Rethink
Pivot an existing FinTech product & brand when it's time to respond to change
We work with FinTech scaleups and established businesses to reach new markets and customer segments, extend existing products, and connect their product ecosystems.
We fit best if you are
Modernising a legacy product
Your product was built around earlier business needs. We review how customers use it today, define what needs to change, and redesign the journeys, interfaces, and functionality around your current direction.
Repositioning your brand
You have changed your proposition, audience, or business direction, and your brand needs to reflect that shift. We revisit positioning and update the identity, website, and marketing materials around what the business now offers.
Pivoting an existing product
You are changing the direction of an existing product — its purpose, audience, or business model. We validate the new offering and reshape the product experience, brand, and GTM strategy
Approach
Our rethink framework
Assess
A clear picture of where the current model falls short and what to change first.
Modernize
An updated product experience for current customer expectations and the business’s next stage.
Rebuild
A new product direction with the brand and market-facing experience to take it forward.
RECENT WORKS
Recent rethink work
Magnetiq Bank
Custom brand identity design & website development for a FinTech-focused B2B banking infrastructure
Payop
Corporate website redesign for a B2B payment service provider
Emerald24
Product design & website development for a digital payment solution
Bill_Line
Web app redesign, website development & rebranding for a virtual payment system
Orbital
Website development & branding for a global financial services ecosystem
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Corefy
Website design and development & brand identity design for a payment orchestration platform
Explore all of our
projects in works
TESTIMONIALS
What our clients say
1
/
12
"Goodface Agency is a team of high professionals. We were always in touch with our project manager and the whole team; they promptly answered all our questions. It was easy and interesting to work with them and hear their vision for our complex project presentation."
Denys Kyrychenko
CEO
Quality
5
Willing to refer
4.8
Schedule
4.9
Cost
4.9
Case study
Corefy
1
/
12
"I really enjoyed working with the Goodface team. The agency has a lot of experience in fintech — it's a market niche with a lot of nuances. And those nuances should not only be followed but also understood. The team was constantly in touch, listened a lot, and offered successful solutions. In a few steps, we have created a product that meets our overall business strategy and customer needs. Separately, I would like to note the interface of the user account: during the introduction, new clients appreciate the modernity and simplicity of the interface design."
Max Boronenko
CBDO
Quality
4.9
Willing to refer
4.9
Schedule
4.8
Cost
4.8
Case study
Bill_Line
1
/
12
"We hired Goodface Agency to create a new brand identity and design & develop a website for our fintech platform. Their team impressed us with a refined sense of style, deep understanding of our needs, and excellent communication throughout the process. Every request was considered, every detail well-crafted. The result — a polished visual identity and a product that looks and feels exactly as we imagined. Everything was delivered on time and with great attention to quality."
Ivan Kovalyov
CEO at FinUp
Quality
4.9
Willing to refer
4.9
Schedule
4.8
Cost
4.9
Case study
FinUp
1
/
12
“I really appreciated how much of their FinTech understanding came through in the actual design. A lot of the decisions — how onboarding is paced, how the home screen handles different user roles, how payment approvals work — were things they brought to the table, and they held up because the team genuinely knows this space. Pair that with strong product design and a real partner attitude, and that’s what made it work for us.”
Olegs Kravchenko
CEO at Emerald24
Quality
4.9
Willing to refer
4.9
Schedule
4.9
Cost
4.9
Case study
Emerald24
1
/
12
“We were truly impressed by Goodface’s expertise in product design & web development. The outcomes were exactly what we expected. Our project really stands out among competitors, thanks to Goodface’s creative approach to FinTech design — it positioned us as an avant-garde player in the LatAm market. We’ve received a ton of positive feedback from clients saying it’s convenient and easy to use day-to-day.”
