TrueCare FMS

Why TrueCare FMS

California’s Self-Determination Program lets people with developmental disabilities choose
their own services and providers. It gives families real control. But it also gives them the
paperwork: budgets, invoices, provider payments and regional center records.

That is the job of a Financial Management Service. TrueCare does it with something the
category usually lacks: warmth. Our job was to build a brand and website that make a
complex, regulated service feel simple, human and safe to trust.

Marketing and Brand
Strategy

Most FMS providers look like back offices: forms, acronyms and gray PDFs. Families arrive
anxious, often after months of navigating the system. So we led with the name itself. “True
care” became the promise: you choose your providers, we handle the money.

The message speaks to four groups at once (participants, their families, service providers
and independent facilitators) but always puts the family first. Every page answers one
question: what will this make easier for me?

Brand Identity

The identity is calm and caring, never clinical. A soft, friendly logo, warm colors and real
photography of families and support staff, built around five values the client already lived by:
Care, Equity, Respect, Transparency and Sustainability.

The voice rule is simple: talk like a helpful person, not a government office. Plain words,
short sentences and no jargon without an explanation next to it.

Website

We designed and built the website in Webflow with one goal: turn a confused visitor into a
booked consultation. The three service models (Bill Payer, Co-Employer and Sole-
Employer) are explained side by side, so families can see which one fits them.

A clear four-step path leads to separate sign-up forms for participants and providers, a free
consultation booking and a secure login for existing clients. The FAQ is split by audience, so
each person finds their answers fast.

Numbers

Since launch, TrueCare’s brand, website and content have reached more than 100,000
people across California: participants, families and the providers and facilitators who
support them.

Analytics tracks what matters for a service business: interest forms, provider sign-ups and
consultations booked. Every page is measured on whether it moves a family one step closer
to getting started.

Content & SEO

Families research for weeks before they choose an FMS, so we built content that answers
their real questions: how the Self-Determination Program works, what each service model
means, and how budgets and payments are handled.

The blog and the audience-based FAQ are written in plain words and structured for Google
and AI search, so TrueCare is the answer families find when they start looking.

What’s Next

As TrueCare launches the Co-Employer and Sole-Employer models, the site and content
grow with it: new service pages, onboarding guides and more support for families who want
to hire their own staff.

The goal stays the same: make self-direction feel simple, so more families in California can
take control of their own care.