Toronto
Summit - TriSys Consulting
Complete redesign and development for a Toronto-based investment accounting SaaS — transforming a 15-year-old website into a conversion-focused platform that positions SUMMIT as the obvious choice for fund managers across North America.
Website Redesign
WordPress
The Brief
20 years of investment accounting expertise. A website built in 2010 to show for it.
About the Client
TriSys Consulting is a Toronto-based fintech company delivering SUMMIT — a specialized investment accounting system purpose-built for fund managers, administrators, and portfolio managers across North America.
Two decades of industry expertise. A proven product serving mutual funds, hedge funds, pension funds, and trust funds. And a website so outdated the CEO couldn't confidently share it with prospects.
The brief was clear: tear it down and rebuild something that finally matches the product behind it.
The Problem
A market-leading product. A website actively undermining it.
In financial services, credibility is everything. Fund managers evaluating a six-figure software investment judge the vendor's website before they judge the product. TriSys was losing that judgment before the conversation even started.
→ A 2010 website in a 2026 market. Outdated layout, broken sections, generic stock imagery, and zero modern UX. The site looked abandoned — signaling instability to the exact buyers who needed confidence above everything else.
→ No messaging architecture. SUMMIT handles fund management, portfolio management, multi-currency support, real-time NAV calculations, and general ledger updates. None of that complexity was communicated clearly. Visitors couldn't understand what the product did, who it was for, or why it was different from generic accounting software.
→ No conversion path. No demo booking flow. No feature showcase. No persona-specific landing pages. A fund accountant and a portfolio manager have completely different needs — the old site treated them identically.
→ Zero trust signals. 20 years of experience, real clients, real results — none of it visible. The website communicated nothing about credibility, longevity, or outcomes.
The result: a market-ready product being judged by a website that hadn't been touched in 15 years.
The Solution
Rebuilt from the ground up. Designed for the most skeptical buyers in financial services.
Fund managers don't trust easily. Before a single design decision was made, I mapped exactly how financial services buyers evaluate software vendors online — then built every page to pass that evaluation in under 90 seconds.
→ Week 1 — Strategy and Wireframes. Audited the existing site completely. Mapped decision journeys for three buyer personas — fund accountants, fund administrators, and portfolio managers — each with different priorities and trust signals. Built a messaging hierarchy that led with the pain ("generic platforms weren't built for your fund") before introducing the solution. Wireframed a lean site architecture moving visitors from awareness to demo request in the fewest possible steps.
→ Week 2 — UI/UX Design. Clean, authoritative visual language — navy and white palette with precision typography signaling financial credibility without feeling cold. Scroll-triggered animations on key stat sections, interactive feature cards, and micro-interactions on CTAs — all prototyped in Figma across desktop, tablet, and mobile before a single line of code was written.
→ Weeks 3–4 — WordPress Development. Custom WordPress build — fast, fully responsive, and conversion-optimised. Dedicated solution pages for each buyer type with tailored messaging and direct demo CTAs. Real product data embedded throughout — 87% of funds report customization challenges with standard software — validating the pain before presenting the solution. Frictionless demo request flow replacing the old contact form entirely.
→ Post-Launch — 30 Days Support. Monitored performance, refined key landing pages based on real visitor behaviour, and supported the client team through their first month of active outreach.
Tools: Figma · WordPress · Elementor · Google Analytics
Deliverables: Full site audit · Persona mapping · User flows · Wireframes · Design system · Responsive build · Animations · Demo booking flow · Post-launch support
The Result
From a 2010 liability to a 2026 conversion machine — in 4 weeks.
TriSys went from a website the CEO was embarrassed to share, to a platform that instantly communicates 20 years of expertise to the most skeptical buyers in financial services.
→ Pain-led messaging resonates immediately with fund managers who've struggled with off-the-shelf software limitations — creating instant recognition before a single feature is mentioned.
→ Three dedicated solution pages mean every buyer type lands on a page built specifically for their role, their language, and their priorities.
→ Demo request flow replaced a dead contact form with a frictionless booking experience designed to convert high-intent visitors without friction.
→ Real credibility signals throughout — 20 years experience, multi-currency support, real-time NAV calculations, long-term partnership model — give skeptical buyers the confidence to start a conversation.
→ A product the market had underestimated for years now has a website that commands the respect it always deserved — and converts that respect into booked demos.
More Works
(GQ® — 02)
©2024
FAQ
01
Who exactly is this for?
02
What will my business look like in 90 days?
03
Why does it start at $2,500?
04
What's the guarantee?
05
What makes you different from every other web designer?
06
This is NOT for you if...
07
This IS for you if...
