Geni
Redesigned the website and revamped the brand identity
for a fintech platform — improving clarity, structure,
and conversion for financial institution clients.
Year:
2026
Client:
Geni
Duration:
2 months
Industry:
Fintech / B2B
Services:
Visit Website
Context:
Geni is a fintech platform offering risk decisioning and credit intelligence solutions for financial institutions. The goal was to transform the website from an information-heavy experience into a structured, decision-oriented platform.
I worked on redesigning the website to improve how complex offerings are communicated, enhance user trust, and create a clearer conversion journey for potential clients.
Problem:
Users — primarily banks and NBFCs — couldn't quickly understand what Geni offered or how it differed from competitors. The brand didn't reflect the authority expected in fintech, and the website had no clear path to conversion or next action. The existing website faced several challenges:
-
Complex fintech concepts were difficult to understand
-
Information was scattered and lacked structure
-
Weak messaging reduced clarity of value proposition
-
Limited trust signals for a high-stakes domain
For users:
-
Hard to quickly grasp what Geni offers
-
Confusion between solutions and platform capabilities
-
No clear next step in the journe
Approach
The work covered two parallel tracks — brand and product.
On the brand side, the identity was revamped to feel more credible, structured, and appropriate for a high-stakes fintech environment. Typography, colour, and visual language were all redefined to build trust
before a user reads a single line of content.
On the product side, content was restructured to separate platform capabilities from specific solutions reducing confusion between the two.
Technical fintech language was simplified into outcome-focused messaging that decision-makers could understand immediately. The conversion journey was redesigned with clear CTAs at each stage guiding users toward a demo or contact without ambiguity.
A competitive benchmarking exercise against Provenir and Actico informed key positioning and design decisions.
Outcome:
The brand and website now work together as one cohesive communication system. Visitors can understand what Geni does, why it's credible, and what to do next — from the first impression onward.
Impact:
Geni went from an unclear, visually inconsistent product to a structured, trust-first fintech brand and website.
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Have a project in mind? Let's talk.
Open to collaborations, product roles, and ambitious ideas. Let’s create experiences that actually make an impact.
Do you prefer Email communication?
Geni
Redesigned the website and revamped the brand identity for a fintech platform — improving clarity, structure, and conversion for financial institution clients.
Client:
Geni
Year:
2026
Industry:
FinTech / B2B
Duration:
2 months
Services:
Visit Website
Context:
Geni is a fintech platform offering risk decisioning and credit intelligence solutions for financial institutions. The goal was to transform the website from an information-heavy experience into a structured, decision-oriented platform.
I worked on redesigning the website to improve how complex offerings are communicated,
enhance user trust, and create a clearer conversion journey for potential clients.
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Problem:
Users — primarily banks and NBFCs — couldn't quickly understand what Geni offered or how it differed from competitors. The brand didn't reflect the authority expected in fintech, and the website had no clear path to conversion or next action. The existing website faced several challenges:
-
Complex fintech concepts were difficult to understand
-
Information was scattered and lacked structure
-
Weak messaging reduced clarity of value proposition
-
Limited trust signals for a high-stakes domain
For users:
-
Hard to quickly grasp what Geni offers
-
Confusion between solutions and platform capabilities
-
No clear next step in the journey
Approach:
The work covered two parallel tracks — brand and product.
On the brand side, the identity was revamped to feel more credible, structured, and appropriate for a high-stakes fintech environment. Typography, colour, and visual language were all redefined to build trust
before a user reads a single line of content.
On the product side, content was restructured to separate platform capabilities from specific solutions reducing confusion between the two.
Technical fintech language was simplified into outcome-focused messaging that decision-makers could understand immediately. The conversion journey was redesigned with clear CTAs at each stage guiding users toward a demo or contact without ambiguity.
A competitive benchmarking exercise against Provenir and Actico informed key positioning and design decisions.
Outcome:
The brand and website now work together as one cohesive communication system. Visitors can understand what Geni does, why it's credible, and what to do next — from the first impression onward.
Impact:
Geni went from an unclear, visually inconsistent product to a structured, trust-first fintech brand and website.
Your project deserves strategy that actually works.
Book an intro call
Do you prefer Email communication?
Have a project in mind?
Let's talk.
Open to collaborations, product roles, and ambitious ideas. Let’s create experiences that actually make an impact.
Latest Projects
HiGalen
HealthTech Saas Platform
Creamfrost
Ecommerce Web Experience