B2B fintech · concept build · 2026
Ledgerly
Accounts-payable automation for mid-market finance teams.
The brief
The buyer is a finance director who will be blamed personally if this software loses money. Every design decision had to buy credibility — the site's job is to look like a company that will still exist in five years.
- Rendering
- Static, server components
- Display face
- Instrument Serif
- Data table
- Real table markup
Decisions worth defending
- 01
Restraint reads as solvency
Serif headings, a narrow accent range, generous margins, no gradients. Fintech sites that look playful lose enterprise deals, because playful reads as young, and young reads as risky when the product touches money.
- 02
Compliance surfaced, not buried
SOC 2 and audit-trail claims sit in the primary navigation path rather than a footer link. For this buyer, security is not a detail to reassure them with later — it is the first question asked.
- 03
Numbers over adjectives
Every claim on the page is quantified. 'Close the month in four days, not eleven' outperforms 'streamline your workflow' with a reader whose job is arithmetic.
Next step
Tell me what you’re building. I’ll tell you what it needs.
A short intro call, no deck, no pitch. If I’m not the right fit I’ll say so and point you somewhere better.