A B2C fintech, rebuilt for B2B, without breaking trust.
Groundline had built a beloved consumer product and needed to add a B2B revenue line without alienating the consumers who'd carried them this far. We rebuilt positioning, IA, and the site — and added $11M in B2B pipeline in eight months.
The brief
Groundline had a million consumer users and a board demanding a B2B story. Every B2C company that tries this fumbles either the consumer trust or the B2B credibility. They wanted to keep both.
What we built
Three distinct audience journeys mapped across a single domain, with information architecture that respected each one. A B2B brand expression that nodded at the consumer DNA without being colonized by it. A pricing page rebuilt around CRO research from 18 customer interviews and four months of session replay.
What changed
B2B pipeline grew to $11M in eight months. Consumer churn was flat — not a single cohort moved more than 1.4% off baseline. Trial-to-paid B2B conversion outperformed industry benchmarks by 38%. The CMO asked us to embed for an additional quarter.
Forma did the thing every other agency told us was impossible.
Verre Maison · 2025
A 41% revenue lift on existing traffic — no media spend.
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