Omar Resendiz
CPO at LaFinteca
Quality
4.8
Willing to refer
4.9
Schedule
4.9
Cost
4.8
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Case study
LaFinteca
1
/
12
“We hired Goodface Agency for a rebranding project and website development. We’ve chosen them for their impressive range of projects within the FinTech sector. They exceeded our expectations, leading to high stakeholder satisfaction. Goodface team was tasked with a comprehensive scope of work. They handled everything effectively, from market analysis to designing visual elements and implementing a brand launch strategy, meeting all deadlines.”
Julija Fescenko
CMO at Magnetiq Bank
Quality
4.9
Willing to refer
4.8
Schedule
4.9
Cost
4.8
Case study
Magnetiq Bank
Let’s rethink your FinTech experience
Share your existing product, business context, or transformation plan,
and we'll outline where to start.
How we work
Our work takes several forms:
Full ownership
We lead the agreed expansion work from research and strategy through product experience, brand, website, and marketing.
We coordinate the team, dependencies, and delivery around your expansion goals.
Co-creation
We work alongside your product, marketing, or engineering team where you need additional expertise or capacity.
Together, we agree on responsibilities and deliver the changes needed to support your expansion.
Local support
Your team leads the product and expansion plan.
Your team leads the product and expansion plan. We research the target market and adapt positioning, UX, website, and communication, working with your local specialists to address market-specific requirements.
Full ownership
About
Meet our
Goodfacers
Our teams have expertise in UI/UX, branding, marketing, and technology — and we all speak the language of FinTech
We are a global FinTech-focused agency that partners with business, product, and marketing leaders to increase ROI for businesses and build great experiences for customers
Let’s discuss your transformation
Insights
From Work and Fintech market
FAQ
Answers to
common questions
We already have a product team. Why would we bring in Goodface?
Your team knows the product better than anyone. You may still need outside product and design capacity when a transformation touches areas your team doesn't usually cover. We join the existing team and own the agreed scope. Your people stay close to the decisions that affect the business.
We know the product needs to change, but we're not sure how far to go. Where do we start?
Start with the product you have today. We review the current experience and the business direction behind it. That gives us enough context to define the right scope — from a focused modernization to a broader product change.
How do you approach a legacy product?
First, we look at how the product works today and where customers run into problems. Some parts may need a new interface. Others may point to deeper product or journey issues. We map those differences before setting the modernization scope.
Our product has technical and regulatory constraints. Is that a problem?
No. That's normal for established FinTech products. We work with the constraints your product already has and bring the relevant technical context into product and UX decisions.
Do we need our engineering team involved from the start?
For product work, yes, to the extent that technical context affects the decisions. Your engineers don't need to manage the design work. We work with them when we need to understand the existing product, validate an approach, or prepare work for development.
How do you break down a transformation project?
We start with a defined area of the business or product. Once we know what needs to change, we set the next phase around that work. This keeps the project moving and gives the internal team something tangible to review as the transformation progresses.
What if we only want to modernize one part of the product?
That's often a good place to start. A critical journey, product area, or customer-facing flow may be enough to address the immediate business need. The scope can grow when there is a clear reason to take it further.
How do we know when we need a new digital product?
Look at what the new opportunity asks the existing product to do. If the new proposition requires a fundamentally different customer journey or product model, a separate product may make more sense. We work through that decision before getting into design.
We want to build a digital venture inside our existing business. What would Goodface take on?
We shape the product and customer experience around the new venture. The exact scope depends on how far the idea went. It may start with the product direction and proposition, then move into UX/UI, brand, website, and the materials the internal team needs for the next stage.
What if we already have a transformation strategy?
That's fine. We don't need to own the whole transformation programme. We can take on a specific product, customer journey, or digital initiative and work within the direction your leadership team has already set.
How involved does our team need to be?
We work best with people who own the business and product, staying close to the work. You don't need to manage our team day-to-day. We agree on responsibilities upfront, keep the right people involved in key decisions, and move the work forward.
What do we get at the end of the project?
That depends on the transformation you are working through. For a modernization project, the output may include a redesigned product experience and a clear implementation path. For a new digital initiative, the work may lead to a defined product concept, UX/UI, and a dev foundation.
