Best fintech websites: 12 examples and what each one does well

The short answer

We read the websites of 12 US fintech companies on 7 November 2026: four in business banking and spend, three that sell infrastructure to developers, and five consumer money apps. This isn't a ranking: each one is here because it shows one way to earn trust when the visitor is about to hand over money.

What they have in common:

• They say who holds the money. 8 of the 12 state in plain words that they are not a bank, and 9 of the 10 non-bank money businesses name a partner bank or card issuer on the homepage. Column is the bank; Plaid moves data, not deposits.
• Prices are public. 10 of the 12 publish prices or fee amounts on the pages we read.
• Numbers carry their basis. Rates come with a date, superlatives with a footnote, calculated returns with their inputs.
• Developers get code. All 3 infrastructure companies show code or an API payload in their first screens.

The 12 at a glance

All read on 7 November 2026 from US pages; rates change often. Chime blocked our crawler, so we read it through a fetch tool that quotes the page.

Twelve examples, one pattern each

Mercury: the not-a-bank line sits under the signup form

Mercury opens with "Radically different banking" and an email field with "Open account". Directly under the form it says: "Mercury is a fintech company, not an FDIC-insured bank. Banking services provided through Choice Financial Group and Column N.A., Members FDIC." Most of the others keep it in the footer.

It offers up to USD 5 million in FDIC coverage "through our partner banks and their sweep networks", with the conditions in a footnote. Its security page says each account is held in the customer's name, "with no middleware in between". Stats carry their source: the footnote on "1 in 3 Startups choose Mercury" names the Crunchbase data behind it. Pricing is USD 0, 29.90 or 299 a month.

Worth copying: put the sentence about who holds the money next to the form that asks for it.

Ramp: an asterisk on the word "banking"

Ramp's headline is "Time is money. Save both." The subhead lists cards, expenses, bill payments "and banking *", and the asterisk leads to the footer: "Ramp Business Corporation is a financial technology company and is not a bank. Bank deposit services provided by First Internet Bank of Indiana, Member FDIC." Each card's issuer is named too.

Above the headline, a live counter shows Ramp's share of US corporate payments, and the main action is a work email with "Get started for free". On the pricing page, each rate has a numbered footnote; the checking rate was "accurate as of 11/07/2026", the day we read it.

Worth copying: mark the exact word that needs a disclosure.

Brex: the headline rate comes with its formula

Brex leads with "Finance built for speed and control." Its treasury rate, "up to 3.97%†", has a dagger that explains the number: it "is not the DGVXX 7-day yield" but an annualized figure built from that fund's yield (3.56% that day) plus an extra return paid by Brex Treasury LLC, assuming both hold for a year.

Instead of a not-a-bank sentence, Brex names who provides each part: checking by "Column N.A., Member FDIC (an unaffiliated institution)", treasury by Brex Treasury LLC, a FINRA/SIPC member, and it states that "Brex LLC is a wholly owned subsidiary of Capital One, N.A." Its stats are dated: "based on internal metrics from March 2025".

Worth copying: when a headline number is a calculation, show the inputs and the date.

Relay: a rate for every plan, and a calculator to choose one

Relay speaks to "owners with payroll to run, customers to serve, and a reputation earned job by job", with pages for HVAC businesses and contractors and comparisons against Mercury, Brex and Novo.

Its footer reads close to the regulation: "Relay is a financial technology company and is not an FDIC-insured bank. Banking services provided by Thread Bank, Member FDIC. FDIC deposit insurance covers the failure of an insured bank." The savings APY is listed per plan (1.19%, 1.87% and 3.21%), "accurate as of 9/17/2026", with "Fees may reduce earnings". Its pricing page adds a calculator that estimates each plan's cost and earnings from your own numbers.

Worth copying: when the rate depends on the plan, publish each one with its date and let buyers run the numbers.

Plaid: a page for the people whose data moves

Plaid serves developers first: "Start building", then "Want access to 12K banks? We've got the API keys." with a code sample and "Read the docs".

What sets it apart is the second audience. The page tells consumers "you're in control of who has access to your financial data", links to Plaid Portal to manage connections and lists "Delete my data" in the footer. The pricing page shows no per-call prices but explains its three billing models and offers a free sandbox.

Worth copying: if end users never chose you, explain what you do with their data and how to stop it.

