Borrowell had disrupted financial services with its AI-driven credit tools, but its consumer-facing website wasn't doing justice to the innovation behind the brand. The site underperformed in SEO, leaned heavily on paid media, gated critical content, and lacked modern design or accessibility compliance. TribalScale was brought in to redesign the site from the ground up, re-aligning UX, architecture, and performance for growth and trust.
Impact Delivered
Challenge
Borrowell’s legacy website limited its potential in several key ways:
SEO underperformance led to reliance on ads and high customer acquisition cost.
UX inconsistencies fragmented the experience between the website, apps, and brand identity.
Content gating reduced visibility of revenue-generating offerings like loans and credit cards.
An outdated layout with poor readability hindered engagement and conversion.
The platform failed AA-level accessibility standards, closing the door on inclusivity.
Solution
We centered the redesign around business outcomes and user trust:
Conducted stakeholder workshops to align brand ethos with functional priorities.
Designed a modular, scalable site architecture for repeated use and internal flexibility.
Taught Borrowell’s team how to use and model with Contentful via hands-on workshops—empowering them for future self-management.
Collaborated closely with Borrowell’s product team to support QA, development, and seamless operational adoption.
Tools and Technologies Used:
Gatsby JS
Contentful
React
Emotion JS
Outcome
Borrowell's new website not only improved user trust and brand cohesion but became a scalable digital asset in its own right. With searchable content, modular pages, and internal tooling education, Borrowell gained autonomy and confidence in maintaining its online presence. The site now drives paid and organic user journeys toward revenue-generating products, supporting Borrowell’s mission to improve financial well-being across Canada.
Why It Matters
In fintech, digital trust is everything. Borrowell’s redesign turned a static brochure site into a living, accessible, performant platform—bridging the gap between thoughtful product design and inbound user conversion. This is what modern financial marketing looks like: smart, scalable, and user-first.