Edge Connect

Strategic web design and UX for a fintech infrastructure launch

Developed and launched the strategic web design and UX for Edge Connect's UK market launch - translating complex trading infrastructure into a site that developers and CTOs can evaluate at speed.

Sector

B2B Fintech / Payment Infrastructure

Services

UX Strategy

Website Design

Market Analysis

LIVE SITE

edgeconnect.net ➔

Brief

Launching developer-first infrastructure into one of fintech's most technical B2B categories

Edge Connect is a real-time connectivity platform that bridges fragmented protocols across financial trading stacks, founded by engineers from JPMorgan, Citibank, and BBVA. The audience is technical - software engineers, CTOs, and platform architects at financial firms - and the brief was the digital presence for market entry: credible to engineers, navigable to senior buyers, ready from launch.

Strategic Insight

In a category over-signalling competence, clarity was the differentiator

In trading infrastructure, competence is expected - most competitors signal it through complex feature comparisons, which engineers can't process during an initial scan. Industry context the founding team brought to the work made the deeper point: most of the engineering pain in this category isn't connectivity speed, it's integration and change management. That reframed the brief. The strategic move was to lead with the engineering reality Edge Connect actually addresses, show the before-and-after visually rather than describing it, and design for legibility.

Read more

Brief

Launching developer-first infrastructure into one of fintech's most technical B2B categories

Edge Connect is a real-time connectivity platform that bridges fragmented protocols across financial trading stacks, founded by engineers from JPMorgan, Citibank, and BBVA. The audience is technical - software engineers, CTOs, and platform architects at financial firms - and the brief was the digital presence for market entry: credible to engineers, navigable to senior buyers, ready from launch.

Strategic Insight

In a category over-signalling competence, clarity was the differentiator

In trading infrastructure, competence is expected - most competitors signal it through complex feature comparisons, which engineers can't process during an initial scan. Industry context the founding team brought to the work made the deeper point: most of the engineering pain in this category isn't connectivity speed, it's integration and change management. That reframed the brief. The strategic move was to lead with the engineering reality Edge Connect actually addresses, show the before-and-after visually rather than describing it, and design for legibility.

Read more

Contact

Whether you're starting from scratch, repositioning, or looking for an ongoing creative partner.
For all business enquiries, contact me via email, or the contact page.

© 2026 J Sinclair Studio

Privacy Policy | T&C

Contact

Whether you're starting from scratch, repositioning, or looking for an ongoing creative partner.
For all business enquiries, contact me via email, or the contact page.

© 2026 J Sinclair Studio

Privacy Policy | T&C

Contact

Whether you're starting from scratch, repositioning, or looking for an ongoing creative partner.
For all business enquiries, contact me via email, or the contact page.

© 2026 J Sinclair Studio

Privacy Policy | T&C

Contact

Whether you're starting from scratch, repositioning, or looking for an ongoing creative partner.
For all business enquiries, contact me via email, or the contact page.

© 2026 J Sinclair Studio

Privacy Policy | T&C

Create a free website with Framer, the website builder loved by startups, designers and agencies.