Founded by former CFPB, IAFP and FFP Chairman Bill Carter over 40 years ago, the 17 advisor, $1B+ AUM team came to Mindtap on the recommendation of their video production firm. The challenge with CFM was to update their aesthetic to appeal to younger investors without alienating those familiar with the well-established 40-year-old brand.

We started by developing new positioning and personas based on extensive discovery and research, followed by detailed UX studies, design comps, overhauled copy, and finally, a ground-up rebuild of the website.