Case Study · Website + Membership Platform
Tracey Twarog leads a team of 19 licensed advisors at TKT Enterprises. There was no website at all. We built 65Plan.org from nothing: two lead calculators, a free-for-life membership with courses, tools and a community, and a CRM back office where every lead lands - so there is no old site to compare this to, only what got built.
Tracey had no digital presence built for the two things her clients actually need: a straight answer at 65, and a real plan to retire early. Here is what was missing before this build existed.
Someone turning 65, or someone building wealth to retire early, had nowhere to plug in their own numbers and see a real score or projection first.
Nothing built trust before a sales conversation - no courses, no tools, no reason to believe the 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 evaporated.
A brand-new domain with nothing published yet - invisible to Google, ChatGPT, or anyone asking an AI assistant for a recommendation.
No CRM, no pipeline, no way to see who was warm, who needed a call, or who had gone quiet.
Nothing on the internet established that Tracey leads 19 licensed advisors comparing 8 carriers nationwide - just a name people would have to take on faith.
With nothing before it, 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.
Measured directly against the live site with Lighthouse 13 and by fetching robots.txt, sitemap.xml, llms.txt, site.webmanifest and every page's own HTML and structured data. 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.
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.
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.
This is what most website redesigns skip entirely: the system Tracey’s 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.
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.
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.
Every figure above was confirmed by parsing the live JSON-LD, fetching robots.txt, sitemap.xml, llms.txt and site.webmanifest directly, and running Lighthouse SEO on the homepage and both calculator pages. We don’t promise rankings - nobody honestly can. We build sites that search engines and AI assistants can actually read.
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 Tracey.
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.
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.
No made-up traffic charts. Just what is finished, checked and waiting for the domain to be pointed at it.
Because this build has not yet gone live on 65Plan.org, this case study intentionally reports what was built and measured rather than post-launch traffic, ranking or revenue claims.
No website, or a single static page
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
Published pricing puts a custom-built membership platform with courses, tools and a community like this at $15,000 to $100,000 or more from a traditional developer - or a recurring 50% to 65% of revenue on off-the-shelf membership platforms that never let you own the site or the member data.
Custom build, or a revenue-share platform
Design
Development
Membership & course infrastructure
CRM setup
SEO & compliance work
Hosting
Ongoing maintenance
Every future edit, billed separately
One build fee, one monthly price - all of it 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 was a full membership platform built from a blank domain - calculators, courses, a community and a CRM, not just a marketing site.
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.
No. There was no prior site. This build started from a blank domain, which is why this case study measures the finished build against itself rather than an old site.
This entire platform, two calculators, a gamified membership, a community and a CRM back office, went from a blank domain 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.
Tell us about your business. We’ll show you what it could become, even if there is nothing live today.
