Website Rebrand & Subscription Model Review — 2026-04-05

Overview

Website mockup review call with NextLevel/FinwellU stakeholders (Peter Tourville, John Jonas) and the AAG team (Melissa Cusumano, Mark Hope, Karly Oykhman). The session covered the FinwellU rebrand strategy, domain redirect plan, Salesforce webhook integration for the new RIA subscription model, homepage design feedback, and a video content strategy per audience segment. 18 action items were assigned across both teams.

Attendees:
- Karly Oykhman — AAG (lead, screen share)
- Melissa Cusumano — AAG
- Mark Hope — AAG
- Peter Tourville — NextLevel/FinwellU (external)
- John Jonas — NextLevel (external; absent due to illness)

Key Decisions

Rebrand & Domain Strategy

• Brand name confirmed: "FinwellU" — chosen for its educational tone ("U" for university) and strong resonance with HR/benefits directors. The name tested well with HR and benefits director contacts.
• Domain approach: The existing site remains on the Financial Wellness Done Right domain (a registered trademark / LLC). The FinwellU domain will redirect to the Financial Wellness Done Right site — not the other way around.
• Trademark notation: "Financial Wellness Done Right®" should carry the registered trademark symbol (®) wherever it appears on the site.

Subscription Model & Salesforce Integration

• A paid subscription service for RIAs is being launched. Subscription fees are paid in advance; the website's job is to track who registers and from which company.
• Login flow: Each client company receives a single shared login. Employees use that login to reach a password-protected page listing available workshops, then provide personal info when registering for a specific event.
• Webhook requirement: On registration, a webhook must push the following data to Salesforce:
• Registrant name
• Company name
• Workshop name
• Date
• Purpose: Enables accurate revenue splits between NextLevel and subscribing RIAs.

Homepage Design Updates

• Add a third CTA button for "RetireU" alongside the existing Young Professionals and Employers buttons (labels TBD — "Pre-Retirees" preferred over age-explicit phrasing).
• Remove the generic Resources button; resources are now audience-specific (ThriveU Resources / RetireU Resources).
• Feature the Venn diagram visual prominently — it is the primary sales tool used in employer presentations.
• Add the internal statistic: "94% of all attendees say they intend to make a change in their financial situation."
• Replace all instances of "clients" with "people" (e.g., "we put people first") to avoid a sales-solicitation tone.
• Update the logo: replace "Financial" inside the U with "Finwell" — requires vector file from Peter.
• Remove the Madison address from the footer (staff member has relocated).

About Us Page

• Remove all individual team photos for now (team has experienced losses this year; Peter wants to revisit the approach).
• Replace photo section with collective experience copy (e.g., "As a team, we bring over 500 years of combined investment advice experience") — tone should be corporate-friendly and expertise-focused without requiring ongoing photo updates.

Video Strategy

Mark Hope (framing the copy/video goal): "You're trying to convince somebody of two facts. One: what they're going to learn is useful. Two: it's not going to be painful. It's going to be useful, snappy, to the point, and you're going to be happy you did it."

Phase 3 Feature (Future — Not Current Scope)

• Certificates of completion via QR code: At the end of a workshop, attendees scan a QR code embedded in the presentation slide, which opens a form/page on the site. Completing the form generates a certificate or confirmation that attendees can submit to their employer for wellness points.
• Incentivizes survey completion and attendance tracking without requiring individual logins.

Action Items

AAG (Karly Oykhman)

• [ ] Add RetireU CTA button on homepage
• [ ] Remove generic Resources button; add ThriveU-specific and RetireU-specific Resources buttons
• [ ] Design homepage Venn diagram visual; incorporate top 3 bullets + 94% stat
• [ ] Replace "clients" with "people first" across site
• [ ] Update logo once vector file received from Peter
• [ ] Build company-specific pages and logins once company/workshop list received from Peter
• [ ] Remove team photos from About Us page
• [ ] Draft About Us copy with corporate-friendly, expertise-focused tone
• [ ] Draft copy for ThriveU/RetireU pages; update "skills" label per Peter's direction
• [ ] Remove Madison address from footer
• [ ] Add Young Professionals / Pre-Retirees / Employers buttons on homepage
• [ ] Move existing employer video to Employers page
• [ ] Add video placeholders on ThriveU and RetireU pages (Peter to provide vignette clips)
• [ ] Resend current site mockups to Peter
• [ ] Design completion QR/form flow; integrate CTA into site (Phase 3 planning)
• [ ] Add Peter (Next Level email) to Masonic site call with Adam — Thursday 2 PM

NextLevel (Peter Tourville)

• [ ] Send FinwellU logo vector file to Karly
• [ ] Send list of client companies and associated workshops to Karly
• [ ] Provide updated stats (top 3 bullets, 94% stat) to Karly
• [ ] Draft ThriveU/RetireU copy (bullet points + detail); collaborate with AAG to finalize
• [ ] Reshoot homepage employer-agnostic video with Paul

Context & Background

• The subscription model rollout was originally planned for November in Charleston; it was pushed. Current target: paperwork signed by January 1st, rollout in February.
• Target launch date: Before February 1st (soft target).
• NextLevel is also expanding into benefits education for new hires across multiple companies, presenting all benefits (not just financial wellness) through broker partnerships.
• A separate Masonic Foundation website project is also in flight; Peter was added to a Thursday 2 PM call with Adam (new executive director) to align on that work.

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