Fueled partly by the coronavirus pandemic—which accelerated consumers’ use of fintech for banking, payments, and investing—fintech solutions have now “reached mass adoption,” according to the annual report by fintech startup Plaid. The percentage of U.S. consumers using fintech swelled to 88% in 2021 versus 58% in 2020.
As new B2C Fintech companies continue to pop up, having an effective website with the right messaging has become more important than ever. Especially when these Fintechs are looking to differentiate their brand and maintain a competitive edge.
10 Effective B2C Fintech Websites
Developing an effective website with the right messaging has become a must-have for B2C Fintech companies. Below we examine 10 of the best B2C fintech websites that combine seamless navigation with trusted and easy-to-understand explanations of their financial services.
1. Venmo
Venmo facilitates digital payments within a network of known friends and people in close geographical proximity. Unlike its competitors, Venmo doesn’t charge users to send or receive money, although there is a fee associated with credit card-based payments.
Venmo has emerged as one of the most popular apps for electronically transferring funds, and their website’s open air design is the perfect introduction to the app. With a comprehensive main navigation, Venmo does a great job of ensuring that visitors can easily find the information they are looking for. When opening the drop-down menus, visitors find every service is accounted for, with each opening to a dedicated landing page.
The Venmo site smartly ties paying people back to social experiences and makes the expression “Venmo me” part of the bond we share with friends. The first words on the site are “fast” and “safe.” Venmo uses this simple messaging to address two of the biggest concerns for anyone needing to send money. This direct and clear messaging is found throughout each page of the site, as the brand strategically communicates the benefits of becoming a customer.
2. Robinhood
Robinhood is an online discount brokerage that offers a commission-free investing and trading platform. The company gets a majority of revenue from order flow payments.
Commission-free investing is Robinhood’s hook. This model has been a pioneering move that forced the larger players in the discount brokerage industry to follow a similar model. The tagline “Make Your Money Move” is even more relatable. Robinhood uses animated images throughout the site to further demonstrate the simplicity of their product.
Robinhood’s copy not only communicates who they are, but also how their products can be utilized. Their messaging gives a clear picture of who could benefit from their services with the simple phrase “Investing for Everyone.” Their “About Us” page takes that messaging a step further to convey a feeling of trust in the brand and services.
3. Empower
Empower is a high-growth fintech startup on a mission to improve the financial wellbeing of today’s generation. Their mobile app offers a distinctive experience with innovative products that help people weather immediate financial stress, while also saving for the future.
Empower uses their website to explain in very simple terms how their product offers a comprehensive set of personal finance features in one app.. This direct messaging is especially powerful when you consider that their target audience is millennials.
One of the most differentiating features on the website is a money personality quiz.. This is a very clever educational tool that increases visitor engagement and the likelihood that they will remain on the site longer.
4. Revolut
Revolut offers banking services, debit cards, fee-free currency exchange, stock trading, cryptocurrency exchange and peer-to-peer payments. Revolut’s mobile app supports spending and ATM withdrawals in 120 currencies and transfers in 29 currencies directly from the app.
The Revolut site has a very clean and attractive design with straight-forward messaging like “One app, all things money.” As both a B2C and B2B fintech, Revolut separates their services on the main navigation menu and breaks down each service for the right audience.
Revolut’s website conveys the simple process that a visitor can take to become a customer – by only requiring them to enter their telephone number before encouraging them to download the app. This is in line with the messaging across the site, with the app and it’s most relevant features highlighted directly on the homepage.
5. Happy Money
Happy Money is best described as a fintech building financial tools and services for human happiness. The Happy Money mission is helping borrowers become savers by “offering an alternative to the Sad Money system that is rigged against you.”
When it comes to finances, many brands try to take the emotion out of the conversation. By humanizing the messaging with words like “happy money” and “sad money,” visitors can make a direct connection with the emotions of the brand. The messaging takes this further by showing visitors the process of utilizing the Happy Money services. And building a new relationship with their finances.
The minimalist but very “happy” design of the site reinforces the messaging by focusing solely on the customer. While many Fintech competitors have developed several website pages to promote their product and services, Happy Money does this with only a few.
6. Digit
Digit is a money management fintech that helps customers manage their money. Their technology calculates the right amount for customers to slowly move into their monthly bills account for bills like rent, utilities, or subscriptions. They keep this money separate so the user doesn’t spend cash they’ll need later in the month.
With Digit, the real win for the website lies in the use of the word “stress” on the homepage. With this word often associated with personal finances, the messaging creates a relatable connection for visitors. Digit cuts to the chase with benefits for customers by stating they can “stress less about your money.”
Like several other B2C Fintechs, Digit uses a simplistic website design featuring images of their product on the homepage to quickly communicate the most important information to visitors. This approach significantly improves the user experience.
7. Truebill
Truebill is a app that helps users better manage their money by creating budgets, monitoring credit, canceling subscriptions and negotiating bills. It also helps users avoid overdraft fees with pay advances.
Hatched out of a basement conversation between three brothers, Truebill is the classic pain-point solving app. And the website gets right to the point on that front. Admitting that managing money can be hard, the Truebill site elicits immediate trust by letting the visitor know they don’t have to do it alone.
The many ways in which the app enables you to do this are explained as you scroll down the homepage. In a matter of minutes, you know what Truebill is all about.
As in most cases with the sites we’re reviewing, design specs are clean and uncomplicated. The strategic use CTAs decrease bounce rates by ensuring that there is plenty of opportunity for visitors to engage with the brand.
8. Earny
Earny works on the customer’s behalf to retrieve money owed. The technology does this by automatically tracking your online purchases, finding better prices and filing claims on the customer’s behalf.
A clever app deserves a clever website and Earny has created both. Visiting the Earny site is akin to playing a game. And with the app, you essentially are. The messaging on the homepage further embodies a game-like brand with clear instructions like “earn tickets” and “win prizes”. The site explains the many ways you can win at the shopping game using the app in a colorful and engaging way.
9. Betterment
Betterment helps their customers manage their money through cash management, guided investing, and retirement planning. They help set financial goals and corresponding investment portfolios for each goal.
Investing can be a daunting and intimidating exercise for many people. The Betterment site does a great job of conveying that they have simplified this process and opened up the world of investing to everyone.
With direct messaging like “here’s what easy looks like,” the website copy communicates the simplicity of investing. They further achieve simplicity with easy-to-follow steps and a detailed explanation of their process. The simple main navigation menu dives deeper into the details of this Fintech’s offerings.
https://www.betterment.com/investing
10. Credible
With Credible, borrowers are in control. The company lets customers compare personal loan offers from multiple vetted lenders. This gives their customers the power and confidence to improve their financial future.
Credible, looking to compete with legacy players like LendingTree, launched its first national television campaign back in July 2021. The company also introduced its first mascot in those spots, a rather hulking yet soft spoken bovine that gives no-nonsense advice on money matters. When you visit the site, the Credibull is there once again. This consistency in branding is found throughout the Credible site in addition to straight-forward explanations on their loan comparison methods.
Credible states that the company “brings simplicity, choice and unbiased support to all of life’s important financial decisions”. This is apparent through the six simple, white boxes running across the homepage outline Credible’s various loan services. They also use their homepage to feature a scrolling list of lenders whose rates they compare.