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Raxx Production-Launch Marketing Portfolio

Feature Outcome Map + Materials Plan + Launch Narrative

Status: v1 — marketing-strategist, 2026-07-11 UTC Plugs into: PM's docs/plan-to-production.md Upstream sources: Epics #94, #146, #3483, #3833, #3287, #3995, #4000, #3313, #3126; docs/marketing/positioning.md, messaging.md, differentiation.md, tax-aware-positioning-2026-05-20.md, getraxx-persona-blend-2026-06-05.md, getraxx-positioning-refresh-2026-05-27.md, 2026-06-11-beta-walkthrough-narrative-arc.md

Hard brand rules encoded throughout: - No broker/backend names (Alpaca/SnapTrade/Stripe are never customer-facing) - Structural + retrospective language only; no predictive or forward-looking claims - No emotion-labeling of users - AI is opt-in adjacent, paired with a specific outcome — never a headline claim - Raxx fills the structure gap; trust comes from user's own input, not external AI proposals

1. Per-Feature Outcome Map

The table below is the core deliverable. Each row answers: what can the user concretely DO now, what pain does it remove, and what kind of trust does it build? "You can now…" framing is the input for landing-page copy, demo scripts, and feature-announcement emails.

Feature Family You Can Now… (concrete user outcome) Pain Removed Trust Built
Structure Enforcement + Order Ticket Set your entry rule, credit floor, exit target, and stop-loss once — and know they are held exactly as written for every trade, every time the position is open The override at 2pm expiry Friday; the "credit was close enough" rationalization; the stop you moved because the chart looked different Execution is deterministic and auditable — the record proves the rules were followed, not just stated
Idempotency / Reliability (SC-IDEM) Submit an order once and trust that retries, network failures, and double-submits cannot produce duplicate positions or charges Retry anxiety: "did my order go through or did it fire twice?"; phantom fills that don't reflect in the ledger The platform accounts for reality precisely — what the ledger says is what happened
Roll-View (Net Credit / Static Return / Roll Rating) When you roll a position, see exactly what the move costs or credits (net delta premium on the extension), what the rolled position returns if nothing changes (static/defined return), and a structural roll rating (net credit per day of extension) The "good roll" illusion — being shown fresh premium without knowing you paid to extend; net-debit rolls that look like wins Honest math; debit rolls read as debits, credit rolls read as credits — no numbers dressed up
Iron Condor / Options Income Builder Name your weekly premium target and your max-loss budget; receive 2–3 specific iron condor or credit-spread structures with strikes, credits, and historical win-rate on that setup type — then paper-fill the one you choose The chain-math that lived in three browser tabs and a spreadsheet; the "what do I actually put on this week?" vacuum Every proposal shows its chain data and model assumptions — no vibes, no black box
Tax Suite (Wash-Sale / Holding-Period / §1256 / Lot-Selection / Tax-Event Calendar) See the tax character of every trade in your paper ledger: holding-period clock on every open leg, wash-sale risk flagged before you re-enter a substantially similar position, §1256 tagging on qualifying broad-based index structures, year-end CSV export formatted for your CPA Tax surprises at filing — disallowed wash-sale losses discovered in February; unintended short-term treatment on legs you thought were long-term The ledger tells the full story, not just P&L; the record is there before tax time, not instead of your CPA
Paper Trading / Simulate Surface Run any strategy on one surface — flip to paper mode for real-time forward simulation with full entry/fill/Greeks/exit audit trail; flip to backtest mode to see historical performance on the same structure. Paper trades are a first-class record with tiered retention (90 days → 3 years → unlimited) "Paper trading is a toy mode" — the platform that shows you paper positions but never lets you ask whether your last 90 days on paper actually reflect your strategy A documented track record before real capital enters; the qualifying round is part of the product, not a tutorial you skip
Backtesting + Risk Metrics (MBT v1) See what your options structure returned historically — win rate, max-loss scenario, behavior across different vol regimes — before you deploy it with capital FOMO-driven strategy deployment with no historical anchor; the backtest you ran once in a spreadsheet and can't reproduce Historical data grounds every trade decision; "no guessing" has a data layer behind it
Confidence Engine UX Work in an interface where Greeks, net credit/debit, P/L math, and structure parameters are first-class UI objects — not buried under a consumer-finance chrome or a 1999-era terminal The TOS-vs-Robinhood gap: one is too complicated for a working Wednesday, the other is too toylike to trust The product looks like it was built by someone who runs the same strategies you run
Shape — Trade-Context Journal (Phase 1) After every trade, annotate it with your own structural/behavioral context (pre-trade setup thesis, post-trade label from a defined taxonomy). Filter your trade history by those annotations to see which setup contexts correlate with your own documented outcomes — on your own data, asserted by you The inability to distinguish "my process failed" from "my rules worked but I broke them" — the question every active trader has with no systematic answer The record is yours, asserted by you, not inferred by an algorithm; Raxx never labels how you trade — you do
Beta Activation Walkthrough Move from "I just got a beta invite" to "I understand exactly what this does and whether it solves a problem I actually have" in under 15 minutes, without a demo call The gap between receiving access and understanding value — the churn that happens before the first real session The walkthrough respects trading competence; no tutorial condescension; tester leaves with a specific thesis about whether Raxx fits their situation
Passkey / Security (Trust Feature) Sign in with Face ID, Touch ID, or a hardware key — no passwords, no phishing surface, no credential that can be leaked from another breached service "I reuse passwords and I know it's a problem"; account anxiety on financial tools Passkey-only is a structural security claim with a mechanism behind it, not a policy promise; the first retail options platform to make this a product-identity feature
iOS The full Raxx structure-enforcement and paper-ledger experience on iPhone — monitor positions, review the ledger, submit orders through your broker — with Face ID passkey, native subscription management, and the same enforcement rules as web Having to use mobile browser for a financial tool; the second-class mobile experience common to desktop-first trading platforms Native iOS signals a product commitment to the user's workflow, not a web-app afterthought

