Financial Wellness Platform Launches a Demand-Ready Enterprise Website
About BrightPlan
BrightPlan is a financial wellness platform for enterprise organizations, founded in 2016 by Marthin De Beer, a former Cisco Systems senior vice president, and headquartered in Boca Raton, Florida. It pairs an AI financial wellness coach with unlimited access to certified human financial advisors who are paid by salary only, so their guidance is benefit-aware and free of product incentives. Employers offer the mobile-first platform as a benefit, and employees use it for budgeting, retirement planning, debt management, and life-event decisions while HR teams get workforce insights. BrightPlan is an SEC-registered investment adviser, the first digital advisor certified by CEFEX, and supports more than 10 million employees with advisors across 50-plus countries.
Challenge
BrightPlan sells to enterprise HR and benefits leaders, often through partners such as benefits consultants, retirement plan providers, and HCM vendors, but its website was not built for demand generation. The site lived in HubSpot, where changes could not be made as quickly as the team wanted, and it had made little progress from an SEO and domain standpoint, so the website did not match the strength of the sales organization. Financial wellness is also a muddled term that can mean many things, and BrightPlan needed a site that defines it clearly for the right buyer while carrying its awards, security certifications, and global reach. SmartSites set out to rebuild the site on WordPress as a clear, fast, demo-driven platform for enterprise buyers and partners.
How we helped BrightPlan.
SmartSites builds a demo-driven enterprise website for financial wellness platforms
SmartSites designed and built a new website for BrightPlan that explains its AI-plus-human model to enterprise buyers and partners and makes requesting a demo the obvious next step.
- Design & UX: Created a navy and bright-blue enterprise look with yellow accents, a rotating globe hero, an announcement bar, and a customer logo strip under the fold.
- Solutions & partners: Organized the AI Coach, Digital Platform, Financial Advisors, Employee Engagement, and Security & Compliance solutions with dedicated pages for each partner type, from benefits consultants and brokers to HCM providers.
- Conversion flow: Put Get a Demo buttons in the header and every section, a request-a-demo form near the foot of the homepage, and a User Login link for existing customers.
- Trust & resources: Added customer testimonials, an awards and honors band, a featured-in press strip, and a resources hub with webinars, blog, use cases, FAQs, and a glossary.
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