Swoosh
Finance
Digital medium:
Swoosh Finance
Swoosh Finance is an Australian online lender that specialises in fast, simple and responsible small cash loans, helping Australians access the funds they need when unexpected expenses arise. Since 2014, Swoosh has built a reputation as a friendly, local and 100% online direct lender, offering personal loans with a streamlined application process and same-day approval for eligible borrowers
Evolving a trusted brand in finance for a new era
We first began working with Swoosh Finance in 2019 to elevate their digital experience and establish a strong visual identity within the personal lending space. 6 years on, while the brand foundations remained solid, both the business and expectations of modern consumers had evolved, prompting a review of the visual identity. Drawing on our ongoing work across the finance sector, we recommended a considered refresh rather than a full rebrand, allowing Swoosh Finance to modernise its appearance while retaining the equity and recognition it had built. Core elements such as the logo and colour palette were preserved, while supportive brand assets including typography and design elements were updated, with 3D graphics replaced by realistic photography and hand-drawn embellishments to create a simpler, more accessible and relatable brand expression.
Performance-driven page speed optimisation
A key priority of the rebuild was technical performance, driven by the highly competitive nature of organic search within the small cash loans and high-interest finance market. Google has confirmed that page speed and Core Web Vitals are ranking factors, meaning even marginal performance gains can influence visibility in saturated categories. With this in mind, we significantly improved Swoosh Finance’s Google PageSpeed scores, consistently achieving results of approximately 96–98 on both desktop and mobile. By optimising asset delivery, layout stability and rendering performance, the site now sits on a technically strong foundation designed to compete more effectively in search results while delivering a fast, responsive experience across all devices.
Designing digital journeys that convert
The website experience was deliberately structured around conversion optimisation. Interactive quoting tools and calculators were placed within the first viewport, allowing users to engage with the product offering immediately without unnecessary scrolling or navigation. These tools act as key conversion levers, encouraging early interaction, qualification and intent signalling. Supporting content, reassurance messaging and clear call-to-action pathways were then layered around these tools to guide users naturally toward application or enquiry, creating a journey that feels fast, intuitive and purpose-driven rather than overtly sales-driven.
We have worked with Pink Panda for years across numerous projects, and their friendly, diligent, solution-focused approach and industry experience have been invaluable to our evolving business needs.
We have worked with Pink Panda for years across numerous projects, and they are always friendly, diligent, and bring the very best of industry experience. Their positive, solution-focused approach has been invaluable to our evolving business needs. No problem is too big or too small for Adam and the team. They go out of their way to make everything as smooth as possible. We love having a local website developer who understands the Australian market, and we look forward to collaborating on more projects in the future.
Discuss your next project
If you’re ready to bring your ideas to life, whether they’re in the early stages or fully developed, I’d love to chat about how my team and I can make it happen.
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