, helping people in the workplace learn to manage their personal finances is an assignment they don't shirk.