Group FMR She is one of the members of–FinTech The oldest and leading company in the Israeli capital market, operating in the field of financial technology solutions since 1974. The group specializes in the development and implementation of operational platforms and comprehensive systems. From end to end For a variety of capital market entities, such as Provident funds, pension funds, insurance companies and chambers of commerce.
FMR approached us with a bold vision: to change the mindset that taking out a loan is a complicated and scary process . The goal: to build a self-service system that will allow users to take out a loan from their pension fund directly through the website – without meetings, without 20-page forms, without feeling uncomfortable with financial advisors .
The main business goal was to sell the system to insurance/capital companies as part of the services they provide to their policyholders .
The key KPIs defined for success were :
The main challenge was establishing user trust in the system.
Applying for a quick loan requires users to provide sensitive financial information, including bank account login details – a step that demands a very high level of confidence in the product.
This challenge was intensified by the user profile and emotional context. Many users were mature adults, typically aged 33–65, with relatively low confidence in digital systems. In addition, users often arrived at the platform during stressful financial moments: debt, urgent home renovations, wedding expenses, or a struggling business.
They were not using the system casually; they were using it because they needed help. This made them more cautious, more suspicious, and more afraid of making the wrong financial decision.
The experience therefore had to feel clear, secure, supportive, and highly transparent – helping users understand what they were doing, why each step was needed, and how their information would be protected.
We replaced a long, intimidating loan process with a conversational flow that feels simple, gradual, and reassuring.
Each screen focuses on one clear action, supported by a single prominent button that clearly states what will happen next. This reduced hesitation, built trust, and helped users move through a sensitive financial process with greater confidence.
We used NNGroup ’s Trust Pyramid as our core methodology. Instead of jumping straight to a request for sensitive information, we designed the flow so that each step builds the next layer of trust.
Instead of starting with a request for details, we provided immediate value – information, transparency, understanding of the options. Only after the user has received something is he mature and ready to provide details and also understands why it is worth it to him.
We transformed the trust pyramid into an experience architecture with five layers:
Layer 1 – Relevance : A clear message immediately upon entry. Zero ambiguity.
Layer 2 – Preference : Transparent comparison to other options on the market.
Layer 3 – Personal Information : Request for basic details with an explanation of why each field is necessary.
Layer 4 – Financial Information : Requesting permissions from the bank only after the user has seen the full offer and while offering a more standard alternative for their choice.
Layer 5 – Ongoing Contact : Offer to sign up for a follow-up only upon successful completion.
We worked with a microcopy expert to create a Voice & Tone that feels like a good friend – not patronizing, not condescending, just direct and clear. Every label, explanation and message was designed to build trust and reduce anxiety .
Instead of using a stressful progress bar, we designed a live summary that updates after each step.
Users can see how every decision affects the final result, creating a sense of transparency, control, and trust throughout the process.
Beyond supporting multiple platforms, we designed the system as a white-label product that could easily adapt to the branding of different insurance or financial companies.
This created one flexible solution that could serve multiple brands, while maintaining a consistent and trustworthy user experience.
