Case Study · Website + Membership Platform
A new way for a team of 19 licensed advisors to generate leads and keep them: two calculators that turn strangers into members, a free-for-life membership with courses, tools and a community that keeps them coming back, and a CRM back office where every lead lands.
The Problem It Solves
Someone turning 65, or someone planning to retire early, wants two things before they will talk to anyone: a straight answer and a real number. A typical advisory site offers neither, so the interest leaks away. Here is the gap this platform was built to close.
Someone turning 65, or someone building wealth to retire early, wants to plug in their own numbers and see a real score or projection before they call anyone.
Nothing builds trust before a sales conversation - no courses, no tools, no reason to believe a team before ever talking to them.
Most people are not ready to enroll or invest the day they look. With nothing to return to, that interest just evaporates.
A practice with nothing structured published is invisible to Google, ChatGPT, or anyone asking an AI assistant for a recommendation.
No CRM, no pipeline, no way to see who is warm, who needs a call, or who has gone quiet.
Nothing online that establishes a team of 19 licensed advisors comparing 8 carriers nationwide - just a name people would have to take on faith.
The Build, Measured
This is not a before/after. It is what we personally measured on the finished build, shown next to what a Medicare or wealth practice site typically ships when nobody built the technical layer on purpose.
The left column is not a specific audit of a prior 65Plan.org - it never existed - it is what is typical for sites in this space that skip the technical layer.
What Was Built · The Public Site
The public site is the lead magnet. A visitor picks Medicare or wealth-building, answers five questions, gets a real number in under five minutes with no email required, and every calculator run becomes a lead in the back office. Tap any page to see the actual screenshot full size.
Inside the Members Area
Anyone who runs a calculator can join free for life. Once inside, they land in a real membership: a dashboard that tracks a live savings goal, 8 courses with quizzes, 19 interactive tools, badges, levels, a leaderboard, a moderated community and a one-click free strategy call - all built to keep a lead coming back long after the first visit, instead of going cold.
9 distinct member templates in total - dashboard, meeting room, community, courses, individual course lessons, tools, messages, badges and profile. Only 6 are pictured above to keep this section readable; open the two lists above to see every course and every tool by name.
What a member actually gets
The free calculators are the front door, not the whole house. Here is everything behind them, and what each piece is for.
The Medicare Clarity Check scores coverage gaps out of 100. The Retire-Early Number projects a monthly amount against a taxable account. Both ask one question at a time, end in a reward reveal, and carry a compliance notice on every result - and both land in the same back office, so a lead is a person with their number attached rather than a form submission.
Seven Medicare, eight wealth and four shared - coverage gaps, Advantage against Supplement, Part D cost, the enrolment countdown, compound growth, Social Security claiming age and more. Each one saves to the member.
Five lessons per course written in plain language for a phone screen, and a 40-question bank. Seventy percent earns the certificate and the points.
Starter through Legacy, driven by points, with confetti and a level-up overlay - the small wins that bring somebody back between calls.
Real names and photos on the home page rather than stock imagery, so a visitor can see who they would actually be talking to.
Somewhere to ask the Medicare question they would never post publicly, answered in the open so everyone else reading benefits too.
A direct line that is not a public post and not an email thread that gets buried - threaded per member and visible in the back office.
Live sessions run where the plans, tools and courses already live rather than on somebody else’s webinar platform.
Marked up so search engines and AI assistants can quote them - the half of the build that gets found before anyone has heard the name.
The Owner’s Back Office
This is what most website redesigns skip entirely: the system the advisory team actually works out of every day. It is a real CRM built into the site, not a bolted-on spreadsheet.
Every member tracked as New, Contacted, Call scheduled, Client or Active, with a live count at each stage.
A dedicated tab tracks every course's lesson and start counts and every badge earned across the membership.
Six more admin tabs beyond what is pictured here - Chat leads, Broadcast, Meeting room, Marketing, Settings and more - all reachable from the same back office.
The whole member list exports in one click, and the team can preview the site exactly as a member sees it.
What the owner actually runs
The half a website redesign never includes: the screens the business works out of every day, and what each one is for.
Signups, numbers run and calls booked on one screen, with statuses and the people nobody has replied to yet - so the day starts from who needs an answer rather than from a count that only goes up.
The full list with statuses, filters and search, plus your own private notes on each person that they never see.
Message the whole membership, a filtered group, or a single member from their card - without exporting a list into a separate email tool first.
Every call request with what was asked for and when the person is free, so booking is a reply rather than a game of phone tag.
Approve, pin or remove posts and replies from one screen, so the public half of the membership stays something worth being judged on.
See which lessons get started and finished and which badges are actually earned, so the content earns its place instead of just sitting there.
Your details, your meeting link and your calendar link in one tab, plus a GoHighLevel connection so every lead lands in the CRM already being run.
Every request to talk with what the person asked for and when they are free, so nothing sits in an inbox.
