Rho

Rho built its reputation on a promise that is deceptively difficult to execute: enterprise-grade banking paired with concierge-level service from real people. Competing with Brex, Ramp and Mercury for founder trust, Rho’s digital presence needed to be as frictionless and premium as possible.

The existing site worked against that with content sprawled across varied URL structures, while an illustration-heavy identity failed to convey the human connection central to their support model. Our mandate was clear: bring the human element to the fore without compromising the rigorous performance required of a top-tier fintech platform.

Central to the brief was social proof. Startup founders rely heavily on peer validation, meaning the site had to carry an increasing volume of client testimonials. Rather than weighing down performance, we engineered a modular way to render social proof efficiently, cutting pageweight by roughly 30% and lifting the Lighthouse score from 82 to 90.

To establish a new visual standard, we transitioned from isolated templates to a rigorous component-driven system. Cards and modules recurred across the entire system, so defining them once and governing them centrally eliminated visual drift from the outset.

This component-first approach streamlined execution when it came to the site’s structural debt. Instead of a page-by-page rebuild, we seamlessly funneled 1,600+ pages into a predictable formatting model. This included transitioning Help Center pages from competing paths, standardising co-branded partner landing pages, and cleaning up inconsistent blog schema.

To eliminate Rho’s legacy content sprawl and provide their marketing team with true operational independence, we migrated to a headless architecture centered on Storyblok.

Storyblok was an intentional choice to enforce the strict component-driven governance required to scale the site cleanly. However, transitioning to a headless setup created a stubborn problem. A fintech homepage must show current treasury rates, and our design approach depended on tagging figures inline, something Storyblok doesn’t natively support. Leaving rates static, or updating them by hand, was never an option for a company whose credibility rests on accurate numbers.

Our solution utilised Storyblok datasources with custom calculations, so rates render automatically without an editor touching the page. The benefit reached across the site to keep financial figures consistent wherever they appeared, removing a recurring manual task from their content pipeline.

To scale customer acquisition, Rho required an intelligent personalisation layer: matching specific audiences with tailored variants the moment they land, rather than triaging them after arrival.

These client-side redirects produced a visible flicker before the right variant loads, carrying both user-experience and SEO consequences for pages built to rank. We utilised pre-page-load routing via Cloudflare Workers, resolving the variant instantly rather than reloading it in the browser.

Alongside technical considerations were equally candid about the limits of data: IP and UTM signals are rarely accurate enough to reliably distinguish a CFO from a founder, so we advised against over-segmenting at the expense of core messaging.

When a site draws substantial organic search volume, platform migration is as much a risk-management exercise as it is a launch.