Aligning Fondo’s public presence with its B2B strategy
As newly appointed Product Lead, I initiated and led a two-week sprint to redesign and relaunch Fondo’s website, repositioning the company from a legacy B2C narrative to a clear, credible B2B API platform. The goal was to quickly align communication, brand, and search presence with Fondo’s current product direction - prioritizing clarity and speed over pixel perfection to pull the brand out of the grey zone.
Challenge
Fondo had evolved into a B2B, API-first wealth infrastructure platform, but its public presence had not kept pace. The website, search results, and external communication still reflected earlier B2C explorations and transitional messaging, creating confusion for clients, partners, and investors. The challenge was to reposition Fondo clearly and quickly - improving credibility, searchability, and shareability - without pulling engineering focus away from core product development or investing in a long, resource-heavy redesign process.
Fondo had evolved into a B2B, API-first wealth infrastructure platform, but its public presence had not kept pace. The website, search results, and external communication still reflected earlier B2C explorations and transitional messaging, creating confusion for clients, partners, and investors. The challenge was to reposition Fondo clearly and quickly - improving credibility, searchability, and shareability - without pulling engineering focus away from core product development or investing in a long, resource-heavy redesign process.
Legacy B2C-era messaging → Clear B2B API positioning
Legacy B2C-era messaging → Clear B2B API positioning
Updated Linkedin profile with API-first messaging and B2B focused identity.
Updated Linkedin profile with API-first messaging and B2B focused identity.
Approach
As Product Lead and Product Designer, I initiated the project and defined it as a time-boxed, two-week sprint focused on communication clarity rather than visual polish. Working closely with the CEO, stakeholders, and tech, I aligned on a clear thesis: position Fondo as a credible B2B partner - not a consumer savings app or a transitional hybrid. I started by prototyping the new structure and messaging in Lovable to quickly validate direction, then moved into implementation using Cursor AI, Tailwind CSS, React, and TypeScript, reusing existing design system foundations I had built in parallel product work. This allowed me to ship the site independently without blocking engineering, while still ensuring code quality through ongoing consultation with the tech team. This became my first fully shipped front-end project, combining product strategy, design, and hands-on implementation.
As Product Lead and Product Designer, I initiated the project and defined it as a time-boxed, two-week sprint focused on communication clarity rather than visual polish. Working closely with the CEO, stakeholders, and tech, I aligned on a clear thesis: position Fondo as a credible B2B partner - not a consumer savings app or a transitional hybrid. I started by prototyping the new structure and messaging in Lovable to quickly validate direction, then moved into implementation using Cursor AI, Tailwind CSS, React, and TypeScript, reusing existing design system foundations I had built in parallel product work. This allowed me to ship the site independently without blocking engineering, while still ensuring code quality through ongoing consultation with the tech team. This became my first fully shipped front-end project, combining product strategy, design, and hands-on implementation.
Before:
❌ Cluttered, unclear, long, fluffy content ❌ Identity still tied to the old B2C product ❌ Bad SEO that mixes old B2C product info with B2B product info ❌ Branding too soft and consumer-focused
❌ Cluttered, unclear, long, fluffy content ❌ Identity still tied to the old B2C product ❌ Bad SEO that mixes old B2C product info with B2B product info ❌ Branding too soft and consumer-focused
After:
✅ Focus on the product: API-first messaging ✅ Optimized SEO for AI and Google to target the right customers ✅ Disconnected from the old B2C product identity ✅ Clean, simple branding with minimal navigation and clear actions
✅ Focus on the product: API-first messaging ✅ Optimized SEO for AI and Google to target the right customers ✅ Disconnected from the old B2C product identity ✅ Clean, simple branding with minimal navigation and clear actions
As Product Lead and Product Designer, I initiated the project and defined it as a time-boxed, two-week sprint focused on communication clarity rather than visual polish. Working closely with the CEO, stakeholders, and tech, I aligned on a clear thesis: position Fondo as a credible B2B partner - not a consumer savings app or a transitional hybrid. I started by prototyping the new structure and messaging in Lovable to quickly validate direction, then moved into implementation using Cursor AI, Tailwind CSS, React, and TypeScript, reusing existing design system foundations I had built in parallel product work. This allowed me to ship the site independently without blocking engineering, while still ensuring code quality through ongoing consultation with the tech team. This became my first fully shipped front-end project, combining product strategy, design, and hands-on implementation.
Approach
Result / Impact
The relaunched website clearly reflects Fondo’s B2B, API-first positioning and provides a credible entry point for clients, investors, and partners. Internally, it enabled the sales and business teams to run campaigns, share links with prospects, and present Fondo with confidence- something the previous site did not support. Post-launch feedback from stakeholders confirmed improved clarity, and Fondo’s visibility improved across Google search results and AI-driven discovery tools. The project demonstrated how focused, system-aware design and fast execution can unblock business momentum without compromising long-term product priorities.
The relaunched website clearly reflects Fondo’s B2B, API-first positioning and provides a credible entry point for clients, investors, and partners. Internally, it enabled the sales and business teams to run campaigns, share links with prospects, and present Fondo with confidence- something the previous site did not support. Post-launch feedback from stakeholders confirmed improved clarity, and Fondo’s visibility improved across Google search results and AI-driven discovery tools. The project demonstrated how focused, system-aware design and fast execution can unblock business momentum without compromising long-term product priorities.
Mobile-first, responsive website with dark and light mode
The relaunched website clearly reflects Fondo’s B2B, API-first positioning and provides a credible entry point for clients, investors, and partners. Internally, it enabled the sales and business teams to run campaigns, share links with prospects, and present Fondo with confidence- something the previous site did not support. Post-launch feedback from stakeholders confirmed improved clarity, and Fondo’s visibility improved across Google search results and AI-driven discovery tools. The project demonstrated how focused, system-aware design and fast execution can unblock business momentum without compromising long-term product priorities.
Result / Impact
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