Building the digital foundation for a new SMB lending brand
- Timeline
- June 2026 - Present
- Launch
- TBD
- Industry
- Small business lending
- Service
- Positioning · Messaging · Art direction · Web design · Development
Founders Funding was launching as a dedicated small-business lending brand while already driving paid traffic to a simple application page. We turned that starting point into a complete digital platform built around different financing needs, industries and acquisition funnels.
The challenge
The campaigns had outgrown the landing page
Founders Funding was already running more than 15 paid campaigns, but every visitor was being sent into essentially the same experience: a headline, a qualification form and little else.
That worked as a temporary acquisition page, but not as the foundation for a standalone lending brand. There was little room to explain different financing options, build trust, speak to specific industries or give campaigns a destination tailored to the intent behind the click.
The strategy
One brand. Multiple ways in.
Rather than treating the website as a larger version of the same landing page, we structured it as an acquisition system.
Visitors could enter through the homepage, a specific financing product or an industry relevant to their business - while every path ultimately moved toward the same clear qualification journey.
The new architecture supports four core financing products and dedicated pages across ten industries, giving paid campaigns much more relevant destinations.
- Matching intent to the right offer
- Building industry-specific funnels
- Building confidence before applying
- Keeping conversion close
The strategy
01 - Making business funding feel simpler and more direct
We moved the messaging away from generic lender language and built the narrative around how business owners actually think: how much they need, how quickly they need it and what kind of financing fits the situation.
02 - Turning one funnel into an acquisition system
We structured the site around financing products, industries and qualification so Meta and Google campaigns can send visitors to pages that match their specific need rather than one generic application experience.
03 - Giving the new brand a more credible presence
We lightly refreshed the existing identity and built a stronger visual system around it, using clearer hierarchy, more deliberate imagery and a more confident presentation without introducing an unnecessary full rebrand.
04 - Building a system ready to scale with paid acquisition
We designed and developed the full experience as a reusable system, making it easier to expand into new financing products, industries and campaign-specific journeys as the brand grows.
The outcome
A full acquisition platform ready for launch
What began as a simple qualification page is now a complete digital foundation for Founders Funding.
Instead of sending every campaign into the same generic funnel, the new site gives the team a system for matching traffic to financing needs, industries and stages of intent while maintaining a consistent route toward qualification.
- 4 dedicated financing journeys
- 10 industry-specific entry points
- Paid-acquisition-first site architecture
- Clearer education before application
- More trust before application
Hear from the client
“Wize took what was essentially a single application page and turned it into a complete digital platform for Founders Funding. We now have a site that can support different products, industries and paid campaigns while presenting the business at a much higher level.”
Fractional CMO, Founders Funding
