Happy Thursday,

AI isn’t slowing down—and neither should we. This newsletter is your shortcut to practical ideas and smarter strategies to grow, lead, and adapt as tech reshapes our industry.

To take it one step further, I’ve launched a new YouTube series. Each month, I’m sharing quick, tactical videos showing how advisors can use tools like ChatGPT to save time, think better, and scale more efficiently—starting with the work you're already doing.

Watch my latest episode here

The AI Edge

Helping advisors scale from 1 person to many people.

AI Application:

Frontpage 

Overview

Frontpage is an AI website builder, but the part that pulled me in isn't the building. It's what happens after you publish.

You describe what you want in a sentence or two, attach whatever reference material you have, and it ships a live page. No templates, no drag and drop, no picking fonts. Then you click any element on the page and describe the change you want, and only that element changes. That alone makes it usable for anyone who has ever opened a website editor and quietly closed it again.

The differentiator is Autopilot. Frontpage watches your actual traffic, spots where visitors drop off, and runs its own A/B tests on headlines, calls to action, structure, and metadata. It splits traffic, measures both versions, and rolls the winner out to everyone. Then it looks for the next experiment.

That solves a problem I see constantly in our industry. We build the digital storefront, we're proud of it for about three weeks, and then it sits untouched for two years. Frontpage assumes the page is never finished.

How to apply Frontpage to the business today:

• Build a gated landing page for content you already own. I uploaded the FutureProof Advisor white paper, described what I wanted, and had an email-capture page with the PDF delivering automatically in about ten minutes.

• Give every ad its own page. If you're running LinkedIn or Meta campaigns pointed at your homepage, you're losing conversions. One page per ad, matched to the message that got them there, is now a thirty-minute job instead of a three-week project.

• Spin up niche pages for the segments you actually serve. Dental practice owners, pre-retirees at a specific employer, business owners preparing to sell. Same firm, different front door.

• Use it for event and webinar registration instead of waiting on your marketing vendor's queue.

• Test a service line before you commit to it. Tax planning, estate coordination, family governance. Put up a page, run a small budget behind it, and find out whether anyone raises their hand before you hire for it.

Advanced

• Feed it your existing brand assets as the design source. I attached the white paper and it pulled the design language and the stats out of it. Your pitch deck, your ADV, your annual client letter all work the same way.

• Let Autopilot run on your top-of-funnel pages while you keep the compliance-sensitive pages locked. Learn where the machine is right, then apply those lessons to the pages you control by hand.

• Wire the email capture into your CRM so a download becomes a tagged lead with a follow-up sequence attached, not a spreadsheet nobody opens.

• Build interactive tools, not just pages. Retirement income calculators, tax-drag illustrators, business-value estimators. The page is a conversation starter, and the calculator is the reason they give you an email address.

• Run the cheap version first, then hire the design firm. Launch, gather two weeks of real data, and walk into that engagement knowing what already converts. You're paying for craft at that point, not for guesswork

What could this application mean for the future of our business?

I keep coming back to a shift in how we think about a firm's website. We treat it as one artifact. One homepage, one about page, one contact form, built once and defended forever.

What I saw here points somewhere else. Why would a firm have one website when the prospect coming from a Google search about Social Security timing and the prospect coming from a referral inside a law firm want completely different things? Ten pages, thirty pages, one per audience, each one quietly tuning itself against real behavior. Design expertise stops being the constraint. Having a clear idea about who you're talking to becomes the constraint.

The practical dynamic is speed of learning. The firm that spends twelve weeks building a beautiful site knows almost nothing when it launches. The firm that ships something in an afternoon and iterates has months of conversion data by the time the first firm goes live. That gap compounds. And clients don't grade you against other advisors anymore, they grade you against every digital experience they had that week.

See Frontpage in action:

Watch the moment I hit download on my own white paper.

I gave this tool two sentences and a PDF. It came back with an animated stat counter, interactive charts pulled from my research, an email gate, and a working delivery mechanism. I filled out my own form to test it, checked my inbox, and there it was.

Then I said the thing out loud that I wasn't expecting to say: this is probably better than the landing page I currently use.

The demo isn't polished. I hit the free plan's AI budget mid-build, the logo came out wrong, and I walk through both. You'll see exactly where it breaks and exactly where it delivers, plus the pricing math on whether $19 a month beats what you're paying a design firm right now.

-Matt