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Marketing site for an SME debt marketplace, built to serve borrowers, lenders and channel partners without any of them getting in the way of the others.
FinnUp connects Indian MSMEs looking for capital with a large panel of lenders. A single marketing site had to work for three audiences whose questions barely overlap. A borrower wants to know how quickly money arrives. A lender is assessing whether the deal flow is worth the integration effort. A channel partner is working out what they earn. Written as one general page, that site says nothing useful to anybody.
I gave each audience its own route through the site, with its own landing page, its own argument and its own signup path into the web application, then made the navigation honest about which route you were on.
Around that sits a product section covering eight lending products from working capital through to trade finance, a blog and media centre for organic reach, and trust material that does the work no copy can do on its own, meaning lender logos, named partner testimonials and real integrations. Demo booking runs through Calendly, enquiries can start on WhatsApp, and the mobile app is promoted with QR codes and Play Store links for people who arrive on a phone.