Axletree operates at the intersection of global financial messaging, SWIFT integration, and compliance infrastructure. Their clients are CTOs, compliance officers, and treasury managers at banks and financial institutions. The existing site needed to reflect the depth and credibility of a company handling financial messaging daily, while making an extremely technical product suite feel approachable enough to explore.
Web development for a B2B fintech website, built to serve multiple buyer personas across a dense product and service offering.
Deep blues, whites, and greys form the foundation. The palette communicates the same values the product promises: reliability, security, and precision. Clean sans-serif typography ensures that technical terminology like ISO 20022 and SWIFT CSP remains readable.
The most important structural decision was separating Solutions from Services clearly in the navigation. A CTO evaluating AxleConnect or Symmetree has a fundamentally different intent than a compliance officer looking for SWIFT CSP advisory. The architecture gives both a direct path without either having to navigate through content meant for the other.
A sticky header keeps orientation intact across deep, content-heavy pages where users move between technical specs, service descriptions, and case studies within a single session.
Two improvements were submitted and not taken forward. Infographics and flowcharts on the deeper product pages to reduce time-to-understanding for complex data flows between legacy systems and SWIFT infrastructure. A short demo video in the hero section, given that many of their visitors are busy executives who would engage with a 60-second overview before committing to a full read.
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