Transforming Vexxit from AI matchmaker to growth-ready marketplace

The Challenge

Vexxit had created a technology platform that matched people and businesses with legal, financial and accounting professionals.

But the company’s value was difficult to understand. The experience placed significant emphasis on its matching technology while asking customers to complete a lengthy process before they could see what support was available.

Vexxit needed a clearer proposition and a more compelling digital experience that could serve consumers, small businesses and professionals while creating a stronger foundation for growth.

Key Findings

People often knew they had a legal or financial problem but did not know what service or professional they needed.

A lack of knowledge and confidence made difficult decisions more intimidating. Uncertainty around price, process and outcomes created further hesitation.

Customers wanted support that felt simple, transparent, personalized and human. Customers valued clarity, confidence and a visible path forward more than the technology powering the match.

The Solution

Reimagining Vexxit as a marketplace

I helped reposition Vexxit as the legal and financial solutions marketplace for life and business.

The strategy connected shoppable solutions, educational content and guided advisor discovery. People could browse directly, enter through content or use a guided experience.

This moved Vexxit beyond matching and gave the company a clearer role in helping people navigate important decisions.

Bringing the new position to life

The positioning shaped how Vexxit looked, spoke and behaved.

I worked with the design team to create a credible, warm and accessible identity. A distinctive wordmark, green palette, editorial typography and diverse photography gave Vexxit a more human presence.

The brand strategy also informed content and communications. Instead of promoting technology, Vexxit could speak directly to the situations people faced, explain their options in plain language and offer a clear way forward.

Productizing professional services

We transformed legal, financial and accounting services into products people could understand, compare and purchase.

Individual solutions addressed needs such as financial planning, wills and business taxes. Packages combined services around moments such as marriage, estate planning or starting a business.

Each solution explained what was included, what the customer would receive, how the service worked and its starting price. The model also gave Vexxit a scalable way to develop new products around customer demand and insights from its professional network.

Designing guided discovery and matching

We designed journeys for customers who knew what they needed, customers beginning with a life or business challenge and customers who required more guidance.

Complex decisions were broken into manageable steps across solution pages, professional profiles, matching tools and purchasing. Matching became one part of the marketplace rather than the entire proposition.

A focused solution finder helped customers identify an appropriate service, review matched professionals and purchase through Vexxit without navigating an unnecessarily long process.

Connecting content with commerce

Content helped people recognize their needs, understand their options and discover relevant solutions.

Life content addressed marriage, divorce and estate planning. Business content helped entrepreneurs navigate legal, tax and financial challenges. Relevant services allowed customers to move from learning to action.

Building both sides of the marketplace

The platform also needed to create value for the professionals delivering each solution.

We designed an experience that allowed professionals to apply, select services, build a credible profile and receive matched opportunities. Detailed profiles helped customers evaluate expertise, credentials, reviews and services. For professionals, Vexxit offered qualified leads and a platform for growing their business.

Outcomes

• Created the foundation that helped Vexxit unlock additional funding
• Created a new brand identity and communications system
• Developed a scalable model for individual and packaged solutions
• Connected educational content to product discovery and commerce
• Designed an end-to-end experience for customers and professionals

My Role

I led product strategy and UX for the Vexxit transformation.

My work included positioning, brand strategy, product strategy, marketplace design, information architecture, content strategy, product design and UX leadership.

I worked directly with Vexxit’s CEO and CMO, collaborated with the brand and design teams and directed a two-person UX team. We completed the strategy and experience design before handing the work to Vexxit’s internal technology team for implementation.