Executive summary

Key outcomes

  • Delivered in three weeks against a fixed, non-negotiable deadline
  • 20+ legacy websites consolidated into one unified presence
  • Four companies and four languages brought under a single Finago brand
  • Scalable HubSpot Content Hub foundation ready for ongoing consolidation
Avidly partnered with Finago to deliver an MVP website for the Scandinavian market (Norway and Sweden) in just three weeks. While the Finnish team developed the global corporate website in a parallel initiative, the Scandinavian site needed to align closely with this direction and support a long-term vision of eventual consolidation across brands and products.
 
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.
 
The site was developed with a long-term perspective in mind, ensuring alignment with the Finnish corporate website and enabling future consolidation across the wider Finago group.

Business overview

Finago is a Nordic financial software group providing accounting and ERP solutions. 
 
Following a merger with a Finnish company, Finago rapidly expanded from a 200-person business in Norway to more than 800 employees across four companies.
 
As part of this transformation, Finago needed to launch a new MVP website for Scandinavia (Norway and Sweden) that reflected the new brand identity while aligning with a separate corporate website being developed by the Finnish team. With a fixed public launch date, Avidly was challenged to deliver this scalable HubSpot site within just three weeks.
 
This was a time-critical transformation under executive scrutiny, not just a redesign project.
 

The challenge

While a separate corporate website was being developed by the Finnish team, the Scandinavian organisation required an MVP site that could be launched quickly while remaining visually and strategically aligned with the broader, long-term consolidation vision.
 
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.
Finago-email-newsletter

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

 

Alignment with Finnish corporate direction

Although the project focused on delivering an MVP website for Scandinavia, Avidly ensured that the design and structure aligned with the broader corporate direction established by the Finnish team, supporting a unified brand presence and enabling future consolidation.
Finago-laptop2
Finago-screens

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

  • An MVP website for Scandinavia aligned with the broader corporate brand direction
  • 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.
 
  • 3 weeks from brief to live launch
  • 20+ legacy websites replaced by a single corporate platform
  • 4 companies, 4 languages unified under one brand at launch
  • 0 deadline misses, launched on the fixed public date
  • 1 CMS platform now managing all corporate content, with internal teams able to extend independently

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.
 
Working with the team on our MVP website was a highly collaborative and efficient process. They quickly understood our goals, translated them into a clear and functional solution, and delivered a strong foundation we could continue to build on. The outcome met our expectations for both speed and quality.
 
 
Avidly A
Marie Hoff-Nilsen
Finago Norway website manager
The Scandinavian MVP site provides a strong foundation for future phases, including the gradual consolidation of additional brands, products, and regional websites. It's a process expected to unfold over several years in alignment with the broader corporate strategy.
 
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.