BaseCase — Fintech & Financial Services Website

BaseCase is a subscription-based financial modeling and fractional CFO service for startups and growing businesses. It provides on-demand financial expertise without the cost and commitment of a full-time finance team.

The goal was to design a conversion-focused fintech website that makes complex financial services easier to understand, compare, and purchase.

The experience brings financial modeling, CFO services, fundraising support, FP&A, KPI reporting, bookkeeping, and M&A advisory into one structured journey. Clear pricing, a simple three-step process, and client testimonials help guide visitors toward booking an introductory call.

Industry: Fintech / Financial Services

Project Type: Responsive Website Design & Brand Applications

Year: 2026

Scope: UX Research · UI Design · Website Design · Brand Identity · Brand Applications

Tool: Figma

The website organizes a wide range of financial services into a clear, easy-to-navigate experience. Structured content and consistent visual hierarchy help visitors understand the offering without feeling overwhelmed.

A clean layout, expressive typography, and soft lavender tones give the brand a distinctive digital presence. The visual direction balances a professional financial-services feel with a more approachable, modern experience.

Financial modeling, reporting, fundraising, and advisory services are organized into clear categories. Transparent pricing and structured plan information help visitors evaluate their options and understand the next step.

The visual identity carries across digital and physical touchpoints, from social media creatives to advertising displays. Consistent typography, color, and messaging help maintain a recognizable brand experience across different formats.

A consistent visual system brings together typography, color, spacing, and layout. The approach creates a cohesive experience across website sections and brand applications while keeping financial information clear and readable.