The value gets lost in the explanation
You describe the infrastructure and features. Buyers still have to work out what changes for them.
The reason to choose you stays vague
You claim an advantage. Buyers need to compare it with another provider or their current setup.
The promise goes further than the proof
You promise reliability, security, or control. Buyers need to check what supports and limits that promise.
Your teams tell different stories
Buyers meet different explanations of the same offer across product pages, documentation, and sales conversations.
Buyers need proof before they move forward
Research on financial services decisions and B2B buying
¹ FCA, Financial Lives 2024, figure 5.18. Published 2025. UK; 1,623 reported information-seeking instances. Includes provider websites, apps, social media and written responses. The percentage excludes "don't know" answers. Source
² Signicat / Sapio Research, The Battle to Onboard 2022. More than 7,600 consumers across 14 European countries. Abandonment refers to the previous year; the data-concern wording follows Signicat's official release of 30 March 2022. Source
³ Gartner survey of 632 B2B buyers, August–September 2024. Published 25 June 2025. The research covers B2B buying broadly, not FinTech alone. Source
of the time, written information from a financial provider helped customers make a decision or take action.¹
of surveyed consumers had abandoned a financial-product application in the previous year.²
of surveyed consumers were concerned about how financial providers use and look after their data.²
of surveyed B2B buyers preferred an overall buying experience without a sales representative.³
A smart way to look at the website through customers’ eyes
Framework in the core of the AI skill
The methodology with questions, assessment criteria and FinTech-market specifics. Use the framework to understand how AI skill works.
AI skill to assess a FinTech website
Upload the .md file and send your website link to get a detailed assessment with evidence, explanations and recommendations.
What does a buyer need to know to choose you?
Is this for me?
Can the right buyer recognize their situation and fit?
What is it?
Can they understand what the product actually does?
What problem or job does it address?
Is the product connected to a clear customer job?
Why should I care?
Is the value clear and supported?
Why this instead of the alternatives?
Can buyers see a meaningful reason to choose it over another provider or their current setup?
Why should I trust this company?
Are the relevant financial, data, regulatory and operational risks explained and supported by evidence?
Can I evaluate the product?
Can buyers find the information needed to make a choice?
What should I do next?
Is the next step clear enough?
For FinTech experts responsible for product & marketing layers
The toolkit focuses primarily on virtual payments and payment infrastructure, digital banking & neobanking, plus spend management.
Product marketing leaders
For teams launching products, entering markets, or clarifying the product story.
Product managers
For teams connecting product capabilities with customer jobs and the buying experience.
Brand & communications leaders
For teams looking for gaps across the customer journey and company narrative.
Marketing & growth experts
For teams reviewing positioning, messaging, and conversion.
For FinTech experts responsible for product and marketing
The toolkit covers payments and payment infrastructure, digital banking and neobanking, spend management, and other FinTech products. It adapts the checks to the selected product and buying context.
Product & brand positioning
Who you're for, what job you solve, what you offer, and why you're different.
Trust & risk weight
Security, regulatory context, legal identity, funds, data, fraud, and operational risks — where relevant to the product.
External proof
Customer evidence, implementation details, performance claims, certifications, and other proof behind website promises.
Evaluation
Pricing, integrations, docs, implementation requirements, and the information buyers need before they talk to sales.
Conversion paths
Whether the site takes the right buyer from understanding the product to the right next step.
Cross-site consistency
Whether the homepage, product pages, pricing, docs, and trust content support the same narrative.
Apply our toolkit now to address the buying barriers
See what the FinTech website diagnosis looks like
When to use this toolkit
Assessing website performance
Check how your website supports buyers through the funnel, from understanding the product to taking action. Use the findings alongside your analytics and buyer research.
Prioritising website improvements and redesign
Identify which messages, evidence and next steps need attention first. Use the findings to plan website improvements and define what your team should address in a redesign.
Launching or expanding your offer
Before your landing page goes live, check how it explains your new product, feature or expanded offer, including its value, requirements and the next step for buyers.
Going to market after repositioning
Before publishing your updated website, check that your pages reflect the new positioning: who the product is for, why buyers should choose it and what supports that choice.
Entering new markets or segments
Before entering a new market or segment, check that your website addresses the audience’s needs and explains product availability, relevant use cases and requirements.
Start with your website
Download the Buying Barriers Diagnostic Toolkit, upload the AI skill and send your website link. If you would like to discuss the findings with us, let's talk.
Meet the team
Our team brings together experts in market research, brand strategy, marketing, product strategy, UI/UX design and web development for FinTech businesses.
on toolkit
Max is the Founder and CEO of Goodface Fintech, a digital product and design consulting firm focused exclusively on FinTech.
