FinWellU Financial Learning Library Build-Out
Overview
During the [1] pre-launch website review (Feb 10, 2026), the team identified significant problems with the existing Financial Learning Library and agreed on a strategy to rebuild it in a way that maximizes SEO value and improves usability. The core decision: convert Broadridge content from PDFs into individual, indexable webpages.
This work was scoped as part of the broader [2] and is targeted for inclusion in the Feb 17 site launch, with content delivery from John Jonas as the gating dependency.
Problem Statement
The existing Financial Learning Library had two core issues:
- Poor formatting and navigation: Content was difficult to browse and lacked clear differentiation between topics.
- PDF-based delivery: Broadridge content was served as downloadable PDFs rather than web pages, making it invisible to search engines and reducing the SEO value of the library entirely.
Strategy
1. Convert PDFs to Individual Webpages
Rather than linking to or embedding Broadridge PDFs, each topic will be built as a standalone webpage within the FinWellU site. This approach:
- Makes content crawlable and indexable by search engines
- Allows internal linking across the site
- Improves the user experience by keeping visitors on-site
Content source: John Jonas will provide a Word document containing the Broadridge topic headers and body text. Karly Oykhman will use this to build the individual pages.
2. Improve Filtering and Topic Differentiation
The library UI will be cleaned up to make it easier for users to find relevant content. This includes better visual differentiation between topics and improved filtering mechanisms.
3. Calculator Integration
Financial calculators will be added to the library as interactive tools. John Jonas will coordinate directly with Karly Oykhman on which calculators to implement and how to customize them for the FinWellU audience.
Action Items
| Owner | Task |
|---|---|
| John Jonas | Send Word doc of Broadridge topics/headers to Karly |
| John Jonas | Coordinate with Karly on calculator selection and customization |
| Karly Oykhman | Build individual webpages from Broadridge content once received |
| Karly Oykhman | Clean up Financial Learning Library UI; improve filtering and topic differentiation |
Key Decisions
- Webpages over PDFs — Explicitly chosen for SEO. PDFs provide no search engine value; individual pages do.
- Content ownership — John Jonas is responsible for providing the source content; Karly owns the build.
- Calculators — Included in scope, with John Jonas driving the coordination on what to implement.
Design Principle
This effort reflects a broader content strategy principle surfaced during the call: resource content should live on the web, not in documents. PDFs are appropriate for downloads and leave-behinds, but a library intended to drive organic traffic and keep users engaged must be built as native web content.
Related
- [2]
- [3]
- [4]