Executive summary

Key outcomes

  • Delivered in three weeks against a fixed, non-negotiable deadline
  • 20+ legacy websites consolidated into one unified corporate presence
  • Four companies and four languages brought under a single Finago brand
  • Scalable HubSpot Content Hub foundation ready for ongoing consolidation
Avidly was directly challenged by Finago. Could our team design, build, and launch a new corporate website in HubSpot within three weeks?
 
Rather than trying to rebuild everything in one go, we proposed a structured MVP approach. By aligning senior stakeholders, defining strict scope boundaries, and positioning what had to go live vs what could wait, we successfully delivered a scalable corporate website on time.
 
The result? A credible public platform that reflected the new scale of the business, provided a unified identity across markets, and created a foundation for continued consolidation and growth.
finago mobile

Business overview

Finago is a Nordic financial software group providing accounting and ERP solutions. Following a merger with a Finnish company, Finago quickly expanded from a 200-person business in Norway to more than 1,000 employees spread across four companies.
 
The merger needed several legacy brands to unify under a new, single Finago identity. With trademark rights for Finnish legacy brands expiring and a fixed public launch date set, the new corporate website became a key milestone in making the merger credible to the market and visible to the public.
 
This was a time-critical transformation under executive scrutiny, not just a redesign project.
 

The challenge

The merger immediately created a number of branding and structural challenges we had to deal with.
 
  • Four companies
  • Four languages
  • 60+ products
  • Around 20 different websites
  • Expiring trademark rights on legacy Finnish brands
  • A fixed public launch deadline
 
The existing legacy websites didn’t represent the newly formed Finago group’s ambition or scale. The first pitch was a placeholder website that was rejected because the leadership team needed a corporate platform that properly represented the merged organisation. After that, the challenge was clear:
 
  • Build a credible corporate website
  • Align it with the new brand identity
  • Consolidate multiple entities under one structure
  • Deliver it within three weeks
  • Avoid over-engineering under time pressure
If we hadn’t met this deadline, it would have created reputational and legal risks.

The solution

Strategy and scope

We first proposed an MVP approach rather than trying a full rebuild of all regional and product content. The scope was intentionally constrained and agreed at leadership level.
 
  • Four core corporate pages
  • Reusable product page templates
  • Blog template
  • Case study template
  • Modular components for future scaling
 
This means Finago could launch a credible corporate presence while preserving capacity for post-launch consolidation. At this stage, clear prioritisation was also critical. What had to go live by the November 13th deadline? What could we phase post-launch? What was unnecessary under time pressure?
 
Senior alignment means decisions were both disciplined and fast.
 
 

Design and UX

We applied the new Finago brand identity to a fresh corporate website design, with a focus on clarity and credibility rather than a creative reinvention. To speed up delivery:
 
  • Strong structural elements and visuals from the existing 24SevenOffice site were retained where possible
  • Existing web and brand assets were leveraged instead of a total rebuild
  • Targeted UX improvements were implemented, including typography hierarchy and clarity enhancements
  • Collaboration with Finago’s team ensured we had quick approvals, and visuals remained consistent
SL_AvidlyUK_OfficeShoot_019_SL_Avidly_Office_May23_SLV_0401_May23

Development and CMS

We built the website using HubSpot Content Hub, using a scalable, modular architecture. This approach enabled:
 
  • Quick page creation within defined templates
  • Drag and drop flexibility for Finago’s marketing team
  • Controlled visual consistently across all languages
  • A platform that can expand as Finago’s product consolidation continues
 
Finago opted for HubSpot CMS/Content Hub for its ability to combine governance, speed, and long-term maintainability, which is critical in a merger. HubSpot delivered a live corporate presence while still being adaptable for future growth phases.
 

The results

Before

  • Around 20 different websites across the merged entities
  • A fragmented brand presence
  • Legacy platforms that are no longer aligned with the new business
  • A risk of public confusion during the merger
  • Expiring trademark rights were creating a hard deadline
 

After

  • A unified corporate website under the Finago brand
  • A scalable, modular structure ready for consolidation
  • A clear public representation of the new merged group
  • On-time launch aligned with the fixed deadline
  • A CMS foundation enabling internal teams to extend independently
 
The outcomes of this project weren’t measured in typical conversion metrics or traffic. It was measured in organisational confidence and delivery certainty. Some of the key impacts from this project included:
 
  • A successful public launch against a fixed, non-negotiable deadline
  • The immediate establishment of a unified corporate presence
  • The removal of dependency on expiring legacy brand assets
  • A scalable HubSpot CMS foundation for ongoing consolidation
  • Strong internal confidence across leadership teams
 
Despite the scale, complexity, and time pressure, the Avidly team successfully delivered this project without over-engineering or compromising brand integrity.

Why Avidly? And what's next?

Finago needed a reliable partner capable of operating at the leadership level under severe time pressure.
 
They found value in our clear and honest scoping from day one, in that senior expertise was involved early in decision-making, in our discipline to prioritise what mattered, in our judgement to avoid unnecessary complexity, and in our calm, structured way of working under pressure.
 
For many, this would have been a challenging website build. For us, it was a merger-aligned public transformation successfully delivered in as little as three weeks.
 
Now that the platform is live, Finago can continue to consolidate products, content, and regional sites into a unified structure. Our work now focuses on:
 
  • Ongoing content integration
  • Leveraging HubSpot Content Hub as the scalable foundation for future growth phases
  • Product consolidation
  • Iterative UX improvements
 
Everything we’ve done so far for Finago is just the starting point, not the end state.