08
How do I get started?
Toronto
Summit - TriSys Consulting
Complete redesign and development for a Toronto-based investment accounting SaaS — transforming a 15-year-old website into a conversion-focused platform that positions SUMMIT as the obvious choice for fund managers across North America.
Website Redesign
WordPress
The Brief
20 years of investment accounting expertise. A website built in 2010 to show for it.
About the Client
TriSys Consulting is a Toronto-based fintech company delivering SUMMIT — a specialized investment accounting system purpose-built for fund managers, administrators, and portfolio managers across North America.
Two decades of industry expertise. A proven product serving mutual funds, hedge funds, pension funds, and trust funds. And a website so outdated the CEO couldn't confidently share it with prospects.
The brief was clear: tear it down and rebuild something that finally matches the product behind it.
The Problem
A market-leading product. A website actively undermining it.
In financial services, credibility is everything. Fund managers evaluating a six-figure software investment judge the vendor's website before they judge the product. TriSys was losing that judgment before the conversation even started.
→ A 2010 website in a 2026 market. Outdated layout, broken sections, generic stock imagery, and zero modern UX. The site looked abandoned — signaling instability to the exact buyers who needed confidence above everything else.
→ No messaging architecture. SUMMIT handles fund management, portfolio management, multi-currency support, real-time NAV calculations, and general ledger updates. None of that complexity was communicated clearly. Visitors couldn't understand what the product did, who it was for, or why it was different from generic accounting software.
→ No conversion path. No demo booking flow. No feature showcase. No persona-specific landing pages. A fund accountant and a portfolio manager have completely different needs — the old site treated them identically.
→ Zero trust signals. 20 years of experience, real clients, real results — none of it visible. The website communicated nothing about credibility, longevity, or outcomes.
The result: a market-ready product being judged by a website that hadn't been touched in 15 years.
The Solution
Rebuilt from the ground up. Designed for the most skeptical buyers in financial services.
Fund managers don't trust easily. Before a single design decision was made, I mapped exactly how financial services buyers evaluate software vendors online — then built every page to pass that evaluation in under 90 seconds.
→ Week 1 — Strategy and Wireframes. Audited the existing site completely. Mapped decision journeys for three buyer personas — fund accountants, fund administrators, and portfolio managers — each with different priorities and trust signals. Built a messaging hierarchy that led with the pain ("generic platforms weren't built for your fund") before introducing the solution. Wireframed a lean site architecture moving visitors from awareness to demo request in the fewest possible steps.
→ Week 2 — UI/UX Design. Clean, authoritative visual language — navy and white palette with precision typography signaling financial credibility without feeling cold. Scroll-triggered animations on key stat sections, interactive feature cards, and micro-interactions on CTAs — all prototyped in Figma across desktop, tablet, and mobile before a single line of code was written.
→ Weeks 3–4 — WordPress Development. Custom WordPress build — fast, fully responsive, and conversion-optimised. Dedicated solution pages for each buyer type with tailored messaging and direct demo CTAs. Real product data embedded throughout — 87% of funds report customization challenges with standard software — validating the pain before presenting the solution. Frictionless demo request flow replacing the old contact form entirely.
→ Post-Launch — 30 Days Support. Monitored performance, refined key landing pages based on real visitor behaviour, and supported the client team through their first month of active outreach.
Tools: Figma · WordPress · Elementor · Google Analytics
Deliverables: Full site audit · Persona mapping · User flows · Wireframes · Design system · Responsive build · Animations · Demo booking flow · Post-launch support
The Result
From a 2010 liability to a 2026 conversion machine — in 4 weeks.
TriSys went from a website the CEO was embarrassed to share, to a platform that instantly communicates 20 years of expertise to the most skeptical buyers in financial services.
→ Pain-led messaging resonates immediately with fund managers who've struggled with off-the-shelf software limitations — creating instant recognition before a single feature is mentioned.
→ Three dedicated solution pages mean every buyer type lands on a page built specifically for their role, their language, and their priorities.
→ Demo request flow replaced a dead contact form with a frictionless booking experience designed to convert high-intent visitors without friction.
→ Real credibility signals throughout — 20 years experience, multi-currency support, real-time NAV calculations, long-term partnership model — give skeptical buyers the confidence to start a conversation.
→ A product the market had underestimated for years now has a website that commands the respect it always deserved — and converts that respect into booked demos.
More Works
(GQ® — 02)
©2024
FAQ
01
Who exactly is this for?
02
What will my business look like in 90 days?
03
Why does it start at $2,500?
04
What's the guarantee?
05
What makes you different from every other web designer?
06
This is NOT for you if...
