Aquarius Financial

Creating a scalable website for a Boutique Wealth Management Firm.

Aquarius Financial

Aquarius Financial is a UK-based boutique wealth management firm helping UHNWI (Ultra-high net worth individual) clients achieve their financial goals. With capabilities spanning Global Investment Management, Wealth Planning, Family Services and Advisory Services, the firm serves their clients through a personal, custom approach.

Aquarius approached Underline to assist them with building a brand that would build trust with their customers and credibility with partner. Underline designed the brand identity, created a brand style guideline, and developed a website that drives operational efficiencies, improves how their digital experiences are managed and enabled deeper connection with customers, prospects and partners.

Launch Website

Brief & Approach.

The objective of this project was to create a compelling digital experience for the investment family as well as providing a platform for key corporate functions such as PR and HR to communicate with journalists and attract staff respectively.

Through a condensed requirements-gathering workshop it was determined that a brochure style website would be the best way to communicate the concept of the ‘investment group’. The emphasis would be on creating a compelling brand experience that would engage the target audience with strong yet streamlined copy and high quality imagery.

The work began with an in-depth period of exploration, where we learned the processes and philosophies of Aquarius. This information was then used to build a highly personal site; one that was full of vibrant personality and industry expertise.

Our Approach:

Information Architecture
Sitemap Creation
Low-Fidelity Wireframing
High-Fidelity Visual Designs
Front-end Development

Sitemap Creation for Aquarius Financial
Visual Design and Prototyping the Aquarius website layout

The Result.

Underline and Aquarius connected over the sharing of very similar ideals; a mutual passion for the same sort of desired outcomes. We built a site based on the principles of inbound marketing; a site that will continue to generate business for the Aquarius Financial team moving forward.

The entire website was crafted around positioning Aquarius as a modern, knowledgeable guide, leading their clients towards their desired financial freedom. We built a website that took the consumer through the entire journey: Developing empathy, sharing expertise, demonstrating brand differentiation, and outlining a process to set Aquarius Financial apart as a one-of-a-kind boutique wealth advisor for a brighter financial future.


The website was completed to a very high standard and crucially, launched on time. Our overall design and development focused on presenting Aquarius in a contemporary, yet professional manner with an emphasis on usability. The WordPress format, as customized by our developers, has provided the Aquarius team with a newly responsive content management system; a website optimized for increased conversions.

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