Hala — Fintech onboarding and website
Saudi Arabia's leading B2B fintech platform — onboarding and website for 150,000+ businesses and $20B+ in annual volume.
Context
Hala is Saudi Arabia's leading B2B fintech platform — built for small businesses, freelancers and corporations managing their finances under the oversight of SAMA (the Saudi Central Bank). 150,000+ businesses, $20B+ in annual transaction volume.
Problem
At that scale, and under SAMA regulation, trust and clarity aren't optional — they're the foundation every design decision rests on. The onboarding and marketing site had to make a complex, RTL, multi-account product feel simple and credible.
Role
End-to-end UX/UI — the onboarding and business-registration flow, the marketing website and the design system, all in Figma and Arabic / RTL-aware.
Solution
A clear, trustworthy onboarding and website experience, backed by a scalable design system kept consistent across mobile and web.
Impact
30% drop-off reduction → 20+ daily leads, on a platform carrying 150,000+ businesses and $20B+ in annual transaction volume.
