Copy, design, and code, rebuilt.
AP Capital needed a digital presence rebuilt from the ground up: strategy, architecture, design, copy, and build. Every piece spoke credibly to three distinct audiences: investors, advisors, and mortgage brokers. Strategy through launch, one team.
This was a full redesign and rebuild, not a simple refresh, and Finpact understood that from the start. They wrote the copy, shaped the messaging, and helped us think through how to present the firm properly and structure the information clearly for an investment audience. The end result is a site that speaks with a consistent voice and is much easier for our team to manage. Their understanding of the investment industry made a real difference in both the writing and the execution, and that showed in the quality of the final result.
More than a website.
AP Capital is an 18 year old MIC operating in Canada's alternative credit space, with a sophisticated investor base, a national broker network, and three audiences to address simultaneously. Their previous site held the right information but read as flatter than the firm. The track record, the institutional credibility, the dual-audience design problem: none of it surfaced in the user experience. AP Capital needed one digital presence that could speak credibly to investors, advisors, and brokers without compromising for any of them.
From sitemap to launch, integrated.
Six phases, delivered by one team. Strategy decisions flowed cleanly into architecture, architecture into copy, copy into design, design into build, build into launch. No work degraded between phases.
- Strategy. Brand, audience, and competitive positioning analysis. Clarity on what the firm needed the website to accomplish before any architecture or design work began. Outcome: a decision-ready brief that anchored every subsequent phase.
- Information architecture. Sitemap, page hierarchy, and dual-audience navigation built around how investors, advisors, and brokers actually evaluate the firm. Outcome: a site structure that lets each audience find what's relevant in two clicks or fewer.
- Copywriting. Messaging hierarchies, headlines, body copy, and FAQ content. Every line written for tone-of-voice consistency, regulatory awareness, and SEO performance. Outcome: every page reading in the same voice, with messaging that holds up to compliance review.
- Graphics and design. A refined institutional aesthetic that reads credibly to a sophisticated investor, an advisor, and a mortgage broker, plus a component library to support ongoing site work. Outcome: a visual system that reads institutional without feeling generic.
- Development. A custom site with an intuitive backend, manageable and expandable for the AP Capital team to update without engineering involvement. Outcome: AP Capital's team can update content end-to-end without engineering involvement.
- Launch. Migration, QA, performance and accessibility checks, deployment, and handoff. Everything the team needs to operate the site post-launch. Outcome: a clean handoff with documentation, training, and post-launch support in place.
What changed.
Here's what's changed for AP Capital.
Outcomes from AP Capital's complete website rebuild and launch.
Three audiences, one site.
The rebuild speaks for itself. A few key pages to explore:
-
Homepage
https://apcapital.ca/
The brand statement: who AP Capital is and the audiences they serve.
-
Fund Overview
https://apcapital.ca/fund-overview-b/
A technical deep dive on the fund itself: strategy, returns, and fund facts presented for sophisticated investor evaluation.
-
For Investors
https://apcapital.ca/investors/
Track record, performance, and the monthly income proposition for retail investors.
-
For Advisors
https://apcapital.ca/financial-advisors/
Fund mechanics, suitability framework, and distribution support for financial advisors.
-
For Mortgage Brokers
https://apcapital.ca/mortgage-brokers/
Submission process, lending terms, and the broker partnership program.
Let's see what we can build.
If you're looking at a rebuild on this scale (multi-audience, institutionally sophisticated, end-to-end), the first call clarifies what your version would actually look like. No deck. We learn about your firm, your audiences, and where the gaps are. Then we tell you where we'd start.
Book a strategy call