I hope you'll find the materials helpful. Here are some quick initial thoughts for your website: After I scroll down, download your white paper and open it, I

I hope you'll find the materials helpful. Here are some quick initial thoughts for your website: After I scroll down, download your white paper and open it, I find the clearest statement of your value proposition under Mission Statement. "To democratize Wall Street Investment Technology for mainstream investors and make it super-affordable. So that all mainstream investors can benefit, not just Wall Street Professionals." That could be reformulated to be cleaner and better sounding copy and put on the home page, as that seems closer to your true value proposition than anything I can find on the home page. On the home page, you try and draw me in with a description focused more on the features of your product. You talk about a search engine and finding lower risk investments, etc. However, your value proposition (put in informal, conversational form) seems to be something more like, "Hey, I worked at D.E. Shaw and Google. Want to buy the same tools that quantitative traders use to make better investments than the average person? I know the tools and will sell them to you." Now, this would need to be reformulated to make better copy, but you catch my drift. Will pretty much everyone who lands on your site know Google? Yes. D.E. Shaw? Most won't know who or what D.E. Shaw is. Here's a simple set of A/B experiments to start with: Come up with a more accurate statement of your value prop., and the story you want to tell on your home page, and run different versions to see which gets more traffic. It may be that more average joes know Goldman Sach's than know D.E. Shaw. So, on one version of the site you are testing, you can try potentially more recognizable Wall Street names like GS.