Betterment

This is the website of Betterment, a financial company.

What I Like

Financial sites are often boring and full of stock imagery. That’s not necessarily their fault – you try to make interest rates sound exciting.

I like that they skipped photos and went a more graphical route. Even the screenshots (real or fake, I can’t tell) fit with the style.

Overall, it feels happy and optimistic. That’s what most of us want in a financial company.

There are two things that bug me. The first is that it’s still a bit boring, but again, how exciting is a financial product?

Second, it’s a bit cramped. I’d like to see a little more white space.