How our team brought Aveni’s next chapter to life
Building the website Aveni has grown into

Building the next chapter of Aveni: The people and thinking behind our new website

For a financial adviser, a better working day might mean spending more time with clients and less time turning conversations into paperwork. For a compliance leader, it might mean having confidence that customer outcomes are being properly monitored, with the evidence to back it up.

These are very different challenges, but both bring people to Aveni.

Aveni’s portfolio has expanded considerably, bringing together technology for financial advice, compliance and AI assurance, supported by specialist AI built for financial services. Its website, however, still reflected an earlier stage of the business.

As new products and audiences were introduced, the existing site became increasingly difficult to navigate and explain.

The team set out to change that.

Bringing together marketing, product, design, content and development, the project aimed to create a website that better represented Aveni’s technology while making it easier for customers to understand what the company offers.

The result reflects a series of decisions about how Aveni presents its products, communicates with different audiences and connects the expertise behind its technology.

This is how those decisions came together.

Why Aveni needed a new website

For Nikki Wee, Aveni’s Chief Marketing Officer, the decision to rebuild came from recognising how much the company had developed.

New products, new markets and an expanding customer base had changed what visitors needed from the website. Rapid developments in AI were also raising expectations about what financial services technology could deliver.

The existing site had been adapted over time, but its foundations reflected an earlier stage of Aveni’s growth.

“We kept trying to evolve the old site, but it was built for a different version of us, and a different moment in AI.”

Nikki Wee, Chief Marketing Officer, Aveni

Aveni now speaks to financial advisers, wealth management firms, compliance leaders, operations teams and boards. Each audience has different priorities, yet the website didn’t always make it easy to identify the most relevant solutions.

Behind those solutions sit specialist financial services language models, technology that supports adviser workflows and assurance capabilities that help firms oversee work carried out by people and AI.

The new website needed to communicate those capabilities without requiring visitors to understand the underlying technology first.

One Aveni, two customer journeys

One of the most significant strategic decisions was to create two distinct journeys: Aveni Wealth and Aveni Compliance.

An adviser looking to reduce administration approaches technology differently from a Chief Risk Officer responsible for monitoring customer outcomes and managing risk.

Their priorities, language and expectations are different, even when the technology supporting their work shares the same foundations.

Giving Wealth and Compliance separate journeys would allow each audience to explore relevant products, use cases and resources without having to navigate the entire Aveni portfolio.

But keeping both connected under one brand was equally important.

Aveni’s wealth technology has been developed around the practical needs of UK financial advice firms, with thousands of advisers using its tools. Its compliance capabilities draw on more than seven years of experience analysing financial services conversations and addressing regulatory requirements, including Consumer Duty and vulnerability.

That experience also informs Aveni’s approach to developing AI for wealth management.

“Same technology, same team, same standards. Splitting the brand would have hidden the thing that makes us different.”

Nikki Wee, Chief Marketing Officer, Aveni

The decision established the foundation for the redevelopment: two customer journeys, each with its own identity and messaging, connected by Aveni’s shared technology, expertise and brand.

Designing a clearer way to explore Aveni

With the website’s strategic direction established, the design team needed to translate it into an experience visitors could understand and navigate.

For Monika Kvas, Aveni’s Lead Designer, and Aleksandra Bendevska, part of Aveni’s marketing design team, that meant finding ways to communicate a growing product portfolio and sophisticated AI technology without overwhelming visitors.

“There’s a lot to Aveni: the products, the research, the financial services expertise. I wanted people to understand how those things connect without having to piece it together themselves.”

Monika Kvas, Lead Designer, Aveni

Together, Monika and Aleksandra developed a visual direction that carried this thinking through the homepage, navigation, typography, illustrations and individual product pages.

Two visual identities, one brand

Colour became one of the clearest ways to distinguish the two customer journeys.

Aveni Wealth uses blue and cyan accents, while Aveni Compliance uses pink and magenta. The illustrations also reflect the different work each suite supports.

For Wealth, the visuals show how client conversations can become useful outputs, such as documents that support the advice process. For Compliance, they focus on monitoring, coverage and identifying potential risks.

These choices help visitors recognise which part of the website is relevant to them.

Across both journeys, the team used consistent typography, spacing, illustrations and reusable components to maintain a recognisable Aveni identity.

The visual direction drew inspiration from enterprise AI companies including Writer and Domyn, particularly their approaches to explaining technical capabilities and communicating trust.

At the same time, the team deliberately avoided familiar AI imagery such as robots, glowing brains and abstract graphics that offer little explanation of what the technology does.

Instead, the illustrations depict recognisable financial services workflows, showing how conversations become documents, how interactions are assessed and how risks can be identified.

For Aleksandra, maintaining that consistency across the website was an important part of the work.

