Geldvinder is on a social mission to help everyone in the Netherlands become more financially fit.
Client
APG
Year
2019 - 2023
Team
The Main Ingredient
Awards
"Wijzer in geldzaken" - Winnaar Publieksprijs 2021
Roles
- Product designer
- Lead Designer
- Brand designer
- UI Design
- Illustrator
Deliverables
- Brand eco system
- Live product
- Creative Strategy
- Motion design
- Design system
Created with the goal of empowering individuals in the Netherlands to achieve financial well-being, this brand's ecosystem is designed to simplify the complexities of personal finance. The end result is a delightful and user-friendly financial platform that reflects the product's essence, offering a fun-to-use experience with a friendly and accessible look and feel.
At the core of the product is a mission to help people become financially healthy. This vision was translated into a user experience that makes complex financial topics simple, approachable, and actionable. By combining clear guidance, intuitive navigation, and engaging interactions, the platform empowers users to take control of their finances step by step. Designed to build trust and reduce barriers, Geldvinder has become a reliable tool for a broad audience, supporting financial well-being in a practical and accessible way.
Mission
Geldvinder is an initiative with a social mission: to help everyone in the Netherlands become more financially fit. Personal finance is often complex, unclear, and for many people even stressful. That’s why APG set out to develop a platform that makes financial health simple, accessible, and engaging.
Solution
The result is a financial platform that transforms the complexity of money matters into a friendly and intuitive experience. With its colorful, playful design and clear language, Geldvinder manages to turn a sensitive and often stressful topic into something positive.
Challenge
How do you design a service that makes financial topics understandable for a broad audience—without falling into the trap of dry numbers or distant, formal language? The goal was to create a brand and product that inspires trust, while also feeling inviting and fun to use.
Impact
Geldvinder has successfully positioned itself as a trusted guide to financial health in the Netherlands.
The approach was recognized with the Public Award from “Wijzer in Geldzaken” (2021).
