IFA Outsource

Repositioning a niche back-office specialist to win qualified leads from IFAs across the UK

When Joanne Morgan came to us, she'd already built something rare. Thirty years of experience in financial services, CertPFS qualified, and a reputation among independent financial advisers as the person you call when you need a real Intelliflo specialist. The work was there. The credibility was there. The clients were happy. What wasn't there was a digital presence that really did it justice.

IFA Outsource was running on a DIY Wix site that Joanne had built herself. Like many DIY sites it ticked a box but didn't communicate her depth of expertise, it didn't surface the niche Intelliflo specialism that genuinely sets her apart, and it wasn't being found by the IFAs actively searching for the kind of support she provides. For a business built on referrals and reputation, the website was the weak link, and a barrier to the next stage of growth.

We started with the brand. A complete identity kit was developed from scratch, designed to feel professional, considered, and credible to a financially regulated audience. Calm, confident, and unmistakably grown-up. From there we built a new Squarespace website structured around how IFAs actually buy: led by the specific problems Joanne solves, with her Intelliflo expertise given the prominence it deserves rather than buried alongside generic admin services.

Underpinning the design is a keyword strategy targeted squarely at Joanne's niche. Rather than chasing broad virtual assistant search terms where she'd be lost in the noise, we optimised for the language IFAs actually use when they're looking for serious back-office help. "Intelliflo specialist", "IFA income reconciliation", "Intelliflo Document Designer". The kind of search intent that produces a qualified enquiry, not a tyre kicker.

The site launched in early 2026 with a clear service architecture, prominent social proof from named IFA firms, and straightforward pathways into a discovery call. For the first time, Joanne has a website that matches the quality of the service behind it, and a digital foundation that can compound through ongoing search optimisation rather than working against her.

We're continuing to work with IFA Outsource on the next stage, building out the search and content programme to keep IFA Outsource visible to advisers searching for exactly what Joanne does best.