Building a brand and digital presence for a fintech reshaping financial data

Accounting Data as a Service Platform

Railz website homepage showing financial data integration with APIs connecting accounting, banking, and eCommerce platforms and options to get API keys or contact sales.

Railz raised a total of $15 Million dollars in funding before it was acquired by FIS Global

ABOUT THIS PROJECT

Railz is a Toronto based fintech connecting lenders, banks, and accounting firms to the financial data of their small business customers through a single API. The team came to us looking for a brand and website that could match the ambition of their product, translating the complexity of "Accounting Data as a Service" into something modern, confident, and easy to understand. We led the work end to end: brand strategy, logo and identity system, illustration, motion, and a new marketing website.

SERVICES

Branding

Website Design

Illustration

TECHNOLOGY

Webflow

Railz is a Canadian fintech that connects financial institutions to the real time accounting data of their small business customers through a single API.

The platform removes the friction of data collection, normalization, and analysis, giving lenders the speed they need to make better credit decisions.

Branding Guidline

Background

Railz was founded in 2020 by Sohaib Zahid and Derek Manuge with a clear mission: to build the largest financial data network for the future of finance.

Drawing from their experience in the small business lending space, the founders saw firsthand how much time financial institutions spent on data collection and analysis when making lending decisions. The process was slow, manual, and expensive. Railz was built to solve that problem by automating the way accounting data is accessed, normalized, and analyzed, so it can be used for real time decisions through a single, easy to implement API.

Railz needed a design partner who could translate the complexity of financial data into a brand and digital experience that felt modern, confident, and easy to understand.

Cricingif needed a design partner who would understand it’s users and business model to create an experience that delivers on it’s ambitions and goals

Kicking off the Project

When we first spoke to Integry, they wanted us to design a complete brand identity structure for their website, along with branding collateral that could be used on social platforms.

Since Integry was fresh out of the oven, they were concerned that their newly establishing brand identity resonated with their values, company goals and services, and what they stood for.

This presented a unique challenge since there was not a lot of collateral that could be used as a reference point, moving forward.

Illustration of a person wearing a headset, sitting in a blue chair at a desk working on a computer with a large green screen showing a letter A.

Building the Brand and Website

Work on Railz began with the brand identity. We designed a logo built around the idea of connection, a central node linking outward to the financial ecosystem, and used it as the foundation for everything that followed.

From there we developed a custom illustration set for each of Railz's core capabilities, animated the logo into a hero sequence that explains the product in motion, and designed a marketing website that gives both technical and non technical buyers a clear path to understanding what Railz does. The site was built on WordPress so the team could update content and iterate on positioning without engineering support.

Branding
Custom Illustrations
Web Development
UI/UX Design

Home page

Building Process and Platform Features

Work on Integry began with creating the branding identity branding version 1 of the website. ‘Give your app Superpowers’ was the core initial message of the platform. Integry went through several design iterations as we tweaked the messaging and added more features to the platform design. The entire platform was build in stages and the website and dashboard went through several iterations over a span of a few years.

Product Discovery
User Research
Product Design Sprints
Design System
UI/UX Design
Usability Testing

Tablet screen showing reasons to build on Railz including advanced insights, risk scoring, fraud detection, accounting entries, user experience, developer focus, cost-effective solution, and expert customer support.

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Building a brand and digital presence for a fintech reshaping financial data