Overview

Planning call to finalize launch logistics for the Finwell (finwellu.com) website. Key outcomes: launch date locked to February 17, Peter Tourville committed to a full copy rewrite by EOD February 2, a 15-minute discovery call CTA was scoped for the Employers page, and the domain was pointed to the AAG server with a coming-soon page activated.

Attendees
- Melissa Cusumano (AAG)
- Mark Hope (AAG)
- Karly Oykhman (AAG)
- John Jonas — NextLevel PWM (external)
- Peter Tourville — NextLevel PWM (external)

Key Decisions

Copy Strategy

Peter ran the existing site copy through Gemini with financial-advisor-specific prompts and identified a core problem: the copy describes features, not outcomes. He proposed the following messaging shifts:

Additional proposed content:
- "Finwell vs. Traditional" comparison table for the Employers page — contrasts traditional asset-management focus with Finwell's employee financial-stress focus. Peter and John both felt this would resonate with HR professionals.
- Consistent use of the brand tagline: Financial Wellness Done Right

Peter's approach: go through the site page-by-page and deliver clean copy edits (not a structural rebuild). AAG confirmed copy-only changes are low-effort to implement.

Lead Generation CTA

Goal: Make the website an active lead-generation tool, not just a validation/credentialing page.

Implementation:
- Button label: "Schedule a 15-Minute Discovery Call" (or similar)
- Placement: Employers page (primary), About Us page (secondary)
- Links to a Calendly-style scheduler connected to Paul's calendar
- Rationale for Paul-only routing: he can convey Finwell's mission and passion most effectively at this stage; others can be added later

Domain & Infrastructure

• Domain: finwellu.com registered in GoDaddy under John Jonas's account
• 2FA contact: John's cell (...783045) — needed for any future GoDaddy access
• Name servers updated during the call to point to AAG's server (name servers labeled "Frank" and "Tricia" internally)
• Coming-soon page activated on the primary domain immediately — allows the domain to propagate and be shared verbally without exposing the in-progress site

Timeline

Jan 29        → DNS pointed; coming-soon page live
Feb 2 (EOD)   → Peter delivers revised copy to AAG team
~Feb 2–14     → AAG implements copy updates and CTA
~Feb 14–16    → Final walkthrough call with Finwell team (page-by-page review)
Feb 17        → Go-live
Post-launch   → Phase 2: blog/news section under ongoing retainer

Action Items

• [ ] Mark Hope (AAG) — Finalize DNS records for finwellu.com; set primary domain; activate coming-soon/countdown page; implement 15-min discovery call CTA on Employers and About Us pages once copy is received
• [ ] Peter Tourville (NextLevel) — Deliver revised site copy (page-by-page) to Karly, Mark, and Melissa by EOD Monday, February 2; then schedule page-by-page walkthrough call with AAG
• [ ] John Jonas (NextLevel) — Deliver Broadridge calculator/resource library integration details to Peter by the following week
• [ ] AAG (Karly/Melissa) — Schedule final site walkthrough with Finwell team once copy updates are implemented; coordinate go-live for February 17

Notable Transcript Excerpts

Peter Tourville: "What came back to me when I got the information back is that it basically said you're talking about features more than you're talking about outcomes, which I agree with in reading through it again."

Peter Tourville: "One thing we're missing on this website is I think that we should have a button that says basically schedule a brief 15-minute discovery call… This is not just a validation site. This is actually I need there to be a call to action on this site at all times."

Karly Oykhman: "I would be hesitant to put it just up here to where it lives on every page just because if it's somebody who is coming to log in to sign up for an event, that's not capturing the people who you want to capture." (rationale for Employers/About Us placement only)

Mark Hope: "Now's the time to do that, Peter. If you think we should tweak it, let's tweak it now and get it right."

Related

• ^[1]
• ^[2]