Sloan Advisory Group × FinArt
Confidential · Proposal No. 30 · 07.24.2026
Prepared for
Rachel Sloan, CFP®, CRPC®
“Quiet work, real impact.” You wrote that to your clients this month. This project makes it true everywhere else: your positioning, your website, your presence in Bend. Not louder. Clearer.
Revolution took you independent in 2016. Evolution rebuilt how you operate. The Third Act is the firm you have been quietly preparing for: Bend-rooted, above $100M, working with the 10–15 households you actually want.
01 / The Return
In your terms
The gap
The threshold that keeps you SEC-registered as you transition to Oregon.
Households
New households, at $2–3M each, close the gap. Starting 2027, on your timeline.
Per household, per year
What one $2.5M household generates at your published 0.75%–1% schedule. Recurring, for 15 to 20 years.
The Foundation investment is $25,000. Roughly one new household’s first year, using the 0.75%–1% management fee range from your own Form CRS. Everything after that first client is compounding return, and the brand keeps working for every household that follows. Two clients in, this is the cheapest thing your growth plan owns.
But the sharper way to see it: the cost of not doing this is invisible and larger. Every month, $2–3M Bend households are searching, landing on a site that says Glens Falls, reads loud where you are quiet, and shows no client voices. They choose someone else without ever telling you.
What we’re solving · From Audit No. 30
01
“Financial Confidence for Life” fails the Cover Your Logo test. “Confidence” appears ten times on your primary pages. Client voices, zero.
02
You have lived in Bend since 2020. Your website has not moved with you, and you cannot win Bend search results while every page says New York.
03
Widowhood-era positioning runs through the whole site. It describes the practice you have evolved past.
04
“Uniquely crafted” and “trusted,” while the real evidence sits unframed: 25 years, fee-only, woman-owned, CFP®, SEC-registered.
05
Get Started, Learn More, Let’s Connect, How We Help. Four competing asks in front of a good 30-minute consult.
02 / The System
04 phases, tried and true
Every engagement runs the same four-phase system. The one on my site, the one 16 firms have been through. You always know where we are, what is happening this week, and what comes next.
Every Friday between noon and 4pm Central, you get a written update. That is a promise, not a habit.
Phase 01 · Weeks 1–2
Already begun. Audit No. 30 is its first artifact.
Kickoff: business plan, growth goals, the $100M path
Bend market and competitor research: who else is selling the journey
Analytics and marketing baseline, so results are measurable later
3–5 interviews with your favorite clients. Their words become your copy.
Ends with a picture of the market you are entering and the clients you are keeping.
Phase 02 · Weeks 3–6
The strategy phase. Everything visual waits until this is signed.
90-minute facilitated strategy workshop with our brand strategist
Positioning, messaging architecture, voice and tone: quiet, sophisticated, warm
Your ideal 10–15 households, defined precisely
Your client process, renamed. A fresh alternative to the worn-out journey metaphor.
Decision framework: colors to keep vs. evolve, backed by evidence, not taste
Ends with the Positioning Brief you sign. The contract for everything that follows.
Phase 03 · Weeks 7–14
No taste debates: every design decision traces to a line in the brief you signed.
Visual identity: logo system, color, typography. Sophisticated image, real warmth.
Website copy, page by page, in a shared doc you can see evolve
Framer website build: Bend-first, one clear path to your 30-minute consult
Typeform pre-qualifier flow, so only qualified prospects reach your calendar
Local SEO foundation for Bend, with the New York location handled with care
Photo shoot direction and curation with a Bend photographer: shot list, final selects
Blog strategy: your target-market content plan, and where Anything But Zero fits
Ends with a site that delivers the news instead of following it.
Phase 04 · Launch + beyond
The rebrand is the announcement. The site does not follow the news, it delivers it.
Brand rollout plan: client letter, LinkedIn, blog, in your quiet voice
Launch support through go-live
Then the ongoing partnership, detailed in section 04
Ends when Bend can see who you already are.
