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The web site states the following, "What would you choose? Help our couples make smart financial choices." We noticed that the web site also stated " Ready to help another couple? Try to keep their pension." It also said " Mortgage paid off what next? Injured are they properly insured? Wondering what you might be missing? Meet a Bridges financial planner and see the difference advice can make. This website has been prepared by Bridges Financial Services Pty Limited Bridges ABN 60 003 474 977 ASX Participant AFSL No 240837. No information of this website may be reproduced without the written conse." The header had financial decision making as the highest ranking optimized keyword. This keyword is followed by financial planning, retirement planning, and financial advice which isn't as urgent as financial decision making. The other words choices.bridges.com.au uses is retirement advice. financial choices is included and might not be seen by search parsers.