How Propel Collective Repositioned Monroe Wealth Management for a New Customer Strategy

Snapshot

Performance results for the new site are still developing. The figures below reflect what is measurable at launch.

• Delivery Speed: Completed 50% faster than the client's previous website rebuild
• Full Scope, One Team: Design, messaging and positioning, copywriting, and marketing measurement integration delivered as a single coordinated engagement
• Measurement Infrastructure: GA4, PostHog, Search Console, and Google Ads pixel integration built in from launch

The Client & The Challenge

Monroe Wealth Management is a financial advisory firm based in San Francisco that has $100M in assets under management and has been operating for over 12 years. They had been operating as a generalist advisory firm, serving tech workers alongside business owners and general investment management clients, but late last year, leadership recognized that tech workers were the firm's strongest fit and they wanted to narrow the business to focus on that segment alone.

Glen Monroe came to Propel Collective for guidance on how to successfully navigate this shift in customer strategy. He knew his firm's website only spoke to a generalist audience, didn't reflect the firm's expertise accurately, and gave prospective clients no clear reason to believe Monroe Wealth Management was the right fit for their specific situation.

How This Affected Their Business

A site that didn't speak to the new target audience put revenue, ad performance, and credibility at risk. Landing pages that did not accurately explain how it served their audience led to lower relevance scores on paid acquisition channels, which drove up cost per lead for all PPC campaigns and organic lead geneneration.

For a financial advisory firm, where trust is the product, an unclear or unpolished site can immediately turn away prospective clients firms like Monroe Wealth Management need to win.

The Solution

Propel Collective's diagnosis was straightforward: the new site and strategy had to move together, not in sequence. Repositioning the firm without creating a new site would have left Monroe Wealth Management with a strategy no prospective client could see, and a building new site without updated copy would have been a cosmetic change that had nothing new to say to prospective clients.

Our team executed this project in three phases:

1. Positioning and Messaging: Developed new positioning and messaging built specifically around current and former tech employees, replacing the firm's generalist language.
2. Full Site Rebuild: Designed and built a fully custom site in Webflow, with all copy rewritten to reflect the new positioning.
3. Measurement Integration: Built GA4, PostHog, and Google Ads pixel tracking into the site at launch, so we could measure site and marketing performance from day one.

The Results

We launched the new site, complete with new copy based on updated positioning and full measurement infrastructure, in 2.5 months. Now Monroe Wealth Management has a powerful asset aligned to their Ideal Customer Profile (ICP), that will drive new business and accurately measure its impact on their sales cycle.

What we're tracking next: Google Ads landing page relevance scores, on-site engagement, and organic search rank. These are directional signals to watch over the coming months, not yet quantified, and we'll update this case study once there's enough post-launch data to report.

Most businesses making this kind of strategic pivot end up coordinating three separate vendors: a designer, a brand or messaging consultant/agency, and a developer, each working in a vacuum. Propel Collective delivered design, copywriting, positioning, and measurement as one engagement built around a cohesive growth strategy it developed. That consolidation is what gets the messaging and deliverables right the first time, rather than a multitude fo revisions caused by multiple vendors working separately and not talking to each other.

Monroe Wealth Management has continued its relationship with Propel Collective as a retainer client, which includes PPC advertising, content marketing, SEO and AEO optimization, and continued support for its new website.

Disclaimer: Case studies reflect real, historical results achieved for a specific client. Propel Collective does not guarantee specific revenue, performance, or ranking outcomes, as results depend on unique baseline conditions, market factors, and platform changes outside our control.

If you are a tech worker looking to keep more of what you earn, please visit Monroe Wealth Management to see how they can help you secure the financial future you worked to hard to build