03 / The Foundation
Everything included
A · Strategy & Positioning
Full brand and website audit (done)
Bend market and competitive research
3–5 client interviews
Facilitated positioning workshop
Signed Positioning Brief
Messaging architecture, voice and tone
Ideal-household definition ($2–3M Bend)
Client process renamed and reframed
Marketing and channel strategy for Bend entry: accountants, attorneys, thoughtful direct outreach
B · Identity & Website
Complete logo system (all formats, print and web)
Color system, evolved with evidence
Typography system
Full website copywriting
Framer website, built for conversion
Typeform pre-qualifier and consult flow
Local SEO foundation (Bend-first, NY handled)
Photo shoot direction, shot list and curation
Domain strategy: WhenAdviceMatters(Most).com
Blog strategy, including the Anything But Zero decision
Brand guidelines, so everything stays consistent
Announcement and rollout plan
Analytics baseline and measurement setup
The Strategic Checkpoint
You sign the Positioning Brief before anything gets designed. If we are not aligned there, we stop there. You keep the strategy, the research, and the brief.
That is how I protect both of us: structure, accountability, and no surprises. Your words from our first call. They are the right ones.
Not included: the photographer’s fee (billed directly by the photographer you choose. I direct and curate the shoot), paid media budgets, printing costs.
04 / After Launch
A sprint, then a steady state
You asked the sharpest question of our meeting. Market entry is a campaign with a finish line, not a subscription. So the ongoing work comes in two distinct pieces, exactly as you asked to see them.
01 · The market-entry engine
/mo · 6 months
Runs from launch until the momentum is yours. Then it ends.
Monthly strategy session: what is working, what is next, in plain numbers
Local SEO management: Bend search visibility, Google Business, citations
Content engine: monthly blog and newsletter design, targeted to your $2–3M households
Hyper-local campaign support: accountant and attorney outreach materials, the thoughtful-gift direct mail
Quarterly brand and conversion review against the analytics baseline
All website updates and maintenance included during the sprint
02 · The steady state
/mo · cancel anytime
The brand and site stay sharp without you thinking about them.
Website maintenance, platform upkeep, and content edits
Blog posts formatted, designed, and published as you write them
SEO health monitoring, so Bend visibility holds
Brand QA on anything you produce: decks, letters, one-pagers
Same-week turnaround and a quarterly check-in call
After six months, the sprint steps down. Automatically.
Both are optional, and neither is required to say yes to the Foundation. But I will be honest with you, the way you would be honest with a client: a market entry without the sprint is a website hoping to be found. The sprint is where the 10–15 households actually come from.
05 / Investment
Timeline & next steps
The Foundation
· Phases 1–3 + launch (14–16 weeks)
one-time
The Bend Growth Sprint
· from launch
6 months
Website Care
· after the sprint
ongoing, cancel anytime
Foundation payment schedule: $10,000 at kickoff · $7,500 at Positioning Brief sign-off · $7,500 at launch.
No payment surprises. Like your rebalancing weeks, everything announced before it happens.
The ROI check, one more time
Year-one total with everything: $43,000, plus $6,000 of Website Care makes $49,000. One $2.5M household returns $18,750–$25,000 every year at your published 0.75%–1% schedule, before planning fees. Run it with your own numbers: the full engagement pays for itself inside your first two new households, and the brand keeps working for the next fifteen.
The measurables we set in Phase 1 mean you will see this happening, not hope for it. The worst marketing strategy is hope and wish.
Timeline
August
You decide. Enjoy the vacation first. This proposal is valid through August 31.
September
Kickoff. Diagnose begins and client interviews are scheduled.
October
Positioning Brief signed. Build begins and the photo shoot is directed.
December
Website complete. Announcement and rollout: the site delivers the news.
January 2027
Growth Sprint running. Exactly when you said you want momentum for new clients.
To say yes
Reply to this proposal, or grab 15 minutes on my calendar when you are back from vacation. I will send the agreement and we will pick the kickoff date. And Rachel, thank you for the conversation so far.
06 / Closing
Sloan Advisory Group × FinArt
Prepared for
Rachel Sloan, CFP®, CRPC®
Sloan Advisory Group
Prepared by
Josh Passler
FinArt · josh@thefinartist.com
Dated
07.24.26
Valid through
08.31.26
Confidential to Sloan Advisory Group