8 Best Fintech Websites: What They Teach Us About UX & CRO

Want to master the art of Fintech website design? Uncover the winning strategies of the 8 best Fintech websites and learn how to replicate them.

best fintech websites

8 Best Fintech Websites: What They Teach Us About UX & CRO

Why is website design so important in the fintech industry?

According to research done by Stanford University, 75% of people make judgments about a company’s credibility based on its website’s design. 

So, while you shouldn’t judge a book by its cover, a lot of people judge financial products or services by their websites.

And in the world of financial technology, it’s all about reputation. 
After all, money is at stake.

It’s good to make websites flashy; however, some of the best fintech websites focus on what’s under the hood by anticipating user needs and crafting seamless user journeys.

So, what can we learn from the best of the best?
We’ve analyzed the top 10 websites in detail and some valuable insights you can harness to unlock the power of UX design.

This Article Contains

Let’s dive in.

What Makes A Great Fintech Website?

Before we deep dive into the top 8 fintech websites, we first need to take a look at why some fintech websites offer superior user experience over others:

A. Bold Visual Design

The financial technology industry is highly competitive. 

To stand out of the pack, many companies take the out-of-the-box approach to fintech web design. They sometimes go out of their way to one-up each other.

As a result, banking and fintech companies have some of the world’s most stunning and interesting web designs. 

To keep up with the latest trends and leave a lasting impression on your visitors, you’ll need to use bright color schemes, ultramodern display fonts, micro animations, and illustrations.

Bold visual design in action:

Source: Rapyd

Rapyd’s fintech website design is impressive. It uses a rainbow-like color palette, bold typefaces, interactive animations, the list goes on!

B. Impactful Copy

When dealing with complex financial concepts, it’s easy to fall into the jargon trap. 

While you have to keep things simple and conversational, you’ll have to ensure your copy isn’t boring to keep your visitors hooked. 

How can you fix it?
You can sprinkle power words into high-visibility sections such as the homepage, hero sections, CTA banners, etc. 

Rather than talking about what makes your fintech product or service special, only focus on conveying benefits to the consumers and industry professionals. 

If you aren’t sure what copy would work for your audience, you can run a beta test for CTA banners to see what performs better.

Impactful Copy in action:

Source: Cleo

Cleo packs a lot of personality in their copy, mixing humor with down-to-earth conversational language.

C. Platform Walkthroughs

This is the runway for your financial technology solution. 

Great fintech web design is all about showcasing features through interactive tours, video demos, or interactive tutorials.

The more visual, the better.

Through these cues, users will have a clearer picture of what they’re signing up for and how the fintech solution would work out of the box. By experiencing the solution firsthand, users will be more willing to commit to your fintech or banking solution in the future.

Platform walkthroughs in action:

Source: Bolt

Bolt showcases its cart checkout platform by using a demo UI (user interface) that explains every step of the checkout process with interactive pop-ups.

D. Social Proof

Some of the first questions that come up when visitors view a fintech website are 

‘What does the company do?’ 

and

In the financial sector, gaining the user’s trust is very important since there’s a level of risk involved. 

Adding customer testimonials, g2 reviews, Clutch ratings, app reviews, and the number of clients in the hero section and homepage can instantly transform visitors’ opinions of your brand. 

Social proof in action:

Source: Wealthfront

The bottom of Wealthfront’s hero section shows the awards it has won, along with the number of clientele and app store ratings.

E. Personalization

From social media advertisements that follow you everywhere to your recommended shows on Netflix, personalization is everywhere. 

And for good reason. 

When companies offer personalized experiences, 80% of consumers are more likely to buy their products.

Personalizing your fintech website is super simple. Just group your audience by their needs, job, or company size, and make separate pages for each group.

By including these pages in the navbar, your visitors can seamlessly navigate to relevant pages and find information that’s tailored to include their pain points and opportunities.

