Mark Kantrowitz, 45
On a crusade since: 1994
Day job: Publisher, FinAid.org and Fastweb.com
Achievement: Helping make college more affordable
Why he's a hero: For almost 20 years, Kantrowitz has helped students and their families understand, apply for, and obtain college financial aid.
He developed the exhaustively informative FinAid.org website, designing online tools that calculate figures such as the net price of school once loan payback costs are included. He also helped the U.S. create its online application form for federal aid.
"Aid offers include loans. Families are led to believe their cost is lower than it really is," he says.
For these MONEY heroes, helping people in the workplace learn to manage their personal finances is an assignment they don't shirk.