Retirement Counselors
Repositioned from financial advisor to retirement partner — competing on confidence rather than products — with a custom CRM behind every form on the site.
The positioning gap
Retirement advice is sold on products, performance and credentials. But people approaching retirement are not short of information — they are short of certainty. They do not know whether they have enough, whether their funds are preserved, or what the jargon means.
Compete on confidence
So the business was positioned not as another advisory firm but as a retirement partner: the confidence to decide, to transition, to preserve, and to enjoy life after work. That is a category distinction rather than a differentiator, and it changes every piece of copy downstream.
Identity system laid out — logo lockups including horizontal and wordmark variants, palette, type specimen and a spread from the brand identity manual. Navy and gold, presented calmly.
Save as /public/img/rc-identity.webpJourneys, not a service list
The site is organised by where someone is standing: pre-retirement, post-retirement, preservation, offshore investing. Someone worried about preserving a fund should not have to work out which product name matches their problem.
The CRM nobody expected
A financial advisory practice does not need enterprise software; it needs to never lose a lead. So we built one: a form handler that validates and sanitises, a structured pipeline, an immediate WhatsApp alert to the advisor, a confirmation email to the enquirer, and a follow-up scheduled automatically.
Capture worth completing
A readiness assessment that returns a score, lead magnets worth downloading, and exit-intent capture — each wired to the same pipeline, and each alerting differently depending on how strong a signal it is. A scored assessment is not the same lead as a newsletter signup, and the system knows it.
Proportionate engineering
Built on infrastructure the practice can afford to run and understand: a spreadsheet-backed pipeline, scheduled automation, a daily digest of overdue follow-ups at eight each weekday. The right answer for a small advisory practice is rarely a licence fee.
- Strategy, brand, site & CRM — futr
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