Vestwell
01 / 05
Troopod
01 · Who they are

Vestwell, backbone of the modern savings economy.

A digital savings & retirement platform powering workplace plans for employers, advisors, institutions and governments. Not a DTC store, a multi-surface fintech product.
1.5M+
Active savers
350K+
Businesses enabled
$30B+
Assets saved
50
US states
What they offer
One platform across retirement (Safe Harbor / Traditional / Solo / Starter 401(k), 403(b), State Auto-IRA), education (529, student-loan repayment, tuition) and specialty savings (emergency, ABLE), sold to employers, advisors, TPAs, payroll partners, governments and individual savers.
It's three surfaces, not "app vs website"

Marketing site

vestwell.com, headless (Sanity). The lead-gen front door.
where we'd work

Web portals

signin + a self-serve onboarding funnel for employers.
funnel CRO lives here

Mobile app

iOS + Android saver experience, mobile-first, 18 languages.
out of scope
Momentum worth noting
Grew through
Financial advisors
State & ABLE programs
Enterprise & payroll
now broadening
Adding high-volume, self-serve
Self-serve at scale
millions of SMBs, direct
QuickBooks 401(k) exclusive Intuit partner
John Hancock FutureStep
85%+ of state retirement programs
As the mix broadens toward self-serve, the website becomes a primary conversion surface, not just a brand presence.
02 · The website today

High engagement, growth runs on earned channels.

SimilarWeb, April 2026. How Vestwell grows today, and where the biggest conversion gains sit.
Acquisition channels
<1%
PAID SEARCH
Direct + logins ~70%
Referral / partners 13.2%
Organic search 9.6%
Display new 5.2%
Paid + social <2%
1.38M
Monthly visits ▲63%
8.35
Pages / visit
5:25
Avg duration
99%
US traffic
What it means
  • 8+ pages/visit and 5-min dwell point to a big share of that 1.38M being existing users in the portals, not prospects
  • New acquisition runs mostly on referral and organic search, much of it via state programs Vestwell powers, so site speed and SEO carry real weight
  • Paid has just started with the display push, so strong, ad-specific landing pages matter from the start
  • Underneath all of it, there's no dedicated conversion layer yet
03 · Our Assessment

Where the site stands today.

A straight read on performance, landing pages, and conversion, from our audit and your team's input. The scope of work is built on this.
59
DESKTOP
82
MOBILE
Desktop
2.5s good
1.6s
Mobile
3.7s
WHOLE WEBSITEHEADROOM

① Technical performance

Clean build and strong SEO, but the site runs slow, most of all on mobile.

  • Page weight~15MB, with large unused JS
  • Mobile load (LCP)3.7s, above Google's 2.5s target
  • StackSanity site, HubSpot pages, Heap tracking
ISSUEPoor score directly reflects a slow website, impacting SEO and conversions.
View full TrooPerformance Audit Report →
display search social basicHubSpot pages
GENERIC PAGES

② Channel → landing pages

You run a separate page per campaign and per top-20 partner, all in HubSpot, but they're generic, not built around each ad.

  • Volume1 to 4 a month, mostly ad pages
  • Built inHubSpot (ad, partner examples)
  • Gapnot matched to the ad that drove the click
ISSUEGeneric and unoptimised landing pages, not ad-specific, leading to high drop-offs.
1.38M ? ?
NO DEDICATED FOCUS

③ Conversion flow (CRO)

Most traffic is advisors and sponsors landing on the homepage, then heading to Get Started.

  • Homepagemost traffic, high bounce
  • TrackingHeap, with limited drop-off visibility
ISSUENo dedicated conversion rate optimisation program as of now.
04 · Scope of work

All three offerings, delivered together.

One managed engagement across performance, pages, and conversion.
FULL ENGAGEMENT   Performance + Pages + CRO
① Technical performance
TrooPerformance Agent
Troopod, with the help of its TrooPerformance agent, will audit your key templates, rank every issue by impact, and fix payload, JS, images, caching and Core Web Vitals. Everything goes through manual QA before it ships, and you get a clear before and after report.
Baseline crawl
Agent fix cycle
Manual QA
Before / after report
59→90+performance score
Vestwell Audit Report →
2X faster in a day
② Channel conversion pages
TrooLaunch Agent
Troopod will study each ad and its audience, build the matching landing page in HTML, take your approval, then deploy it live, fully managed. The TrooLaunch agent drives the build and QA, and a personalisation agent can spin ad-specific variants at scale.
Figma HTML Brief TrooLaunchbuild + QA + ship Live pagein 24h
Watch the TrooLaunch demo →
up to 3X uplift · live in 24h
③ Conversion flow (CRO)
TrooCRO Agent
Troopod, with the help of its TrooCRO agent, will analyse the advisor / sponsor homepage flow against your Heap data, prioritise the biggest opportunities, then ship and measure experiments with human oversight, iterating to lift conversion.
iteratecompound the wins
Homepage flow
TrooCRO audit report
Ship experiments
Measure
Sample: TrooCRO Audit Report →
+15% revenue in 2 weeks · +225% AOV
i What we'll be accountable to
PERFORMANCEA 90+ performance score within two weeks. Any shortfall is down to specific third-party plugins, which we flag to remove or optimise.
PAGESUp to 2 conversion pages a month.
CRO2 to 4 experiments a month, targeting an average 15% lift.
i What we need from you
Access to Sanity, HubSpot, and Heap.
Brand assets, guidelines, copy, and source files.
Ad creatives and campaign context for each page.
One approver, with a quick turnaround.
i How we work together
Bi-weekly check-ins on progress and priorities.
Monthly report, with before and after.
Fully managed, end to end.
i Your team for the engagement
Dedicated CSM
Your single point of contact, day to day
CRO Consultant
Leads conversion strategy and experiments
Product Analyst
Owns tracking, data, and analysis
Engineers, up to 2
Builds and ships, scaled to the work
CTO
Oversees technical delivery and quality
Founder
Oversees the engagement end to end