Mortgage Brain is one of the UK's largest mortgage technology providers. I led the redesign of its public site — the front door for advisors, lenders and compliance leads, each arriving with a very different job to be done. The result shipped as a single brand experience and was named a finalist for B2B Website of the Year 2023.

The legacy site forced one navigation on every audience. Visitors landed on pages written for someone else, sales had to re-explain the product on every call, and the platform story was buried under feature lists. The problem was not visual dating; it was a structure that ignored who was reading.

3 audiences with almost nothing in common:

• Mortgage advisors — evaluating day-to-day tooling and time saved per case.
• Lenders — assessing distribution reach, data quality and integration effort.
• Compliance leads — looking for assurance, audit trails and security, not features.

Each needed a different first paragraph — and a different definition of proof — from the same homepage.

I owned the redesign end to end — stakeholder workshops, research synthesis, information architecture, the component system, high-fidelity UI and developer handoff — working alongside sales, product and customer success so every persona page stayed grounded in real buying criteria.

One brand, one codebase, one content team. Persona-led pages could not become 4 micro-sites, so the system had to flex tone, density and call-to-action hierarchy without duplicating structure or doubling maintenance.

Restructure, then validate. I rebuilt the architecture around persona entry points and product-by-outcome navigation, card-sorted it with stakeholders and tree-tested the result before any visual work began.

A system, not templates. A flexible component library gives every page the same visual DNA while letting each one decide how much it explains — product modules for advisors, proof and scale for lenders, assurance for compliance.

The new site shipped as a single brand experience with distinct paths per audience, gave sales a page to send to each persona, and was named a finalist for B2B Website of the Year 2023.

The durable lesson: in B2B, clarity isn't saying less — it's saying the right thing to the person actually reading.