--- title: FinWellU Rebrand to Financial Wellness Done Right (FWDR) type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-01-19-nextlevel-website-call-115353206.md tags: - branding - nextlevel - fwdr - finwellu - rebrand - logo layer: 2 client_source: null industry_context: null transferable: true --- # 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 [[clients/nextlevel/2026-01-19-nextlevel-website-launch-planning|January 2026 launch planning call]]. --- ## Brand Identity ### Name | Context | Usage | |---|---| | Full brand name | **Financial Wellness Done Right** | | Abbreviated / conversational | **FWDR** | | Platform shorthand (HR-facing) | **FinWellU** | 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 [[knowledge/content/resource-library-mapping]]) - External links (Social Security Administration, Medicare, financial calculators via Broadridge) are planned additions to the resource library under the FWDR brand --- ## Related - [[clients/nextlevel/_index|NLP Wealth Management Client Overview]] - [[clients/nextlevel/2026-01-19-nextlevel-website-launch-planning|Launch Planning Call — Jan 2026]] - [[knowledge/web/wordpress-smtp-email-deliverability|WordPress SMTP & Email Deliverability]] - [[projects/nextlevel/fwdr-website-launch|FWDR Website Launch Project]]