FinWellU Rebrand to Financial Wellness Done Right (FWDR)

Overview

NLP Wealth Management is rebranding their financial wellness workshop platform from the internal project name "Next Level" to the public-facing identity Financial Wellness Done Right (FWDR). The rebrand encompasses a new domain, logo, and consistent brand voice across all user-facing touchpoints including the website, confirmation emails, and event communications.

This decision was finalized during the ^[1].

Brand Identity

Name

Peter Tourville's rationale: "Financial Wellness Done Right" is the preferred public identity. "FinWellU" is a sales-friendly shorthand that rolls off the tongue more easily in HR conversations. Both names will appear across the platform with enough frequency that audiences will naturally connect them.

"I like Financial Wellness Done Right, but FinWellU is just one of those things we can sell to HR people when we get in there — it's just easier, rolls off the tongue quicker." — Peter Tourville

What to Retire

Any reference to "Next Level" must be removed from all user-facing surfaces:
- Website copy and page titles
- Confirmation and notification emails
- Event registration communications
- Domain and sender addresses

Domain

Selected domain: finwellu.com

A second domain (myfwdr.com) is also registered but not selected for the primary site.

Domain Switch Action Items

The domain is registered through GoDaddy. Switching requires coordinated access due to two-factor authentication (2FA) on the account. A short (~10 minute) call between Karly Oykhman and John Jonas is needed to complete the domain transfer.

• Owner: Karly Oykhman (Asymmetric) to schedule and execute
• Dependency: John Jonas must be available to receive and confirm the 2FA prompt

Logo

Selected: Logo D

Rationale: Logo D visually separates the words "Financial Wellness," which Peter Tourville and John Jonas both preferred for clarity. The selection was made from a set of logo variants developed by Asymmetric following the existing NLP Wealth Management brand style.

"I like D because it separates the two words." — Peter Tourville

Next step: Asymmetric (Karly Oykhman) to replace the current logo on the staging site with the approved Logo D variant.

Email & Communications Branding

All system-generated emails must be updated to reflect the FWDR identity. The current generic WordPress confirmation emails are considered insufficient and require a full overhaul.

Registration Confirmation Email Requirements

• Logo: Include Logo D / FWDR branding at the top
• Tone: Add a brief "hype" statement about financial wellness (not just a dry "you have successfully registered" message)
• Call to Action: Direct users to the next step — registering for a workshop — since account creation and event signup are a two-step process
• Utility: Encourage users to save the email as a reference for future logins
• Sender domain: Emails should come from finwellu.com once the domain switch is complete

Event Confirmation Email Requirements

• Must support dynamic content based on event type:
• Virtual events: Include join link / virtual meeting URL
• In-person events: Include physical location details (room, address, etc.)
• These are distinct from the account registration email and should be treated as a separate template

Brand Voice Notes

• The platform serves two distinct user segments, reflected in sub-brand names:
• RetireU — content and resources for employees approaching retirement
• ThriveU — content and resources for younger professionals
• Resource library content should be bucketed accordingly (see ^[2])
• External links (Social Security Administration, Medicare, financial calculators via Broadridge) are planned additions to the resource library under the FWDR brand

Related

• ^[3]
• ^[4]
• ^[5]
• ^[6]