Case Study · Built From Zero
IUL.Fund didn’t have a website. Launch Automation built something bigger than one: a goal calculator that turns a visitor into a lead in one screen, a gated membership portal with courses and a moderated community, and a full owner’s back office with its own database to run it all from. This is a lead-generation engine for indexed universal life insurance, built to run itself.
Visit the live siteThis wasn’t a redesign. There was nothing to redesign. Selling IULs to parents and early-retirement-minded adults takes more than a brochure - it takes a way to capture a goal, prove the math, and manage the relationship afterward. Here is what that meant with nothing built yet.
There was no domain to send a prospective parent or early-retirement-minded client to - nothing to run a paid or organic campaign against.
An IUL pitch depends on a visitor seeing their own number - what $114 a month starting at age 5 actually becomes by 65. There was no calculator to produce that number.
Insurance sales cycles run long. Without a membership system, every lead had to be tracked and followed up with by hand, or lost.
No record of who signed up, what they logged, what they clicked, or who needed a call back - because nothing existed to record it in.
No single place to see new leads, book calls, message members, or run the business day to day.
Nothing declared IUL.Fund, what it offers, or how the calculator works in the hidden layer Google and AI assistants read - because nothing existed to declare it.
Everything below runs off the same database, behind the same login. This is why a build like this is scoped and priced differently from a normal website - it’s closer to standing up a small SaaS product than publishing a page.
A goal calculator on the homepage that turns “I want my kid to retire early” into a real dollar figure - and a captured lead - in under a minute.
Every visitor who saves a plan gets an account: a dashboard, courses, a community, and 19 money tools, gated behind login.
A moderated discussion board where members and a licensed agent talk in public, building trust before a sales call ever happens.
A CRM built into the same login: every lead, every member, every call request, courses and badges, and a broadcast tool to message everyone at once.
A visitor picks a goal - retire their kid at a set age, or retire themselves - sets an amount and a starting age, and the calculator shows exactly what a monthly amount grows into by 65. Save the plan, and it becomes a member account and a lead in the back office at the same moment.
This is the entire lead magnet: no phone call, no form fatigue - a visitor sees their own number before they’re ever asked for an email.
Once a visitor saves their number, they’re not done - they’re a member. These are real screens from a live test account, captured after logging in with the credentials the operator provided for this case study.
This is the part a typical website never has - a real CRM, wired to the same database as the member portal and the calculator, so nothing gets tracked twice. Screens below are from the same live test login.
Eight tabs, one login - Overview, Members, Calls, Community, Courses and badges, Chat leads, Broadcast, and Marketing. This is the part of the build that makes it a business, not a brochure.
Every row on the right was measured directly on the live site on 2026-09-03. Every row on the left is simply what did not exist yet.
There is no archived old site because there was no old site. Every “Now, live” figure above was measured directly from the live site’s own source files and HTTP headers on 2026-09-03; methodology available on request.
Here is what was actually delivered - not a template with new colors.
Every part of IUL.Fund reads and writes to the same Cloudflare D1 database - the calculator, the member portal, the community board, and the back office all share one source of truth:
Goal or budget mode, age and growth-rate sliders, a live chart, and a “waiting costs you” comparison.
Credit, budgeting, investing, starting a business, taxes, buying a first home - each with a quiz and a certificate.
30 members, 18 posts, 37 replies at capture - moderated by a licensed life and annuity agent.
5 levels from Starter to Legacy, 19 badges, and a public leaderboard.
8 tabs covering every lead, every member, every call and every post - built for one person to run.
A real database behind the site, not a contact form emailing a spreadsheet.
Organization, WebSite, WebPage, WebApplication, FAQPage and HowTo structured data, verified on the live source.
Strict Content-Security-Policy with no third-party scripts, HSTS, nosniff and a locked Permissions-Policy on every response.
Anyone can see the calculator. The layer underneath - the one Google, Siri and ChatGPT actually read - is where a lead-generation platform built from zero either gets built right the first time, or doesn’t get built at all.
What most new platforms start with - nothing
What we give every client
Building a business in a box means the layer underneath either gets built right the first time,
or it never gets built at all.
Every figure above was measured on the live site’s own source files and HTTP headers on 2026-09-03. We don’t promise rankings - nobody honestly can. We build sites that search engines and AI assistants can actually read, which is what rankings are built on. The preview domain this case study links to is intentionally marked noindex - its own canonical destination is the client’s iul.fund domain.
So the calculator, the portal and the community were all built for the phone first. The left screen shows what a phone found before this build - nothing. The right screen is a same-day capture of the live homepage, scrolling at phone size.
On the live site, the calculator is the first thing on the homepage - no scrolling past a hero image to find it, and no separate app required to run the numbers.
No website
No calculator to show the math
No membership system
No back office or CRM
No database of any kind
Invisible to Google & AI
Live goal calculator, front and center
Full member portal - courses, tools, community
8-tab owner’s back office
Cloudflare D1 database behind everything
Gamified progress that keeps members coming back
Structured for Google & AI, day one
Published custom-CRM pricing puts a build with this scope - member accounts, an admin dashboard, and a database behind it - at $15,000 to $200,000-plus up front, plus 15-20% of that per year in maintenance. Separately, published membership-site pricing runs $1,500 to $6,000 for a custom-designed member area alone, before a CRM is even part of the picture. This build shipped the calculator, the membership portal, and the back office CRM together, in one relationship.
Multiple vendors, billed separately
Lead-magnet calculator, its own build
A membership site platform, licensed separately
A custom CRM or admin dashboard, its own project
A database to connect all of it
Hosting, security & maintenance
Every future edit, billed
One relationship, everything included
A live goal calculator, built as the homepage
A full gated membership portal
An 8-tab owner’s back office / CRM
A Cloudflare D1 database behind all of it
Hosting, SSL & security headers included
Ongoing edits - you text it, we ship it
This was a complex build - a calculator, a membership platform and an owner’s CRM, all wired to one database, delivered in 48 hours. Most builds carry a low or no build fee and a monthly fee priced to the scope of the work; a system like this one runs higher than a typical website because it is genuinely more than a website.
No existing site required. Tell us what you sell and who you serve - that’s the whole assignment.
The calculator, the membership system, the back office and the database - built around what you actually do.
You see everything at a private link before anything goes live to the public.
Starting from nothing, or replacing something old - tell us what you need.