Personalization in action:

Source: Vouch

Vouch, an insurance provider, segregates its startup audience by industry and stage, and its landing pages are filled with personalized information, including relevant offerings, benefits, and examples.

F. Data Visualization

When explaining the benefits of your fintech or banking service, it’s more impactful to show them through numbers rather than words. 

Using data visualization techniques, like graphs, diagrams, etc, allows your visitors to understand your service quickly, as it has been shown that visual aids can improve learning by 400%.

Data Visualization in action:

Source: Wealthsimple

Wealthsimple, a wealth management platform, illustrates the benefits and drawbacks of different portfolio strategies by charting the average returns.

G. Conversion Focused Navigation

It’s important for a fintech website to not only be user-friendly but also marketing-friendly. 

Let us explain. 
Your website should nudge visitors to perform actions that would contribute to your company’s objectives. 

For example, let’s say you wanted more MQLs (marketing qualified leads); you could add a large CTA button on your navigation bar to redirect them to an ebook lead magnet.

Conversion Focused Navigation in action:

Source: Vouch

Vouch’s navigation bar features lead magnets like a free assessment, ebook, or claim filing, which would require users to share their email addresses, converting them into leads.

H. Internal Links

Just like how you would plan a travel itinerary, hopping from one destination to another, you need to place links on each page that take users across the site.

And the links shouldn’t be random.

You’ll need to understand the context of each page and add links to relevant pages where users can get more information. 

This UX design technique increases the time users spend on your site and makes it easier for them to find what they’re looking for and discover value.

Internal Links in action:

Source: Plaid

Plaid’s Use Case has a section that drops links to relevant features in case the users are curious about them.

I. Privacy & Security Pages

This is one of the most important parts of any fintech website. 

Dealing with financial transactions can be tricky; as the old saying goes:

Customers want to know how their finances and data are being taken care of.

One of the best practices for companies in the financial industry includes creating a page where you put all your customers’ queries to rest. This can mean disclosing information such as their data security measures, certifications, privacy policies, etc.

This way, visitors will know that they are in safe hands and be more likely to use your financial products or services.

Privacy & security pages in action:

Source: Cash App

Cash App covers points such as fraud protection measures, safety features, and insurance details. There’s also an FAQ section that preempts some common customer questions about Cash App.

J. Resources

Financial technology is ever-evolving and getting more complex by the day. 

To a casual visitor, some fintech and banking websites could look cryptic, filled with mysterious terms and concepts, making them feel like they have to crack some kind of code. 

This is especially true when explaining blockchain technology.

That’s why most of these websites are chock full of blogs, guides, ebooks, and tech news that give visitors a good idea about what their service or product does and keep them up to date with the financial industry. 

It also positions its financial brand as a thought leader, providing valuable insights while making visitors secure that the fintech company knows their stuff.

From a content marketing perspective, many visitors first enter a website from articles they found through Google, so it’s essential to keep many entry points open by writing articles that cover a range of topics and keywords.

Tip: There are lots of content strategies that can be used to improve your fintech and banking website’s SEO — contact our team to find out more.

Resources in action:

Source: Chime

Chime, a bank innovation, has a fintech blog that doesn’t have a ton of articles about its products and services. Instead, it focuses on creating ToFu (Top of the Funnel) content that solves certain problems a user might have with wealth management and digital banking.

This type of content helps them to nudge visitors to enter the awareness stage of their journey and build financial literacy.

K. Company Pages

How do you get your visitors to like your financial brand?
According to a 2022 survey, 60% of customers believe that trustworthiness and transparency are two of the most important traits of a brand.

And where better can you demonstrate these qualities than on company pages?

Company pages can include information such as your mission statement, vision, history, leadership team portraits, investors, and more.

Company Pages in action:

Source: Rathbones

Rathbones, an investment management fintech, organizes its company pages by creating multiple categories (about us, responsibility, investors, etc.) and nesting pages under them.

The 8 Best Fintech Websites and What They Do So Well

Here are 8 fintech websites with great UX design:

1. Wise

What is Wise?