“We wanted the visuals to help people understand the products, rather than just make the pages look good. A lot of the work went into making sure the illustrations, colours and smaller design details felt consistent across the website, while still giving Wealth and Compliance their own identities.”

Aleksandra Bendevska, Graphic Designer, Aveni

Showing how the technology connects

The homepage presented a particular design challenge.

It needed to introduce Aveni, explain the relationship between Wealth and Compliance, highlight individual products and provide a route into the technology supporting them.

Getting that structure right helped determine how the rest of the homepage would work.

“The relationship between Aveni, the two suites and the individual products became the organising idea. Once that was clear, it was much easier to give each section a purpose and work out the order.”

Monika Kvas, Lead Designer, Aveni

Giving Aveni Intelligence its own place on the website was another important decision. It provides visitors with a way to explore the specialist AI research and capabilities supporting Aveni’s products.

The homepage brings these elements together, introducing the two suites through distinct visual treatments while maintaining a consistent structure that helps visitors understand how everything relates.

From design concepts to a working website

Translating the designs into a live website introduced a different set of considerations.

Working with external developers, Monika and Aleksandra needed to ensure that layouts, illustrations and interactive elements performed consistently across devices and screen sizes.

Some of the smallest elements required considerable attention.

The product tabs, for example, needed to accommodate different amounts of information while keeping labels, illustrations and selected states visually consistent. Animation timing, text wrapping and transitions also required refinement as the static designs became interactive pages.

The team reviewed the implementation throughout development, working with developers to resolve issues and ensure the finished experience reflected the original designs.

These details were essential to making the website practical to use, particularly for visitors exploring unfamiliar products and technology.

That same attention to the visitor’s experience informed how the team approached the content.

Explaining products around customer needs

Alongside the visual redesign, the team reconsidered how Aveni’s products were explained.

Products across the portfolio often share underlying AI capabilities, but serve different purposes, solve different problems and appeal to different decision-makers.

For Jodie Boler, Aveni’s Product Marketing Manager, the starting point was working closely with the product team to understand what each capability meant for customers.

“Working closely with the product team helped us understand not just what each product does, but the problems it solves and the value it delivers. From a Product Marketing perspective, the focus was on translating technical capabilities into clear customer benefits.”

Jodie Boler, Product Marketing Manager, Aveni

The messaging needed to answer three questions clearly: what does each product do, who is it for and why does it matter?

Different audiences, different priorities

The distinction between Wealth and Compliance influenced the content as much as the design.

For Wealth, the messaging focuses on reducing administrative work, improving adviser efficiency and helping firms deliver better client outcomes.

For Compliance, the priorities include greater visibility of risk, more consistent oversight, regulatory confidence and evidence of fair customer outcomes.

These differences shaped how each suite was introduced, how individual products were positioned and which benefits appeared most prominently on their pages.

Aveni Detect provides a useful example.

Its technology can process and assess customer interactions across multiple channels using configurable criteria. But for a compliance leader, the more relevant message is what that enables: reviewing a greater proportion of customer interactions, identifying risks earlier and gathering evidence of customer outcomes.

The product messaging therefore leads with those practical applications before explaining the capabilities behind them.

The same approach was applied across the portfolio, helping visitors understand how each solution could support their work without needing a detailed knowledge of Aveni’s AI architecture.

Giving visitors the right level of detail

Another important decision concerned how much information should appear on each page.

Some visitors may be encountering Aveni for the first time. Others may be comparing solutions or looking for technical information, regulatory guidance and evidence of how a product performs.

Trying to address every need on a single page would make the content harder to navigate.

Jodie worked to establish a clearer hierarchy, with different types of pages serving different purposes.

“We approached it as a journey, giving visitors the right level of information at each stage. Proposition pages focus on the bigger challenges and outcomes relevant to an audience, product pages explain how our solutions address those challenges, and deeper educational content provides the technical detail, use cases and supporting evidence.”

Jodie Boler, Product Marketing Manager, Aveni

This approach helped shape the relationship between the main Wealth and Compliance pages, individual product pages and Aveni’s wider educational resources.

It also connected product messaging with the website’s search strategy, ensuring that the information presented to visitors reflected the questions bringing them to the website in the first place.

Building search into the website strategy

Search optimisation influenced the website’s structure, content and technical requirements from the early planning stages.

Led by Karsyn Meurisse Hand, Marketing Executive at Aveni, the strategy drew on keyword research, existing website performance, competitor analysis and audience search intent.

The research helped define what each page should cover, which audiences it needed to reach and how it should connect to other parts of the website.

Someone researching Consumer Duty monitoring, for example, needs different information from someone comparing AI tools for financial advisers.

These differences informed a detailed information architecture and on-page SEO plan, mapping target keywords, metadata, headings, URLs and internal linking opportunities across the two customer journeys.

Preparing for AI-powered discovery

The redevelopment also considered how people find information through AI-powered search.

