Redesigning the digital home of an AI-powered accounting platform

Finmatics is one of the leading players in AI-powered accounting automation - integrating with tools like DATEV, BMD, RZL, SAP, and Microsoft Dynamics. With 10,000+ customers across the DACH region.

After going through a brand refresh, Finmatics needed a website that reflected their new identity and could support their growth. Their existing site was built on HubSpot - limited in design flexibility, limiting the marketing team for fast changes, and not optimized for organic search.

Organic clicks in 2 months

+40%

CTR increase

+75%

Demo form submissions

Pages shipped in 12 weeks

70+

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The Challenge

The old website was built on HubSpot - their marketing team couldn't easily make updates or publish new content quickly and independenty.
Migrating to a new platform without losing valuable content, assets, blog posts, and search rankings was critical.
HubSpot form submissions had to stay connected - demo requests and lead forms couldn't break during or after the migration.
The site's copy needed a full rewrite in German, tailored to a technical accounting audience across multiple product lines and integrations.
Blog content needed consolidation - removing outdated or redundant posts and merging where it made sense.
All existing URLs needed to be properly mapped and redirected to preserve SEO value.

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The Solution

Tunel Studio ran a structured three-phase process: research and UX design, development and migration, then post-launch monitoring and analysis.
70+ pages were designed and built in Webflow - covering products, integrations, use cases, resources, and legal requirements.
All copy was written from scratch in German, with select legal pages in English.
Blog content was audited, consolidated, and cleaned up - outdated and redundant posts removed or merged.
Full URL mapping and redirect strategy ensured no SEO value was lost in the migration.
HubSpot forms were kept connected throughout the transition to maintain lead flow and CRM data.
SEO/GEO optimizations were implemented from day one of the new website.

The result

Organic clicks increased by 40% and average CTR improved by 75%, in the first two months after launch..
Demo form submissions doubled year-on-year for the same period, despite the form now appearing only on the contact page instead of on every page.
Forms across the site convert at 20-35% on average, with AI referral traffic showing up and converting well.
Year-on-year organic performance also improved - clicks up 12%, impressions up 11%.
Finmatics' Head of Marketing described Tunel Studio as "a very knowledgeable team with a high level of responsiveness" - highlighting the collaborative approach and fast communication throughout the project.
Tunel Studio continues to work with Finmatics - designing and building new pages and sections, running A/B tests, implementing content, and constantly optimizing for SEO and GEO based on current performance data.