ProsperPlan is an award-winning financial advisory firm recognized as one of the top financial planning firms in the Sacramento area. Readers of The Sacramento Bee voted it one of Sacramento’s Favorites for both Financial Planner and Wealth Management in 2025 and 2026. It offers comprehensive financial planning and investment management, with a focus on retirement readiness and wealth transition. The firm serves clients across the greater Sacramento area from offices in Sacramento, Gold River, and Roseville, and is licensed to work in all 50 states.
Co-founded by Lauren Williams (CFP®, CRPC®, MBA) and Chris Grellas (CFP®, MSFA), ProsperPlan combines the backing of a Barron’s Top 100 RIA with boutique, high-touch client service. Every advisor holds the CFP® designation and a master’s degree, and the firm operates as a fiduciary. Its clients include pre-retirees, retirees, business owners, and affluent professionals, with particular depth serving Kaiser Permanente staff and engineers from companies like Apple, Intel, and Applied Materials.
A Word By ProsperPlan
“Our team at ProsperPlan Wealth has been collaborating with Pete and his team, and the experience has been nothing short of transformative. Together, we’ve crafted a vision that goes beyond just marketing; it’s honestly shaping the future of our company. From the brain trust to the momentum, it’s clear we made the perfect choice in partnering with them. Pete and his team have been instrumental in helping us build the foundation for success. I am very impressed, and I highly recommend going through this experience for any founder looking to grow.”
The Results
alignment calls booked in the first year,
with no ad spend
of those calls became intro
meetings with an advisor
- 4.7x more engaged website visits
- 3.2x more Google clicks
- 4.8x more search impressions
- #1 service page ranking for “Financial Advisor Sacramento”
The Challenge
ProsperPlan came to Advantagy with a website built on a generic template platform, FMG, that is widely used across the financial services industry. The site relied heavily on off-the-shelf content and design, with outdated styling and limited personalization, making it difficult for the website to reflect ProsperPlan’s distinct brand, expertise, and client experience.
The bigger problem was visibility. The site barely ranked for the terms that mattered in the local market, and the firm had switched off paid search because it was not generating enough qualified opportunities to justify the spend. There was no real lead funnel and little ability to capture prospect data, so people who were not ready to commit left without a trace.
Underneath all of this sat a harder question. Financial advice is a heavily commoditized market, and the team found it difficult to put into words what set them apart from larger competitors. Without a clear positioning strategy, the website struggled to communicate why a prospective client should choose ProsperPlan over the many other firms competing for the same audience.
The Goal
- Build a website ProsperPlan owned outright that clearly differentiated the firm and gave prospects a straightforward path to become leads or book an appointment.
- Increase organic visibility in Sacramento for high-value financial advisory searches and create a sustainable source of qualified inbound opportunities.
What Did Advantagy Do
Advantagy partnered with ProsperPlan to turn a templated, low-visibility website into an owned digital platform that communicates the firm’s value clearly, attracts qualified search traffic, and converts visitors into leads. The work ran across five tracks:
- Brand and Positioning
- Custom Website Build
- Content Strategy
- Local SEO and Search Performance
- Conversion Infrastructure
The Work
Brand and Positioning
Pinned down what sets ProsperPlan apart in a commoditized market, then built the messaging around those differentiators.
- Defined the core differentiators: a young-but-experienced advisory team with the longevity to stay with clients for the long term, every advisor CFP® certified with a master’s degree, fiduciary service, and the backing of a Barron’s Top 100 RIA.
- Established a brand voice that is warm yet authoritative, anchored to three words: personable, trusted, organized.
- Refined the visual identity by keeping the existing brand font and core colors while shifting the palette toward a bolder, more balanced look.
- Mapped the target audiences including pre- and post-retirees, Kaiser Permanente employees, engineers, and business owners to guide page priorities and messaging.
Custom Website Build
Replaced the off-the-shelf template the firm didn’t own with a custom website built around its brand, audience, and conversion goals.
- Rebuilt the site on a custom platform, replacing the FMG Suite template and creating an asset ProsperPlan owns outright.
- Designed a clean, mobile-first experience with generous white space, informed by the reference sites the team admired.
- Built clear conversion paths throughout the site, with prominent calls to action and an easy path to book time with an advisor.
Content Strategy
Advantagy owned the content strategy and SEO direction, while the website copy remained in-house at ProsperPlan.
- Defined the site architecture and page structure for core and supporting pages, replacing the generic FMG layout with a structure built around ProsperPlan’s audiences and services.
- Identified high-value search opportunities worth owning, such as Kaiser Permanente retirement, and mapped them to the page plan.
- Delivered SEO content briefs that gave ProsperPlan’s in-house writer the search intent, structure, and direction needed for each page.
Local SEO and Search Performance
Focused on building sustainable organic visibility in Sacramento rather than relying on paid search.
- Targeted the firm’s highest-priority term, “financial advisor Sacramento,” with a focused keyword and on-page strategy.
- Resolved the technical issues that had limited the old site’s search visibility.
- Optimized the Google Business Profile and localized page elements for the Sacramento market.
- Built authority through link building and a review-generation strategy.
- Assisted with award submissions that helped ProsperPlan win Sacramento’s Favorites awards from The Sacramento Bee for both Financial Planner and Wealth Management in 2025 and again in 2026. This was one of the most important pieces of the AI visibility work. Tools like ChatGPT, Gemini, and Google AI Overviews lean heavily on third-party sources such as award lists when deciding which firms to recommend, so each award gave them a credible reason to name ProsperPlan in their answers.
- Structured content for AI search and discovery.
Conversion Infrastructure
Connected the website to the systems and tools needed to turn interest into identifiable prospects.
- Added newsletter and local-event signups to capture visitors who weren’t ready to book immediately.
- Embedded financial calculators to provide useful tools while creating opportunities to engage with an advisor.
- Connected lead capture to the firm’s stack, including PreciseFP, Wealthbox, and Calendly, so inquiries flow directly into the sales process.
- Streamlined the booking path, capturing essential information up front while keeping the process easy for prospects.
