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.
In October 2025, 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 four 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. The project spanned 39 locales, and with Ebury having a complex rather than a blanket product catalogue, ensuring that the content across each locale matched with the products on offer in those countries was a huge undertaking.
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 acrossmultiple 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.
The Ebury marketing team has also seen a significant uptick in web traffic, thanks to Webflow’s SEO-friendly framework. Ebury’s visibility index rating is currently double what it was when our project commenced. The scale of the platform also meant content migration had to be approached differently. With thousands of pages spread across all locales, a manual migration would have been too slow and resource-intensive within the project timeframe. To manage this, we used a combination of AI tooling and scripting to scrape content from the old website and reformat in a way that Webflow could use it.
On a project of this scale, harnessing AI helps avoid the ultra-repetitive process of relying solely on scripts and significantly reduces manual effort.
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.
Balancing ambition with delivery
While the vision for the rebrand was ambitious, the timescales required careful prioritisation. We worked closely with Ebury to focus efforts on the elements that would have the greatest impact while ensuring feasibility within the timeframe. This meant providing strategic guidance not just on the website but on the broader set of brand assets, helping identify where to invest for maximum effect, and where to simplify without losing the premium feel of the brand.
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