Client Overview

Pools is an AI-powered platform that helps investors structure and manage startup investments through streamlined SPVs (Special Purpose Vehicles). It’s designed for angel syndicates, emerging fund managers, and founder-led investment rounds — enabling compliant, efficient, and modern fundraising without operational friction. Users can launch fully compliant vehicles in hours, not weeks, and manage everything from investor onboarding to reporting in one unified interface.

The Challenge

Pools was preparing for launch with strong product infrastructure and early demand from angels and startup communities — but lacked a cohesive product experience, brand system, and scalable web presence. The team needed a smart, trusted visual and interaction layer to reflect their vision: making private market investing radically simpler, faster, and more accessible.

From brand and product design to website development and investor-facing materials, the challenge was to build a professional, compelling experience — fast, and with long-term growth in mind.

Our Approach

We partnered closely with Pools’ founding team to define the strategic direction and execute across all brand, product, and marketing surfaces — from the ground up.

Brand Identity

We created a bold yet minimal identity for Pools that reflects clarity, trust, and precision. The visual language emphasizes modularity and transparency — key values in both private market investing and fintech. A clean logotype, color-coded deal states, and scalable iconography give Pools a confident and flexible brand expression.

Product Design

Pools’ user journey — from launching an SPV to managing investor activity — guided our UX work. We focused on reducing administrative complexity through a system that feels intuitive and guided. Smart defaults, dynamic dashboards, and AI-supported flows (e.g., KYC, signature collection, capital calls) were all designed to remove friction while maintaining control.

Web Experience

We designed and developed poolsinvest.com, a conversion-focused marketing site with a clear message: institutional-grade investing tools, made simple. The site blends editorial-style storytelling with sharp visual UI to explain what Pools does and who it's for — while modular CMS components allow the team to spin up new deal pages, founder resources, and vertical-specific content quickly.

Design Operations

We delivered a robust Figma design system including typography, color tokens, layout grids, and reusable UI components — ensuring Pools’ product and marketing teams could move fast post-launch without design debt. Every element was built with extensibility in mind, anticipating regulatory updates, new geographies, and custom SPV types.

Investor Materials

We supported the Pools team with a full suite of investor-facing assets — including demo decks, onboarding flows, and founder toolkits — making it easier to educate users and close deal leads during their go-to-market motion.

The Outcome

Within six weeks, Pools launched with a fully designed platform, brand, and public-facing experience. The result is a polished, trustworthy product that reflects the sophistication of its backend infrastructure — while staying accessible to first-time syndicate leads and seasoned angels alike.

Pools is now positioned as the intelligent infrastructure layer for modern private investing: fast, secure, and built to scale.