Flex
Business & Personal Finance Platform
Flex turns the cash-flow chaos of running a business into a single, fluid surface — merging business banking, credit, AP automation, and personal finance into one streamlined product for modern entrepreneurs. The marketing site had to communicate that fluidity in motion while doing the unsexy job of converting visitors into qualified signups.
- Year
- 2023
- Role
- Webflow Developer
- Duration
- 10 weeks
- Sector
- Fintech · SaaS
- Stack
- WebflowGSAPCMSFinsweet
Fintech buyers smell vapor instantly. The site had to feel as engineered as the product: motion that responds rather than performs, no janky scroll, sub-second LCP. And the marketing team needed editorial control over hundreds of evolving feature pages without breaking the system.
- (01)
Built a GSAP motion layer where every animation is composable — same primitives driving hero, scroll sequences, and micro-interactions across the dark-UI surfaces.
- (02)
Modeled CMS collections around product surfaces, not pages — feature, integration, customer-type — extended with Finsweet Attributes for dynamic filtering and modular logic.
- (03)
Wired forms to the back-end and analytics so every conversion path is instrumented end-to-end before launch.
- (04)
Performance budget enforced: tuned images, font loading, animation triggers — site stays fast even with heavy motion. Mobile-first throughout for on-the-go founders.
Launched a conversion-tuned site that still feels like a product demo. Marketing has self-serve control over every feature page, animations stay smooth on mid-range hardware, and the GSAP primitives have been reused on subsequent launches.
Build time
10 wks
CMS collections
8
GSAP scroll scenes
20+
LCP target
< 1.5 s