Site Review: InvestPlan.com

Invest Plan is marketing to individuals who are frustrated or overwhelmed by the investment choices available to them, but who do have money to invest. Their ideal customers would be busy people who don’t have the time or skills to digest all the nuances of making investments, from the numerous investment options to hidden fees. Invest Plan’s website informs its potential customers that it will take the guesswork out of the investment process, guide customers to the appropriate choices and tell them up front what it will cost. Their communication style is one of separating themselves as a relationship-based firm versus a large, complex organization looking to churn out major profits. The tone of its website is transparent, helpful and informative.

Design

The design of the site is very clean and crisp, with a nice color scheme and a minimal use of graphics. Their phone number is prominently displayed, and they use the best real estate on the landing page to quickly and concisely explain who they are and what they will do for you. Their memberships and affiliations are listed at the bottom of the page, rather than incorporated prominently into the site design, but they are easy to find for customers looking for reassurance that they are a legitimate firm. They’ve also added a well-placed video with a short, enticing descriptor, as well as a call to action for customers to enter their email for additional free information. Finally, a Q&A on the lower right portion of the page is up-to-date and relevant. The very clean design of the site is professional, simple to navigate and does not come across as a strong sales pitch.

Charts and graphs are used sparingly, but effectively, throughout the site. Subheadings and bullets make readability simple, so the content is easy to digest quickly. In addition, the subheadings are attention grabbers that are consistent with the overall tone of the site.

User Experience

I like the “see what we can do for you” call to action. Rather than immediately attempting to sell its services, the site asks the user a few very simple questions so it can take them to the appropriate portion of the site that best fits their individual needs. This gives the site more of a personalized feel.

The video on the landing page is well done, and acknowledges why investors are apprehensive about trusting others with their money.

Their claims are backed with charts and graphs as solid proof of the firm’s successful track record. Fees for each of their services are clearly visible, along with a description of each service that clearly outlines what the investor is paying for, and what he or she will receive. Each service page has a “get started” call to action, so there is no need for refreshing the browser or backing up to enroll.
Further, I appreciated that the FAQ is available as links as well as a cut and paste in its entirety.

Investplan.com does a good job of distinguishing themselves as being different from other firms who care less about the individual’s investment goals and more about growing their own customer portfolio.

Social Proof of Value

I also like the promise of “satisfaction guaranteed” included with each available service. While that’s a claim made by any number of companies, it’s reassuring for skittish investors considering parting with their money.

The site doesn’t include so much data and information that it adds to my confusion about investment choices. They make simple, easy-to-understand claims and back them up with credible evidence.

On the “About Us” page, the firm makes the claim “We work for you, not Wall Street.” I liked the statement, and believe that it works well with the overall tone of the site, which is one of reassurance, trust and a desire to be a true investment partner. This claim is consistent with the marketing message of the entire site: The firm wants to partner with you and help your assets grow. You will be treated as an individual investor with specific goals and not forced into one-size-fits all investment portfolios.
As an investor, after looking at this website, I would lean toward trusting this firm. Their outline of their investment review process is explained in detail and I would have a good knowledge of exactly what I was paying for, based on the description they provide on their site. Conversely, I also know what I would not be getting, so if I had additional financial needs or concerns not outlined in the investment review, I would call for more information.

Overall, the site built my trust and confidence. I liked the fact that their promise of “no hidden fees” is addressed throughout the entire site. The reinforcement of this message resonated well with me. I would strongly consider, at a minimum, calling this firm for more information.