Finance isn’t a category that forgives bad UX. When your buyers are founders writing $10M+ in revenue, PE partners vetting portfolio infrastructure, and family offices looking for operational clarity, your website is the first underwriting they do on you. TillCFO came to DigiFlav with a positioning problem as much as a design one — and the brief for the project reflected that.
This case study walks through how we designed and built TillCFO’s website — the audiences we had to serve, the design system we chose, the technology we picked, and the outcomes we’re tracking since launch.
About the Client
TillCFO is an AI-native embedded CFO firm. Rather than placing a single fractional CFO into a company, TillCFO deploys a full managed finance function — a dedicated CFO as operational partner, a Controller, a Financial Analyst, and an AI data engineer — on top of proprietary playbooks and a modern technology stack.
The firm serves three distinct audiences:
- CEOs, Founders & Operators — growing companies at the $10M+ revenue mark where a fractional CFO breaks down and a full-time hire isn’t yet the right call.
- PE & VC Partners — investors who want consistent, AI-native finance infrastructure deployed across their portfolio companies.
- Family Offices — multi-entity operators looking for operational clarity without building a finance team from scratch.
Their platform runs five core modules — FP&A & Modeling, Month-End Close, Tax & Compliance, Cap Table Management, and Due Diligence — supported by a technology partnership roster that includes Anthropic, Palantir, Rillet, Ramp, Rippling, Gusto, and Aleph.
The Challenge
Before this engagement, TillCFO’s positioning was clear internally but muddy externally. They had the credentials — 15+ years of CFO and operator experience, $400M+ in capital structured, 1,000+ companies underwritten, 13+ companies founded — but no digital surface that carried the authority of that résumé.
Build a website that educates three distinct audiences on what “AI-native embedded CFO” actually means, communicates trust at the first scroll, and makes the TillCFO system tangible — not slideware.
Specifically, the problems we had to solve were:
- Three audiences, one home page. Founders, investors, and finance professionals all need a different proof — and all three had to feel welcomed above the fold.
- Category education. AI-native finance is new. The site had to teach the category without reading like a whitepaper.
- Differentiation from fractional CFOs and AI-only tools. TillCFO’s positioning sits in the gap between both — the site needed to make that gap obvious at a glance.
- Trust around AI and client data. Finance leaders won’t adopt an AI-native service without clear commitments on data isolation, training, and human review gates.
- Modular platform. The “What We Run” platform modules had to feel like software, not sales copy.
Our Approach
We structured the engagement as a 10-week sprint across four phases. Each phase ended with a signed-off deliverable so TillCFO’s leadership could continue operating while we built.
| Phase | What We Did | Deliverable |
|---|---|---|
| 01. Discover | Founder sessions, audience workshops with sample founder/PE/family-office buyers, audit of competitor sites across fractional CFO and AI finance tooling. | Discovery doc + positioning map |
| 02. Identify | Design system, palette, typography, iconography, motion principles, voice guidelines, "Till OS" visual metaphor. | Brand design system |
| 03. Design | High-fidelity Figma for home, Solutions (3 pages), Services (8 pages), Industries, What We Run, About, Finance Score tool — mobile-first. | 14+ finalized page designs |
| 04. Deploy | Custom WordPress build with Bricks Builder, CRM integration, finance-score lead tool, QA, speed pass, CMS training. | Live site + handoff documentation |
We work this way because it keeps the project honest. If something slips, we know exactly which phase it slipped in — and clients always know what’s being signed off before the next phase starts.
Design System
The design system had to read as institutional — because that’s the trust TillCFO is selling — but modern enough to signal AI-native capability. The visual anchor is a signal green that reads as a status indicator, borrowed from the system-monitoring vocabulary finance leaders already live inside.
Color Palette
We built on a disciplined three-color system: deep black for authority, clean white for clarity, and signal green for live-system energy — supported by a neutral gray family for surface variation.
Ink
#000000
Paper
#FFFFFF
Signal
#00A676
Surface
#F7F8F7
Deep Ink
#1A1A1A
Typography
We paired a geometric sans (Poppins) for display and headlines with a highly legible humanist sans (Inter) for body copy, data labels, and UI. The pairing gives the site a modern-SaaS personality in the hero and keeps the long-form service pages dense but readable.
The "Till OS" Visual Metaphor
Rather than designing the site as a services firm, we designed it as if TillCFO were a product. Status indicators, module cards, system badges — the whole page reads as a live operating system that the client plugs into. The “Till OS Infrastructure: Active” badge in the hero is a small example, but the metaphor carries through every section.
Website Design & UX
We designed the home page to answer three questions in order — what do you do, why doesn’t the status quo work, and what proof do you have — then route each audience to the right next page from there.
The Comparison Grid
The strongest piece of positioning on the home page is a three-column comparison. Instead of asking visitors to infer TillCFO’s differentiation, we made the differentiation itself the visual.
Insufficient at scale
One brain, limited hours, breaks down past $10M in revenue.
Overloaded, firefighting
12+ months to assemble a team. Stuck in operational mode from day one.
Embedded team + stack
Deployed immediately. Zero key-person risk. Human judgment + AI leverage.
The Platform Module Grid
TillCFO’s “What We Run” platform is five modules — but a list of five services is forgettable. We treated each module as a product tile, with its own icon, scope, and signal state.
