Built with Webflow
Adfin: rebuilding a Webflow site for Series A
Ben Hammond
Already on Webflow, already running it themselves, and out of road.
Adfin is a London B2B fintech that combines invoice payments and credit control so businesses get paid on time. By 2026 it had over 2,500 customers, an $18m Series A led by Index Ventures and a new brand by Pentagram. The marketing team already ran adfin.com in Webflow, but the build underneath had stopped keeping up.
It was a patchwork of Relume and Client-First components, with no real CMS architecture and classes like div-block-259 throughout. Every new page meant working around what was already there. Then the company changed shape, and Adfin needed a site built for where it's heading.
What we built
Everything structural had to go, and the site's search footprint had to survive. Adfin had more than 5,600 live URLs, over 5,000 of them referral pages, and every one was mapped through a set of 45 redirect rules.
A style guide, variables and a component set with props, named so anyone on the team can read them
Around thirty unique page designs plus CMS templates, all assembled from the same parts, with the design direction taken from the new Pentagram brand
React code components in Adfin's own Webflow library for the pricing calculator, the Book a Demo form and the product animation embeds, which the team places and edits like any other element
An SEO and AEO field group on every CMS collection, including an AI Summary written for answer engines, with structured data on templates and FAQ schema published from the CMS
Grouped collections with help text on every field, so new pages follow the structure from the start
The result
Adfin launched the new site the week of 7 September 2026. Since launch the marketing team has built seven new vertical pages on their own.
Between late September and mid October, HubSpot AEO measured Adfin's brand visibility in AI answers rising from 5.33% to 21.62%. ChatGPT went from 8% to 26.22%, and Perplexity from 0% to 19.55%.
8 weeks to launch
Around 30 unique page designs
4x AI search visibility
5,600+ URLs mapped through 45 redirect rules
"We'd taken our old Webflow site as far as it could go. We needed a site that matched our Series A and our new brand, and Shrink rebuilt it on a foundation built for where Adfin is going. Since launch we've added seven new vertical pages ourselves, and we build on it every week. What surprised us was how fast it showed up in AI search. Within weeks we were appearing in four times as many AI answers." - Karol Jozwik, Growth Marketing Manager at Adfin
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Posted Oct 30, 2026
How Shrink Studio rebuilt Adfin's Webflow site after an $18m Series A and a Pentagram rebrand: a component system and CMS the marketing team runs, live in eight weeks, with AI search visibility up 4x.
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