Home Affordability Solutions, an Australian shared-equity provider, struggled with complex messaging, low visibility, and an outdated brand image. By redesigning their website with SEO optimization, engaging illustrations, simplified content, and an interactive eligibility test, Redefine Web helped them earn trust, grow visibility, and engage their audience more effectively.
Home Affordability Solutions (HAS) is an Australian financial services company that provides shared equity solutions to help aspiring homeowners, especially first-time buyers and single parents. Their mission is to support hardworking Australians who meet financial commitments but struggle to save deposits, making home ownership more accessible.
Despite strong industry credibility, HAS’s online presence lacked engagement and clarity. Redefine Web rebuilt their digital identity with consistent branding, straightforward navigation, an easy eligibility test, and an SEO-focused design. This positioning has made HAS approachable, trustworthy, and a reliable guide for Australians entering the property market.
Before partnering with Redefine Web, Home Affordability Solutions (HAS) faced multiple challenges that hindered its growth. Their core audience—first-time buyers and single parents—often had limited financial literacy, making clear communication vital but difficult. Typical finance websites were overly corporate and hard to navigate, so HAS needed to stand out by building a sense of trust, transparency, and accessibility.
Their old site failed to support this. The content was lengthy, complex, and not tailored to users’ needs. The design was perceived as conservative, plain, and uninspiring, resulting in low engagement. Navigation was confusing, making it difficult for visitors to locate essential resources, which negatively impacted the credibility of the site.
Additionally, SEO performance was weak, making it challenging for potential clients to discover HAS online. Marketing lacked alignment with the brand, and the absence of interactive tools meant visitors couldn’t explore eligibility or engage deeply with the content.
In short, HAS was struggling with visibility, engagement, and trust—the essentials for any financial service provider.
Redefine Web implemented a holistic digital transformation that simplified HAS’s financial messaging while building credibility and engagement. We designed a fully customized website, optimized for both search engines and user experience, anchored by approachable yet professional branding. Interactive elements, including a video eligibility test, streamlined user engagement, making a daunting process feel more achievable.
Key steps included:
Through branding consistency, user-first web design, SEO optimization, and interactive tools, Home Affordability Solutions successfully transformed how they communicated complex financial concepts. Clients experienced clearer messaging, greater trust, and easier access to critical information—resulting in 3x higher engagement, substantial SEO visibility gains, and stronger credibility in an industry where trust is everything.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
