FinwellU Homepage Design Requirements

Consolidated design and content requirements for the FinwellU homepage, gathered during the December 2025 website mockup review with the NextLevel/FinwellU team. These requirements reflect decisions made by Peter Tourville and John Jonas (NextLevel) in collaboration with the AAG web team (Karly Oykhman, Melissa Cusumano, Mark Hope).

Related Context

• ^[1]
• ^[2]
• ^[3]

Navigation & CTA Buttons

The homepage hero section must include three distinct audience CTA buttons, replacing the previous two-button layout:

Decision: Peter confirmed a third button for RetireU is needed. Exact label wording for the pre-retiree segment was still being finalized ("pre-retirees" was the working term).

The generic "Resources" button must be removed from the main navigation CTA area. Resources are now audience-specific and live under the Help You Thrive and RetireU sections respectively — a generic catch-all no longer fits the site architecture.

Venn Diagram Visual

The Venn diagram is described as a primary sales tool — the visual that closes conversations with HR directors and benefits professionals. It must appear prominently on the homepage, not buried below the fold.

• Replace or redesign the current "donut hole" visual with a cleaner Venn diagram treatment
• The diagram should incorporate the top 3 value proposition bullet points (Peter to provide updated versions; existing bullets are dated to 2015)
• The Venn diagram section is the answer to "Why choose Financial Wellness Done Right?" — the visual and the bullets should work together to answer that question

Peter's framing: "When we go out and meet with people and sell them on the concept, that Venn diagram is kind of the sale."

94% Attendance Statistic

Add the following internal statistic prominently in the homepage Venn/stats section:

"94% of all attendees say they intend to make a change in their financial situation."

This stat was not present in the original mockup. It is an internally tracked figure maintained since the program's inception. It should appear alongside or integrated with the Venn diagram section as a key proof point.

Peter will provide the updated top-3 bullet stats to Karly for incorporation.

Logo Update

The current logo displays "Financial" inside the U letterform. This must be updated to read "Finwell" inside the U.

• Blocker: Requires the vector art file from Peter/John before the update can be made
• Once the vector file is received, Karly will update the logo across the site
• Action item assigned to Peter Tourville: send FinwellU logo vector to Karly

Copy Tone: "People" Not "Clients"

Replace all instances of the word "clients" with "people" (or "people first") across the homepage and site-wide.

Rationale: The site serves an employer/HR audience. Language that implies solicitation or a financial advisory relationship ("clients") undercuts the educational positioning. The goal is to avoid any tone that sounds like a sales pitch or legal disclaimer.

Mark Hope's suggested replacement: "We put people first" — approved by Peter on the call.

Video Strategy for Homepage

The homepage video should be general and audience-agnostic — speaking to young professionals, pre-retirees, and employers simultaneously. It is not the place for employer-specific or program-specific content.

• Peter plans to reshoot the homepage video with Paul (his brother) to align with this broader message
• The reshooted video should communicate: "Whether you're younger, older, whatever — we're here to educate, inform, and motivate"
• The existing employer-focused video (currently on the homepage) should be moved to the Employers page
• Audience-specific pages (Help You Thrive, RetireU) will use seminar snippet/vignette clips — not the homepage

See ^[4] for full per-page video plan.

Additional Homepage Items

• Trademark display: "Financial Wellness Done Right®" should display the registered trademark symbol (Circle R) wherever the full phrase appears
• Audience segment buttons below fold: In addition to the hero CTAs, add visual buttons/cards for Young Professionals, Pre-Retirees, and Employers further down the page to catch users who scroll past the hero

Action Items (Homepage-Specific)