07
This IS for you if...
08
How do I get started?
Toronto
Summit - TriSys Consulting
Complete redesign and development for a Toronto-based investment accounting SaaS — transforming a 15-year-old website into a conversion-focused platform that positions SUMMIT as the obvious choice for fund managers across North America.
Website Redesign
WordPress
The Brief
20 years of investment accounting expertise. A website built in 2010 to show for it.
About the Client
TriSys Consulting is a Toronto-based fintech company delivering SUMMIT — a specialized investment accounting system purpose-built for fund managers, administrators, and portfolio managers across North America.
Two decades of industry expertise. A proven product serving mutual funds, hedge funds, pension funds, and trust funds. And a website so outdated the CEO couldn't confidently share it with prospects.
The brief was clear: tear it down and rebuild something that finally matches the product behind it.
The Problem
A market-leading product. A website actively undermining it.
In financial services, credibility is everything. Fund managers evaluating a six-figure software investment judge the vendor's website before they judge the product. TriSys was losing that judgment before the conversation even started.
→ A 2010 website in a 2026 market. Outdated layout, broken sections, generic stock imagery, and zero modern UX. The site looked abandoned — signaling instability to the exact buyers who needed confidence above everything else.
→ No messaging architecture. SUMMIT handles fund management, portfolio management, multi-currency support, real-time NAV calculations, and general ledger updates. None of that complexity was communicated clearly. Visitors couldn't understand what the product did, who it was for, or why it was different from generic accounting software.
→ No conversion path. No demo booking flow. No feature showcase. No persona-specific landing pages. A fund accountant and a portfolio manager have completely different needs — the old site treated them identically.
→ Zero trust signals. 20 years of experience, real clients, real results — none of it visible. The website communicated nothing about credibility, longevity, or outcomes.
The result: a market-ready product being judged by a website that hadn't been touched in 15 years.
The Solution
Rebuilt from the ground up. Designed for the most skeptical buyers in financial services.
Fund managers don't trust easily. Before a single design decision was made, I mapped exactly how financial services buyers evaluate software vendors online — then built every page to pass that evaluation in under 90 seconds.
→ Week 1 — Strategy and Wireframes. Audited the existing site completely. Mapped decision journeys for three buyer personas — fund accountants, fund administrators, and portfolio managers — each with different priorities and trust signals. Built a messaging hierarchy that led with the pain ("generic platforms weren't built for your fund") before introducing the solution. Wireframed a lean site architecture moving visitors from awareness to demo request in the fewest possible steps.
→ Week 2 — UI/UX Design. Clean, authoritative visual language — navy and white palette with precision typography signaling financial credibility without feeling cold. Scroll-triggered animations on key stat sections, interactive feature cards, and micro-interactions on CTAs — all prototyped in Figma across desktop, tablet, and mobile before a single line of code was written.
→ Weeks 3–4 — WordPress Development. Custom WordPress build — fast, fully responsive, and conversion-optimised. Dedicated solution pages for each buyer type with tailored messaging and direct demo CTAs. Real product data embedded throughout — 87% of funds report customization challenges with standard software — validating the pain before presenting the solution. Frictionless demo request flow replacing the old contact form entirely.
→ Post-Launch — 30 Days Support. Monitored performance, refined key landing pages based on real visitor behaviour, and supported the client team through their first month of active outreach.
Tools: Figma · WordPress · Elementor · Google Analytics
Deliverables: Full site audit · Persona mapping · User flows · Wireframes · Design system · Responsive build · Animations · Demo booking flow · Post-launch support
The Result
From a 2010 liability to a 2026 conversion machine — in 4 weeks.
TriSys went from a website the CEO was embarrassed to share, to a platform that instantly communicates 20 years of expertise to the most skeptical buyers in financial services.
→ Pain-led messaging resonates immediately with fund managers who've struggled with off-the-shelf software limitations — creating instant recognition before a single feature is mentioned.
→ Three dedicated solution pages mean every buyer type lands on a page built specifically for their role, their language, and their priorities.
→ Demo request flow replaced a dead contact form with a frictionless booking experience designed to convert high-intent visitors without friction.
→ Real credibility signals throughout — 20 years experience, multi-currency support, real-time NAV calculations, long-term partnership model — give skeptical buyers the confidence to start a conversation.
→ A product the market had underestimated for years now has a website that commands the respect it always deserved — and converts that respect into booked demos.
More Works
©2024
FAQ
Who exactly is this for?
What will my business look like in 90 days?
Why does it start at $2,500?
What's the guarantee?
What makes you different from every other web designer?
This is NOT for you if...
This IS for you if...
How do I get started?