Ablrate is a business lending platform that brings lenders together with borrowers to provide asset backed finance to a diverse range of businesses.
The company began operations in July 2014 and became fully regulated by the Financial Conduct Authority in March 2017. Initially launched to service the aircraft leasing sector, the platform quickly grew to finance other asset backed transactions.
Ablrate came to FinanceStream for a refresh. They wanted their new website to be clean and easy to use. Their existing website lacked clarity, was outdated and difficult for the user to navigate.
The aim was to create a financial website that would clearly explain what the platform does, declutter the layout and create an intuitive user experience that had a more natural flow. The content on each page was to be carefully placed ensuring that it was relevant, informative and easy to digest.
Our approach in achieving their website goals was to take a more product-based approach. By doing this we would clearly showcase the product platform and features included. This would also be where a lot of the visuals for the website would come from.
For clear navigation, segmenting the client type by lender products and borrower products would make it easier for the user to find the appropriate section. The information and layout would then be stripped back, in order to create concise sections of relevant content for each product or client type.
The result was a straightforward and clean financial website that showcases what Ablrate has to offer. Where product images weren’t used we provided suitable, sophisticated images that fit in line with their position in the market.
On each product page, we included a simplified process to show how it would work taking the customer through, step by step. We also included improved, prominent and clear CTAs throughout the website, improved FAQs section on each page to ensure relevancy and added trust building elements such as the rotating credible logos on the homepage, statistics and reviews.
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