Redesigning the digital presence of the world's first quantitative fine wine investment firm.

WineFi is a London-based fintech that uses data-driven analysis to help investors build portfolios in fine wine. With over 18 million data points analysed across 100,000+ vintages and clients in 18+ countries, WineFi needed a website that matched the sophistication of their investment process and communicated trust to a high-net-worth audience.

I was brought on to redesign their website from the ground up in Framer, transforming an outdated digital presence into a modern, conversion-focused platform that reflects their position as a multi-award-winning firm in the alternative investment space.

WineFi's previous website didn't reflect the credibility and authority of the brand. For a firm managing fine wine investments starting at $4,000 and private portfolios from $25,000, the website needed to do more than inform, it needed to build instant trust with sophisticated investors who judge a firm by its digital presence within seconds.

Key issues included an outdated visual identity that undermined investor confidence, a lack of clear user journeys for their two core products (syndicates and private portfolios), and no cohesive system for showcasing their growing list of industry awards and press recognition.

I redesigned the entire site in Framer with a focus on three priorities: trust, clarity, and conversion.

The visual direction leans into deep, rich tones paired with refined typography, reflecting the luxury of fine wine while maintaining the precision of a financial platform. Every section is designed to move the visitor toward one action: starting their investment journey.

Key design decisions included a hero section with video background and prominent Trustpilot rating to establish credibility immediately, a data-driven "Why We Outperform" section that explains WineFi's proprietary scoring system in plain terms, a scrolling awards marquee that showcases seven industry accolades without cluttering the layout, side-by-side product cards for Syndicates vs Private Portfolios with clear entry points and pricing, a "Meet the Team" section that humanises the brand and builds personal trust, and a global reach section reinforcing that WineFi operates across 18 countries with multi-currency support.

Website redesign and full build in Framer. Responsive design across desktop, tablet, and mobile. Interaction design including scroll animations, hover states, and marquee elements. Information architecture and content layout strategy. CTA optimisation for investor sign-up conversion. Integration of external links to the investment portal, Trustpilot, Spotify, and social channels.

A polished, institutional-grade website that positions WineFi as a serious player in alternative investments, not just another wine merchant with a website. The redesign aligns their digital presence with their multi-award-winning reputation and provides a clear, frictionless path from first visit to investor registration.