Copywriting

This landing page redesign was intended to start the conversation around Formfree's Passport platform and app, an alternative to traditional credit agencies like FICO, that don't account for many invisible metrics that can prove loan-seekers ability to repay loans, like paying utilities.

Alongside Passport is RIKI, the lender-facing platform and app used by lenders seeking to uncover new demographics of potential loan borrowers to both increase their portfolio, and to work toward creating a more inclusive future for lending.

On the Passport side, we intended to reach consumers who have been disenfranchised by the current credit system in the US, may not have a high degree of financial literacy, and are in need of someone in their corner. For lenders, we wanted to use recognizable lending industry-terms to prove we knew what we were talking about, but still maintain an accessible, no-bullshit tone that lenders would appreciate, and borrowers would still find appealing if they found their way to this side of the conversation.

Using existing design assets and branding, these pages were an evolution from previous hype-building landing pages with sparse details about the product or its benefits, and with just the primary goal of capturing email signups.

I was brought onto the team after UX work was complete and worked with UX and Visual Designers to use the text patterns and components they had created to start writing for these new, information-rich landing pages.