Redesigning the entry point to investing

The new Investing homepage became the central hub for Chip’s entire investing ecosystem — connecting users to our Stocks & Shares ISA, Funds List, and educational content. It established a clear structure for internal linking and navigation, guiding users smoothly between all core investing experiences.

This project also marked the beginning of our transition toward more interactive, motion-led web design and our new web design system. Through months of split URL testing between a static and an animated version of the page, we saw drop-off rates fall by 20–25%. With product landing pages typically averaging 70% drop-off, the redesigned version consistently held around 50%, proving that subtle motion and interactivity can significantly improve engagement and retention.

Stocks & Shares ISA Product Page

The redesigned Stocks & Shares ISA page distils one of Chip’s most powerful products into a simple, intuitive experience. Through clear structure, concise messaging, and educational content, it helps users understand how tax-efficient investing works — and connects directly to the app for an instant start.

Launched toward the end of H1, this page became a pivotal driver during a period of rapid growth for investing at Chip. Its improved clarity, performance, and conversion design contributed to a surge in new investors, helping us surpass our annual goal of 40,000 investing actives, reaching 50,000 by mid-year.

Automating the investing experience

Behind the scenes, I built an automated CMS powering all fund-related pages, with live data updates ensuring the Funds List and Fund Detail pages always reflect the latest performance and descriptions.

Developed entirely in Webflow, the system included a custom filtering script and database that initially web-scraped key fund data daily. Following its success, we secured a Morningstar partnership to sync and update all data monthly in line with the app.

We also identified a major competitor gap: a lack of detailed, SEO-optimised fund information. To address it, we created comprehensive pages for every fund, covering performance, pros and cons, and market focus — securing Chip a strong foothold in search and LLM fund references across the UK.

Turning numbers into insight

To make investing benefits tangible and actionable, we launched Chip’s first investments interactive tools — the ROI Calculator and the Stocks & Shares ISA Calculator.

Each tool lives on its own SEO- and AEO-optimised page, designed to capture search intent while providing genuine utility to users.

Beyond standalone experiences, the calculators were built as modular, drag-and-drop components that can be embedded anywhere across the site. This flexibility allows us to surface interactive, educational tools at key points in the investing journey — from blog content to product pages — helping users understand their potential returns in context and driving stronger engagement across the platform.

Seamless journeys between app and web

To strengthen the link between product and marketing, we created web versions optimised for in-app viewing. With tailored UI, lightweight layouts, and deep links back into relevant app pages, users can move effortlessly from an in-app content card to the full web experience without losing context or momentum.

This approach also delivered a major operational benefit: by building and maintaining these experiences within the web team, we could move faster, test more freely, and create timely, context-rich content without relying on app releases. It freed up engineering resources to focus on foundational app development, while ensuring the marketing and product experiences evolved in sync.

Helping people invest with confidence

We launched a six-part, forty-article series of investing guides - all built within a marketing-friendly CMS template that made content creation faster, consistent, and SEO-optimised. The series has steadily grown organic visibility, becoming a key driver of traffic and education for new investors.

In parallel, we developed an in-app experience called Investing Insights. Weekly articles served to the entire user base and optimised for both mobile and desktop viewing. These pieces not only educate and engage existing investors but also strengthen Chip’s presence in news and investing-related searches, helping bridge the gap between product experience and discoverability.