Work / Case study 03 of 03 · Fintech · Developer tools
Tallyfold
Launching a reconciliation API by making month-end disappear on screen.
Client line · “Books that close themselves.”
Overview
Tallyfold matches every payment, payout, fee and refund against the ledger as it happens, so a finance team can close the month in hours rather than nine working days. After eighteen months in stealth with forty design partners, it was ready to launch alongside a Series A.
[01] The challenge
Tallyfold sells to two buyers at once: the engineers who integrate the API and the controllers and CFOs who sign the contract. 'Reconciliation' is a dull word in a category full of 'AI for finance' noise, and the whole web presence was a waitlist page.
There were six weeks until the funding announcement. The launch needed demo requests from finance teams and sandbox sign-ups from developers, and one idea that could do both.
[02] The insight
Finance teams don't want reconciliation. They want the close to be over. What they care about is the moment the last unmatched line disappears. Engineers, for their part, trust what they can see running.
[03] The idea
The fold. Every transaction is a line, and when it matches, it folds away. The mark is a ledger sheet with its corner turned down, the old gesture for 'done'.
On the site, the hero is a live simulation. Ten thousand transactions stream in and fold away as they match, with the code that does it sitting next to it, ready to copy. The motion language is one move: every transition in the product and the launch film is a fold, 240ms on the same curve.
What we made
Launch identity · Marketing website · Product UI · Launch film · Docs design · Announcement kit
- 01
Fold mark & identity
The mark, the wordmark, a strict two-colour system and a ledger grid that structures every layout from docs to slides.
- 02
Launch website
A marketing site with a live reconciliation simulation as the hero and copy-ready code in four languages. It scores 100 on Lighthouse in every category.
- 03
Product UI refresh
Dashboard and match-review screens redrawn in the system, including the Close view finance teams live in at month-end.
- 04
Launch film
Forty-five seconds of a month's transactions folding into a single closed ledger, cut for 16:9, 1:1 and 9:16.
- 05
Docs & announcement kit
Docs typography, code themes and diagrams that match the product, plus press images and social cards for the Series A.
Outcomes
+212%
demo requests in the first 60 days, against the waitlist period
4,300
sandbox sign-ups in launch week
2.4×
visit-to-demo conversion on the new site
11 min
median time from sign-up to first matched transaction
Everyone else pitched us 'AI for finance'. off/form found the one moment our customers actually care about and built the whole launch around it. Controllers send us screen recordings of the homepage.
Credits
- Client
- Tallyfold
- Identity, web, motion
- off/form
- Product engineering
- Tallyfold platform team
- Film sound design
- Oskar Lind (fictional)
- Launch PR
- Halbton Communications (fictional)
Tags
- Fintech
- Developer tools
- Launch
- Web
- Product UI
Your problem next
Bring us the brief that doesn't fit the template. We'll come back with the one idea that explains it.
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