2. Launch Narrative / Positioning

The through-line

Every feature above is a chapter in one story: the structure gap.

You already know how your trade should work. You wrote the entry rule, the credit floor, the exit. You have run the backtest and you understand the risk. The problem is not skill and it is not information. The problem is that the rules you wrote before the trade look different when the trade is live. Raxx exists to close that gap.

Structure enforcement holds the rules. The Simulate surface tests them before capital is at stake. Roll-view shows the math honestly when you extend. The tax suite annotates what happened, not just what you made. Shape lets you record your own setup context and see — in your own history — which setups actually tracked your rules. Passkeys make the account itself structurally secure. iOS means the structure travels with you.

None of these features are about prediction. None of them fire orders without a human clicking. None of them promise a return. They enforce the structure the user already decided on, and they show the truth of what happened. That is the product.

Hero line (locked from docs/marketing/messaging.md)

Stack raxx. No guessing. Test before you risk.

The three-sentence pitch

Raxx enforces the entry, credit, and exit structure you wrote for your options strategy — in paper first, on every trade, exactly once, with a full audit trail. No broker lock-in: the order goes to whichever account already has your money. When a position closes, the record shows what your structure actually did — P&L, tax character, and the context you annotated at the time.

3. Materials Portfolio Plan

This section defines what to make per feature cluster, not the full copy. Each artifact is assigned a producing team and notes where a ux-designer visual is required.