FP&A & Modeling
Forecasts, scenarios, variance tracking — built as a product, not a spreadsheet.
Month-End Close
Automated close process with human review gates at each checkpoint.
Tax & Compliance
Entity-aware filings, deadline tracking, and audit-ready documentation.
Cap Table Management
Share ledger, option plans, and investor-ready reporting on demand.
Key UX Decisions
- Status-first header. The “Till OS Infrastructure: Active” badge turns the hero from a sales line into a system signal. It’s the first thing a founder sees — and it immediately reframes TillCFO as infrastructure, not an outsourced service.
- Three audience lanes. CEOs/Founders/Operators, PE & VC Partners, and Family Offices each got a dedicated Solutions page with its own buyer context, pricing frame, and proof.
- Trust & data commitment. A dedicated section covers client data isolation, no AI training on client data, human review gates, and deterministic validation of financial calculations. Written as commitments, not fine print.
- The Finance Score tool. A free self-assessment that doubles as the primary lead capture — low-pressure for the visitor, high-signal for TillCFO’s team.
- Mobile-first. Over 60% of the discovery traffic for this category arrives on mobile. Every section was designed in a 390-pixel frame first.
Technology & Development
We built the site on a WordPress + Bricks Builder foundation, with a custom theme hand-coded for performance. No bloated page builders, no premium theme buried under child-theme patches. The whole site ships under 150KB of CSS and loads in under 1.5 seconds on 4G.
Stack
- Front-end: WordPress with a custom Bricks Builder theme, modern vanilla JavaScript, and a design-token-driven CSS layer.
- Lead capture: The Finance Score self-assessment flows directly into TillCFO’s CRM, with Slack notifications for high-signal leads.
- Forms: Multi-step forms built on the Bricks form engine, with conditional routing by audience.
- Analytics: GA4, Microsoft Clarity for behavior insights, and a dashboard for the TillCFO team to track audience split in real time.
- CMS: Modular section library — TillCFO’s team can publish new case studies, insights, and solutions pages without touching code.
- Performance: Image lazy-loading, critical CSS inlined, no third-party fonts on the critical path, and a target 95+ Lighthouse score across the board.
Everything is modular. When TillCFO adds a new industry page, a new partner, or a new platform module, the system scales without a redesign.
DigiFlav built the website that finally makes our positioning obvious in the first scroll. The site teaches the category, routes the right buyer to the right page, and converts without us having to explain the model twice.
TillCFO LeadershipEmbedded Finance Team · tillcfo.com
Results & Impact
We measure case studies on both the quantitative wins (what the numbers show) and the qualitative ones (what the client’s day-to-day changed). Here’s where the project landed on both.
Quantitative
Lighthouse score
Across performance, accessibility, best practices, and SEO on all core pages.
Page load
Average load on 4G across the top-ten pages, measured post-launch.
Finance Score starts
Increase in self-assessment tool starts compared to the previous funnel.
Pages shipped
Home, three Solutions pages, eight Services pages, Industries, About, and tool.
Qualitative
- Audience routing is working — PE partner inquiries and founder inquiries land on different pages and arrive with different buyer context.
- The “Till OS” metaphor has stuck with the sales team. The site language and the deck language now match.
- Partner logos (Anthropic, Palantir, Ramp, Rippling, Gusto, Aleph) carry visible weight on the home page — the right investor senses the right infrastructure.
- TillCFO’s team can publish new content without touching code.
Deliverables Overview
Here’s the full list of what TillCFO walked away with at the end of the 10-week engagement:
- Design system — color, typography, iconography, voice, and motion principles on a single-page reference.
- Website design — 14+ high-fidelity Figma pages with design tokens, mobile-first.
- Custom WordPress + Bricks theme — hand-coded, performance-tuned, modular editable sections.
- Finance Score tool — multi-step self-assessment with scoring logic and CRM routing.
- Integrations — CRM, Slack notifications, GA4, Microsoft Clarity, Meta Pixel all wired end-to-end.
- Launch kit — favicons, OG images, sitemap, robots.txt, 301 redirect map from the legacy site.
- Training — two Loom walkthroughs on section editing, publishing, and lead-flow management.
- 30-day aftercare — post-launch support covering bug fixes, copy tweaks, and speed checks.
Key Takeaways
For agencies or founders looking at a similar project — a service firm with a complex offering and multiple audiences — the three lessons we’d pass on from this engagement are these:
- In fintech, trust is a design decision, not a copy decision. A disciplined palette, a system-ready typography pair, and a status-indicator metaphor do more for buyer confidence than three paragraphs of safety language ever will.
- Three audiences means three lanes, not one all-things home page. We routed CEOs, PE partners, and family offices to dedicated pages. One site, three distinct journeys — each sized to the buyer at the other end.
- AI positioning works when you lead with human judgment. TillCFO’s advantage is a team that uses AI, not an AI that replaces a team. We wrote and designed the site to make that order explicit everywhere.
If you’re sitting in a similar spot — a service firm whose positioning is clear internally but not externally, a founder with a complex offer that needs translation, a leadership team whose website is lagging behind the business — this is the kind of engagement we specialize in. One conversation is all it takes to see if it’s a fit.
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