SQOOT Pure — Trust Artifact Roadmap

Priority Dashboard

P0 — Critical for Launch

Must exist before first customer. Conversion blockers.

Allocated gold explainer · Vault walkthrough visual · Redemption walkthrough · "What if SQOOT disappears?" page · Ownership confirmation email · Vault partner profiles · Compliance explainer · AML/KYC explainer · Fee disclosure page · Physical gold vs ETF guide · "Where your gold goes" visual · AURUM market insights · KYC walkthrough · Identity verification flow preview · Gold gifting landing page · KYC resume functionality · Ownership reinforcement emails

P1 — High Leverage / Next Sprint

High impact on trust and conversion. Build after P0.

Physical shipment walkthrough · Insurance documentation summary · Audit methodology page · Banking/payment partner visibility · Spread/pricing methodology · Founder story · "Why we built SQOOT" page · Founder market commentary · "How SQOOT works" animation · First ownership stories · Redemption case study · Family gifting examples · Data privacy explainer · Save-progress onboarding · Calm reminder emails · "Still researching?" nurture sequence · Ownership dashboard preview · Wedding gifting walkthrough · Family transfer explanation · Physical packaging preview

P2 — Important, Non-Blocking

Important depth. Schedule after P1 sprint.

Redemption fee calculator · Podcast appearances · Buyback pricing examples · "Why I moved from ETFs" stories · AMA archive · MFA/security overview · Festival gifting campaigns · Macro-event re-engagement emails · Interactive vault walkthrough · Simulated redemption journey · Monthly vault reports · Repeat purchase guidance

P3 — Long-Term Enhancement

Retention and identity. Post-launch roadmap.

Anniversary ownership email · [additional long-term retention artifacts TBD]

Conversion Funnel Map · Trust is the conversion mechanism · Source: SQOOT Pure Full Conversion Funnel

Engaged Visit

Cold traffic → sustained trust investigation
Goal: Drive visitors to vault, pricing, AURUM, FAQ, redemption

D Discovery artifacts Traffic: Reddit · SEO · AURUM · Podcasts · Referrals

40%

4,000 users

−60% · 6,000 leave

Email Capture

Anonymous interest → owned relationship
Capture: The Melt signup · AURUM alerts · Gold Guide · Market updates

V Validation artifacts Email list is highest-leverage trust lever

10%

400 users

−90% · 3,600 leave

Account Creation

Passive follower → active evaluator
Actions: Create account · review pricing · vaults · how it works

A Account artifacts Trust drivers: Institutional credibility · Pricing clarity · Founder authority

22%

88 users

−78% · 312 leave

KYC Completion ⚠

Pass institutional legitimacy test — highest drop-off risk
Journey: Pre-KYC → Submit Docs → Verification Pending → Verified Approved

K KYC artifacts Re-engage: email if KYC pending >24h

65%

57 users

−35% · 31 leave

First Purchase

Verified → allocated ½ oz gold owner
Drivers: Redemption clarity · Allocation security · Transparent pricing · Ownership proof

P Purchase artifacts Min ½ oz · fund · complete order

30%

17 users

−70% · 40 leave

Repeat Purchase

First → second within 90 days · normalize ongoing gold ownership
Drivers: Market context · Gifting options · Portfolio strategy · Community trust

R RE Retention + Re-engagement artifacts

30%

5 buyers

−70% · 12 don't repeat

First Purchases / mo

~$28,900

Monthly Revenue

$1,700

Avg Order Value

AOV · Referrals · Repeat Purchase
= Compounding trust & lifetime value.
This is a skepticism-reduction funnel,
not a checkout flow.

Two Buyer Paths

Path A · Primary

Modern Gold Owner

MGO

Motivation: Beat inflation, own real assets, avoid paper gold

Trust Focus: Platform legitimacy, transparency, redemption, security

Key Entry: AURUM, macro insights, Reddit, SEO content

Funnel sequence: DVAKPR

Path B · Parallel

Cultural Gold Buyer

CGB

Motivation: Gifting, family, tradition, meaningful milestones

Trust Focus: Is this "real gold"? Culturally legitimate? Easy to gift?

Key Entry: Referrals, gifting pages, festivals, community content

May skip AURUM early. Jump to AKP

Tag Key

DDiscovery VValidation AAccount

KKYC PPurchase RRepeat RERe-engage

Every artifact in the Inventory below is tagged to one or more of these stages. Filter by tag to find artifacts for a specific part of the funnel.

Key Principle

Users move forward, pause, leave, return, and re-validate until trust compounds enough to convert. This is not a linear checkout.

Full Artifact Inventory · 52 artifacts · 11 categories · Source: Trust Artifact Matrix May 2026

🥇

Ownership Clarity

"Do I actually own this?"

