Smart Money People.

Smart Money People is the UK’s most comprehensive financial services review website.

Project overview.

Client: Smart Money People

Over the course of two years we have supported Smart Money People with numerous development sprints to enhance their B2B and consumer offerings. The overall objective for our work with them was to completely overhaul the existing website, apply user led updates and integrate a range of new features in line with other industry competitors.

Projects included a new review process, a bespoke survey system and a re-skin of their existing website. We also worked with focus groups and carried out other UX exercises to improve how the web application functions.

While the website had already found good success, especially with their annual award events within various financial industries, they felt there was significant growth potential for the reviews website. The project scope covered both the commercial side (with a paid service for businesses on the platform) and improvements from a user experience perspective (through updates to the design, features and structure of the website itself).

Visit the website

Scope of work.

UI design
Website design
Website development
User experience
Laravel
A / B testing
Security

A programme of sprints.

The first part of the project covered comprehensive research, reviewing other companies in the space (both in the UK and globally) and gathering data from the website to guide long term decision making. This then led to new designs, confirmation of new features to develop and core updates to the homepage and product pages. From here, working with an external branding agency, we updated the awards pages to provide a consistent experience across all websites and overhauled the business-focused pages. Once this was complete we conducted user experience testing and A/B testing to ensure we gained good feedback and data to confirm that the changes had a positive impact.

The next development sprint covered updates to category pages and adding animation on the pages themselves, making the pages feel much more dynamic and visually appealing to drive improved engagement. Finally we led the development of a complete dashboard solution for users. This also covered improvements to the reviews capture and adding the ability for the website to create surveys – allowing them to gather feedback directly from their users to create a continual path for improvement based on their requirements.

The team at We Create are great at what they do. The high quality of their work and attention to detail has helped with our first steps in our growth plans. I look forward to completing our ongoing projects as well as starting new ones with them in the future!

Adil Sheikh

Head of product | Smart Money People

Project results.

Smart Money People have been rolling out website updates over time with an average of three large updates per year. Over this time the company have added new features to various areas of their websites and enhanced their user journey.

The website now offers a highly stable, secure reviews platform, visited by hundreds of thousands of users per month. They effectively support customer reputation for large organisations and promote challengers as the leading platform for financial organisations to gain and manage their reputation in the UK.

Screenshot of a webpage titled "How long do home insurance claims take?" from Smart Money People. The page includes a brief introduction about the home insurance claims process, indicating it takes approximately four minutes to read. The content was updated on 27th January 2025 and is categorised under "Money choices."

A mobile screen displays the Smart Money People website, featuring a dark green background and colourful circles. The site promotes itself as the UK's dedicated financial services review platform, highlighting over 2.1 million reviews to assist in smart buying decisions. A search bar invites users to find financial products, while popular search categories like car insurance and banks are shown. Images of four diverse individuals are included at the bottom, surrounded by decorative shapes.

A mobile screen displays a webpage titled "Chase Bank: Current Account reviews" from Smart Money People. The page features a rating of 4.95 out of 5 stars, based on 37,478 reviews with the last review dated 23rd January 2025. Below the rating, there are two statistics: a green upward arrow indicates a 33% increase in five-star reviews over the past 90 days, while a red downward arrow indicates a 100% decrease in one

Image features a mobile interface from Smart Money People, displaying the title "Standard current account rankings" at the top. Below, there is a description inviting users to read reviews of current accounts and share their own experiences. The background is dark green, with colourful dots and an icon of a bank building at the bottom left. A search icon and a menu icon are located at the top right.

Some of our other work.

A simple, white light bulb illustration with rays emanating from the top, set against a solid black background. The light bulb is outlined clearly, featuring a classic shape with a rounded top and a narrow base. The rays, drawn as short lines, suggest illumination and creativity. The overall design is minimalistic and conveys a sense of inspiration and ideas.

The image displays a user interface dashboard for ebm-papst, featuring various sections and elements. Central to the image is the "Your dashboard" area, showing statistics with a total of 6,467 online devices. Nearby, sections labelled "Recent device activity" and "Recent device events" provide insights on device statuses, with red indicators for unhealthy devices, green for healthy ones, and a list of recent activities. The layout includes buttons for viewing events and options to filter device statuses.

A wooden fence with vertical slats runs along a narrow path, surrounded by vibrant wildflowers, including red poppies and purple blooms. The scene is set in a lush green area with trees in the background, and a basketball hoop is visible through the fence. Sunlight filters through the foliage, creating a serene atmosphere. The path appears slightly overgrown with grass and flowers, leading to an open space beyond the fence.

Smart Money People, British Bank Awards Presentation

A person’s hand is seen working on a laptop, which is partially disassembled on a wooden table. The background is blurred, indicating a workspace setting. Three overlapping circular icons are featured prominently in the foreground. The top icon shows a wrench, representing repair. The left icon displays a recycling symbol, signifying sustainability. The right icon depicts three figures, symbolising collaboration or community.

The image features a collection of potted plants against a dark background. On the left, a tall, leafy green plant is in a textured grey pot. Next to it, a vibrant maroon and green plant with broad leaves is displayed in a similar grey pot. In the foreground, two smaller pots are visible: a round, teal pot with a gold base holds several small green succulents, sitting on a wooden coaster, while a taller, slim teal pot with a gold base contains another plant

A green sea turtle swims gracefully underwater, its flippers extended and moving through the clear blue water. The turtle's shell is a muted grey with hints of green, and its head features a distinctive pattern of dark scales. Sunlight filters through the water's surface, creating shimmering reflections and illuminating the scene. The background consists of varying shades of blue, enhancing the tranquil underwater environment.