Financial Advisor Website Design: How Kylie’s Brand Finally Caught Up to Her

The best kind of financial service provider website design project is a second one. It means the first one worked — and now the business has grown enough to need something better.

I’m really familiar with the feeling of outgrowing our branding. At first, you can kind of feel it. Like when your favourite jeans still technically fit, but you know in your heart they’ve seen better days. They’ve stretched out in weird places. The button’s hanging on for dear life. (Wait, is that just me? 🤣 WHY DO I WAIT FIVE HUNDRED YEARS BEFORE REPLACING THE OL’ SAGGY BAGGIES*)

*I could turn that into a whole analogy about how you, too, wait for five hundred years before replacing your’ saggy baggy website… but I’ll refrain.

That’s where Kylie was when she came back to us.

Wait, you don’t know her. Kylie Griggs runs Spero Financial Group, a financial planning practice built around a genuinely different approach to the industry — warm, personal, and deeply invested in her clients’ actual lives.

We’d already built her first website together. It stood out in the finance world (not hard, honestly — the bar is on the floor), and it did its job well. People were pleasantly surprised that a financial services website could feel, you know, human.

But a year in, Kylie had grown so much. She was clearer on who she was serving, how she was serving them, and what made her work genuinely different. (Honestly, we’re super proud of how far she’s come. It’s been SO FUN to work alongside her on this journey!) Her business has grown and her website started to feel like it belonged to an earlier version of her.

She still liked it, but she was ready for the grown-up version of it.

The Financial Provider Website Design Challenge

Kylie doesn’t have one service. She has five — and they all serve different types of clients.

There’s the annual planning client who wants a clear financial blueprint for the year. The real estate investor who needs a completely different conversation. The person who just wants an hour of straight, judgment-free answers. The one who’s just starting out and needs something accessible. And the project-based client who comes in with a specific financial decision to work through.

That’s a lot of doors into the same building.

Her business is legitimately multifaceted and that’s a feature, not a problem. The challenge was making sure that whoever landed on her site could immediately find their own entry point without feeling like they’d walked into the wrong room.

So we built around that. Clear, distinct service sections that let different clients self-select without having to read everything. Breathing room between offers so nothing felt crammed. Navigation that actually guided people rather than just listing things. And copy that held Kylie’s voice — warm, practical, judgment-free (she is amazing!) — all the way through.

“Finally, talking about money doesn’t need to feel weird.” That’s maybe my favourite line in the site and coincidentally (not coincidentally) it’s also what Kylie is like to work with. The design just needed to back it up.

We helped her:

• Showcase her unique expertise in a more confident way
  
• Present her (many!) offers clearly, without overwhelming her audience
  
• Elevate her visual identity to match the level of excellence she brings to her work

And let me tell you: the new branding for a financial service provider blazes with what’s special about her.

A Year Later

Kylie’s been kind enough to share what’s happened since:

“Doreen and Kenzie are amazing! They’ve taken my brand and marketing for my financial planning practice to a whole new level and after a year I am seeing real results in terms of revenue and growth.”

She’s still a client. We’re still working together. That’s usually the best outcome — not just a website that looks good at launch, but a relationship that keeps evolving as the business does.

The Thing About Version 2

Most first websites are exactly that — a first attempt. They work, they get you started, they give you something to hand people. But the best businesses we’ve worked with all come back eventually for a more grown-up version. One that reflects not where they started, but where they actually are.

If your brand is starting to feel like it belongs to an earlier version of you, that’s useful information. It usually means you’ve grown — and your website just hasn’t caught up yet.

We build Showit websites for established service businesses that are ready for that next version. [Here’s what that looks like.]