6 artifacts

Artifact	Psychological Job	Pri	Status	Funnel	Buyer	Owner
Allocated gold explainer Clarifies direct ownership	"Do I actually own this?"	P0	Planned	VP	BOTH	Content / Product
Vault walkthrough visual Makes custody structure tangible	"Does the gold physically exist?"	P0	Planned	VP	BOTH	Design / Product
Redemption walkthrough Proves ownership is real and accessible	"Can I actually access it?"	P0	Planned	VP	BOTH	Product / Ops
🔥 "What happens if SQOOT disappears?" page Removes existential platform fear	Existential platform risk	P0	Missing	VP	BOTH	Founder / Legal
🔥 Ownership confirmation email Reinforces legitimacy post-purchase	Post-purchase anxiety	P0	Missing	R	BOTH	Lifecycle / CRM
Physical shipment walkthrough Tangibility reassurance on redemption	Makes physical delivery real	P1	Missing	PR	BOTH	Ops / Content

🏛️

Institutional Trust

"Is this a serious platform?"

6 artifacts

Artifact	Psychological Job	Pri	Status	Funnel	Buyer	Owner
Vault partner profiles Third-party legitimacy	"Is this institutionally real?"	P0	Planned	V	MGO	Partnerships / Content
Compliance explainer Institutional seriousness	"Why do they require KYC?"	P0	Planned	K	MGO	Compliance / Product
🔥 AML/KYC explainer Reduce verification distrust	Regulatory maturity signaling	P0	Missing	K	MGO	Compliance / Product
Insurance documentation summary Risk reassurance	Asset protection confidence	P1	Missing	V	BOTH	Legal / Content
Audit methodology page Accountability	"How is this verified?"	P1	Missing	V	MGO	Ops / Content
Banking/payment partner visibility Financial legitimacy	Structural confidence	P1	Missing	VP	MGO	Partnerships

📊

Operational Transparency

"Are they hiding anything?"

4 artifacts

Artifact	Psychological Job	Pri	Status	Funnel	Buyer	Owner
Fee disclosure page Anti-dealer differentiation	"What are they hiding?"	P0	Planned	VP	BOTH	Product / Finance
🔥 Spread/pricing methodology Pricing fairness vs. dealer opacity	Dealer distrust · live spot + margin	P0	Missing	VP	MGO	Product / Finance
Buyback pricing examples Liquidity realism	Liquidity concern	P1	Missing	P	MGO	Product / Finance
Redemption fee calculator No hidden surprises	Surprise fees	P2	Missing	P	BOTH	Product

🧭

Brand Legitimacy

"Who are these people?"

4 artifacts

Artifact	Psychological Job	Pri	Status	Funnel	Buyer	Owner
Founder story Human trust · 40 yrs private market	"Who built this?"	P1	Planned	DV	BOTH	Founder / Content
Founder market commentary Expertise signaling	Authority accumulation	P1	Planned	DVRE	MGO	Founder
"Why we built SQOOT" page Mission coherence	Mission clarity	P1	Missing	DV	BOTH	Founder / Content
Podcast appearances Trust transfer via third parties	External validation	P2	Ongoing	D	MGO	Founder / PR

📚

Product Understanding

"Why is this different?"

5 artifacts

Artifact	Psychological Job	Pri	Status	Funnel	Buyer	Owner
Physical gold vs ETF guide Ownership differentiation	"Why not just buy an ETF?"	P0	Planned	DV	MGO	Content / SEO
🔥 Allocated vs pooled gold explainer Structural clarity — you own it, period	Ownership clarity	P0	Missing	V	MGO	Product / Content
🔥 "Where your gold goes" visual Physical tangibility	Physical reassurance	P0	Missing	V	BOTH	Design / Product
AURUM market insights Intelligence signaling · authority	Trust before purchase · free access	P0	Existing ✓	DVRE	MGO	Product / Research
"How SQOOT works" animation Simplify complexity	Familiarity and ease	P1	Missing	DV	BOTH	Design / Product

👥

User Confidence

"Have other people actually done this?"

5 artifacts

Artifact	Psychological Job	Pri	Status	Funnel	Buyer	Owner
First ownership stories Process reassurance	"Have real people done this?"	P1	Missing	VP	BOTH	Content / CRM
Redemption case study Operational realism	Ownership realism	P1	Missing	VP	BOTH	Content / Ops
Family gifting examples Cultural legitimacy	Symbolic legitimacy	P1	Missing	VPR	CGB	Content
"Why I moved from ETFs" stories Rational migration narrative	Rational migration	P2	Missing	VP	MGO	Content
AMA archive Transparency persistence	Transparency	P2	Missing	V	MGO	Founder / Community

🔒

Security & Compliance

"Will my information and assets be protected?"

4 artifacts

Artifact	Psychological Job	Pri	Status	Funnel	Buyer	Owner
🔥 KYC walkthrough Reduce onboarding anxiety	Legitimacy + friction reduction	P0	Missing	K	BOTH	Product / Compliance
🔥 Identity verification flow preview Predictability before KYC	Predictability	P0	Missing	K	BOTH	Product / UX
Data privacy explainer (human-readable) Personal data safety	Data safety	P1	Missing	K	BOTH	Legal / Product
MFA/security overview Account protection	Account protection	P2	Missing	KP	MGO	Product / Security

🎁

Cultural Trust

"Does this feel like real gold ownership culturally?"

