Back to Blog
Project Overview
Fintech Data Platform Website Redesign
A Website That Undersold the Platform
Our client’s data platform helps financial institutions bring disconnected data into a common model and trace every figure to its source. That makes it a strong foundation for AI—but its website never made the connection.
Instead, the site presented the platform as a basic data tool, with little to distinguish it from familiar reconciliation software. Industry pages repeated similar messages, and buyers across finance, IT, and data teams had no clear path to the information they needed.
The client came to Hypha for a HubSpot Content Hub website that clarified the platform’s role in AI, differentiated its capabilities, and spoke directly to the people evaluating it.
Approach: Decide What the Company Stands For Before Designing a Page
We started with the message, because no layout could have fixed a site that never said what the company stood for. We repositioned the client as the data foundation that makes AI work in finance, and built the message around the concept of "garbage in, garbage out."
The second decision concerned structure. Instead of one message repeated across every industry page, we organized the site around who was reading. The homepage splits visitors into financial institutions and channel partners. Beneath that, separate persona pages speak to finance, IT and data, and operations, each written for the questions that reader brings.
Proof got the same treatment. A wall of logos tells a buyer that other companies exist. We showed proof as use cases instead, including N-CSR reporting and call reports, so a reader could see the work the platform does in a situation they recognize.
Build on a CMS That Works as Hard as You Do
Is Your HubSpot CMS Built to Scale?
Design and Development That Drive Real Growth arrow_forwardWhat We Built
Design began in Figma with two mockups. The second, which organized the site around audience pathways, won out, and from there the build moved into HubSpot CMS as a set of reusable modules. The final homepage uses a split hero with a slot that can hold either a video or a GIF, so the client can change the visual without calling anyone. The N-CSR and call report videos sit directly on their sector pages, next to the use cases they illustrate.
The AI Readiness pillar page works differently from the rest of the site. We made it text-heavy on purpose. It’s meant to anchor the client’s SEO and AEO work and to give a future content cluster something to link back to, so it carries the depth a search engine or an AI assistant needs to cite it. Conversion happens on other pages.
The client also wanted to rotate its core messaging every three months. We recommended against it. Search and AI visibility build on pages that stay put, so rewriting them every quarter undoes the work. We suggested keeping the core content steady and trying new messaging on LinkedIn and the blog, where a miss is easy to fix. The client went with that.
What Changed
The launch is one piece of a larger effort to put the client in front of the right buyers.
The site also sets up work that comes after it. In parallel, a colleague ran the HubSpot Prospecting Agent and buyer intent rollout for the client, which had enrolled 47 contacts by early October. The AI Readiness page is positioned to anchor the AEO content cluster the client plans to build around it, and the persona pages give that outreach a specific page to send each kind of buyer to.
Before You Rebuild a Site for a Technical Product
A few things from this project carry over to most technical B2B rebuilds. Decide the message first, and check it against what the product already does, since a site can only claim what the company can back up. Write for each buyer separately when the people evaluating you hold different jobs. Give a pillar page the job of earning search and AI citations and let other pages handle conversion. And if your team is debating whether to rotate core messaging, test the new wording where it’s easy to change, on LinkedIn and the blog, and leave the pages you want search engines to trust alone.
Rebuilding a Site That Has to Speak to Several Buyers?
This project covered positioning, persona-based site architecture, and a HubSpot Content Hub build, with AEO content and HubSpot’s Prospecting Agent and buyer intent work built around it. If your site has to speak to several kinds of buyers and you want the website, the content, and the outreach designed to work together, let’s talk about what that could look like for your team.
