Swiss-Asia Financial Services
Swiss-Asia's platform hosted some of the best performing hedge funds in the world, but its cluttered website kept that quiet. We rebuilt it as a clean, guided WordPress site that leads investors and fund managers straight to an enquiry.
A stripped-back, conversion-led WordPress redesign for Swiss-Asia Financial Services, followed by ongoing care that has kept the site fast and secure ever since.
What we were solving
Swiss-Asia Financial Services has been running independent wealth and fund management out of Singapore since 2004, with a sister operation in Hong Kong. It holds a Capital Markets Services licence under Singapore's Securities and Futures Act, works with more than 30 banks and brokers worldwide, and gives external asset managers and fund managers the regulated infrastructure to run their own strategies. The funds on its platform have collected industry awards year after year (at one point Swiss-Asia could point to two of the world's best performing hedge funds).
The website said almost none of this clearly. Years of additions had left it with too much content, too many pages, outdated graphics and navigation that made visitors work to find anything. The people Swiss-Asia needed to impress (fund managers weighing up platforms, high-net-worth individuals choosing an independent adviser) were leaving before they found the proof, and heading to a competitor instead.
The brief had three parts: bring more of the right traffic in, turn more of it into leads, and compress a complicated regulated business into something a first-time visitor could grasp in one visit. Swiss-Asia also wanted the site to build its database, asking prospects a few filtering questions before sending them the brochure that matched their needs. Success looked like a visitor understanding within seconds that they were in the right place, that their assets would be in professional hands, and that a boutique firm would look after them with a personal touch the big institutions do not offer.
How we tackled it
Cut first, then structure
The old site's problem was not missing content, it was surplus. So the redesign started with subtraction: fewer pages, shorter copy, no decorative clutter. What remained was organised around the three things Swiss-Asia actually sells (Wealth Management, Fund Management and Family Office Services), with the firm's five core values (integrity, transparency, best advice, best execution, agility) woven into the copy rather than listed as wallpaper. For a regulated financial business, restraint is the design language that reads as trustworthy.
A guided path, not a maze
We rebuilt the site on WordPress with a deliberate user journey: a visitor arrives from search, gets the story confirmed on the about page, then takes action by requesting the information pack relevant to them. The download step doubles as lead qualification. Prospects answer a few filtering questions and leave their contact details before receiving the right brochure, so Swiss-Asia's team spends its time on enquiries that are already warm, and the marketing database grows with every download.
The achievements the old site buried (fund performance, the strength of the team, the annual awards) were pulled up to where visitors would actually see them.
Keeping it fast and secure after launch
A finance site cannot be launched and left. Swiss-Asia stayed with us on a care plan, and a 2020 site audit shows what that looks like in practice: a dozen redundant or overlapping plugins removed or replaced, caching consolidated onto WP Rocket, security moved to Sucuri with WordPress hardening applied, images converted to WebP and served through a CDN, the database cleaned of hundreds of stale revisions, and offsite backups put in place. Unglamorous work, done regularly, is what keeps a licensed financial firm's website out of trouble.
What we delivered
Swiss-Asia got a website that finally matched the calibre of the platform behind it: clean, quick to read, and pointed at a single goal of generating qualified enquiries. Complex fund structures and regulatory positioning were compressed into pages a prospect can absorb in minutes, with a clear next step on every path.
The build has lasted. Six years on, swissasia-group.com is still running on the WordPress platform we delivered, presenting the same three service pillars to a business that has grown to more than 80 people across Singapore and Hong Kong.
What we learned
Decluttering is a positioning decision, not a tidying exercise. Every page Swiss-Asia's old site carried was one more thing competing with the only message that mattered (award-winning funds run on a trusted independent platform). Deciding what to delete took more judgement than deciding what to build.
The other lesson is that in financial services, the conversion moment is an exchange of value, not a contact form. Prospects will happily hand over their details and answer qualifying questions when the reward is genuinely useful information. Gating the brochures did not reduce enquiries, it sorted them.
