Dear Nicole, it's always a pleasure to speak with you regarding your ambitions for Private Wealth at Hamilton Lane, and specifically your vision for the Wealth Hub! Following our conversation, I've put some initial thoughts together on how we'd approach building the Wealth Hub. Consider this a starter for ten — I'm very happy to add more meat to the bones based on your initial reaction and refine as needed.
The way I see it, there are two distinct but connected ambitions here. The first is delivering a compelling Day 1 Wealth Hub experience — an MVP that brings together a private wealth overview, knowledge center, evergreen fund content, and insights in a coherent, persona-driven experience, built within the existing Kentico environment. This is a focused, deliverable, high-impact piece of work that I believe we can bring home for around $145,000 — inclusive of a $25,000 credit on the Strategy & Design phase if you proceed with the full build.
The second is the longer-term strategic vision: a fully authenticated, personalized, AI-enabled Wealth Hub that becomes a genuine industry-leading tool — well above the capability of peers. We don't need to fully define the plan for this right now, but I'd estimate an additional $200–225k to get there, putting the full end-to-end strategic solution at around $345–370k.
Alpha Agency brings directly relevant experience to this engagement — from our practice management platform work with MFS, Principal AM, and Janus Henderson, to our deep expertise in wealth-focused digital experience design, content strategy, and UX for intermediary and UHNW audiences. We understand the Hamilton Lane brand, the distribution context, and the expectations of the audiences you're trying to reach.
I hope this is a helpful starting point — do let me know your thoughts and I'll iterate from here. All my very best, as always.
A Wealth Hub Built for Hamilton Lane's Ambition
Two connected phases — an MVP that delivers immediate impact within the existing Kentico environment, and a long-term strategic evolution that establishes an industry-leading, fully personalized wealth experience. Alpha Agency delivers both as a single end-to-end partner.
From MVP to Industry-Leading Wealth Hub
The engagement is structured in three focused MVP delivery phases, followed by a clearly scoped strategic evolution. Each phase builds on the last — with the MVP designed from day one to evolve into the long-term strategic vision.
- Fully clickable and dynamic UX/UI wireframe prototypes for the Wealth Hub experience
- Full site design system aligned to the Hamilton Lane brand
- Taxonomy definition and information architecture for the hub structure
- Content framework development covering all hub sections (private wealth overview, knowledge center, evergreen fund, insights)
- Messaging framework defining content themes, structure, and taxonomy for each hub section — Hamilton Lane team to develop content within the framework
- Alignment to identified competitor and preselected peer best-in-class wealth hub benchmarks
- Persona and journey definition for target audiences (UHNW advisors, intermediaries, platforms)
- Content and experience gap analysis vs. current state
- Stakeholder alignment workshops and ongoing engagement with Hamilton Lane marketing and distribution teams
- Phase 2 build brief and technical specification development
- Full MVP site development within Hamilton Lane's existing Kentico environment
- All design elements translated to production-quality build
- Content architecture development and CMS configuration
- Data integration and back-end development as required within Kentico and preset data platforms
- Evergreen fund data feeds and dynamic content integration
- Ingestion and formatting of core content across all hub sections
- Knowledge center build with tagging, filtering, and search functionality
- Insights section with editorial workflow integration
- Internal QA across devices, browsers, and use cases
- Stakeholder review cycles with Hamilton Lane team
- Pre-launch readiness checklist and technical sign-off
- User acceptance testing support with Hamilton Lane stakeholders and target user groups
- Resolution of testing feedback and final refinements prior to launch
- Launch coordination and go-live support
- Initial adoption monitoring and performance analytics review in the weeks following launch
- Hypercare period refinements based on real-world usage data and initial stakeholder feedback
- Handover documentation and team training on content management and platform administration
Clear, Milestone-Based Investment
The MVP is structured across three fixed-fee phases, invoiced on completion of each milestone. A $25,000 credit is applied to Phase 1 if Hamilton Lane proceeds with the full MVP build, bringing the total investment to $145,000.
Commercial Assumptions
- All fees quoted in USD and exclusive of applicable taxes
- Payment terms per MSA — invoiced on milestone completion
- $25,000 credit applied to Phase 1 invoice on confirmation of full MVP engagement
- Third-party software licenses, hosting, and paid media excluded
- Strategic evolution scope and fee to be confirmed post-MVP delivery
- Travel expenses subject to prior written approval; no mark-up applied
- Fees subject to change control if scope materially changes during delivery
Who Does What
Alpha Agency leads the vast majority of delivery across all phases — acting as the primary driver of strategy, design, build, and execution. Hamilton Lane's role is principally one of oversight, steering, and approval, with targeted input in areas where only HL can provide what's needed: content, platform access, and data.
Proven in Practice Management & Wealth Platforms
Alpha Agency brings directly relevant experience from two landmark practice management and wealth platform engagements — providing a strong foundation for the Hamilton Lane Wealth Hub in both strategy and execution.
- Complete audit of Advisor Edge, MFS's practice management program targeting financial intermediaries
- Review of 12 modules intended to help advisors build, grow, and maintain their businesses
- Gap analysis of modules and recommendations to modernize content for relevant audience appetites and behaviors
- Recommendations to develop modules further to include relevant content from across the business and reframe content outputs for more targeted reach
- Audit of practice management modules and their client benefits across the Knowledge 360 platform
- Peer review of similar programs and gap analysis of current market trends and competitor best practice
- Wireframes and landing page recommendations for optimal UX — directly analogous to the Wealth Hub design challenge
- Sales talking points developed to ensure consistency across all relevant touchpoints
- Activation recommendations and end-to-end campaign execution strategy
- Phased approach to digital hub delivery — Day 1 as an advisor help center on a dedicated landing page, with Day 2 design evolving to a full hub experience
- Content architecture and UX design for an intermediary-focused real estate and private markets knowledge destination
- Demonstrates Alpha Agency's proven ability to sequence complex hub builds incrementally — directly analogous to the Hamilton Lane MVP-to-strategic-evolution model
- Live platform: Inside Real Estate & Private Markets | Principal Asset Management
The Investment Management Marketing Specialists
Alpha Agency is the marketing services division of Alpha FMC — the leading management consultancy to the global investment management industry. We combine institutional investment knowledge with world-class digital, creative, and content execution capability.
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01Investment Management Native We exist exclusively in the investment management space. Our team understands the regulatory context, the distribution dynamics, and the audience expectations that define what great looks like for a wealth-focused digital experience at a firm like Hamilton Lane. We don't need to learn the industry — we live it.
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02Directly Relevant Credentials Our practice management platform work with MFS and Janus Henderson — including UX wireframing, content architecture, module audits, and activation strategy — maps directly onto the Wealth Hub challenge. We're not starting from scratch; we're building on proven frameworks.
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03Strategic & Executional in One Alpha Agency brings strategy, UX design, content, and technical build capability under one roof. No separate strategy consultancy, no separate design agency, no separate development partner — a single point of accountability from wireframe to go-live.
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04Built for the Long Term We structure the MVP with the strategic vision in mind from the first day. Architecture, taxonomy, content models, and data structures are designed to evolve — so the transition from MVP to fully authenticated, AI-personalized Wealth Hub is seamless, not a rebuild.