Friction
Talking to the Wrong Room
The original site gave StretchDollar the credibility to close a $6M seed round by speaking directly to small-business owners.
But the channel that actually moves ICHRA at scale is brokers, and the site still read as a pitch to individual employers. With investor pressure to look enterprise-ready mounting, a direct-to-SMB voice was becoming a ceiling, not a foundation.
Calibration
Broker-First, By Design
We rebuilt the site around the audience that closes the deal. The broker portal became the hero, not an afterthought bolted onto an SMB homepage — while keeping the plain-English, no-jargon tone (Dolly included) that made small-business owners trust the platform in the first place.
Build
The Broker Engine
We executed a complete overhaul of the public-facing web experience to drive adoption:
- Interactive Budget Calculator: A config-driven calculator that lets employers simulate ICHRA budgets instantly, no login required.
- State-by-State Coverage Guides: ICHRA guides and legal pages rebuilt as scalable CMS templates, letting the team expand SEO coverage without a developer.
- Performance & Motion System: GSAP-driven interactions, Core Web Vitals optimization, and a full accessibility pass across the rebuilt site.
Velocity
Built for the Audience That Closes
StretchDollar now leads with the channel that actually drives ICHRA adoption while still giving small-business owners the straight-talking education that earned their trust the first time around.
The platform looks, and functions, like the enterprise-ready product the next round of investors expect to see.
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