Annuities.net

Project overview

We designed and developed Annuities.net, a financial services platform aimed at making annuities accessible and understandable for its core audience — primarily older users approaching or in retirement. The challenge wasn't just simplifying a complex financial product, it was doing so in a way that works for people who may be less comfortable with digital interfaces and need clear, patient guidance to make confident decisions.

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Accessibility and usability for older audiences shaped every design decision on the project.

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Scope of work

Here's what we focused on throughout the project:

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• Accessibility-first UX design
  Designed the entire experience with older users in mind — larger text, high contrast, generous spacing, and simple navigation that doesn't overwhelm.
• Clear information architecture
  Structured complex financial content into digestible steps, avoiding jargon and guiding users through what annuities are and how to act on them.
• Trust & credibility design
  Applied design patterns that build confidence — clear credentials, transparent processes, and reassuring visual cues throughout.
• Webflow development
  Built the site in Webflow with a structured CMS for product information, guides, and resources that the team can keep up to date.
• Conversion flows
  Designed and developed enquiry flows that account for users who may need more time and reassurance before taking the next step.
• Performance & SEO
  Optimised for speed, accessibility standards, and search visibility to support organic growth in a competitive financial services niche.

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The result is a platform that meets its audience where they are — clear, calm, and built around the needs of people making one of the most important financial decisions of their lives.