fineance
Design Research * Branding * UX/UI * Microcopy * Web Development * App Design
Fineance is an Israeli fintech platform designed to provide small business owners with a comprehensive suite of financial services. From accounting and credit card processing to tax reporting and personalized financial advice, Fineance serves as a one-stop solution for managing business finances.
Where financial management finally feels fine
This project was part of my role as a UX/UI project lead at Mika Group, a strategy and creative agency.
It began with a simple explanation: a financial platform for small business owners, offering tools for better money management.
That’s it. No name. No logo. No content. No structure. Just a solid idea - and the freedom to build everything around it. So I did.
I needed a name that didn’t sound like every other fintech out there.
Something clean, sharp, and intuitive - but with a twist. Fineance hit exactly the right note: a smart blend of finance and fine.
It’s familiar enough to instantly place the product in the financial space, but the word fine flips the tone - from intimidating to approachable, from complex to under control.
The target audience? Israeli osekim paturim - small business owners, freelancers, side hustlers. The kind of people who juggling everything: clients, invoices, taxes - and barely enough time to breathe.
So I stepped into their shoes. I asked: "what would I want if I had to manage all that?" The answer was obvious: Clarity. Simplicity. A sense that someone actually understands what I’m dealing with. Not buzzwords. Not bank-speak. Just real help, in human language.
The visual language of Fineance was built around one idea: make it feel simple. Finance can be stressful, cold, and often inaccessible - I wanted the opposite.
I chose a bold, optimistic color palette designed to reflect clarity, energy, and trust:
*Dark blue and emerald provide the foundation - stability, depth, and calm authority.
*Magenta and light blue introduce a vibrant, digital energy that feels fresh and alive.
*Mint, lavender, and light sky soften the tone, bringing a sense of ease, approachability, and openness.
It’s a system that speaks to small business owners who might not feel at home in the world of finance - and tells them: ׳you don’t have to be a numbers person to feel in control.׳
The illustrations follow the same principle.
Flat, minimal, and expressive - they strip away unnecessary detail and make room for clarity.
They turn concepts like budgeting, credit, and tax filing into visual metaphors that feel almost… friendly. Not childish, but calm. Not corporate, but confident.
Together, the visuals create a space that supports the product’s mission: to simplify, support, and empower.
From the start, I knew the voice of Fineance had to be the opposite of what people expect from a financial platform: Not formal. Not intimidating. Not trying to sound smarter than the user. Instead, I built a tone that’s warm, clear, and grounded - like a friend explaining things over coffee, not a banker behind a desk.
The microcopy plays a big role here.
Every button, tooltip, and headline was written to make users feel seen and safe. No buzzwords, no heavy terms - just everyday language that says: “We’ve got you. You’ll be fine.”I designed the product experience from start to finish - with full control over both the visual and technical execution.
The design process started in Figma, where I structured each page with clear hierarchy and intuitive flow, making sure that the content leads users naturally from one step to the next.To support the user experience, I added subtle animated elements. These were created in After Effects and exported using LottieFiles, allowing for lightweight, scalable animations. The motion was always functional - not just visual flair. It served to guide users, highlight key actions, and create a smoother, more engaging experience.
Once the design and motion were locked, I moved into development.
I built the full site in Elementor, and used custom CSS to close the gaps - adjusting layout, transitions, and spacing to match the original vision exactly. This hands-on approach allowed me to keep everything cohesive - from the very first wireframe to the final scroll.Unlike many fast-paced agency projects, I was given time here. Time to think, test, rewrite, refine. Time to turn an empty brief into something I’m proud to have signed my name to. This wasn’t just about building a site. It was about reshaping how small business owners experience finance online - with calm, clarity, and a quiet “you’ve got this.”
