A website builder for financial advisors

Who you serve comes before what you do

Retirees, physicians, business owners selling a company, young families, people who just inherited. The clients you serve best have a situation in common, and that situation is the first page the in-app assistant writes.

A who-we-serve page describes that situation in the client's words, what they are usually worried about, and how a first conversation with you starts. It does not say what they should do about it.

If you serve two groups with little in common, each can be its own page, or each its own site on the Growth plan, with its own disclosures.

Services described as a process, not a result

Financial planning, investment management, retirement income planning, tax-aware planning with their accountant, estate coordination with their attorney. A service page says what the work involves, what the client brings, what they receive, and how often you meet.

What it never says is what the work will return. No performance figures, no projections, no comparison to a benchmark, no promise about a retirement date. The builder writes none of that, even if asked, because a line like that is a compliance finding waiting to happen.

Disclosures you supply, placed where you say

Your firm knows what has to appear: registration status, the broker-dealer or custodian line, a link to your disclosure brochure and relationship summary, and any state notice. Those lines come from your compliance officer, not from the builder.

Give the assistant the exact text and where it goes, the footer, every page, or a disclosures page, and it publishes as given. Legal pages like privacy and terms are yours to upload, and they publish exactly as given too.

Review before publish is part of the flow

Most advisory firms need a compliance review before a page goes live. The builder fits that. You approve the planned pages before the build runs. Every publish keeps a version you can roll back to. A site can be scheduled to publish at a date and time in your own time zone, after the review is done.

Invite your compliance reviewer into the account as a teammate, with the same sites and the same screens. Changes after launch go through the same path: tell the assistant, review the version, publish when cleared.

Nothing in that flow replaces your firm's own review. The builder gives you the plan, the version and the schedule. The sign-off stays with the person whose name is on the registration.

The first-meeting path

Prospective clients want to know what a first meeting costs, how long it runs, what to bring, and whether they are committing to anything. A first-meeting page answers those in your words, and a plain line says the conversation is exploratory.

If you book through Calendly, Microsoft Bookings, HubSpot Meetings or another supported tool, the site gets a book-a-time section that loads only when a visitor opens it. The form on every page is there for the person who would rather write first. Ask for a name, a phone and a line about their situation, never account details.

Each submission is delivered to your CRM, your email or any webhook, and every delivery is signed.

Not financial advice, on every page

A page about retirement income can describe what the work of planning it involves. It cannot tell a reader when to claim a benefit or what to hold. Every service page carries a plain line that the site is general information and not financial, tax or legal advice.

Testimonials and endorsements are governed by your regulator's rules. The builder writes none. If your firm permits them with the required disclosures, you write that page yourself in plain paragraphs and it publishes as given.

What the interview asks an advisor

Expect questions about the clients you serve and the ones you refer elsewhere, each service and what it involves, and your registration and required disclosures. It also asks how a first meeting works and who reviews pages before they go live.

The site is written from a conversation, and every page passes a check that runs before anything publishes, validated against Google Search Essentials and modern web standards. A genuinely useful page for an advisor is the one that answers a worried person's question plainly. The AI answer engines like ChatGPT and Google's AI answers read that plain answer too.

The investment advice trade, in Census numbers

• 23,359 Investment advice establishments in the United States (NAICS 523930, County Business Patterns 2023) U.S. Census County Business Patterns 2023
• 110,125 people employed in Investment advice in the United States (NAICS 523930, County Business Patterns 2023) U.S. Census County Business Patterns 2023

Figures are from the source named beside each one, as published. They describe the area or the trade, not this product.