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Bluecap is a Swiss-based, FINMA-approved financial advisory and wealth management firm that has served high-net-worth individuals and families for over two decades. With a unique blend of discretionary asset management, multi-family office services, and private market opportunities, Bluecap collaborates exclusively with trusted, top-tier banks and institutions to ensure stability and long-term success.
As part of their growth and pursuit to continue attracting affluent and professional clients, Bluecap partnered with Linnify to create a modern, high-converting digital presence. The objective was to redesign their website to reflect their elevated brand positioning, showcase their legacy and services clearly, and instill trust among potential clients through refined design and storytelling.
In the highly regulated and reputation-driven wealth management sector, standing out online is increasingly difficult. Most financial institutions struggle to combine credibility with warmth, and innovation with stability. For Bluecap, the challenge was twofold: shifting brand perception from a legacy advisory firm to a modern, purpose-driven financial partner, and creating a platform that supports their long-term growth into exclusive, high-value markets.
Wealth management websites often lean too heavily on financial jargon, generic visuals, or overly traditional design. Bluecap wanted a clean, Scandinavian-inspired digital interface that could subtly communicate their trustworthiness, independence, impact-driven strategies, and their 23-year legacy of success, while also appealing to a younger, tech-savvy, values-driven audience.
Switzerland and the broader DACH region (Germany, Austria, Switzerland), with a secondary focus on European clients in Eastern and Western Europe.
The website needed to balance Swiss precision and trustworthiness with warmth, personalization, and digital minimalism. These traits were essential to distinguish Bluecap from cold, product-driven banking institutions and resonate with both traditional and emerging generations of wealth holders.
Bluecap had a legacy website that no longer reflected the company’s evolving positioning or strategic focus. The existing site lacked emotional engagement, storytelling elements, and modern UX standards. It was not optimized for mobile or structured to highlight the core pillars of their offering: wealth management, exclusive private market investments, and comprehensive family office services.
Furthermore, Bluecap’s differentiation, ethical investing, “skin in the game” approach, and access to rare assets was not being clearly communicated. The new digital presence was needed to support its clients, brand storytelling, and establish Bluecap’s authority and trust in a competitive and conservative industry.
The digital solution was built to help Bluecap communicate its values of independence, trust, and purpose while positioning the company as a premium provider of wealth management services. As Bluecap sought to continue growing, it needed a website that would reflect its credibility, strategic mindset, and differentiated approach.
The new platform solves this by creating a seamless, user-centric digital experience that conveys Bluecap’s expertise, heritage, and exclusive investment philosophy. Through clean structure, transparent messaging, and refined visual identity, the website builds trust, simplifies complex services, and aligns with the company’s client-first approach.
It serves as a validation and positioning tool for prospects, reinforcing Bluecap’s long-standing commitment to ethical investing, tailor-made solutions, and multi-generational financial strategies.
Linnify led the project end-to-end, from strategic research and content architecture to UX/UI design and implementation support. The team applied their expertise in financial services design and storytelling to help Bluecap transition into its next growth phase.
The project began with a deep discovery and strategy phase, aligning on user personas, service offerings, tone of voice, and long-term brand vision. Design was crafted with mobile responsiveness, accessibility, and SEO best practices in mind. Special emphasis was placed on minimal user friction, elegant CTAs, and dynamic but unobtrusive visuals.
Key design solutions included:
The Bluecap website redesign project successfully helped in the firm’s repositioning as a modern, strategic, and impact-driven investment partner. By combining clean design, powerful storytelling, and a scalable structure, Linnify helped elevate Bluecap’s online presence to match its ambition and unique market positioning.
This project offered Linnify the opportunity to better understand the needs of wealth management clients and sharpen its ability to design clear, professional digital experiences tailored to a highly regulated industry.
Bluecap’s website didn’t reflect its evolving positioning or services. It lacked emotional engagement, storytelling, and modern UX, and it didn’t clearly present their wealth management, private markets, and multi-family office services.
To translate 23+ years of financial expertise into a modern digital platform that builds trust, communicates Bluecap’s values, and appeals to both traditional and emerging generations of high-net-worth individuals.
High-net-worth individuals and institutional families in Switzerland and the broader DACH region, with a secondary focus on clients across Eastern and Western Europe.
The design was Scandinavian-inspired, focused on simplicity, elegance, and functionality. It used calming tones, soft animations, and storytelling-driven layouts to build trust and emotional connection.
Key areas of focus:
Linnify led the entire design process, from discovery and UX strategy to high-fidelity web design. The team focused on aligning brand positioning with clean design, emotional storytelling, and structured user journeys.
The redesigned website:
Was delivered on time and within a 1-month timeline
