How I redesigned a website for a Y-Combinator startup FINNY AI

I discovered Finny AI — organic growth for financial advisors while browsing Y-combinator’s website to learn more about their recent cohort. I knew right away that it needed assistance from a professional designer. Thus, I intervened.

To put it simply, having worked as a freelancer for a while, I am aware of how tough it is to acquire new clients, even if I’m not a financial advisor. For this reason, I’m curious to see how Finny will transform client acquisition by leveraging big data and advanced artificial intelligence.

Here’s the final design if you don’t feel like scrolling😊

Growth is the number one priority for all Financial Advisors. However, the organic growth process could be more efficient and full of noise. Advisors often waste hours building prospect lists by aggregating information across horizontal solutions like Linkedin, ZoomInfo, and Pitchbook, qualifying these leads, setting up meetings, and spending time on unqualified prospects. Advisors spend an average of 58 hours on business development for every 1 new client converted, with <1% conversion rates.

Due to the time-intensive nature of organic growth, advisors often turn to inorganic avenues for growing, via M&A, despite those being far less capital-efficient.

At FINNY, we are certain we can do better with AI. With our tool, advisors can:

Identify prospects within their target niche, aggregating thousands of data points per lead

Prioritize prospects based on their predicted likelihood of converting, a score unique to each advisor and prospect pair

Automate the outreach and meeting scheduling with their high-priority prospects

In short, FINNY is the one-stop shop for advisors when growing their book of business, starting by solving prospecting.

FINNY launched paid pilots in May to select RIAs, and our waitlist grew to 30 firms in under one month

Right from the start several areas for improvement were evident:

Overall, by creating a suitable style guide and better website content, it can be strengthened.

Better content and color schemes might make the difficulties they solve in the area of the website easier to read.

I looked for “financial advisor lead generation” but found no relevant results or businesses that were in the same industry. However, I could locate alternative lead-generation businesses that are more general and not exclusive to financial advisors like Apollo AI

Finny Ai has unique selling points that need to be highlighted :

F score — the ability to rate the prospects

Exclusive to financial advisors

Leveraging AI and big data

I began by listing down the list that needs to be changed first. Then started developing the mood board to decide on the design direction I wanted to proceed. I looked for several vital elements for the website design, such as hero sections that had proper CTAs and a few dashboards under features to familiarize clients with the website and showcase its user interface.

After gathering inspiration and establishing a brand identity, I had a clear vision for the flow of my landing page. Here are some initial snippets showcasing the structure, layout, and information architecture:

Here’s the final design if you don’t feel like scrolling😊Prototype link

And that’s a wrap! I hope you’ve enjoyed this case study as much as I’ve enjoyed working on it!

Feel free to connect with me on Linkedin for questions, suggestions, or potential collaborations. Currently exploring Product Design and web design roles and I am open to remote work too. I am excited to craft something amazing together!