Cluster A — Core Thesis (Structure Enforcement + Idempotency)

Artifact Type Who Notes
Hero block on getraxx.com Landing section copy Marketing site (via PM) Locked headline + sub-headline from messaging.md; no changes needed unless BLR flags
"How it works" 3-step explainer Landing section copy Marketing site (via PM) Set → Paper → Fill — parallels the three value pillars in messaging.md
Structure-enforcement demo GIF or lottie Visual ux-designer Shows a strategy card with rules locked and the "cannot override" enforcement moment (Screen 2 walkthrough, locked headline: "Your strategy, your rules. Set once. Held every time.")
Onboarding hook — first rule-set In-app copy Marketing site / feature-dev (via PM) "Tell us your weekly number and your risk budget. We'll do the chain math."
"One fire, zero duplicates" micro-copy UI copy feature-dev (via PM) Confirmation toast on order submission; idempotency is invisible until it needs to be visible — note in success state only

Cluster B — Paper + Backtest (Simulate Surface)

Artifact Type Who Notes
"The qualifying round" section on getraxx.com Landing section copy Marketing site (via PM) Lead: "Paper trades are first-class records. Not a tutorial. The qualifying round for live capital." Pair with retention tier callout (90d / 3yr / unlimited)
Simulate surface demo script Demo / screen-record ux-designer + marketing 60-second walkthrough: pick a structure → paper fill → see the audit trail → toggle to backtest → see historical result on same structure
Pricing page retention-tier callout Tier comparison Marketing site (via PM) "Paper-trade retention: 90 days / 3 years / Unlimited" — the primary Free-to-Pro conversion lever
Beta walkthrough Screen 3 copy Walkthrough copy Locked in 2026-06-11-beta-walkthrough-narrative-arc.md "What this structure did before you risked a dollar." — no changes unless BLR flags
Proof-point placeholder (post-beta) Data point Marketing "Median paper-fill latency: [N]s / Win-rate distribution: [chart]" — blocked until beta data is instrumented; do not publish without real numbers

Cluster C — Roll-View

Artifact Type Who Notes
Roll-view explainer section Landing or /features page Marketing site (via PM) Lead: "When you roll a position, honest math. Net credit or debit on the extension. What the resulting position returns if nothing changes. Net credit per day added." Structural language; no prediction
Roll-rating visual Visual ux-designer Three-number display (delta premium, static return, roll rating) — the "instrument panel" visual that shows these as a set
Short-form comparison line Competitor framing Marketing "Your broker shows you the new leg's premium. Raxx shows you what the extension actually costs or credits — net."

Cluster D — Iron Condor / Income Builder

Artifact Type Who Notes
AI proposal demo — "tell it your number" Demo / screen-record ux-designer + marketing 60-second screen record: enter "$800 credit, max loss $2,400" → receive 2 IC structure candidates with strikes + historical win-rate → paper-fill → confirm
Income Builder landing section Landing section copy Marketing site (via PM) Pair with the getraxx-persona-blend-2026-06-05.md W2 income-seeker card copy; "You already know which setups have paid you. Raxx makes sure you run them exactly as you wrote them."
LCC (Layered Covered Call) feature page /features sub-page Marketing site (via PM) Separate from IC builder; target long-term investor persona; "Run income on long-term holdings without overriding the strike when the chart looks different." ux-designer visual needed for layered timeline

Cluster E — Tax Suite

Artifact Type Who Notes
"Trade your strategy. See how it's taxed." section Landing section copy Marketing site (via PM) Locked candidate in tax-aware-positioning-2026-05-20.md §3.3; BLR sign-off required before publish
Tax-aware feature column on pricing page Pricing matrix row group Marketing site (via PM) Wash-sale flag, §1256 tagging, year-end CSV export, P&L by tax treatment — from tax-aware-positioning-2026-05-20.md §3.2
Wash-sale flag visual Visual ux-designer In-ledger badge: "Potential wash-sale risk — position closed [N] days ago" — needs to be clear without being alarming
FAQ entries (4 tax questions) FAQ copy Marketing site (via PM) Drafted in tax-aware-positioning-2026-05-20.md §3.4; BLR sign-off required
Disclaimer component spec UI component feature-dev (via PM) Per placement table in tax-aware-positioning-2026-05-20.md §5.1; reusable across wash-sale, §1256, export

Cluster F — Shape (Trade-Context Journal)

