Case Study
Beacon Asset Management
Owensboro, KY — Registered Investment Advisor / CFP®
A Certified Financial Planner Still Telling Clients They Use TD Ameritrade — a Custodian That Was Shut Down Over Two Years Ago.
Beacon Asset Management's website currently references TD Ameritrade as their custodian — the brokerage platform where they hold client assets. There is one problem: TD Ameritrade no longer exists. Schwab acquired and fully absorbed TD Ameritrade in September 2023, over two years ago. The platform is gone. The branding is gone. The name is gone.
“TD Ameritrade” — still live on beaconassetmanagement.com, June 2026.
Every prospect client doing research before trusting someone with their retirement savings lands on a site that cites a defunct institution. That's not a minor inconsistency. For a fiduciary advisor whose entire value proposition rests on attention to detail and staying current, it's a credibility problem on page one.
The Firm
Beacon Asset Management is a Registered Investment Advisor in Owensboro, KY, offering comprehensive financial planning and investment management services. Christina heads the practice as a CFP® — a Certified Financial Planner® designation that represents rigorous training, ethics requirements, and a commitment to acting in the client's best interest as a fiduciary.
The services offered — retirement planning, investment management, estate planning coordination, tax-efficient strategies — require a client to hand over their most sensitive financial picture and trust that the advisor will manage it with precision. The website should reinforce that trust. Instead, it undermines it with a two-year-old factual error on a core business claim.
What We Found
An outdated custodian reference that signals one thing clearly to any informed prospect: nobody has looked at this website in years.
TD Ameritrade Referenced as Active Custodian
TD Ameritrade completed its full merger into Charles Schwab on September 5, 2023. The TD Ameritrade brand, platform, and name were retired entirely. All TD Ameritrade accounts became Schwab accounts. This was major financial industry news covered by every major outlet.
Beacon's website still names TD Ameritrade as their custodian. A prospect researching the firm, who already has a Schwab account or reads financial news, will immediately recognize the discrepancy. The first question it raises: what else hasn't been updated?
The Fiduciary Credibility Problem
A CFP® fiduciary advisor is held to the highest standard of care in the financial industry — the legal and ethical obligation to act in the client's best interest. Prospects researching a fiduciary are specifically looking for signs of precision, trustworthiness, and current knowledge. An outdated custodian reference is a direct contradiction of the standard the designation is meant to signal.
Two Years of Missed First Impressions
Since September 2023, every prospect who visited beaconassetmanagement.com and noticed the TD Ameritrade reference received the same silent message: this firm doesn't maintain its own digital presence. The financial planning market in Owensboro is competitive. Every prospect lost to a better-presenting competitor represents years of AUM fee revenue.
What We'd Build
A site that matches the credibility of the CFP® designation — accurate, current, and built to convert the kind of client Beacon is qualified to serve.
Current, Accurate Custodian Information
Charles Schwab front and center, with a brief explanation of what custodial relationships mean for client assets — a simple trust signal that shows the firm knows exactly where client money is held and why.
The CFP® Standard as a Headline
“Fiduciary financial planning from a Certified Financial Planner®” — above the fold, explained in plain language. Most prospects don't know what a fiduciary is. A site that explains it earns the client who's actively researching the distinction.
Service Pages That Explain the Value
Retirement planning, investment management, estate coordination, tax strategy — each described in terms of what the client gets, not just what the service is called. With a clear path to a no-obligation consultation.
Spec Redesign Deliverables
- ✓Accurate custodian information — Charles Schwab, with trust context
- ✓CFP® fiduciary positioning above the fold — explained, not assumed
- ✓Service pages: retirement, investment management, estate coordination, tax strategy
- ✓Mobile-optimized consultation CTA — primary conversion path visible on every device
- ✓Ongoing maintenance plan to keep regulatory and custodian information current
The Opportunity
Beacon Asset Management has real credibility: a CFP® designation, a fiduciary commitment, and a local Owensboro presence in an industry where trust is the entire product. That credibility isn't showing up on their website.
The TD Ameritrade reference is fixable in minutes. But the fix alone doesn't address what a prospect actually needs to see: evidence that this firm is detail-oriented, current, and worthy of managing their financial future. That requires a site built around the question a prospect is actually asking — “can I trust this person with my retirement?”
We've built the spec redesign. Christina can see exactly what it looks like before committing to anything.
Want to see the spec redesign?
We built a full redesign for Beacon Asset Management. Book a 30-minute call to walk through it — no commitment, no pitch deck. Just the site.
See what we'd fix on your site
We'll review your website top to bottom, record a 10-minute Loom walkthrough of exactly what's broken, and deliver a PDF report with prioritized fixes — in 48 hours.
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