AI Rudder
AI Rudder's voice AI was making millions of calls for banks and fintechs across Asia, but its website couldn't explain any of it. We built their WordPress marketing platform, had it live within three months of kickoff, then iterated it weekly alongside their in-house team through the company's fastest growth phase.
A conversion-focused WordPress platform designed, built and launched inside three months, then evolved sprint by sprint with AI Rudder's marketing team as the company expanded into new industries and markets.
The Challenge
What we were solving
AI Rudder builds AI voice assistants that hold human-like phone conversations at enterprise scale: payment reminders, customer verification, loan collection and sales calls, in the local languages of Southeast Asia. Headquartered in Singapore and backed by investors including Sequoia, Coatue and Tiger Global, the company was signing banks, fintechs and e-commerce platforms faster than most startups sign up newsletter subscribers.
The website was the bottleneck. Voice AI is a product you have to hear to believe, and a buyer evaluating it (a head of collections at a lender, an operations lead at an e-commerce firm) needs the business case laid out plainly: what it automates, what it costs to keep doing the work with human agents, and proof that regulated enterprises already trust it. The existing web presence did not carry that argument, and the marketing team had no platform they could grow.
There was a second, less obvious requirement. AI Rudder's marketing team moved at startup speed, with new industries, new products and new campaigns landing monthly. Whatever we built could not be a static brochure signed off once and frozen. Success meant a site that launched fast, converted visitors into demo bookings, and could absorb constant change without a redesign.
Our Approach
How we tackled it
A conversion-first platform, live in under three months
We kicked off in September 2021 and the new site was live on airudder.com by the end of November. The build ran on WordPress with the Beaver Builder framework and a custom Chillybin child theme, giving the marketing team full control of pages without a developer in the loop.
The structure sold the business case, not the technology. Products were organised by the jobs buyers wanted done (customer verification, loan collection, sales calls), industries got their own pages (financial services, e-commerce), and the homepage put the argument in commercial terms: agents that work around the clock, thousands of concurrent calls, no added headcount. "Book a Demo" was the single destination every page pointed at. A resource centre (customer success stories, eBooks, webinars, blog and press) gave the content team somewhere to publish, and early keyword research into the voice AI and conversational AI search landscape shaped the language the pages used.
Version 2, built shoulder to shoulder with the in-house team
Launch was the start of the engagement, not the end. From January 2022 we worked from a shared punch list with AI Rudder's marketing team, shipping changes in weekly cycles rather than through formal change requests.
That second phase turned the site into a proper demand-generation machine. Enquiry forms moved to native ActiveCampaign integration with site tracking, so the team could see which pages actually produced conversions rather than guessing. The careers section was rebuilt around their Greenhouse recruitment platform (complete with department filtering) while the company hired aggressively. The navigation was restructured from products to solutions as AI Rudder pushed into insurance, logistics, banking and education, with financial services broken down into the segments its sales team actually targeted, such as lending and buy now, pay later. A press room and security page were added as enterprise procurement teams started asking harder questions. Calls to action were standardised site-wide, and groundwork began on regional sites for individual country markets.
The Solution
What we delivered
The platform launched at precisely the moment it mattered. Within months of the site going live, AI Rudder closed a major funding round from some of the biggest names in venture capital, and the site we built was the company's front door through that entire period: the thing investors, enterprise buyers and job candidates saw first.
The structure held up under change. Because the site was built for a marketing team to run, AI Rudder's people could add industries, publish resources and launch campaigns without waiting on an agency, and the weekly iteration cadence meant the site tracked the business instead of trailing it. Today AI Rudder serves hundreds of enterprise clients and has processed billions of AI-powered calls, and airudder.com still runs on WordPress, now managed by the company's own team (the platform decision outlived the engagement, which is exactly what a platform decision should do).
What we learned
A funded startup does not buy a website, it buys velocity. The most valuable thing we shipped was not any single page but the working rhythm: a shared punch list, weekly cycles, and a build the client's own marketers could change safely. When the client's marketing lead can restructure navigation, swap CTAs and wire forms into their CRM without filing a ticket, the agency stops being a bottleneck and starts being a multiplier.
The other lesson is to build for your own replacement. AI Rudder grew into a company with the engineering muscle to run its own web stack, and the site moved in-house on the same WordPress foundation we chose. That is not a lost client, it is the natural end state for a hypergrowth startup, and the right measure of the work is that the platform carried them from Series A scrappiness to enterprise credibility without needing to be thrown away mid-journey.