Thinking Big Financial
A WordPress site for a New York financial planning firm specializing in LGBTQ+ and transgender-focused wealth management, built around consultation booking.
Business
Financial planning firm, New York
Built
WordPress site with consultation booking and client portal links
Stack
WordPress, Elementor
Engineering focus
Trust-first content, niche specialization, conversion
Why this project matters
Why this project matters
Financial services is a trust-first category, and this firm adds a specific, underserved specialization (LGBTQ+ and transgender financial planning) on top of that — the content has to establish both general credibility and specific relevance to a niche audience.
Who this is for
Who they are
Thinking Big Financial is a values-driven financial planning and investment management firm based in New York, founded by Jim Marrocco (CFP, CFA).
What they do
They provide holistic financial planning and wealth management, with dedicated programs for the LGBTQ+ community and transgender-specific financial planning.
Who they serve
Individuals seeking financial planning centered on personal values and life goals, including a specific focus on LGBTQ+ and transgender clients.
What the live site required
Not a wishlist from a kickoff call — what the delivered site visibly had to solve. Every requirement here is paired with the evidence that makes it true today.
A niche specialization visible without overshadowing general services
ContentLGBTQ+ and transgender financial planning appear as dedicated sections under About Us, alongside general wealth management content.
Ongoing content to support credibility and search visibility
ContentThe site runs both a blog (30+ articles) and a podcast ("Thinking Bigger Than Money") as separate, maintained content areas.
A client-facing portal alongside the marketing site
TechnicalClient portal login links are integrated directly into the main site navigation.
Why this stack, not just what stack
Every technology on this project was a specific answer to a specific problem — never a default.
- 01
WordPress
Chosen because the firm publishes extensive, ongoing content (blog and podcast) that needs to stay current without developer involvement for every post.
- 02
Elementor
Chosen for the layout of specialized service sections so the firm could add or adjust niche-focused content over time.
Trade-off — Elementor lets the firm adjust niche-focused sections directly, but the client portal itself is a separate system the site only links to — statements and secure messaging live outside what WordPress or Elementor power here.
What the site can actually do
Consultation booking
"Book Consultation" appears throughout as the primary CTA.
Podcast
"Thinking Bigger Than Money" runs as an ongoing content series.
Blog
30+ articles covering financial planning topics.
Client portal links
Direct access to client-facing financial management tools.
What the finished build shows
Specific, verifiable patterns in how this project is put together — not a feature list, but how the pieces fit.
Specialization nested under About, not split off
LGBTQ+ and transgender financial planning appear as dedicated sections under About Us rather than a separate top-level page — the specialization sits inside the firm's general credibility content instead of being isolated from it.
Two content channels run in parallel
The blog and the "Thinking Bigger Than Money" podcast are maintained as separate, ongoing content areas rather than one standing in for the other — both stay active feeds side by side.
The live experience
Every screen, captured directly from the live site — desktop, tablet and mobile.
How this project's engineering applies to your business
The pattern of layering a specific, underserved audience's needs on top of general trust-building content applies to any professional service with a niche specialization — healthcare providers, legal practices or advisors serving a particular community.
If you remember three things
Niche-aware content structure
Specialized LGBTQ+ and transgender planning content sits alongside general services, not hidden or separate.
Multi-channel content
Blog and podcast run as parallel, maintained content streams.
Editor-managed publishing
New articles and episodes addable without developer involvement.
Related work
More projects like this one
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