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Financial Services Web Application
A public website and a subscription web application that help financial services firms equip their agents and serve clients.
Business goals
The client sells a subscription tool to financial services firms, built to help agents serve clients and help firms bring new agents up to speed. It needed a public website that explains the offer and brings in demo requests, plus a web application where subscribers do the work. Agents needed a quick way to walk a client through a financial review, because a slow review costs appointments and new hires take longer to produce.
Project overview
Hexagon delivered the client's website and its web application. The website presents features, plans and demo requests to firms evaluating the tool. The application gives subscribers an account, sign-in and a guided client analysis they can run across the table. Firm owners get one repeatable process to put in front of every new agent. Both sides share one account system, so a visitor can go from subscribing to using the tool without registering twice.
Challenges faced and solved
A financial tool has to earn trust before sign-up, then prove its worth in the first client meeting.
Explaining a tool to skeptical brokers
Firm principals have seen plenty of software promise more business for their agents. If they can't quickly see what the tool does and who it serves, they won't book a demo.
We built a website that sets out features and benefits, offers a video overview, and puts demo and subscribe actions on the path a firm owner naturally follows.
Financial reviews that eat the appointment
An agent often has limited time with a household. When gathering and working through the numbers fills the meeting, little time remains to discuss what those numbers actually mean for the client.
We built a guided client analysis into the web application, so agents can work through a household's finances in one sitting and spend the meeting on the conversation.
New agents ramping up slowly
Every agent who joins a brokerage learns differently, from whoever has time to teach them. Some never become productive, and the firm pays for that inconsistency in lost time and turnover.
We structured the application around a repeatable system, so every new agent learns the same client process and practices it with the tool they will use in the field.
Handling subscriptions without manual work
A subscription product falls apart when staff must set up each account by hand. Sign-ups, renewals and access changes need to run without someone chasing them through email every month.
We connected account creation, sign-in and the monthly subscription so a subscriber gets access straight away, and staff only step in for exceptions.
Features
| Feature | Description |
|---|---|
| Firms evaluating the tool | |
| 1. Features and Benefits Pages | Set out what the tool does for a firm and its agents, so a principal can judge the fit before talking to anyone. |
| 2. Plans Page | Shows the available subscription options in one place, which answers the first question most buyers have. |
| 3. Request a Demo | A short form lets a firm ask for a walkthrough and gives the client a qualified conversation to follow up. |
| 4. Video Overview | A short video shows the product in use for visitors who prefer watching to reading. |
| 5. Contact Page | Gives prospects a direct route to the client's team when their question doesn't fit a demo request. |
| 6. Subscribe Online | A monthly subscription can be started from the website, with no sales call required. |
| Agents and representatives | |
| 7. Account and Sign-In | Each agent has a personal login, which keeps their work separate and tied to their subscription. |
| 8. My Account | Agents review their account details and subscription in one place, without contacting support. |
| 9. Guided Client Analysis | Walks the agent through a household's finances step by step, so nothing important gets skipped during a meeting. |
| 10. Analysis Summary | Pulls the inputs into a readable picture of the client's position that agent and client can discuss together. |
| 11. Agent Training Path | Lays out the client process in a set order, so a new hire knows what to learn first. |
| Clients of the firm | |
| 12. Personal Finance Review | Clients answer questions about their own finances and see where they stand, which makes the agent's advice easier to follow. |
| 13. Plain-Language Results | Findings are written for a consumer and not a licensed professional, which keeps the conversation moving. |
| Firm and platform administration | |
| 14. Subscriber Management | Staff can see who subscribes, review account status and resolve access issues from one screen. |
| 15. Role-Based Access | Agents, firm users and staff each see only what their role requires, which matters when financial information is involved. |
| 16. Website Content Updates | The team can revise pages and plan details without waiting on a developer. |
How the platform is put together
Each layer has one job.
The result
The client came away with one online home for selling the tool and delivering it. Firms can learn about it, subscribe and start using it from the same place.
| Area | Before | After |
|---|---|---|
| Finding out about the tool | Prospects had to rely on a personal conversation | Website with features, plans, video and demo request |
| Client financial reviews | No shared tool for agents to work through | Guided analysis inside the web application |
| Training new agents | Dependent on who was available to teach | A repeatable process built around the tool |
| Starting a subscription | No self-service route to get access | Online subscription tied to a personal account |
How we took it from idea to launch
Good software follows a process. Here are the six stages, and what happens in each one.
Discovery & Requirements
Goal: Define the product vision, target audience and core business requirements.
Key activities- Stakeholder interviews
- Market and competitor research
- Defining user personas
- Drafting technical specifications or a Product Requirements Document (PRD)
Design (UX / UI)
Goal: Create an intuitive user experience and visual interface.
Key activities- UX design: information architecture, user flows and wireframes
- UI design: high-fidelity mockups and interactive prototypes in Figma or similar tools
- Design system: colors, typography and component libraries
Development: Frontend & Backend
Goal: Build the functional application using agile sprints.
Key activities- Backend: set up databases, design APIs (REST, GraphQL), implement server logic, and configure authentication and authorization (OAuth, RBAC)
- Frontend: build responsive interfaces and connect components to backend APIs
- Version control: manage code through Git and GitHub
Security & Optimization
Goal: Harden the application against vulnerabilities and boost performance.
Key activities- Security: address the OWASP Top 10, including injection, XSS and CSRF, enforce encryption in transit and at rest, and implement rate limiting
- Optimization: code splitting and lazy loading, database indexing, API caching and load testing
- QA and testing: unit, integration and end-to-end tests
Beta Release
Goal: Deploy to a controlled group of real users to catch edge-case bugs and gather feedback.
Key activities- Set up staging and production CI/CD pipelines
- Launch a closed or open beta with real users
- Monitor errors through observability tools
Public Release (Launch)
Goal: Roll the software out to the general public.
Key activities- Final production deployment
- DNS configuration
- Marketing and onboarding rollout
- Post-launch performance and security monitoring
Business benefits
Firm owners get the answers they need online and can ask for a walkthrough when ready.
Agents spend less of the appointment on gathering numbers and more on advice.
Every new hire learns one client process, whichever manager or office they report to.
Online subscriptions reduce the manual work behind each new account.
Conclusion
Brokers don't adopt a tool because of its feature list. They adopt it when an agent can use it in a real appointment and a firm owner can teach it to the next hire. Hexagon built both halves for this client: the website that starts the conversation and the application agents use with clients. If you sell software or services to financial professionals and need the public site and the product to work as one, we would be glad to talk it through.
Talk to us about your projectRelated services: web development · payment software · custom software development
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