Alongside traditional Google results, visitors increasingly encounter content through AI Overviews, AI Mode and generative assistants such as ChatGPT and Perplexity.

The search strategy focused on strengthening the foundations that support visibility across these platforms: useful original content, clearly defined page topics, descriptive headings, direct answers and credible supporting evidence.

Aveni’s financial services research, proprietary technology and regulatory expertise provided valuable material for this approach.

However, visibility alone wasn’t the objective. Visitors also needed to find relevant information when they arrived and have a clear way to continue their research.

“Ranking for a keyword is only useful if someone lands on the page and finds what they came for. The content, design and navigation all have a role in making that happen.”

Karsyn Meurisse Hand, Marketing Executive, Aveni

Building the technical foundations

Technical SEO formed part of the website’s development specification.

Requirements included structured data, canonical URLs, breadcrumbs, XML sitemaps, metadata and logical heading structures.

Mapping existing URLs to their new destinations was particularly important to help preserve established search visibility and backlinks during the transition.

Page performance, accessibility and mobile usability were also considered alongside the design process, balancing the visual direction with practical requirements around loading speed, image optimisation and readability.

Building on existing content

Aveni had already established valuable search visibility through its educational resources, particularly content covering Consumer Duty and related compliance topics.

The redevelopment provided an opportunity to build on that existing authority.

Rather than treating educational articles and product pages as separate destinations, the new architecture was planned to connect them through relevant internal links, related resources and clearer navigation.

This continued Aveni’s hub-and-spoke content strategy, connecting broader educational topics with the more specific questions buyers ask when evaluating products.

Success will be measured through a combination of organic search visibility, AI-search mentions and citations where measurable, content engagement and commercial actions such as product exploration and demo requests.

Where the work came together

Many of the decisions behind the website required input from several teams.

Product positioning influenced navigation. Content requirements shaped design. Search research helped determine how visitors would move between pages.

Three examples illustrate how those different perspectives informed the finished website.

1. Giving similar products distinct places on the website

Aveni Detect and File Check both help firms review work and identify potential risks, but they serve different audiences and purposes.

File Check supports advice-file reviews for wealth management firms, while Detect helps compliance teams monitor customer interactions and outcomes.

That distinction needed to be clear in the website’s structure as well as its messaging.

The decision to create separate Wealth and Compliance journeys provided the starting point. Jodie’s product positioning helped establish what each solution needed to communicate, while Karsyn’s keyword and search intent research helped define their individual pages and supporting content.

The resulting architecture gave each product a distinct place within its respective suite, making it easier for visitors to find the solution relevant to their work.

2. Making design, messaging and SEO work together

A visually engaging page still needs to communicate its message clearly, particularly when explaining complex AI technology.

Monika and Aleksandra worked on layouts, illustrations and visual hierarchy, while Jodie helped establish which product benefits needed the greatest prominence. Karsyn brought search considerations into the process, including heading structures, content hierarchy and readability.

These different requirements came together during the design and development reviews.

Product tabs, for example, needed to accommodate different amounts of information without disrupting the layout. Heading contrast, text wrapping and mobile readability also required attention as the designs became working pages.

The adjustments helped keep the experience consistent while ensuring visitors could read, navigate and understand the content across different devices.

3. Connecting educational content with the products it supports

Aveni had already built strong search visibility through educational content, particularly around Consumer Duty and compliance.

The redevelopment presented an opportunity to connect that content more closely with the products and services relevant to readers.

Karsyn’s analysis of search performance and audience intent helped inform discussions about how educational articles, product pages, use cases and customer stories should connect.

For example, someone researching Consumer Duty or QA sampling could follow a clearer path towards Detect. Someone looking for information about advice-file quality could find related guidance and File Check.

These connections were incorporated into the website’s information architecture and internal linking strategy, helping visitors move from researching a particular challenge to exploring relevant Aveni solutions.

A website built for Aveni’s next chapter

Behind the finished website are decisions shaped by different areas of expertise, from the strategic direction of the brand to the smallest details of how a page looks, reads and functions.

The design team created two distinct visual identities within one Aveni experience. Product marketing developed messaging around the needs of each audience. Content and SEO research informed how information was organised and discovered, while collaboration with developers brought those decisions into a working website.

For Nikki, the real measure of success comes down to what happens when a visitor takes the next step.

“If an adviser or a risk leader arrives, gets what we do, and turns up to a first call already knowing why we might be the right fit, the site’s doing its job.”

Nikki Wee, Chief Marketing Officer, Aveni

The new website gives Aveni a clearer way to explain its products, connect its expertise and speak to two distinct audiences within one brand.

It also gives the business room to grow. As new products emerge and the needs of financial services firms develop, the structure can evolve without losing sight of the people it was built for.

For the team behind it, the result is something more useful than a visual refresh: a website that better represents the Aveni of today and is ready to support what comes next.