Blend
Redefining how financial institutions build for the future.
B2B
Finance
Blend
Redefining how financial institutions build for the future.
B2B
Finance
Blend
Redefining how financial institutions build for the future.
B2B
Finance
Blend is a publicly listed lending and banking platform used by some of the biggest names in U.S. finance to power faster, smarter lending. Its ever-evolving product suite was powerful but the brand hadn’t kept pace. The platform was complex, the story unclear. We set out to clarify Blend’s value, organize its growing ecosystem, and craft a brand experience that reflected its role as a category leader in financial technology.
Navigating a Shift @ High Tide:
Research
Brand Strategy
Brand Framework
Product Architecture
UX Strategy & Content
Messaging
Blend is a publicly listed lending and banking platform used by some of the biggest names in U.S. finance to power faster, smarter lending. Its ever-evolving product suite was powerful but the brand hadn’t kept pace. The platform was complex, the story unclear. We set out to clarify Blend’s value, organize its growing ecosystem, and craft a brand experience that reflected its role as a category leader in financial technology.
Navigating a Shift @ High Tide:
Research
Brand Strategy
Brand Framework
Product Architecture
UX Strategy & Content
Messaging
Blend is a publicly listed lending and banking platform used by some of the biggest names in U.S. finance to power faster, smarter lending. Its ever-evolving product suite was powerful but the brand hadn’t kept pace. The platform was complex, the story unclear. We set out to clarify Blend’s value, organize its growing ecosystem, and craft a brand experience that reflected its role as a category leader in financial technology.
Navigating a Shift @ High Tide:
Research
Brand Strategy
Brand Framework
Product Architecture
UX Strategy & Content
Messaging
The Challenge
Blend had the tech. What they needed was a story.
Behind the platform was a fragmented message, an unclear value proposition, and a digital experience that left users confused. No one knew who Blend was, who it was for, or how it all worked together. Through stakeholder interviews and a deep audit, we uncovered three core challenges: disconnected product structure, overcomplicated messaging and a focus on features instead of value.
The Challenge
Blend had the tech. What they needed was a story.
Behind the platform was a fragmented message, an unclear value proposition, and a digital experience that left users confused. No one knew who Blend was, who it was for, or how it all worked together. Through stakeholder interviews and a deep audit, we uncovered three core challenges: disconnected product structure, overcomplicated messaging and a focus on features instead of value.
The Challenge
Blend had the tech. What they needed was a story.
Behind the platform was a fragmented message, an unclear value proposition, and a digital experience that left users confused. No one knew who Blend was, who it was for, or how it all worked together. Through stakeholder interviews and a deep audit, we uncovered three core challenges: disconnected product structure, overcomplicated messaging and a focus on features instead of value.
Research
The original site buried the magic.
Heavy on jargon and light on clarity, the site lacked a clear hierarchy between products, features, and solutions. Users couldn’t tell what the platform did or how it all fit together.
Research
The original site buried the magic.
Heavy on jargon and light on clarity, the site lacked a clear hierarchy between products, features, and solutions. Users couldn’t tell what the platform did or how it all fit together.
Research
The original site buried the magic.
Heavy on jargon and light on clarity, the site lacked a clear hierarchy between products, features, and solutions. Users couldn’t tell what the platform did or how it all fit together.
Research
A powerful platform, hidden by disconnected architecture.
Each part of the platform was siloed, with no clear, shared logic. The site split features apart rather than showing how they worked together, making the experience hard to navigate, understand, and trust.
Research
A powerful platform, hidden by disconnected architecture.
Each part of the platform was siloed, with no clear, shared logic. The site split features apart rather than showing how they worked together, making the experience hard to navigate, understand, and trust.
Research
A powerful platform, hidden by disconnected architecture.
Each part of the platform was siloed, with no clear, shared logic. The site split features apart rather than showing how they worked together, making the experience hard to navigate, understand, and trust.
The Shift
“Are we selling a product? Are we selling a platform? Are we selling an out of the box experience?”
— Blend Stakeholder
“Are we selling a product? Are we selling a platform? Are we selling an out of the box experience?”
— Blend Stakeholder
The Shift
“Are we selling a product? Are we selling a platform? Are we selling an out of the box experience?”
— Blend Stakeholder
Research
Built around features. Not the people they serve.
Blend’s story centered on what the platform did, not how it helped real customers grow or succeed. Without a clear promise of value or differentiated messaging, the brand lacked resonance and relevance.
Research
Built around features. Not the people they serve.
Blend’s story centered on what the platform did, not how it helped real customers grow or succeed. Without a clear promise of value or differentiated messaging, the brand lacked resonance and relevance.
Research
Built around features. Not the people they serve.
Blend’s story centered on what the platform did, not how it helped real customers grow or succeed. Without a clear promise of value or differentiated messaging, the brand lacked resonance and relevance.
We untangled the product then rewrote the narrative.
Blend’s platform was built to work together but wasn’t presented that way. We rebuilt the architecture from the ground up, giving each suite purpose and every product a clear role. Now, customers can instantly see what it is, who it’s for, and how it helps.
We untangled the product then rewrote the narrative.
Blend’s platform was built to work together but wasn’t presented that way. We rebuilt the architecture from the ground up, giving each suite purpose and every product a clear role. Now, customers can instantly see what it is, who it’s for, and how it helps.
We untangled the product then rewrote the narrative.
Blend’s platform was built to work together but wasn’t presented that way. We rebuilt the architecture from the ground up, giving each suite purpose and every product a clear role. Now, customers can instantly see what it is, who it’s for, and how it helps.
Less jargon. More humanity.
We simplified complex ideas, added warmth, and brought more purpose to each page. From product positioning to tailored solutions, our messaging gave customers a story they could understand and believe in. We shifted away from feature-dumping and towards outcome-driven storytelling, showing how Blend solves real problems with real impact.
Less jargon. More humanity.
We simplified complex ideas, added warmth, and brought more purpose to each page. From product positioning to tailored solutions, our messaging gave customers a story they could understand and believe in. We shifted away from feature-dumping and towards outcome-driven storytelling, showing how Blend solves real problems with real impact.
Less jargon. More humanity.
We simplified complex ideas, added warmth, and brought more purpose to each page. From product positioning to tailored solutions, our messaging gave customers a story they could understand and believe in. We shifted away from feature-dumping and towards outcome-driven storytelling, showing how Blend solves real problems with real impact.
Still feature-rich, just finally user-first.
We didn’t cut features. We gave them a reason to exist, by putting the user’s goals at the center of the story.
Still feature-rich, just finally user-first.
We didn’t cut features. We gave them a reason to exist, by putting the user’s goals at the center of the story.
Still feature-rich, just finally user-first.
We didn’t cut features. We gave them a reason to exist, by putting the user’s goals at the center of the story.
The new strategy and site turned a complex platform into a clear story, one that finally reflects the scale of Blend’s ambition and the leadership they bring to the future of finance.
The new strategy and site turned a complex platform into a clear story, one that finally reflects the scale of Blend’s ambition and the leadership they bring to the future of finance.
The new strategy and site turned a complex platform into a clear story, one that finally reflects the scale of Blend’s ambition and the leadership they bring to the future of finance.
Credits
Matthew Smith, Travis Bateaux, Brian Hicks, Eilish Out-O’Rielly and Thomas Pokorn. Thank you to the Blend team.
Credits