5 artifacts

Artifact	Psychological Job	Pri	Status	Funnel	Buyer	Owner
🔥 Gold gifting landing page Cultural legitimacy at entry	"Does this feel culturally real?"	P0	Missing	DVP	CGB	Content / Growth
Wedding gifting walkthrough Ritual familiarity	Ritual familiarity	P1	Missing	DVP	CGB	Content
Physical packaging preview Gift tangibility	Tangibility	P1	Missing	PR	CGB	Design / Ops
Family transfer explanation Generational continuity	Legacy continuity	P1	Missing	PR	CGB	Product / Content
Festival gifting campaigns Cultural resonance at occasion	Cultural resonance	P2	Missing	DP	CGB	Growth / Content

🕐

Behavioral Trust

"Can I safely move at my own pace?"

5 artifacts · Currently missing — extremely important

Artifact	Psychological Job	Pri	Status	Funnel	Buyer	Owner
🔥 KYC resume functionality Reduce abandonment at KYC gate	Friction recovery	P0	Missing	KRE	BOTH	Product
Save-progress onboarding Pressure reduction	Pressure reduction	P1	Missing	AK	BOTH	Product
Calm reminder email series Re-engagement without pressure	Non-aggressive trust	P1	RE	BOTH	CRM
"Still researching?" nurture sequence Validation support	Trust accumulation over time	P1	Missing	RE	MGO	CRM / Content
Macro-event re-engagement emails Timely re-entry triggers	Timely re-entry	P2	Missing	RE	MGO	CRM / Research

✨

Experiential Trust

"What does this actually feel like?"

3 artifacts · Underdeveloped and powerful

Artifact	Psychological Job	Pri	Status	Funnel	Buyer	Owner
Ownership dashboard preview Reduce uncertainty pre-purchase	Predictability	P1	Missing	AP	BOTH	Product / Design
Interactive vault walkthrough Physical realism	Physical realism	P2	Missing	V	BOTH	Product / Design
Simulated redemption journey Ownership familiarity before buying	Confidence	P2	Missing	P	BOTH	Product / UX

🔁

Trust Continuity

"Will this still feel trustworthy later?"

4 artifacts · Critical long-term

Artifact	Psychological Job	Pri	Status	Funnel	Buyer	Owner
🔥 Ownership reinforcement emails Confidence continuity post-purchase	Post-purchase reassurance	P0	Missing	R	BOTH	CRM
Monthly vault reports Ongoing legitimacy	Ongoing legitimacy	P2	Missing	R	BOTH	Ops / CRM
Repeat purchase guidance Accumulation normalization	Normalize accumulation	P2	Missing	R	BOTH	CRM / Content
Anniversary ownership email Long-term identity formation	Long-term identity	P3	Missing	R	BOTH	CRM

🔥 Active Blockers

⚠ Must Clear Before Trust Center Goes Live

Trust Center live at getsqoot.com/trust · 6 tabs: Overview · Controls · Subprocessors · Resources · FAQ · Updates · Domain rebrand to sqootpure.com locked May 15 — redirect pending Grigori.

COMPLIANCE

Sarah Hammonds must review all compliance + AML/KYC copy before Trust Center publishes. Same standard as Plaid/ACH docs. Blocks Artifacts 1, 3 (Institutional Trust) and the compliance widget.

Owner: Jay → Sarah H. · Target: before Trust Center deploy

FEES PAGE

fees.html missing card / USDC / Klarna fee columns. Stripe approved May 15 — all 4 payment methods available. Pricing widget built but needs live Stripe numbers wired in.

Owner: Jay + Grigori · Ref: SQOOT fees.html open item

PARCEL PRO

Parcel Pro insured shipping applied Apr 12 — still pending approval. ACH confirmed 1 business day both inbound and outbound (updated May 18). Hold publish of Redemption widget until Parcel Pro is live.

Owner: Jay → Grigori · ETA: pending

JBT BOARD

JBT Board listing applied Apr 12 — still pending. Badge on Trust Center page but not yet active. Do not change badge to confirmed status until approval received.

Owner: Jay · ETA: pending

⏳ Pre-Launch Security — Still Pending

PERSONA KYC

Persona KYC/AML not yet implemented. ~$1.50–$3/verification. Required before any "every account verified" claim goes live.

Owner: Grigori · Required before public launch

PEN TEST

Penetration test required before public launch. $5K–$15K. Listed in Trust Center Resources tab. Cannot publish "security-tested" claim without it.

Owner: Jay · Budget required · Pre-launch

SOC 2

Internal SOC 2 readiness (Vanta or Drata). ~$500–1K/mo. Requires Supabase Team plan ($599/mo). Needed for enterprise and advisor trust.

Owner: Jay + Grigori · Phase 3 target

CYBER INS.

Cyber insurance must be bound before first customer. ~$150–$400/mo. Blocks any coverage claim in compliance artifact.

Owner: Jay · Must bind before launch