Overview

J&T Finance Group is a financial services company operating across Central Europe, providing a broad spectrum of financial products and solutions to businesses at various stages of growth. Their client base ranges from ambitious early-stage start-ups seeking their first institutional financial partner, to established mid-sized companies navigating complex financing and investment requirements.

The breadth of that offering is both an asset and a design challenge. A financial services provider that serves clients from seed stage to Series C needs to communicate clearly across a very wide range of business contexts and levels of financial sophistication — without alienating any part of that audience or diluting the expertise it brings to all of them.

Houbi Studio was brought in to lead the full website redesign: from UX strategy and information architecture through to visual direction and final execution. The brief was direct — simplify, clarify, and elevate.

The Challenge

When we audited J&T Finance Group's existing website, the core problem was quickly apparent: the site communicated competence, but it did not communicate clarity. The navigation was layered and complex. The service offering was present — but it was buried inside a structure that required a prospective client to already know what they were looking for in order to find it. The visual language was dated and did not reflect the confidence and credibility that the brand had earned in the market.

The consequences were measurable. Visitors were leaving the site before finding what they needed. The bounce rate was high, time-on-page was low, and — most critically — inbound service enquiries were not reflective of the company's market position or reputation. Potential clients were arriving, failing to connect with the offer, and leaving without making contact.

The financial sector presents a specific design constraint that makes this particularly consequential: trust is not just a brand value, it is the product. A financial services company whose digital presence fails to inspire confidence is actively working against its own commercial interests every time a prospective client lands on the site.

Our Approach

We began the engagement not with design, but with structure. Before a single layout was drawn, we mapped the full information architecture — identifying the key audience segments (start-ups, growth-stage companies, established businesses), the questions each segment arrives with, and the journey each one needs to take from the homepage to a point of contact.

From that structural foundation, we developed multiple design directions — each exploring a different balance between authority and approachability. The financial sector often defaults to visual formality: dark colours, serif fonts, an aesthetic of solidity. We explored this territory, but also pushed toward versions with more warmth and accessibility — recognising that J&T Finance Group's start-up clients, in particular, respond to a tone that feels more like a partner than an institution.

The final design direction resolved this tension through restraint rather than decoration. A clean, bold visual language built on strong typographic hierarchy and purposeful use of space. Streamlined navigation that surfaces J&T Finance Group's full offering at a glance, without requiring users to dig. A content structure that leads with value — what we do, who we help, why it works — before engaging with technical detail. Key decisions included:

— Full information architecture remap — built around audience journey, not internal product structure

— Multiple design directions presented and developed before final route selection

— Streamlined navigation reducing the depth and complexity of the user journey to contact

— Strong typographic hierarchy and purposeful white space conveying authority without formality

— A restructured service offer that communicates the full breadth of J&T Finance Group's capability clearly and quickly

— Visual language that works for both established businesses and early-stage founders

Results

Since launch, J&T Finance Group has seen longer average session times — an immediate indicator that the redesigned experience is engaging users more effectively and helping them find what they need. Inbound service requests have increased meaningfully, a direct signal that the redesigned site is converting visitors who previously left without making contact.

Visitors are staying longer, exploring further, and reaching out. For start-ups across Central Europe looking for their first institutional financial partner, the new site makes the decision easier. For established businesses evaluating financing options, it communicates expertise and track record with the confidence those conversations demand.

This project is a strong illustration of a principle that applies across service businesses: the quality of your website determines the quality of the conversations you attract. When the digital experience matches the quality of the service behind it, inbound engagement follows.