An Australian shared-equity provider replaced overly corporate financial UX with approachable, illustrated design — 3× engagement, 220% organic visibility growth, and 95% trust scores from surveyed users.
Home Affordability Solutions (HAS) is an Australian financial services company providing shared equity solutions to help aspiring homeowners, especially first-time buyers and single parents. Their mission supports hardworking Australians who meet financial commitments but struggle to save deposits.
Despite strong industry credibility, HAS's online presence lacked engagement and clarity. We rebuilt their digital identity with consistent branding, intuitive navigation, easy eligibility tests, and SEO-focused design.
HAS's core audience — first-time buyers and single parents — often had limited financial literacy. Typical finance websites were overly corporate and hard to navigate. Their old site reflected this: lengthy complex content, conservative design, confusing navigation.
Branding was inconsistent. SEO performance was weak, making it challenging for potential clients to discover them online. The absence of interactive tools meant visitors couldn't explore eligibility or engage deeply.
We implemented a holistic transformation: a fully customized website optimized for both search and UX, anchored by approachable yet professional branding. Interactive elements — including a video eligibility test — streamlined engagement.
SEO content + custom illustrations + simplified copy made daunting financial processes feel achievable.
Home Affordability Solutions transformed how they communicated complex financial concepts — clearer messaging, greater trust, and easier access to critical information drove 3× engagement, 220% organic visibility gains, and stronger credibility in a trust-driven industry.