Banxware came to Fletch to sharpen their homepage messaging. Their old site tried to speak to multiple audiences at once — merchants, platforms, banks, even investors — which blurred the story. Together we simplified and refocused the page around their true growth wedge: helping platforms embed lending directly into their products. The new messaging clarified Banxware’s role, highlighted end-to-end delivery (capital, compliance, underwriting, servicing), and spoke directly to product and commercial leaders at marketplaces, SaaS platforms, and neo-banks.
Homepage spoke to too many audiences at once (platforms, banks, merchants, investors)
Confusing story: unclear if Banxware was a lender, a tech provider, or both
Category term “embedded lending” wasn’t widely understood by target buyers
Before
Focuses on SaaS Platforms with a specific use case: “Offer capital to your customers inside your platform”
Logical narrative flow explaining how this new approach works
End-to-end value explained: no compliance burden, no extra dev lift, Banxware supplies capital + underwriting
After
Homepage spoke to too many audiences at once (platforms, banks, merchants, investors)
Confusing story: unclear if Banxware was a lender, a tech provider, or both
Category term “embedded lending” wasn’t widely understood by target buyers
Before
Focuses on SaaS Platforms with a specific use case: “Offer capital to your customers inside your platform”
Logical narrative flow explaining how this new approach works
End-to-end value explained: no compliance burden, no extra dev lift, Banxware supplies capital + underwriting
After