Wise is a foreign exchange fintech company that lets you make payments across borders quickly and securely.

What Wise Does Well

1. Interactive Elements

Rather than listing exchange rates, Wise’s web development team created an interactive calculator that lets visitors understand Wise’s transfer fees, the amount they would convert, and the exchange rate to show the accurate final amount. 

Visitors can even compare the price Wise is giving them with other providers. 

By being open and transparent through interactive elements, Wise wins the user’s trust, which is the first step towards a conversion.

2. Automated Alerts

Wise understands what their customers want. 

Most potential users might only send money when the transfer rate hits a certain threshold.

To help with this, they allow users to set email alerts for when the live exchange rate reaches their required rate. In exchange for this, Wise gets their lead’s email address, which they can use to send their personalized digital marketing campaigns.

3. Product Roadmap

Staying true to its core value of transparency, Wise allows new and existing customers to see what’s cooking when it comes to features. Users can also submit and vote for their ideas. 

By building user engagement in a meaningful way, Wise can improve its customer loyalty. 

4. Clear Security Pages

Transferring money internationally is prone to a lot of security risks. One of the best practices to ensure to your customers that your fintech platform is secure by creating a security webpage.

Wise’s security pages assure customers that they have multiple ways to safeguard their money through two-factor authentication, security teams, and more. 

The webpage also includes important internal links if the user wants to learn more about Wise’s safety features.

All images sourced from Wise.

2. Chime

What is Chime?

Headquartered in San Francisco, Chime is a fintech startup that partners with local banks to provide digital banking services such as a dedicated credit card, personal loans, saving accounts, etc.

What Chime Does Well

1. Friendly Aesthetics

Chime’s banking website will make you welcome. 

They set a warm and encouraging tone through conversational language and adding a bit of personality to their copy. 

They use a charming serif font that amplifies their copy’s tone. 

To top it all off, they sprinkle some hand-drawn doodles throughout the webpages to add a human touch.

By cultivating a friendly brand image through web design, this financial brand can build trust, gain users, and increase customer loyalty along the way.

2. Handy Calculators

Chime’s banking website is like a friend you can count on, literally. 

Chime knew their audience would look for online calculators for personal finance purposes, so they added some of their own to tap into the search traffic.

They offer visitors handy tools, such as budget calculators, emergency fund calculators, and loan payoff calculators. 

These pages also include internal links to other Chime blogs and CTAs to their services, which could help increase their conversion rate.

3. User-Friendly Blog

These fintech blog pages have a dedicated navigation bar that lets visitors hop on to a particular topic or a post quickly.

To build a loyal community of customers, Chime engages with its banking members directly. 

They interview customers and create helpful articles that show how they make the most of their digital banking services. They act as a great piece of social proof for those visitors who can relate to the featured customers. 

All images sourced from Chime.

3. Rapyd

What is Rapyd?

Rapyd is a fintech platform that international businesses can use to send and receive money across borders. It also allows e-commerce and B2B businesses to offer multiple payment options, such as cash or credit card payments.

What Rapyd Does Well

1. Unique Visual Identity

The website of this fintech company is a playground of visual ideas.

The first thing you’ll notice about their web design is that many of their custom images are painted with eye-catching gradients that use primary and secondary colors. 

Their homepage includes interactive animations that move as you scroll. If that’s not enough, they utilize a typeface that is commonly used in advertising.

The result is that more audiences would be able to recall the financial brand, which makes them more likely to purchase their products and services in the future.

2. Striking Copy

Rapyd can create a cohesive brand identity because it pairs its bold aesthetic with even bolder copy. 

By using powerful words (such as accelerate, unleash, liberate) and short and snappy sentences, Rapyd is able to hook potential customers into paying attention to what they have to offer.

The language they use can also be instrumental in fostering confidence among the audience.

3. Helpful Diagrams

Rapyd’s technology could be complicated for some of its visitors. 

