Vesper Finance · Business Strategy + Website Design
End-to-end redesign for a fintech launch.
A new financial services brand with a strong product and a website that undermined it. We rebuilt it from the audience up.
A new financial services brand with a strong product and a website that undermined it. We rebuilt it from the audience up.
Left: Competitive journey mapping that identified the scepticism gap every fintech ignored. Right: Revised site architecture putting trust signals before features.
Vesper Finance was launching a personal financial planning product aimed at young professionals. The product itself was well-conceived, with a clear fee structure, genuinely useful features, and a team with deep domain expertise. But their website communicated none of that. It read like every other fintech site: vague value propositions, stock imagery of people on laptops, and a call-to-action that asked for significant commitment before demonstrating any value.
Through 24 user interviews split across two audience segments (first-time investors and people switching from a traditional financial adviser) we identified the core barrier: distrust rooted in the industry, not in Vesper specifically. People had been burned by opaque fees and underperforming products before. They needed to understand the "why" before the "what".
A competitive analysis of six comparable products showed the same pattern industry-wide: everyone was leading with product features. Nobody was addressing the scepticism in the room.
"Every fintech in the space was leading with features. Nobody was addressing the scepticism that users brought to the entire category."
We restructured the entire site architecture around trust signals first, features second. The homepage led with the problem Vesper solved, not what Vesper was. We designed a transparent pricing section that turned a potential anxiety point into a differentiator. The sign-up flow was rebuilt to feel like a conversation rather than an application.
Three months post-launch, conversion had improved 3.4× compared to the original site. More significantly, the quality of sign-ups improved. Vesper's sales team reported that new users arrived with a clearer understanding of the product and better questions.
The redesigned site: trust signals and transparent pricing leading, product features following. Conversion improved 3.4× within three months.