Cold Lava AI × Jack Eiles

Website & Brand Brief

The more you share, the more personal the website, content, and AI will feel. Take your time — there are no wrong answers.

Your Story

Why did you leave teaching to become an IFA? What was the moment? What drives you now? Why do you get up in the morning to do this? How would your best client describe you to a friend?

Your Approach & Values

When a new client sits down with you for the first time, what do you want them to feel? What's the first thing you usually say to put someone at ease? What frustrates you most about the financial services industry? What do you wish every self-employed person knew about protecting their income?

Your Process

Walk me through what happens from first contact to policy in place — step by step. How long does it typically take from first conversation to having cover in place? Do you stay in touch after the policy is set up? How? If a client's circumstances change (new baby, new business, illness) — what happens? Is this a one-off service or a lifelong relationship? How would you describe it?

Your Voice

If you were writing a message to someone who's been putting off getting protection — what would you say? How would you explain income protection to someone who's never heard of it? No jargon. Are you formal or casual? Suit and tie or coffee and a chat? What phrases do you naturally use? What words or approaches would you NEVER use?

Your Clients' World

What's the biggest fear your clients have when they first come to you? What's the most common reason someone finally picks up the phone? What's the best reaction you've had from a client after getting them covered? Is there a story where cover really mattered — paid out, or where not having it caused a problem?

Your Services

What protection products do you offer? Do you offer pension advice? If so, what kind? Any other services? Who is your ideal client?

Areas & Availability

What areas do you cover? Do you offer remote consultations as well as face-to-face?

Content & Presence

What topics could you talk about for hours? Would you be comfortable appearing on camera for short videos? Do you have any opinions that go against the industry? What questions do people ask you most at networking events?

Compliance & Firm

Any compliance requirements for the website? (FCA disclaimers, Openwork logo, approved wording?)

Branding

Do you have a professional headshot? Any colour preferences for the website? Any websites you like the look of?

Contact Details (for the website)

Phone number Email LinkedIn URL Any other social media?

Anything Else

Is there anything we haven't asked that you think is important?

✅ Brief Submitted!

Thanks Jack — we've got everything we need to build something that genuinely feels like you. We'll be in touch shortly.