H Financial Management Re-Design

Background:

H Financial Management is an independent financial service firm that helps their clients manage their financial lives no matter how complicated it gets. Their customized financial plans are designed to help grow, protect, and conserve their client’s wealth by delivering an unprecedented level of personalized service. Their mission is to create and maintain wealth for their clients through long-term effective asset management. They build client relationships based on trust, competent professional advice, continual communication and prompt personal service. They assist clients in setting financial goals, monitoring those goals, and keeping them informed of the progress and achievement of those goals.

Project Case Study:

Communication:

H Financial Management wants to communicate a focus on the client as an individual person with individual needs and goals, where the company is always putting the client’s best interests first. It wants to evoke a sense of trust, tradition and values while forming long-term personal relationships with their clients. In addition, they want the visitors to the site to visualize themselves achieving their financial goals and dreams. H Financial Managements Motto: “Helping People Manage and Simplify Their Financial Lives.”

The HFM website redesign will focus on structure and information architecture as well as creating sleek, modern design elements. The website will be divided into 5 main sections. The first section, “Personal Investing”, gives a basic overview of what HFM specializes in, including: Financial Planning, Asset Allocation, Retirement Planning, Estate Planning, Investment Planning, Education Planning and Insurance and Annuities. The other 4 main sections focus on needs for specific groups including:

• Employees/Retirees of big corporations
• Owners of small business
• Wealthy Individuals
• Current Clients

Special attention will be given to copywriting for the site, since this will be a driving force for generating referrals through current clients and helping to make clients feel at ease. The copy will emphasize a more client-centered, conversational approach that is non-threatening and does not contain “corporate speak”.

The redesign will also create a special section just for clients, where current clients may go for frequently asked questions, guides for reading their statement, looking at their statements online, as well as a call to action to refer a friend. Each element must be compliant according to SEC regulation.