Content-First CMS Helps Connect Consumers with Financial Advisors

With over 3000 members, the National Association of Personal Financial Advisors (NAPFA) is the country’s leading professional association of Fee-only financial advisors. Over the last 30 years, NAPFA has invested in technology to help their members but it became apparent that its existing web technologies were holding the organization back. CQL has been blessed to work with NAPFA for over 20 years and were excited to help create their new digital experience.

Working with leadership and the NAPFA Board we helped document key user needs and pain points and created a roadmap for delivering a new platform. While there were many objectives, the overarching goals were to help their organization work smarter with a “Content-First” Content Management System ‘CMS’ and improve the customer pathways to finding an advisor.


Experience Design
Custom CMS


Custom CMS


NAPFA approached us to help understand and rethink their approach to their web experience. They were struggling with multiple disparate admin experiences and were limited by aging technologies.


We laid out a digital roadmap centered around a vision of creating unified platform that enables consumers to connect with financial advisors like never before. We built a custom platform to serve as a foundation for managing all content and be a tool to both the curious consumer and passionate financial advisor.


The new site brought together content and functionality from two different platforms creating a single mobile-friendly user experience and merged two analytics sets into a single place. The new platform has greatly reduced the time needed to launch and manage new content.

Finding a Financial Advisor has Never Been So Easy

The Find an Advisor tool was redesigned to improve the way consumers connect with the perfect NAPFA-certified personal financial advisor. Consumers can browse how they want with smart searching, location-based results, and interactive map. Advisors and Firms have dedicated profiles with clear contact information and content to help consumers find the right fit for their needs.

Making Content Editing Enjoyable with Content-First Editing

An effective customer experience is only as good as the content provider’s ability to manage and produce content. At least, that is the approach we took when we heard the number of pain points around limitations with content production. We redesigned the content editing experience to enable NAPFA to easily produce thoughtful branded content without the burden of learning to code.

Intuitively Manage Multiple Types of Content

When consolidating disconnected admin experiences, it is really important to make sure all content types are accounted for and designed to be managed according to their individual requirements. The new custom CMS is able to manage not only page content, navigation, and media but also conferences with multiple detail pages, global sidebars, call-to-actions, member quizzes, career opportunities, reports, and user accounts.

Event Manager
In-context Content
Cloud-Based Media
Global CTA
Intuitive Career
Opportunity UI
Customer Usage
Report Viewer

Evolving the Platform Alongside the Business

Like many projects we take on, we utilized a phased approach. For NAPFA, phase one meant reimagining the Find an Advisor experience, making content editing easy, removing outdated technology, and crafting a custom platform to allow the brand to grow and connect with users at a deeper level. We are actively working with NAPFA to see their vision through as we continue iterating, enhancing, and strategically planning out the future of the NAPFA digital experience.