YieldX
YieldX, originally known as Bondhouse founded in 2019, aimed to simplify fixed-income investment for the public market. Through a comprehensive design and branding process, the company developed a web app and various investment tools, ultimately achieving market positioning and successful acquisition by FNZ in 2023.
01
Problem Statement
The creators of YieldX started all as a conceptual platform to make fixed-income investing accessible to both beginners and experts. However, the initial idea needed a structured approach to design, branding, and market awareness to effectively compete in a growing investment landscape.
02
The Journey
Over three months, I worked on engaging in flow identification, wireframing, and brainstorming sessions to refine the user experience. Simultaneously, I worked with the CXO and the graphic designer on renaming and rebranding the company while raising marketing awareness. The goal was to cater to both B2B clients and have a base for individual consumers.
03
The Solution
After 2 years of dedication and testing, we successfully rebranded to YieldX, establishing a strong market presence and creating a comprehensive web app. They developed key investment tools: InPass for easy investments, Besfit for user-specific queries, Asset Explorer for advanced users, Optimizer for portfolio adjustments, and a tracking app for monitoring asset performance. A white-label concept was also created for companies not ready for direct engagement.
04
Final Results
YieldX secured partnerships with firms like Envest and Jeffries, completed multiple rounds of investment, and achieved self-sustainability. By January 2023, the company was acquired by FNZ, showcasing the successful lifecycle of the brand and its offerings.