The Financial Planning Association today formally rolled out a revamped website and branding message—the former aims to make it easier for members to access and interact with the organization’s resources; the latter is meant to highlight the benefits that the organization believes it provides its members.
The FPA rebrand and the redesiged website have been in the works for more than a year and involved many volunteer leaders, said Ben Lewis, spokesperson at FPA, a network of 86 chapters and more than 22,000 members.
“What you see now is just the beginning of a broader improvement to the technology that powers the association and makes it possible to drive value in membership,” he said via email.
The new website has a more contemporary look and feel. It was designed with a mobile-first focus to make it easier to navigate, read, transact and share content via social media from a phone or tablet.
“The revamp of the Journal of Financial Planning digital edition is one of the cornerstones of the new site, and represents a new era for the Journal in terms of readability, usability and shareability,” Lewis said, referring to FPA’s monthly, peer-reviewed academic publication.
The new-look website provides various resources for planners who aren’t part of FPA, but a majority of the content and tools are accessible exclusively by FPA members.
Along with unrestricted access to the Journal of Financial Planning, other exclusive content includes live and on-demand webinars and interactive learning content, FPA research, and access to the FPA Connect online community.
Meanwhile, the new branding includes a streamlined logo, along with a focus on what the organization says are the four chief benefits of FPA membership: providing tools for professional growth; belonging to a participatory community; having access to forward-looking ideas and perspectives; and being part of a group with shared values and interests.
This is all encapsulated by FPA’s new brand slogan, “Change Tomorrows.”
FPA didn’t provide details about the cost of the revamping efforts.