How a Financial Advisor Built a Website That Speaks Only to Southern California Edison Employees

Adam Moody •

Financial Designs Corporation • Retire From Edison

In a Nutshell

Here's What We Built

Launched a dedicated, education-first website focused entirely on Southern California Edison employees and retirees, separate from the firm's general practice.
Organized the whole experience around one simple choice: “I'm currently working” or “I'm retired or retiring.”
Translated complicated Edison benefits, including the pension and the three-tier 401(k), into plain, readable language.
Positioned the firm the way the client wanted to be seen: as Edison Retirement Specialists with a customized Retire From Edison plan as the deliverable.
Added advisor videos so prospects can see and hear the person they would work with before they ever pick up the phone.
Rebuilt the contact experience around what actually matters to an Edison employee, from years with Southern California Edison to their retirement timeline.
Created a Resources & Tools hub with FAQs and planning tools that answer common questions and open the door to a first conversation.

PROJECT SUMMARY

Decades of Edison Knowledge, Finally With a Home Online

Financial Designs Corporation had built something most firms can only envy: a deep, specialized understanding of how Southern California Edison employees retire. For years, that knowledge moved by word of mouth, through referrals, client seminars, and long-standing relationships across the SCE workforce.

The challenge was never the expertise. It was visibility. When an Edison employee sat down to search for help with their pension or 401(k), the firm’s general website didn’t speak their language. It served every kind of client, so it spoke directly to none of them.

Adam Moody and his team wanted a place online for one audience only: Edison employees and retirees. Working with Indigo Marketing Agency, they launched RetireFromEdison.com, an education-first website designed around the exact decisions an SCE employee faces, from the three-tier 401(k) to the shift from a working paycheck to retirement income.

The result reads like it was written for one person: the Edison employee trying to make sense of their benefits. It explains before it sells, and it gives prospects a reason to feel comfortable with the advisor before they ever reach out.

PROBLEM BREAKDOWN

Deep Expertise the Right People Couldn't Find Online

A Specialty Hidden Inside a General Website

The firm works with many kinds of clients, from Edison employees to people at other large employers. The original website reflected that range. An Edison employee landing on it had to dig to find anything that addressed their specific pension, their specific 401(k), or their specific questions.

Complex Benefits, Little Plain-Language Guidance

Edison’s retirement benefits are genuinely complicated. The three-tier 401(k) system, the pension and its lump-sum or annuity choice, the rules around in-service withdrawals: most employees don’t fully understand the options in front of them. As Adam described it, many people give up after a few paragraphs of dense information and just want someone to explain it to them. No online resource was doing that explaining.

No Clear Next Step for a Curious Edison Employee

Even when an Edison employee found the firm, the path forward wasn’t obvious. There was no contact experience built around their situation, and no easy way to move from reading a page to having a real conversation.

Our Solution

A Website Built for One Audience: Edison Employees

Designed a dedicated, education-first website focused entirely on Southern California Edison employees and retirees, kept separate from the firm’s broader presence.
Built a “choose your path” experience that sends each visitor down one of two routes, “I’m currently working” or “I’m retired or retiring,” so everyone sees content written for their stage.
Translated Edison’s benefits into plain language, covering the three-tier 401(k), the pension, company match, and distribution choices without burying readers in jargon.
Positioned the firm as Edison Retirement Specialists, with a customized Retire From Edison plan as the clear deliverable, the way the client asked to be seen.
Added advisor videos throughout the site, so prospects can watch how the advisor talks and explains the process, and start building a relationship before the first call.
Redesigned the contact form around the Edison employee, asking about their years with Southern California Edison, their retirement timeline, and their primary planning concerns, and trimming the questions that didn’t fit.
Created a Resources & Tools hub with FAQs and planning tools that answer common questions and invite a deeper conversation.

HOW WE ADDED VALUE

From a General Practice to The Edison Specialists

A Site That Speaks the Client’s Language

Every page was written for one reader. Instead of broad financial-advisor copy, the site addresses Edison’s three-tier system, the pension, and the specific moments where employees tend to get stuck. An Edison employee reading it can feel that this firm understands people like them.

Education That Does the First Explaining

Adam pointed out that many Edison employees read a few paragraphs of dense benefit information and give up, wishing someone would simply walk them through it. The new site is designed to be that walkthrough. Clear sections, short answers, and helpful videos do the early teaching, so the first phone call can start from a place of understanding instead of confusion.

Trust, Built Before the First Call

The team made a deliberate choice to feature the advisor on video. As Adam put it, people decide quickly whether they feel comfortable with the person they will be working with, often just from watching how they talk and describe the process. Putting a real face on the site lets that connection begin before anyone fills out a form.

A Clear Path by Career Stage

The “choose your path” structure means a current employee and a soon-to-be retiree never have to wade through each other’s content. Each group lands on guidance written for where they are, which makes the whole site feel personal and easy to follow.

RESULTS

A Digital Home Built to Grow With the Firm

The new site gives Financial Designs something it didn’t have before: a place online that belongs entirely to its Edison audience. The positioning is sharp, the content is organized around real decisions, and the path from reading a page to booking a first conversation is clear.

Just as important, the firm is happy with what was built. Through every round of review, the design held up, and the client kept coming back to how well it represented the way they want to be seen.

The foundation is set, the positioning is clear, and Retire From Edison now has a website that works as hard for Edison employees as the team behind it does.

Attract the Right Clients Without Spending Hours on Your Marketing

Your time is better spent serving clients than wrestling with your marketing. We build financial advisor websites and content engines that work in the background — attracting the right prospects and turning visitors into booked conversations. If you’re ready for marketing that compounds, let’s talk.