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Website Rebuild

C-level stakeholders wanted to modernise Built AI’s web presence with a more premium, polished aesthetic inspired by companies like Stripe, while clearly introducing Asset and Portfolio Management as a key part of the platform offering, something the existing site didn’t communicate effectively.

01

Problem

The existing website felt visually dated and didn’t match the expectations of US enterprise users. The light brown aesthetic and inconsistent layouts made the product feel less premium than it is. More importantly, the information architecture was fragmented. Key messages were spread across multiple pages with no clear hierarchy, making it hard to quickly understand what Built AI actually offers.
Asset and Portfolio Management, one of the platform’s most important capabilities, wasn’t clearly communicated at all, leading to a gap between the product’s value and how it was presented.

02

Solution

Redesigned the site with a more modern, premium visual direction inspired by Stripe, using cleaner layouts, stronger typography, and a more confident colour system.
Restructured the information architecture to create a clear narrative, consolidating scattered content and introducing Asset and Portfolio Management as core pillars of the platform.

Designed on Figma and built in Framer with a responsive, polished experience.

Back

Website Rebuild

C-level stakeholders wanted to modernise Built AI’s web presence with a more premium, polished aesthetic inspired by companies like Stripe, while clearly introducing Asset and Portfolio Management as a key part of the platform offering, something the existing site didn’t communicate effectively.

01

Problem

The existing website felt visually dated and didn’t match the expectations of US enterprise users. The light brown aesthetic and inconsistent layouts made the product feel less premium than it is. More importantly, the information architecture was fragmented. Key messages were spread across multiple pages with no clear hierarchy, making it hard to quickly understand what Built AI actually offers.
Asset and Portfolio Management, one of the platform’s most important capabilities, wasn’t clearly communicated at all, leading to a gap between the product’s value and how it was presented.

02

Solution

Redesigned the site with a more modern, premium visual direction inspired by Stripe, using cleaner layouts, stronger typography, and a more confident colour system.
Restructured the information architecture to create a clear narrative, consolidating scattered content and introducing Asset and Portfolio Management as core pillars of the platform.

Designed on Figma and built in Framer with a responsive, polished experience.

03

The process

After aligning with C-level stakeholders and the sales team, and clearly defining our target users, we ran focused sessions to define the problem, gather insights, and generate ideas, shaping the first iteration of the site map.

04

Multiple Iterations

The design evolved through multiple iterations, moving from a more content-heavy and exploratory first version to a cleaner, more focused structure. Each iteration refined the hierarchy, simplified the messaging, and strengthened the emphasis on core pillars like Asset and Portfolio Management, resulting in a more cohesive and easy-to-scan experience aligned with enterprise expectations.

05

Information architecture

The site was restructured into a clear, single-page narrative that moves from a strong value proposition to deeper product detail, starting with the hero and key benefits, then introducing core products like Acquisition Modelling and Asset & Portfolio Management as central pillars, followed by supporting features, problem–solution framing, and credibility through client logos, with clear calls to action throughout.

06

Clean aesthetics

The visual direction focused on simplicity and clarity, using generous spacing, a restrained colour palette, and consistent typography to create a more premium, enterprise feel. Components were simplified and aligned to a clear grid, with subtle use of gradients and UI visuals to add depth without overwhelming the content.

A strong emphasis was placed on trust signals throughout, including client logos, key metrics (e.g. assets under management), and product visuals, reinforcing credibility and helping position Built AI as a reliable platform for institutional-level users.

07

Results

Delivered a more premium, enterprise-aligned marketing site with a clear narrative and improved product communication. The platform’s key offerings, including Asset and Portfolio Management, are now positioned more clearly, with stronger hierarchy and trust signals throughout.