D2C Loan Website.

Pepper Money which is the largest second charge lender in the B2B market wished to move into a Direct to Consumer market.

The existing website was broker focused with a corporate look and feel, a jargonistic tone of voice, and a desktop-first approach with great content for the market it was intended at.


After initial discovery, understanding who the user was, creating personas and what the technical constraints and opportunities we undertook an indepth competitor review with the likes of Atom Bank, Monzo, Tide & Starling to define a benchmark and direction.

What we learned

From the data gathered 86% of all traffic would be mobile and customers expected to self serve in less than 6 minutes.


We prototyped up a suite of proof of concepts and 5 second tested with users which came back very positive using the inverse colours of our existing brand to differentiate between verticals.

The ability to apply truly online in less that 5 minutes was achieved by only asking the bare minimum of what was required to deliver back a decision.

What we learned

Customers remembered the 3 main tenets of our offering in 5 second tests, and the look and feel gave feelings of a modern, digital lender with trust and credibility.

Design, Develop & Deliver.

The entire site was designed using Figma, built in WordPress, mobile-first, and all journeys were tested with users, stakeholders and SMEs. 

Accessibility testing for AA score and 98% Google lighthouse.

What we learned

Users could self serve a loan calculation without any impact on credit score then make an informed decisions on next steps.