Case study
Landing Page & Referral System
Bettafi · AI personal finance · fintech · London, United Kingdom
Conversion-focused launch landing page and a custom-built referral system for a UK AI personal-finance app — turning a waiting list into a self-propelling acquisition channel.
The challenge.
Bettafi is a UK personal-finance app that securely connects to a user's banks and turns the resulting transaction data into AI-driven, plain-English next steps for budgeting, debt management and savings. The product itself is sophisticated — pre-launch, the conversion problem was the opposite. A new fintech entering an already-crowded UK market needed a launch presence that did three jobs at once: explain the product clearly enough that a sceptical visitor would trust it with their bank credentials, sign up enough early-access users to validate the proposition before opening to general availability, and turn each of those signups into a recruiter for the next.
Off-the-shelf waitlist tools (Prefinery, ViralLoops, Loops Forms) were considered and rejected. They handle the mechanic, but every page they produce is recognisably a third-party widget. For a brand whose entire pitch is *trust me with your bank logins*, the launch experience needed to feel native, owned, and on-brand from the first frame onward — not an embed living inside a stock template.
The approach.
Two pieces of work, designed and shipped together. First, a single-page conversion landing page anchored on the product's core promise — *Your Money. Simplify & take control of your finances* — paired with a sequence of phone mockups showing the dashboard, debt-management view and goal-tracking screens already in production. Above the fold, the page leads with a clear value proposition and a primary CTA pointing at the early-access form; below it, a step-by-step explanation of the product is followed by a credibility band, FAQ, and the join section as a soft re-close. The copy is written for someone who is one click away from leaving — short paragraphs, plain English, no fintech jargon.
The milestone logic is where the platform earns its weight. Each successful referral moves a user up five places in the queue. Hitting five referrals unlocks a month of the product free at launch. Ten referrals unlocks six months free. The top 250 referrers across the entire list receive early access on launch day plus a two-year free subscription. The position movement isn't a cosmetic display number — it's a real reordering of the launch sequence, recorded in the database, surfaced in the user's dashboard, and triggered atomically so two users hitting a milestone in the same second can't collide on positions. Email notifications fire on every milestone hit, sent transactionally with the user's new position included.
The outcome.
The full launch experience shipped together — a custom Next.js landing page, a server-driven referral and waitlist system with attribution, an early-access form integrated to Bettafi's stack, and a confirmation-and-share flow that doubles as an acquisition surface. The result is a launch presence that feels native to the product rather than parented out to a SaaS form provider, and a referral mechanic that turns each signup into a small acquisition channel without bolting on a separate platform.
Beyond the initial launch, the same landing page and referral surface continue to serve as Bettafi's primary acquisition page during early access — the architecture was deliberately set up so copy, screenshots and the referral reward mechanic can be iterated by the Bettafi team without touching the underlying infrastructure. The visual system carries through cleanly to social, email and out-of-product touchpoints, and the referral system has scaled as expected without manual intervention as waiting-list volume has grown.
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