2025
Velzee
Website
w/ anke stein
Background
Velzee is a fintech startup building an AI-powered financial coach. The app connects to users' bank accounts and analyzes spending patterns, savings habits, and financial goals to deliver personalized recommendations—helping people reach retirement faster through smarter daily decisions. As a pre-launch product, Velzee needed a marketing website that could clearly communicate its value proposition and convert visitors into waitlist signups.
Core problem
Fintech products are notoriously hard to explain quickly. Most visitors land on a page with zero context—they don't know what the app does, why it's different, or why they should care. The challenge was distilling a complex AI-driven financial tool into something immediately understandable while building enough trust and interest to get visitors to join the waitlist.
The Approach for Velzee
The site was designed around clarity and conversion. The hero section communicates the core value in seconds: understand your money, get personalized actions, track your progress. From there, each section builds on the last—explaining how the AI works, what users can expect, and why Velzee is different from generic budgeting apps. The visual language uses a clean, calming aesthetic to reduce the stress people typically associate with finances, while interactive elements and clear CTAs guide visitors toward the waitlist. Every design decision was filtered through one question: does this help someone with no prior knowledge understand and trust Velzee?
Focus Points
Information Architecture: Structured content flow to move visitors from awareness to understanding to conversion.
Visual Design: Created a soothing, modern interface that reduces financial anxiety while feeling trustworthy.
Easy Comprehension: Focused on plain language over fintech jargon—benefits over features.
Conversion Optimization: Placed waitlist CTAs strategically throughout the page with clear value propositions.
Results and Impact
The website gives Velzee a polished, credible presence that punches above its startup stage. Visitors can quickly grasp what the product does and why it matters, lowering the barrier to waitlist signup. The design positions Velzee as a thoughtful, user-focused product in a space crowded with complex, intimidating financial tools.