Artifact Type Who Notes
Shape section on getraxx.com Landing section copy Marketing site (via PM) Frame: "Shape reads the pattern on your own trade history. Which conviction levels on your income setups actually produced the results you expected? Over time, that record tells you where your edge is — without anyone else's opinion." Per getraxx-persona-blend-2026-06-05.md persona card copy
Privacy policy update (prerequisite) Legal copy Operator + attorney Hard gate: PrivacyPolicy.jsx must be updated per shape-1-personal-sentiment-journal-compliance-2026-06-05.md §3D before the Shape section can reference any live feature
"Not inferred — asserted by you" one-liner Feature micro-copy Marketing Distinguishes Shape from AI classification; key trust claim for data-skeptical traders

Cluster G — Passkey / Security

Artifact Type Who Notes
Trust bar on getraxx.com Landing element Marketing site (via PM) Four-item trust bar: Passkey-only
Security explainer — "why passkeys" Short-form copy Marketing site / FAQ "A passkey cannot be phished, guessed, or leaked in a database breach. It lives on your device. Raxx requires one for every account."
"First retail options platform to be passkey-only" claim Competitive copy Differentiation section Verify at launch that this is still accurate — no competitor has made this claim; confirm before publishing

Cluster H — iOS

Artifact Type Who Notes
App Store screenshots Visual ux-designer + operator (ASC) Existing appstore-screenshots-2026-06-10/ directory in docs/marketing/ — review against final iOS build before submission
App Store description App store copy Marketing Lead with structure enforcement; mention paper ledger, Face ID passkey, broker-agnostic; no forward-looking performance claims; no broker names. Max 4,000 chars
App Store sub-title (30 chars) App store copy Marketing "Options structure. Your rules." (28 chars) — placeholder; confirm with ASC submission
iOS-specific waitlist / upgrade flow In-app copy feature-dev (via PM) StoreKit subscription sheet copy; "Pro: 3-year paper retention. Pro+: unlimited." Tone matches messaging.md voice

4. Audience Framing — How Each Outcome Lands Per Persona

Three active v1 personas from getraxx-persona-blend-2026-06-05.md: W2 income-seeker / Long-term tax-aware investor / Day trader (Variant B: structural)

Feature Outcome W2 Income-Seeker Long-Term Tax-Aware Investor Day Trader (Structural)
Structure enforcement + order ticket Primary resonance: the setup they already have that keeps drifting; "the credit was close enough" is the exact failure mode High resonance: the covered call they covered at the wrong strike "because the chart looked higher" High resonance: "a good trade you can't repeat" — the stop they moved; the exit they overrode
Roll-view (honest math) Weekly cadence means rolling constantly; net credit per day is exactly the unit they think in Relevant for covered call rolls; static return is how they evaluate whether the overlay still holds the underlying Less central; day traders close positions more than they roll — present as a feature, not a hero message
IC / Income Builder Hero feature for this persona; "tell it your weekly number" is the pitch Secondary: covered call + collar builder is more relevant; IC builder still lands as a structural tool Moderate resonance; day traders may run shorter-dated spreads; IC builder serves weekly cadence more than intraday
Tax Suite Wash-sale flag is high-value: weekly income traders close and re-enter similar positions constantly Hero feature for this persona; §1256 tagging on index options; LTCG preservation on the underlying; covered call assignment risk and holding period Low resonance as a primary draw; active traders have tax complexity but it is not their entry-point pain
Simulate / Paper Strong resonance: "prove your edge before risking capital" aligns with income-builder goal Moderate: useful for testing an income overlay before running it on appreciated shares High resonance (different framing): "build the record behind the speed — same setup, same way, every time"
Backtest + Risk Metrics High resonance: "what has this SPX condor done across the last 3 years of vol regimes?" is the exact question Moderate: backtesting an income overlay on an appreciated-share position across tax years Moderate: day traders backtest but often on shorter data windows; MBT v1 at 10-year depth is more valuable than they realize
Confidence Engine UX Expects it; any platform that looks like a consumer app loses credibility Values clean interface over feature density; the Confidence Engine's lack of chrome serves this persona Strong resonance: speed matters; a cluttered UI is a liability; the density-without-noise Confidence Engine framing is right
Shape (Trade-Context Journal) Strong resonance: "which of your income setups have the conviction-level annotations that match the outcomes?" is a real question Moderate: useful for tracking setup conditions on covered call entries; less central to primary thesis High resonance: "the record that tells you whether your strong-conviction trades actually have edge or just have activity"
Passkey / Security Baseline expectation; matters more negatively (if absent) than positively (if present) High relative resonance: this persona is risk-averse and has more capital to protect; passkey-only is a meaningful signal Moderate; speed > security in this persona's self-assessment; frame as "no login friction on mobile"
iOS Moderate: monitors positions during work hours on mobile High: this persona already manages their portfolio on a phone; a native app on the same instrument matters High: day traders are mobile-native; real-time position monitoring on native iOS is a core use case

