The fintech, which is majority-owned by Santander and already operates in 30 regulated markets, has just secured a fresh £550m funding round to accelerate its international expansion and support product development.
A comprehensive rebrand was central to that ambition. Ebury had identified five core brand challenges it felt were holding the business back commercially:
1) Credibility gap – the brand failed to signal the global scale Ebury actually operated at
2) Positioning – there was a need to articulate more coherently what Ebury does to more confidently own its category
3) Lack of unified voice – tone and messaging architecture were inconsistent across the business
4) Offering felt complex – the product was coming across as complicated when it needed to feel clear and accessible
5) Unscalable brand system – inability to deploy impactful marketing assets at scale.
Ebury approached us to address these challenges, rebuild its global website and bring its new brand to life.
Our role extended far beyond delivery. We ran an initial consultancy process with Ebury to validate how products, legal entities and locales should be structured across the platform, ensuring the architecture supported both the immediate rebrand and the company’s longer-term growth plans. From there, we advised across the entire process - from platform architecture and locale strategy through to the design system and brand assets - while simultaneously training Ebury’s in-house teams to take ownership post-launch.
This is the single biggest site we’ve built on Webflow to date. And, like all the great projects, the timescale was tight: we had just three months before it went live.
Managing complexity at scale
Arguably the most challenging part of this website was accommodating the sheer scale of Ebury’s operations, and developing a web architecture that could support this efficiently.
With thousands of pages spread across 39 locales and only three months to fix it all, moving everything by hand was never realistic. We tackled this by building a centralised CMS structure anchored around one global locale. Products were tagged against Ebury’s legal entities (applicable in different countries), with dynamic filtering used to pull through the correct offering accordingly. This approach dramatically simplifies ongoing content management. Rather than duplicating updates across multiple regions, Ebury’s team can now manage products, messaging and imagery from a single source, ensuring consistency while enabling faster deployment as the business grows.
We harnessed our AI capabilities to make this happen, by pairing custom scripts with AI tooling to extract content from the old site and reshape it into a structure Webflow could take. Scripts alone struggle with content this varied - every locale had its own quirks - and that’s exactly the kind of repetitive, messy work AI handled well. With AI-assisted migration, we turned a job that would have swallowed weeks of manual effort into one that fit the timeline.
Empowering in-house teams
One of the big goals of the project was to give Ebury’s teams the tools and confidence to manage and evolve the site independently.
Much of our initial focus was spent overhauling Ebury’s design system and component framework to support the new brand identity and create a scalable foundation for the website rollout. Working closely with Ebury’s in-house designers from the outset, we helped shape a system that would future-proof the site as the business continues to grow. This informed the broader visuals across the site, influencing everything from 3D asset creation, custom iconography, illustration styling and photography.
We guided both the design and implementation process - advising on how to design effectively for Webflow, while also directing Ebury’s in-house dev team on how best to actually build it. We also made sure to build a suite of flexible components with multiple styling variants that empowered admins to rollout future pages at pace, without compromising design consistency.
From bottleneck to launchpad
Where the website used to slow the marketing team down, it now drives them. Updates that once meant repeating the same change across every locale go out from one place, so campaigns launch when the team wants them to, not when developer time frees up. A blog post that used to take 40 separate publishing actions is now a single publish, with regional entity filtering doing the rest.
That speed shows up in the numbers too. Since the project began, Ebury’s organic visibility index rating has roughly doubled - and their web traffic is significantly higher - as the new site gives the marketing team a far stronger platform to build on.
Just as importantly, Ebury owns it. We built the brand into a scalable system, so assets deploy consistently across all 39 locales from a single source rather than being rebuilt region by region. Paired with the training we ran throughout, that lets Ebury run a lean web team and ship independently. The unscalable brand system they came to us with is now one of their biggest advantages, and ready to grow as they do.
Where the ambition outran the timescale, we were direct about it. We helped Ebury decide where to invest for the most impact, and where to simplify without losing the premium feel of the brand. That focus is what enabled us to get a project of this size live in such a short amount of time.
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