Bankrate unveils website redesign

Personal finance site Bankrate.com unveiled a redesign, its first in more than a decade, on Wednesday promoting its various advice areas.

The homepage uses large buttons and straightforward copy.

“We also sought in our redesign to better tell the Bankrate brand story,” said executive vice president Scott Hamer. “Instead of barraging consumers, they are now greeted with a warm image and messaging that defines our value proposition, while setting a tone for what users can expect as they navigate on our site.”

The site also includes technology and performance improvements that make the site faster. It’s using an internal design system that allows it to roll out services faster.

“Over the course of last year, our team had some candid reflections about who we are as a company and who we want be,” said Hamer. “Through that, our team got crystal clear about our mission, which is to guide consumers through life’s financial journey. Ensuring that our brand reflects quality design and empowers our consumers with our mission was extremely important throughout this exercise.”

Bankrate underwent foundational rebrand shifts that took place between 2015 and 2016. Prior to that, 2008 was the last time a substantial redesign happened.