MoneyHero Group: Credit Card Journeys

Between February 2024 and December 2025, we worked embedded within MoneyHero Group to redesign the credit card experience end-to-end. Traffic was strong across all markets. The decision architecture, product presentation, and information capture flows weren't keeping pace.

• Client: MoneyHero Group (NASDAQ: MNY)
• Markets: Singapore · Hong Kong · Taiwan · Philippines
• Industry: FinTech · Personal Finance Comparison
• Engagement: February 2024 to December 2025

The challenge

High-intent users were arriving from paid and owned channels. The journey wasn't fully optimised to convert that intent to applications.

Campaign pages didn't reflect users' recent intent. Results pages displayed long, undifferentiated card lists, with filtering and sorting logic that varied by market without a clear rationale. Product detail views were built for desktop and worked poorly on mobile: users couldn't quickly compare benefit structures or assess coverage differences in the context where most of them were actually making decisions.

Platform rewards and issuer benefits were blended throughout, making it unclear what the platform was offering versus what the bank provided. That ambiguity mattered more than it appeared to.

The information capture step before handoff to providers added friction at exactly the wrong moment. Users were asked for details before understanding what they were committing to, and the flow varied by market without clear structural reasoning.

The cultural dimension made this harder to diagnose. In English-language markets, ambiguity reduced trust. In Mandarin and Cantonese markets, incomplete information reduced confidence. Different surface problems, same underlying cause.

What we did

Working embedded with growth, product, engineering, analytics, and local market teams, we rebuilt the credit card journey from campaign entry through to application handoff.

Restructuring the decision sequence

We reversed the campaign logic so users declared reward intent before viewing card lists, then built dynamic card views around that intent. Platform incentives and issuer benefits were separated with a consistent hierarchy throughout. Comparison modules were redesigned to show plan differences clearly before users applied.

Redesigning product result pages

The core results page was rebuilt as a mobile-first design. Card presentation prioritised scannability: clear benefit hierarchies, mobile-optimised comparison tables, structured product information that balanced coverage detail with campaign messaging. Modal-based product detail views replaced the cluttered desktop layout, allowing users to explore cards without losing context.

Comparison functionality was redesigned to work on mobile without horizontal scrolling or layout collapse. Progressive disclosure allows users to go deeper only when needed.

Streamlining pre-application capture

Required fields were reduced. Form logic was tightened. Progressive validation improved completion rates. The step was clearly labelled as preparation for the application, not the application itself. A small framing change made a measurable difference.

Scaling across markets and products

Filters, sorting logic, and product presentation were unified across all four markets. The same structural approach extended beyond credit cards to loans, bank accounts, and investment products, all built from a consistent decision architecture.

A tokenised cross-brand design system handled component logic, hierarchy, and spacing, with market and language variations managed through tokens rather than layout rebuilds. The system was built as modular Strapi CMS sections, so new templates for other pages and markets could be created without rebuilding the core structure.

Measuring and iterating

Structural variations were prototyped and tested on live traffic, typically within a week per cycle. Conversion data was reviewed regularly through internal analytical dashboards. MS Clarity session replays informed iteration. Every change was measured before scaling.

Results

"Kamil and his team diagnosed where our journeys were breaking and redesigned them end-to-end. The travel insurance work was the clearest example: real conversion improvements across both Singapore and Hong Kong. They embed fast, move at product speed, and the impact sticks."

Rohith Murthy, Group CEO, MoneyHero Group

Live credit card journeys:

• SingSaver SG
• MoneyHero HK
• Money101 TW
• MoneyMax PH

Methods: Journey Mapping · Mobile-First Architecture · Reward-First Decision Logic · Product Detail Redesign · Comparison Table Optimisation · Modal-Based Product Views · Pre-Application Flow Simplification · Tokenised Design System · Strapi CMS Modular Sections · Rapid Prototyping · A/B Testing · AI-Assisted Prototyping · MS Clarity Behavioural Review · Looker Dashboard Analysis · Cross-Market Rollout Strategy · Cross-Product System Extension

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This case study reflects the consultant's direct experience working with the MoneyHero team and is shared for illustrative purposes only.

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