Industry
- Fintech
Services
- Content Strategy
- Digital Experience
- UX
Platforms
- HubSpot
- WordPress
Partner Since
2023
AMINA Group
A digital bank built for clients who live in both worlds.
AMINA Group is a fully regulated Swiss bank operating across Switzerland, the UK, Hong Kong, Abu Dhabi, and the EU. When SEBA Bank became AMINA, the rebrand was a signal that a regulated institution could take digital assets as seriously as traditional finance, and serve institutional investors and private clients on one platform with equal credibility. A site that looked like the old bank would have contradicted the new name. The platform WHQ built had to prove the ambition before a single conversation started.
01 — The brief
Making the products the architecture.
The old site was organized around internal service language, so clients couldn’t tell what AMINA offered or which track was theirs. The CEO’s fix was to lead with the products. We rebuilt the architecture around needs, not the org chart, sorting everything from banking to tokenization into two clear tracks, individuals and corporates. In a category built on opacity, that clarity is a trust signal in itself.
02 — The insight
A design system that bridges two worlds.
AMINA had to be both traditional and contemporary, where most institutions pick a side. The crypto world had settled into a tired look of heavy renders and aggressive motion. We went the other way, taking cues from the best technology companies, not the fintech playbook. Clean, considered, confident. The result feels like a place serious people trust with serious money, and signaled at launch that AMINA was a different kind of bank.
03 — The build
Built to convert visitors into new business
A site that informs but doesn’t convert isn’t finished. Every pathway connects to HubSpot, capturing leads and triggering follow-up workflows that hand the AMINA team a live new-business pipeline. The insights library keeps both audiences coming back, surfacing the analysts’ output as a reason to start and deepen relationships. And Weglot runs the whole platform in English, German, Arabic, and Traditional Chinese from one CMS, no duplicate builds.
The result
aminagroup.com launched as the institutional expression of the new name. Clear products, a design system that earns trust on both sides of the table, a pipeline feeding sales, and one platform across five markets and four languages. The site makes the case before anyone gets in touch.