5. Ready-to-Market Checklist Per Feature

These are go/no-go gates, not implementation cards. Each "NO" is a block on using this feature in marketing copy, demos, or screenshots. Engineering readiness is tracked in the epics; these are the marketing-specific clearance items.

Structure Enforcement + Order Ticket

Idempotency / Reliability

Roll-View

IC / Options Income Builder

Tax Suite

Simulate / Paper

Backtest + Risk Metrics

Confidence Engine UX

Shape — Trade-Context Journal

Beta Activation Walkthrough

Passkey / Security

iOS

6. Tier Mapping Summary (Pricing Reference)

Locked tiers per project_pricing_tiers_locked:

Tier Price Primary Upgrade Lever
Free $0 Paper trading + backtest, 90-day retention, 2 concurrent strategies, 25 AI proposals/mo
Pro $39/mo 3-year paper retention, 10 concurrent strategies, 500 AI proposals/mo, wash-sale flag + §1256 tagging, year-end CSV export
Pro+ $79/mo Unlimited retention, unlimited strategies, 5,000 AI proposals/mo, full tax suite, LCC (Layered Covered Call), webhooks
Founders $29/mo for 6 months, then $79/mo (Pro+) Everything in Pro+ at intro price; time-bounded; rolls to catalog Pro+ at month 7

Feature gate note for product-manager: The tax suite (wash-sale + §1256) is Pro/Pro+. Shape Phase 1 is available to all tiers but gated behind FLAG_SENTIMENT_JOURNAL. LCC is Pro+ only (hidden, not grayed, for Free and Pro per ADR-0114). Backtest depth (1yr / 10yr / 20yr+) scales Free → Pro → Pro+.

7. Priority Order: First Artifacts to Produce

Based on blocking dependencies and conversion impact, the recommended production sequence for the marketing site build team:

Tier 1 (before any public-facing copy goes live): 1. Trust bar (passkey / no stored creds / GDPR / broker-agnostic) — short, no legal risk, high signal 2. Hero block + "how it works" 3-step explainer — locked copy already exists in messaging.md 3. Persona-blend section — copy locked in getraxx-persona-blend-2026-06-05.md 4. Simulate surface demo GIF (paper + backtest toggle) — ux-designer asset, no legal gate

Tier 2 (after BLR clears tax and Shape copy): 5. "Trade your strategy. See how it's taxed." section + disclaimer component 6. Shape section (post-privacy-policy update) 7. AI proposal demo screen-record ("tell it your weekly number")

Tier 3 (post-beta, when real data is available): 8. Proof-point data inserts (paper-fill latency, win-rate distribution from beta) 9. "Paper-to-live graduation" narrative section (needs real cohort data to be credible) 10. App Store screenshots and description (once iOS build is TestFlight-stable)

8. Handoffs

Items for product-manager implied by this document (marketing does not file cards directly):