Best Practices for Financial Security UX

What’s good, y’all — John D. Saunders here. You know the vibes.

We’re diving into best practices for financial security and user experience (UX). Whether you're building a wealth management platform or a fintech startup, these tips are designed to help you build trust, streamline UX, and provide a safe experience for your users. 

Financial websites need to do one thing well: build trust fast. The design needs to reassure users that their data is protected, while also making it easy to navigate, get answers, and take action. I’m walking you through a real-world example we did for one of our clients: Ritholtz Wealth Management. Their site was custom-built in Webflow and integrates a robust CMS and CRM. 

Let me show you how we tackled it.

1. Show Trust Signals on Every Page

One of the first things we prioritize on any financial website is building trust from the very first interaction. That starts with the basics: SSL certificates, or HTTPS — that little padlock you see in the browser. It’s small, but powerful, signaling to the user that the site is secure. We also made sure to showcase relevant badges and credentials that support credibility, like privacy policies and disclosures that are easy to find. Ritholtz’s site includes clearly presented contact information — phone number, email, and even physical address — all displayed prominently so users feel like there’s a real team behind the screen.

2. Keep Navigation Simple and Intentional

Navigation plays a big role in how safe a site feels. We intentionally kept the main menu lean. There’s no need to overwhelm visitors with too many choices. We focused on key sections like “Work With Us,” a clean “Login” area, and “How We Invest,” which is essentially their services page. That’s the core of what users need. Everything else is either tucked into the footer or laid out contextually within the page content. This approach helps reduce friction, keeps users focused, and creates a smoother overall experience.

3. Create a Visually Secure and Accessible Experience

Now, security isn't just about the technical side — it's also about perception. So we designed the layout to be calm and clean, using strong contrast for legibility, plenty of white space, and just the right amount of brand flair to maintain professionalism. The site also includes a dedicated security page. This outlines the company’s ongoing commitment to platform safety, their regular update process, and protocols for rare downtime events. When users see that level of transparency, it reinforces trust without even needing to say much.

4. Connect Forms to Your CRM for Seamless Lead Flow

A feature I’m proud of on this site is the “Talk to an Advisor” page. It includes a native, custom-built form that syncs directly to their CRM — something like HubSpot. That means data collected through the form is immediately piped into their backend system, allowing their team to follow up with leads instantly. Not only does this improve internal workflow, but it creates a seamless, secure experience for the user — they fill out the form, get a response quickly, and don’t have to worry about where their info is going.

5. Don’t Be Afraid to Add Personality and Style

Another thing we did with this build — and I always tell clients this — is that financial websites don’t have to look boring or sterile. There’s this assumption that “serious” means “dry,” but that’s not true. We infused this project with style — clean typography, purposeful contrast, and a modern layout that feels sharp but still warm. The client had great social proof, so we featured testimonials and partner logos in a way that felt organic to the brand. It wasn’t just thrown in — it was part of the narrative.

Final Thoughts

Ultimately, UX for financial websites comes down to a combination of clarity, transparency, and consistency. You want users to feel confident, protected, and in control — and that starts with the design. Withhold Wealth’s build checked all those boxes and then some.

If you're building a financial platform or launching something in fintech, and you want to work with a team that lives and breathes this stuff, hit us up at 5Four Digital. We’d love to collaborate on something that’s not only functional but elevates your brand.

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