Case Study · Website + Membership Platform
Krystal Londono is a licensed life and health insurance agent in all 50 states (NPN 16261381) and a certified tax strategist. She had no website at all. We built Protected With Love from nothing: a two-path calculator, a free-for-life membership with 8 courses and 19 tools, a community and a live meeting room, and a CRM back office where every lead lands.
The Starting Point
Krystal runs two businesses in one: insurance and tax strategy. Neither had anywhere for a stranger to start. Here is what was missing before this build existed.
A family wondering if they could keep the house, or someone wondering what a monthly amount could grow to tax-free, had nowhere to plug in their own numbers and see an answer.
Nothing built trust before a sales conversation - no courses, no tools, no reason to believe Krystal on either insurance or taxes before ever talking to her.
Most people are not ready to buy the day they look, and nobody is ready to hand over tax documents to a stranger. 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 on either side of the business.
Nothing on the internet established that Krystal is a licensed agent with an active NPN and a certified tax strategist - just a name people would have to take on faith.
What's Live, Measured
With nothing before it, this build is judged on what a machine can actually verify right now - fetched directly from the live site, not estimated.
What Was Built · The Public Site
A visitor picks protecting their family or growing money tax-free, answers a couple of quick questions, and gets a real number with no email required. ACA coverage and tax help each get their own dedicated page. Tap any page to see the actual screenshot full size.
Life insurance, mortgage protection and final expense - sized with the same DIME method taught in the courses, not a generic quote form.
IUL and annuities for retirement - a monthly number and a time horizon become a real, if hypothetical, tax-free growth projection.
Who this protects, the monthly number, the time horizon - answered one at a time, each answer shown back as a checklist before the result.
Every output carries the estimate-only disclaimer, her NPN and 50-state licensing - never a bare number with no context.
Inside the Members Area
Anyone who runs the calculator can join free for life. Once inside, they land in a real membership: a dashboard that tracks their plan, 8 courses with quizzes and printable certificates, 19 interactive money-and-coverage tools, badges, levels, a moderated community and a live meeting room - all built to keep a lead coming back long after the first visit, instead of going cold.
Getting Started 0 pts Protected 100 pts Prepared 300 pts Secured 600 pts Legacy Built 1,000 pts
Dashboard, courses, individual lessons, quizzes, tools, community, messages, badges, profile, certificate and the live meeting room - 11 distinct member templates in total, plus direct messaging between members and Krystal. Only 6 are pictured above to keep this section readable; open the lists above to see every course, tool and badge by name, with what each one actually covers.
What a member actually gets
The free calculator is the front door, not the whole house. Here is everything behind it, and what each piece is for.
Protect your family, or grow money tax-free. A handful of quick questions on either path ends in a real figure with a compliance notice attached to every result - not a lead form pretending to be a quote. Every “save my number” creates its own private page with its own link, built to be texted to a spouse or another family member, so the next person arrives already looking at the plan.
On track or not, what the plan calls for, the projected result, and a one-tap button to log the month. No dashboard of empty widgets.
Short, plain-language lessons that read well on a phone, with a 40-question bank. Seventy percent passes, and a pass earns a printable certificate, a badge and points.
Saved per member and linked from the lessons that use them, so what somebody works out is still there the next time they log in.
Getting Started through Legacy Built, driven by points, with a small celebration on screen for every milestone.
Somewhere families can ask what they would never post publicly, answered in the open so everyone else reading gets the benefit.
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 and courses already live, rather than on somebody else's webinar platform.
Phrased the way people actually ask Google and an assistant, and marked up so those assistants can quote the answer directly.
The Owner’s Back Office
This is what most website redesigns skip entirely: the system Krystal actually works out of every day. It is a real CRM built into the site, with an optional one-paste GoHighLevel connection, not a bolted-on spreadsheet.
Every member tracked by status, with a live count at each stage and a needs-you list of what to do next.
Staff-only notes, status changes, and the ability to award points or a badge by hand.
More admin tabs beyond what is pictured here, all reachable from the same back office.
The whole member list exports in one click, and Krystal 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 agency works out of every day, and what each one is for.
Signups, plans run and sessions booked on one screen, with statuses and the list of people nobody has replied to yet - so the day starts from who needs an answer rather than from a number that only goes up.
A join is not just a name and an email - the path they chose and the number they saved are on the member card before the first hello.
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 session 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.
Schedule a session, paste the stream link, tell the membership and go live - all from the same back office, using your own meeting link.
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.
Built for the Phone
The screen below is not a screenshot - it is the live site itself, loaded right now at phone width, scrolling a full pass from the very top.
The iframe above is the actual live site, not a recording - resize your own browser to see it respond.
What Machines See
A brand-new domain starts invisible. Here is what was put in place, and confirmed live, so search engines and AI assistants have something real to read.
A licensed agent and tax strategist isn’t just a name anymore.
She 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.
Protect my family, or grow tax-free - one wizard, a real number in under a minute, a compliance notice on every result.
Two dedicated public pages for Marketplace health coverage and personal or business tax help, each its own door in.
Every visitor can join with no email wall on the calculator itself and no paywall once inside.
Real courses with real quizzes - members earn a printable certificate with a verification code by actually passing.
Money and coverage calculators across protection, tax-free growth, taxes and ACA coverage.
19 badges across 5 levels, plus a moderated forum where Krystal is the visible expert.
A standing room inside the membership for live sessions, with a schedule and a replay after.
Pipeline, private notes, chat leads, broadcast, community moderation, CSV export and optional GoHighLevel sync.
Built for the Actual Business
Instead of one generic contact form, the site gives insurance, tax and the membership itself their own door in and their 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, verified and waiting for the domain to be pointed at it.
At a Glance
No website, or a single static page
No way for a stranger to self-serve a 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 dual licensing beyond a business card
A calculator, a membership, a community, a meeting room
A real number in under a minute, 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
NPN and 50-state licensing, 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 for two regulated services
Real human support by text
This was a full membership platform built from a blank domain for two regulated services - insurance and tax - 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.
A lead calculator, 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.
A lead calculator built around your business, a free membership with courses and tools, a community, gamification, a live meeting room, and a CRM back office where every lead lands. See the scope section above for the full list.
This build was $997 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.
Yes. Krystal is both a licensed insurance agent and a certified tax strategist, so the calculator, the courses, the tools and even the compliance language were built around both sides of her business from the start, not bolted together after.
We build the visible disclosures, licensing statements and estimate-only 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.
AI assistants like ChatGPT, Gemini and Perplexity are increasingly where people ask for recommendations. If your business 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 business type, licensing, services and FAQs, in a format search engines and AI can parse directly instead of guessing from your visible text.
Most visitors are not ready to buy the day they show up. A free membership gives them a reason to come back - courses, tools, badges - so the relationship keeps building instead of going cold after one visit.
It gives Krystal a standing room inside her own membership for live sessions, with a schedule members can see and a replay link after, instead of sending people to a generic third-party webinar link.
No. We can draft copy from a short conversation about your business 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 a large cut of your revenue and you never own the site or the member data. This is built specifically for your business, and you own it.
12 of 20 common questions shown here - a different set and order than our other case studies, picked for this build.
