Brex’s marketing funnel teardown

1. ‘CORPORATE CARD FOR TECH’
Clearly the Early Adopters & Power Users
Homepage

2. SOCIAL PROOF & CREDIBILITY
well-known tech companies that
Homepage

3. NO PERSONAL GUARANTEES
Clearly the #1 Fear/Concern with most
visitors.
Homepage

4. Homepage
FIXED STICKY HEADER
WHEN SCROLLING
Clearly the #1 Action on the User Journey

5. Homepage
MAIN BENEFITS & PERKS
Adding more value and removing conversion
anxiety.

6. Homepage
Appeal to Persona 1:
‘The StartUp’ ...
#1 benefit is the 10-20x higher limits and tailored
rewards program

7. Homepage
Appeal to Persona 2:
‘the Ecommerce Co’ ...
#1 benefit is 60-days interest free and dynamic limits.

8. Homepage
Appeal to Persona 3:
‘the Life Science Co’ ...
#1 benefit is ‘Accelerate R&D’ and ‘Rewards’ built for
life sciences

9. Homepage
MORE SOCIAL PROOF
Credibility Markers help drive conversions & are
important for a new financial services company

10. SIGN UP
Step 1
WORK EMAIL REQUESTED
IMMEDIATELY
Allows nurturing campaigns if the
visitor abandons before submitting an
application.

11. SIGN UP
NO PROGRESS METER
May increase anxiety about how
many other steps are required to
submit an application.

12. PLANS PAGE
CLEAR OFFER OPTIONS
Appeal to different user types with different
needs.

13. APPLICATION
PROCESS
Progress Meter & Clear
Steps to Completion
Transparency about level of effort
usually reduces abandonment

14. APPLICATION
PROCESS
‘Estimated Time
Remaining’ Timer
Additional transparency about required
effort helps reduce abandonment.