MM Finance Group is a finance brokerage in Silverwater, NSW. Martha Frangelli founded the business. She is a banker with 20 years of industry experience. MM Finance Group offers residential, commercial, and asset finance. The business works with a panel of more than 50 lenders.
The website had a tricky job. It needed to make complex lending services easy to understand. At the same time, it needed to build enough trust for a visitor to take the next step.
What This Finance Broker Website Design Focused On
Trust — show the broker’s experience early. Don’t bury it on an About page.
Clarity — split complex finance products into their own service pages.
Scannability — use categories and short sections before longer explanations.
Compliance — keep licensing and disclosure information consistent across the site.
Conversion — keep appointment and contact buttons easy to find throughout the site.
The Website Challenges We Had to Solve
Before we look at the design, let’s name the challenges this project needed to solve:
1. Trust is one of the biggest barriers to overcome. A visitor is about to share financial details with a business they’ve never met. If the site looks generic, or the broker’s credentials are hard to find, it’s hard to build enough confidence for the visitor to continue.
2. The products are hard to explain simply. Home loans, commercial property finance, and asset finance each have different rules, terms, and jargon. Cramming it all onto one page fails the visitor. So does oversimplifying it until it’s too vague to be useful.
3. Compliance information needs a consistent home. Finance websites must show licensing, credit representative, and disclosure information clearly. But this information shouldn’t take over the page or feel like an afterthought.
4. Visitors may want to explore more than one service. Someone researching commercial finance might also want to learn about residential or asset finance. If those paths aren’t easy to find, the visitor may leave for a competitor’s site instead.
5. The founder’s expertise sets the business apart — but it’s often buried. In a broker business, the person behind it plays a big part in building trust. Many sites treat the “About” page as an afterthought, instead of a page that does real work to persuade visitors.
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Our Design Strategy
The site is built around one idea: make a complex financial decision feel manageable, one page at a time.
A visual identity built for credibility, not decoration. We chose dark navy and warm gold. This look feels established and professional. It’s a deliberate move away from the generic “corporate blue” look most broker sites use.
One service, one page, one clear structure. This project covered three main service pages: Residential Lending, Commercial Finance, and Asset Finance. Each page uses the same repeating structure, instead of cramming everything onto one “Services” page:
Complex information → Dedicated service page → Scannable categories → Detailed information → Clear next step
Each page follows this pattern:
- A short intro that explains who the service is for
- A checklist of eligible categories (for example, Vehicles, Machinery, and IT Equipment for Asset Finance)
- Deeper explanations underneath, for visitors who want more detail
This lets a first-time visitor scan the key categories quickly. A serious applicant can read the full detail underneath. Both visitors are served by the same page.
Compliance and disclosure information kept consistent, not bolted on. Every page repeats the same compliance and disclosure information in the footer, next to the MFAA membership badge. This keeps licensing information visible across the site, without interrupting the sales message on the page.
Founder credibility placed where decisions get made. Martha’s bio appears on both the Home page and the About page. It covers her 20 years of banking experience and her focus on complex lending. A visitor researching a broker doesn’t need to click through to a separate page to learn who they’re dealing with. The key credibility information appears before they commit to an enquiry.
A consistent conversion path. “Book An Appointment” sits in the main navigation on every page. A “Contact Us” button also appears on the homepage hero. No matter which service page a visitor lands on, the next step is always one click away.
Page-by-Page Breakdown
| Page | Purpose | UX Decision |
|---|---|---|
| Home | Introduce the business and build trust from the first screen | Founder credibility and core services appear early, not several clicks deep |
| About Us | Build confidence in the broker behind the business | Experience, values, and lender network are brought to the front, instead of left as plain bio text |
| Residential Lending | Explain home loan options clearly | Information is grouped by borrowing scenario (purchase, refinance, construction, equity) |
| Commercial Finance | Help business borrowers understand their options | Property types and financing structures are split into clear, scannable sections |
| Asset Finance | Show what can and can’t be financed | Asset categories are broken into a checklist, so eligibility is easy to scan |
The Result
We’re presenting this as a design case study, not a performance report. At the time of writing, we don’t have enough post-launch data to make claims about conversion rates, enquiry volume, or traffic growth. We won’t invent numbers to fill that gap.
What we can show is how the final structure addresses the original challenges:
- A visitor can scan any service page and still find deeper detail if they want it
- Compliance information is present and consistent, without cluttering the sales content
- The founder’s credibility is visible before a visitor has to search for it
- Every page keeps a booking action within reach
As post-launch data becomes available, we’ll update this case study with real performance figures.
What Finance Brokers Can Take From This Project
These are five decisions from the project that other finance brokers can apply to their own websites:
1. Put the broker behind the brand. People aren’t only choosing a loan product. They’re choosing who they trust to help them through it. Make that person visible early.
2. Give each major service its own page. Residential, commercial, and asset finance have different audiences and different questions. Treating them as separate journeys makes the information easier to navigate than one long, combined page.
3. Design for scanning first. Use headings, categories, and short sections before asking visitors to read detailed explanations. Detail should be available, not required.
4. Make trust signals visible. Experience, memberships, lender relationships, and relevant credentials shouldn’t be hidden several clicks deep.
5. Give every visitor an obvious next step. Someone who’s ready to enquire shouldn’t have to hunt for a phone number or booking link. Put it in the same place on every page.
These same principles apply beyond this project. They work for mortgage broker websites and other financial services websites, where trust, compliance, and complex information all need to work together.
Our Role in the Project
- UX planning — structuring the website around the questions a visitor is likely to ask before making an enquiry
- Content structure — separating complex lending information into logical categories instead of one long block of content
- Conversion planning — keeping appointment and contact actions accessible throughout the site
- Industry-aware design — a visual direction built for professionalism and trust, rather than a generic corporate finance look
Frequently Asked Questions
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