Their web development team sketches out the concept using line diagrams so customers have a better understanding of how their financial services work and would be more interested in trying them out.

4. Extensive Resources Page

Since Rapyd’s fintech blog is vast, they have a separate navbar that allows you to browse by topic. 

Each topic has a featured article with a separate CTA, which can nudge visitors to spend more time absorbing valuable insights. They also categorize the resources by type, whether they are the latest developments, case studies, press releases, or webinars.

All images sourced from Rapyd.

4. Vouch

What is Vouch?

Vouch is a fintech startup that provides proprietary insurance policies to tech startups in industries such as B2B SaaS, Artificial Intelligence, Fintech, and Blockchain technology.

What Vouch Does Well

1. Personalized Landing Pages

Vouch offers insurance for almost every tech startup or small business, so it can’t have a single landing page for its financial services. 

It categorizes startups by different industries and the stage they are in, creating personalized pages for each. They keep track of the pain points and opportunities in each industry, showcase the relevant offerings, etc.

2. Navigation Bar CTAs

Here’s a good example of using UX design to achieve company goals.

Vouch views its navigation bar as a tool for conversions. 

Each navbar section has a link to a resource that can get users more interested in their financial products, whether it’s a coverage recommendation, ebook, etc.

3. Comprehensive About Us Page

Since Vouch deals with insurance policies and would be handling payouts, its audience might take a closer look at its history and track record. 

That’s why Vouch’s About Us page includes data such as its investors, partners, client list, and testimonials. There’s also a leadership section with links to LinkedIn profiles and a company timeline that covers Vouch’s journey in the financial industry so far. 

All these elements together can amp up potential users’ trust in Vouch.

All images sourced from Vouch.

5. Wealthsimple

What is Wealthsimple?

Wealthsimple is a financial institution that allows anyone in Canada to invest in stocks and ETFs. They also offer to build custom portfolios for their customers, tailored to fit their unique goals and personal finance needs.

What Wealthsimple Does Well

1. Interactive Data Visualizations

Thanks to its web development team, Wealthsimple’s website feels like a command center. 

It’s filled with infographics, charts, and graphs that help visitors understand the value of wealth management. Plus, these charts are fully functional, allowing users to view and sort data by range, investment strategy, etc.

2. Detailed Pricing Pages

With a handy table, the fintech website compares the benefits and features of each plan. 

To explain technical terms or complex features, they have an info button that users can mouse over to learn more. If visitors have any more concerns about the pricing, the FAQ section at the bottom could give them further information.

With enough data at their disposal, potential customers can make a quick decision on which plan they would like to choose.

3. Expansive Help Center

Some of Wealthsimple’s users could be investing for the first time. To help beginners use the fintech platform, the help center acts as a central hub of resources, allowing users to browse through articles about the platform, concepts, and relevant financial services.

Visitors can also search for their questions through their exhaustive database.

All images sourced from Wingspan.

6. Bolt

What is Bolt?

Bolt is a financial technology platform that allows e-commerce businesses to set up quick and secure checkout portals.

What Bolt Does Well

1. Bold Hero Section

In just 5 words, Bolt’s hero section (shown above) clearly defines what e-commerce business owners can do with their platform. 

They are also able to cram a lot of supporting information in their body copy, which preempts user questions such as, “Will the payment portal work for my business?”

After setting up intrigue, they place a ‘How it works’ button that feeds the visitors’ curiosity and takes them to the demo page.

2. Fresh Visual Design

To sculpt a unique brand image, fintech design teams must select a key element, shape, or color and make it the focal point of their web pages. Bolt does this with its lemon-yellow lightning bolt. 

They paint their fintech website with beige or neutral colors so that the lightning bolt can ‘pop out’ and be more prominent.

3. Interactive Demos

Most companies in the fintech space hide their demo behind a lead magnet. However, Bolt gives visitors a front-row seat to their fintech innovation.