Built for the Phone
The screen below is not a screenshot - it is the live site itself, loaded right now at phone width. Drag, scroll, tap it. This is what someone turning 65, or someone building wealth on their lunch break, actually sees.
Accessibility and SEO were measured directly with Lighthouse 13 against the homepage, the Medicare Clarity Check and the Retire-Early Number pages.
What Machines See
A brand-new domain starts invisible. Here is what was put in place so search engines and AI assistants have something real to read.
A licensed team isn’t just a name anymore.
It is structured data Google and AI can actually read.
We don’t promise rankings - nobody honestly can. We build sites that search engines and AI assistants can actually read.
The Scope
Here is everything actually delivered, in one list.
The Medicare Clarity Check and the Retire-Early Number, each a five-question wizard with a real result in under five minutes.
Every visitor can join with no email wall on the calculators themselves and no paywall once inside.
Real courses with real quizzes covering Medicare, Social Security, life insurance and retiring early.
Beyond the 2 public calculators, 19 more tools live inside the membership.
19 badges across 5 levels, with a real leaderboard ranking active members.
A public forum plus a one-click free 30-minute strategy call with the team.
Pipeline, calls, community moderation, courses and badges, CSV export and more, all built in.
A full disclosures page with carrier and tax caveats and a plain licensed-agent statement, not an afterthought.
Built for the Actual Business
Instead of one generic contact form, the site gives each part of the practice its own door in and its own way to turn a stranger into a lead.
Each card above opens the real, live page - the same one every visitor and every member actually uses.
Launch Readiness
No made-up traffic charts. Just what is finished, checked and waiting for the domain to be pointed at it.
At a Glance
A static website that gets looked at once
No way for a stranger to self-serve a Medicare score or a retirement number
No follow-up system for people not ready yet
Invisible to Google and AI assistants
Leads tracked in a notebook or not at all
No proof of licensing beyond a business card
2 calculators, a membership, a community
A real number in under 5 minutes, no email required
8 courses and 19 tools keep leads coming back
Structured data built for search & AI
A full CRM pipeline in the back office
19 licensed advisors, 8 carriers, stated on the site
The Scope
Custom build, or a revenue-share platform
Design
Development
Membership & course infrastructure
CRM setup
SEO & compliance work
Hosting
Ongoing maintenance
Every future edit
One relationship, everything included
Complete site, membership & back office
Hosting & SSL included
Unlimited edits - you text it, we ship it
You own the site and the member data
Search & AI setup, kept current
Compliance-aware copy included
Real human support by text
This is a full membership platform - calculators, courses, a community and a CRM, not just a marketing site.
How It Works
No existing website required. Text us what you do and who you serve. That is the whole assignment.
Lead calculators, a membership, a community and a CRM back office, built around your business, not a template.
You review everything at a private link, exactly like this page, before it ever replaces anything or goes live on your domain.
The questions a business owner actually has before building something like this.
A website gets looked at once. A membership gives every visitor a reason to come back: their own calculator results, courses, tools, badges and a community. The practice keeps a captive audience it can message, track and book calls with, instead of losing the lead after one visit.
This entire platform, two calculators, a gamified membership, a community and a CRM back office, went from idea to a live preview in weeks, not months.
Two lead calculators, 8 courses with a quiz on each, 19 tools beyond the calculators, a badges and points system, a member community, one-tap meeting requests, and a CRM back office that tracks every lead automatically. See the scope section above for the complete list.
This build was $1,000 one time and is $297 a month going forward, which includes hosting, the back office and unlimited future edits. Custom membership platforms typically run $15,000 to $100,000 or more built the traditional way.
It scores five real factors: enrollment timeline, current coverage, prescription count, network preference and budget, the same five questions published on the site’s own disclosures page. The Retire-Early Number works the same way: a monthly amount, a number of years and a chosen growth rate, compounded monthly, before fees and taxes.
AI assistants like ChatGPT, Gemini and Perplexity are increasingly where people ask for recommendations before they call anyone. If your practice isn’t described in a structured way those systems can read, you are invisible to that whole channel, not just to Google.
It is a hidden layer of your page written for machines instead of people: your calculators, your FAQs, your licensing, in a format search engines and AI can parse directly instead of guessing from your visible text.
We build the visible educational-only framing, carrier disclaimers and non-adviser language a compliance reviewer expects to see, and we flag anything that still needs a human legal read before launch. We are not a substitute for your compliance department.
A free membership gives a visitor a reason to come back: 8 courses, 19 tools, badges and a points leaderboard, so the relationship keeps building instead of going cold after one calculator result.
No. We can draft copy from a short conversation about your practice and revise it with you. Photos and a logo help, but a build can start without them.
You keep unlimited edits for as long as you are on the plan - you text a change, we ship it. The back office keeps tracking every lead from day one.
Off-the-shelf membership platforms typically take 50% to 65% of your revenue and you never own the site or the member data. This is built specifically for your practice, and you own it.
12 of 20 common questions shown here, plus one specific to how the calculators score a member - a different set and order than our other case studies, picked for this build.
