Projects WinSA
A website worthy of a brokerage firm.
Win Securities commissioned its first website from us in 2023. Three years later it came back to renew it. The new website launched in 10 days, with online account opening, live market quotes and hosting on Brova Cloud.
- Client
- Win Securities S.A.
- Industry
- Settlement and clearing agent regulated by the CNV
- What we did
- Strategy, development, account-opening forms, SEO and hosting
The context
Win Securities is a brokerage firm based in Buenos Aires. It is registered with the CNV (Argentina’s securities regulator) as a settlement and clearing agent, is a ByMA agent and acts as a placement and distribution agent for mutual funds. It serves individuals and companies across three business lines: Sales & Trading, Wealth Management and Corporate & Capital Markets.
Before opening an account with a broker, an investor looks for proof that the firm is regulated and will look after their data. The website is one of the first places they look.
The challenge
In 2023 we built WinSA a WordPress website presenting the company and its services. Since then, WinSA has launched an app and a client platform, and the website no longer reflected that stage. Reviewing it, we found four issues to resolve.
- A generic message. The headline (‘We are the best choice for your investments!’) and the stock photos of trading screens could have belonged to any broker.
- A single path to open an account. The ‘Start investing’ button was the same for individuals and companies, even though each submits different documents.
- Regulation outside the journey. The CNV and ByMA registrations did not appear on the path to opening an account.
- No market data. The website showed neither the dollar rate nor the day’s quotes.
A joint effort
The WinSA team is trained in artificial intelligence and new technologies. To save time, it used AI to build a prototype of the new website, with all its information already verified. The structure and content were settled, but the design, colours and tone looked generic and did not follow the brand guidelines.
We showed them a demo of what we do with the same tools, adding design judgement, knowledge of the brand and experience in financial services. From there, our job was to turn that prototype into the final website: visual identity, user experience, forms, security and infrastructure. Starting from verified content saved us many hours and is one of the reasons the website launched in 10 days.
What does a brokerage firm’s website need to show so that someone who does not know it trusts it with their savings and opens an account without visiting the office?
The decisions
Before designing, we defined what the website had to communicate and to whom.
Two doors from the home page
Individuals and companies enter through separate paths, because they submit different documents.
The adviser as the differentiator
Any broker offers dollars, CEDEARs and bonds. WinSA adds an adviser who follows each portfolio.
Regulation as an argument
The regulations are explained during account opening, next to each piece of information requested.
Before and after.
The 2023 home page and the current one.
What we did, point by point.
A corporate design
A dark background, the brand’s W at large scale and restrained typography replaced the stock photos. On the home page, lines that evoke market charts transform into the W. The new headline, ‘Think big, WIN the world’, builds on the brand name.
Further down, the home page offers two entry points, Individuals and Legal Entities, each leading to its own account-opening journey.
Online account opening, in five sections
Opening a brokerage account requires 57 pieces of information. We arranged them into five sections: Account holders, Bank accounts, Investor profile, Terms and conditions and Documents.
A fixed bar shows progress and how many items remain. The application can be paused and resumed with the applicant’s national ID or tax ID and a code sent by email.
Before starting, the website explains why the data is requested: as a regulated agent, WinSA must identify its clients and know the origin of their funds (Law 25,246), and it protects that information in accordance with Law 25,326.
The market, live
Below the hero section, a ticker shows the MEP, CCL and official dollar rates, bonds, Argentine shares and CEDEARs. The data comes from two public sources, DolarAPI and Data912, and refreshes every two minutes without reloading the page.
If either source fails, the ticker is hidden. That way the website never shows a price that is not real.
Compliance in plain view
Every page shows the company name, tax ID, its CNV and ByMA registrations, its registration as a mutual fund agent, and its address. The footer adds the markets and custodians through which WinSA trades and settles.
Complaints, fees and terms of use can be reached from any page, as the regulations require.
Designed for mobile
On a phone, each step of the account opening shows only a few fields and the progress always stays visible at the top. Applicants can start on their phone and finish on their computer.
Security built into the infrastructure
The new website is static. It has no WordPress, no admin panel and no plugins to update, so it offers far fewer points of attack. We host it on Brova Cloud, with backups and monitoring in our hands. The forms use Cloudflare Turnstile, which stops bots without asking for captchas, and the server validates the national ID, tax ID and bank account number (CBU) and limits attempts. The documents for each application are stored encrypted and can only be downloaded through a personal link that expires.
- HTML
- CSS
- JavaScript
- PHP
- Cloudflare
- Resend
Emails that protect data
Each application generates two emails, sent with Resend from a WinSA domain. The applicant receives a code to resume their application from any device. The compliance team receives the application number, what is still outstanding and a link to view the application or download it in full.
That email contains no personal data and no attachments. Everything sits behind the link, which is personal and expires after 30 days.
100 in Lighthouse, across all four categories
Lighthouse is Google’s tool for measuring the technical quality of a website. WinSA scored 100 in Performance, Accessibility, Best Practices and SEO.
We achieved it with a static website, typefaces hosted on the server itself, lightweight images and a heading and data structure designed for search engines.
Lighthouse winsa.com.ar
App and platform
The home page and the menu link to the App Store, Google Play and the client platform. On mobile, the button goes straight to the right store.
The same addresses
We kept the previous website’s URLs and migrated to Brova Cloud without any downtime, preserving its Google rankings and the links already in circulation.
Results
In the coming months we will measure how many applications are started and how many are completed, at which section people drop out and how many enquiries arrive via WhatsApp. Once we have the figures, we will add them to this case study.
What we learned
- Trust is built with evidence. In financial services, showing the registrations and explaining why each piece of information is requested is more convincing than any adjective.
- Separating audiences from the first click simplifies everything else. Individuals and companies go through different procedures, and each finds its own without reading requirements that do not apply to them.
- A long form works if it can be paused. Splitting 57 items into sections and allowing them to be resumed makes it possible to complete the form on a phone.
- A client who uses AI speeds up the project. WinSA’s prototype settled the structure and content. Our work focused on identity, user experience and going live, and so the website launched in ten days.
- Less software, less risk. A static website has no admin panel or plugins, which are the most attacked points on any website with a content management system.
