Five Financial Services Websites With Great Content Design


The digital transformation in the financial services industry is underway.

Today, with a new wave of fintech companies providing customers with digital tools to easily access, track and manage money, UX is becoming a key competitive advantage within the industry.

Traditional banks can no longer rest on their laurels, or even offer lackluster online banking solutions. To be competitive, financial services companies must deliver seamless, convenient and highly accessible digital experiences.

While mobile apps have become extremely popular with consumers, websites remain of utmost importance, especially for financial services looking to acquire new customers. With that in mind, here are just five financial services companies with top-notch website designs.


Molo is a new fintech startup that aims to disrupt the mortgage market. It is technically the UK’s first fully digital mortgage lender, eliminating the convoluted paperwork and lengthy back and forth process that usually occurs.

There are different elements that make Molo’s website pleasant to use, the first being its accessible and useful explanatory tools. Its homepage focuses on ‘how Molo works’, with a visually pleasing timeline of the application process.

This gives users a quick overview of what Molo has to offer, without confusing or overwhelming language. A more concise infographic can also be found elsewhere on the site, which means that users are kept abreast of the process and its various stages along their journey.

Another more functional part of the website is the mortgage calculator. By entering basic information using the sliding tool (like annual income and expected monthly rent), users can get an instant snapshot of how much Molo could lend.

While the website as a whole seems minimal, there is still a large amount of information being conveyed, with signals to “learn more” via its comprehensive FAQ section.


Betterment is a “robo-advisor”. It aims to simplify the investment process, using algorithms to personalize portfolios (based on risk, etc.) rather than human management.

Customers can see their inventory increase through Betterment’s mobile or web interface. The website itself is full of nifty tools designed to make it easier for new customers to get into the process or respond to initial queries. However, in order not to appear to be run entirely by bots, it includes an image of a real person in its header.

There is a cool feature at the bottom of the home page that prompts users to “get started”. Instead of asking you to click to enter details, the box naturally encourages users to enter simple information before moving on to the next step, which creates intrigue and calls for action.

From this point on, Betterment describes the investment options in a concise and easy to understand manner. Along with nice infographics, pop-up boxes offer more detailed information, balancing out the site’s almost gamer-style design.

However, by using language like “select an investment goal,” Betterment naturally encourages users to continue with its super easy and accessible UX.


Habito is an online mortgage broker, which aims to make finding a mortgage as easy as possible with its free and fully digital service. It is essentially a comparison site dedicated to mortgage loans.

Habito’s website is both informative and easy to use; the business sells immediately with a very visual and striking design, outlining (in a simple checkbox) why it is preferable to traditional brokers. It also incorporates social proof quite heavily into its homepage, including a large block of reviews at the bottom.

Other features also reflect a commitment to good service, such as a pop-up box in the FAQ section that asks users if there is anything that is not covered (so they can write an article about it. ).

The enrollment process is also client-centric, involving a few simple steps before users have their own “account” from which they can easily proceed with mortgage applications (or save current ones).

There is also a nice incentive for registered customers, with Habito encouraging users to “invite and win” if they share a link to the site with friends.


Mint is a US-based financial management service that allows users to track and manage everything related to money from a single platform. On top of that, it offers recommendations on things like insurance, credit, and savings banks to help people get the most out of their finances.

Overall, Mint is best known for its bright, minimalist design – instantly recognizable by its (obvious) mint green design features. However, one of the other main reasons Mint is striking is the way it conveys confidence through the design, especially during onboarding.

Its website is designed to reassure and encourage users to sign up, with friendly and positive copy that emphasizes this throughout. Images and infographics are almost 3D, standing out on the page to highlight the best features of Mint’s app and web platform.

Another awesome part of Mint’s site is its help section. Its search bar is fast and responsive; typing any question in the search bar immediately returns the suggested questions. The section is impressively designed to guide users until they find the answer they are looking for (or a point of contact).


Albert is a company similar to Mint, offering a combination of automated technology and human advisors to improve the financial situation of clients. One of its main features is the emphasis on text-based conversations, with users able to communicate with Albert’s “geniuses” (ie financial advisors) at any time via text messages.

This element is highlighted from the start; Albert’s home page allows users to enter their phone number in order to receive the app and register. This immediacy is excellent, removing hope that users will be searching or browsing for the app at a later date.

Beside that, there is a simple but very effective animation focusing on the key points of value that the service offers.

As you scroll down, the pleasing design continues, with graphics highlighting how Albert will alert users to overspending. There is also a text chat showing how users can expect to seek advice from the service.

This design helps create a sense of familiarity and trust, encouraging users to learn more or click to get the app.

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Jenny T. Curlee

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