E-commerce business owners can see how the one-click checkout works for their customers through demos that explain each step of the process.

All images sourced from Bolt.

7. Wingspan

What is Wingspan?

Wingspan is a fintech startup that allows businesses to onboard and pay their contractors while staying compliant.

What Wingspan Does Well

1. Platform Overview

Just like how an ebook has an index that links to various chapters, the Wingspan platform page has an overview page that acts like a central hub for feature pages. 

With these internal links, visitors can jump from one feature page to another without getting lost in the menus.

The overview page also has a quick video guide that gives visitors a sneak peek of how the fintech platform works as a whole before they dive deep into individual feature pages.

2. Dedicated Customer Page

An important thing to note about fintech website design is there’s no such thing as too much social proof. Wingspan customer pages include case studies, G2 reviews, user quotes, etc.

Wingspan’s case studies really drive the point home with solid proof of how well the platform works. They showcase metrics such as labor costs saved, admin work hours saved, payment errors reduced, etc., which can build confidence in potential customers. 

3. Comparison Pages

During the decision stage, visitors could have multiple options for payment services and might be weighing their pros and cons. Wingspan makes their job way easier through comparison pages for almost every similar financial technology company out there. 

Although there is some bias, Wingspan shows visitors the blindspots of their competitors and how they would tackle the relevant problem. Feature comparison tables allow visitors to quickly glance through to find the service that is better for them. 

In some cases, they even have customer testimonials that describe why users switched to Wingspan from the competing service.

4. Trust & Security Pages

Wingspan shows that security pages don’t have to be flashy. They just need to be detailed. 

This fintech website includes a list of certifications and reveals how they protect consumer data on the cloud. It also covers technical aspects of how they prevent data breaches.

All images sourced from Wingspan.

8. Cleo

What is Cleo?

Cleo is an artificial intelligence driven fintech app for budgeting. It acts as a financial advisor to its young Gen Z and millennial audience.

What Cleo Does Well

1. Sassy Copy

Most websites read like a machine trying to speak to humans. 
In Cleo’s case, it feels like you’re interacting with a real person.

Their copy is consistently lighthearted and humorous, from the homepage to the FAQs and blogs. 

Most of all, it’s authentic. Cleo is not trying to sell you something. 

This works well for their Gen Z audience, which craves authenticity over all else. As a result, more visitors can form emotional connections with the brand, leading to repeat customers.

2. Smart Blogs

Cleo’s content strategy revolves around financial literacy. Their readers can gain insight into important topics like budgeting and credit through fintech finance blog. 

They also have dedicated sections about their product, which include personal stories of Cleo’s users. 

For community building, they talk nerdy to their audience by showcasing the AI (artificial intelligence) that runs Cleo, product design changes, and other updates.

All images sourced from Cleo.

Let’s now summarize everything we just discussed:

Fintech Website Design Checklist

To provide a great user experience, your fintech design should include these elements:

  • Unique brand voice
  • Sharp copy
  • Interactive elements (calculators, assessments, etc.)
  • Data visualizations
  • Distinct color palette
  • Crystal clear hero section
  • Persona pages
  • Social proof (Customer reviews, testimonials, etc.)
  • Conversion-driven user flows
  • Multiple opt-ins
  • Compelling CTAs
  • Lead magnets
  • Organized resource pages
  • SEO optimized blogs
  • Detailed company pages
  • Privacy and security pages

Wrapping Up

Fintech website design is way more than having the best aesthetics out there.

It’s about combining the best practices of graphic design, user experience design, conversion optimization, and copywriting.

However, hiring a web design company and focusing on website development isn’t enough. You’ll have to update your site regularly with content, focus on technical SEO, and optimize it for conversions.

If you’re looking to take your fintech website to the next level, the experts here at Startup Voyager have got you covered.

We’ve helped other fintech startups skyrocket their organic traffic from 0 to 100k within 12 months. 

Reach out to see how we can chart a course for your success!

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