He has spent more than 10 years working with technology companies in finance, across product design, digital experience, branding, and business growth. Over that time, he has worked with companies at different stages — from growing FinTech businesses to established financial companies evolving their digital products.
He focuses deeply on the challenges that emerge as FinTech businesses move into their next stage: expanding into new markets, developing new products, improving customer experience, or changing how the business competes. He brings together product, brand, marketing, and digital experience to look at these challenges as parts of the same system.
Key role at Goodface Fintech
Max leads the firm's direction, positioning, and client work. He is closely involved in defining business priorities, finding where growth gets constrained, and shaping the expected business changes across the customer-facing layers.
Dima works at the point where a FinTech product needs to become clear to the market.
At Goodface Fintech, he works with product and marketing teams on positioning, messaging, and content — from figuring out what a product should say about itself to turning that thinking into website and product copy. His starting point is usually the same: understand the product, the market, and customers’ decision logic before they choose a company.
Over the past four years, Dima has worked with B2B companies across FinTech, AI, and health tech. His work covers in-product messaging, content strategy, market intelligence, and the Jobs-to-Be-Done framework tied to a specific ICP or segment.
Key role at Goodface Fintech
Dima leads content and messaging across the FinTech practice. He works closely with product, design, marketing, and leadership teams to keep the story consistent as products change, new markets open, and the business moves into its next stage.
Dmytro is Head of Delivery at Goodface Fintech, where he oversees how digital products move from strategy and design into execution.
With 20 years in tech, he has worked across product design, development, and delivery, partnering with founders and senior teams on complex digital products. He turns strategic business and product decisions into a clear delivery process that teams can follow.
At Goodface Fintech, Dmytro works across product, design, and development to keep projects focused, make decisions at the right level, and maintain a clear path from the initial idea to the finished product.
Key Role at Goodface Fintech
Dima shapes the delivery process across FinTech projects, from planning and team setup to day-to-day execution. He works closely with senior specialists to resolve delivery issues, keep decisions moving, and give clients clear visibility into the work.
Diana works with fintech businesses when they grow, scale, or pivot. She helps founders and leadership teams articulate hypotheses, understand what drives customer behavior, weigh realistic options, and commit to a direction with an awareness of risks and opportunities.
Her career spans 11+ years across fintech, anti-fraud, supply chain, and industrial sectors, with clients across the UK, DACH, US, and MENA.
Key role at Goodface
Diana helps businesses decide how to move forward and works with key stakeholders on planning the next steps. She then stays close to implementation, working alongside the cross-functional team to keep execution aligned with the chosen direction.
Outside of commercial work, Diana runs nonprofit initiatives. And in her free time, she enjoys road trips, going for long walks, and writing fiction.
FAQ
Answers to
common questions
What kind of website problems can it help uncover?
The AI skill identifies unclear positioning, product explanations, missing proof, evaluation gaps and uncertain next steps. The default report has 11 sections, an eight-question scorecard and detailed explanations, with FinTech checks tailored to the product and buyer.
Is it useful if our website is already performing well?
Yes. It highlights what works and what deserves attention, especially after a product expansion, market entry or positioning change.
Can AI really tell me whether my website is working?
It assesses how the website supports buyer understanding and decisions. Actual behavior and commercial outcomes require analytics or research. The report separates observations, inferences and validation needs, records inspected pages, and marks questions Not assessed when coverage is insufficient.
How should we interpret the scores and priorities?
Scores and priorities are evidence-based judgments under this framework. They are not measurements of customer behavior, validated conversion benchmarks, certifications or regulatory ratings. Each score explains the buyer's answer, evidence, reasoning, limitations, buyer impact and recommended action.
Will it tell me what to change?
Yes. It recommends up to three supported improvements: P1 decision blocker, P2 decision drag or P3 clarity improvement. Each connects the issue to its buyer impact and a proposed change. The first priority is not automatically P1.
How do I start the assessment?
Upload the saved AI skill file to ChatGPT, Claude, Grok or Gemini in a chat with web access, add your website link and send both together. No prompt or brief is needed. Work mode is preferred where available, but optional. The AI asks for a missing link and confirms any replacement website with you before switching.
Can it assess trust, compliance, and security claims?
It reviews relevant claims and supporting evidence, including external sources. Missing evidence does not prove wrongdoing; a high score does not certify safety or compliance. It does not provide legal, regulatory, compliance or cybersecurity advice.
Does it understand the difference between FinTech products?
Yes. The checks adapt to the product and buyer: integrations and operations for payment infrastructure; eligibility, fees and funds for digital banking; workflows, controls and systems for spend management. Other FinTech products receive relevant checks.
Can I use the framework without AI?
Yes. The framework explains the method and assessment criteria, with a worked example. Use it to review your website yourself or with colleagues.
