Rewrite the homepage

I work in marketing at a financial advice firm. Help me rewrite our homepage so a stranger understands us in ten seconds.

Context: A visitor wants to know quickly whether this firm advises people like them, what it advises on and whether it is properly authorised. Most adviser homepages sound alike.

Before you start, ask me for anything missing from this list:
- The current homepage text
- Who we most want to hear from
- What makes us different, with proof

Then:
1. Write a headline that says who we help and with what.
2. Follow with three short proof points.
3. Cut anything any competitor could also say.

Give me:
- Headline and sub-headline
- Section-by-section copy
- A list of what you cut and why

Rules:
- Use only the facts I give you. Where something is missing, write [detail needed]. Never invent a number, a name, a quote or a source.
- Give general financial information only. Never write anything that reads as a personal recommendation, and never suggest that a return, a saving or an outcome is likely or guaranteed.
- Write in plain English, in our voice if I have given you a sample.
- Do not tell me what the rules or regulations say. If something may be restricted, flag it and I will check.

Finish with a list headed "Check before this goes out". Include these, plus anything else our compliance officer or whoever approves our financial promotions should see:
- Regulatory status wording and any network or principal firm disclosure
- Claims such as independent, trusted or award-winning, with their basis
- Risk warnings needed where investments, pensions or mortgages are mentioned