Column: proof the buyer can check from the other side

Column is a bank, and the first line says so: "Column NA Member FDIC" sits above "Move, hold, and lend the dollar at scale". The hero shows a full JSON object for an international wire, and the buttons are "Sign up" and "Documentation".

Its customer section names Brex, Mercury and Ramp, each with a CEO quote and what they use Column for. A buyer can verify that elsewhere: Mercury's, Brex's and Ramp's own footers name Column N.A. Its documentation opens with sandbox, testing and API key security guides.

Worth copying: name customers whose own disclosures confirm the relationship.

Modern Treasury: starting prices for every payment rail

Modern Treasury, a payment service provider, leads with "Build Products That Move Money" and walks through four steps (onboard, create accounts, move money, operate) beside an API request and its response. It claims USD 700 billion processed and 99.99% uptime.

Its pricing page publishes starting prices by rail: ACH from USD 0.25, RTP and FedNow at 1% plus USD 0.60 capped at USD 5. The FAQ answers what a buyer's lawyer asks: you need neither a bank partner nor your own licenses to start. The gap: the pages we read say accounts are "backed by regulated partners" without naming them.

Worth copying: publish starting prices per rail and answer the licensing questions next to them.

Wise: the full cost before signup

Wise's hero is a calculator. When we read it, it opened on USD 1,000 to Germany and showed the rate (1 USD = 0.8976 EUR), what the recipient gets (892.72 EUR), total fees (5.47 USD) and arrival ("Today - in seconds"). The pricing page frames the pitch: "Other providers hide fees in the exchange rate to charge you more. Not Wise."

A "Safe at every step" block lists 65 licenses and safeguarded funds, and the footer is exact: Wise is a money service business "registered with FinCen, not an FDIC-insured bank." Even the interest feature says where it isn't offered: New York and Alaska.

Worth copying: show the rate, fee and arrival time before asking for an email.

Chime: the superlative and its footnote

Chime's headline is a superlative, "America's #1 Choice for Banking®", followed by fee-free banking, cash back and "4.00% APY on your savings". The small print explains both: "Chime is a fintech, not a bank. Optional services and products may have fees or charges. #1 ranking based on Chime survey."

The APY footnote shows the tiers: 4.00% is "only available to members with Chime Prime status", otherwise 3.00% or 1.00%, "effective as of 10/06/2026". The footer names The Bancorp Bank, N.A. and Stride Bank, N.A.

Worth copying: put the basis of a claim next to the claim, and list the tiers behind any rate you lead with.

Public: one trust section that answers six questions

Public, an investing app, has a section titled "Secure by design. Transparent by choice." It answers six questions in a row: who regulates it, what SIPC protects (up to USD 500,000), how data is encrypted, where it's based, what it costs, and its uptime (99.994%, "based on calendar year 2024").

Comparisons carry their method: its "lowest base rate among leading brokerages" claim cites competitors' websites "as of 9/17/26" and defines "leading". The footer links FINRA's BrokerCheck and says "Neither Public Investing nor any of its affiliates is a bank." One gap: the same page showed 3.75% APY in the hero and 3.30% in its menu, and the page's HTML didn't explain the difference.

Worth copying: gather regulator, insurance, security, location, fees and uptime in one block, each with its basis.

Betterment: it says how it makes money

Betterment leads with "Build wealth with confidence and ease" and a 4.25% APY cash offer whose small print says "Betterment is not a bank" and gives the 3.50% base rate "as of 9/21/2026". Then it does something rare on a homepage: "Betterment primarily earns revenue through management fees (AUM-based or flat monthly fees), compensation from program banks on cash, securities lending activities, and payment for order flow."

Every number is dated, from 1, 5 and 10-year returns as of 31 December 2025 to its customer count, and a footer section, "Who Provides What Service?", maps each product to its legal entity.

Worth copying: say how you earn money, in one sentence, where buyers will see it.

Affirm: a worked payment example with the APR

Affirm's headline is "Flexible plans for every purchase", the button "See plans", and it reassures first: you can explore plans "without affecting your credit".

The footer turns that into numbers. Rates run from 0 to 36% APR "based on credit", and an example follows: "at a purchase price of $400 you could pay a down payment of $80, followed by 12 monthly payments of $28.88 at 15% APR or 4 interest-free payments of $100 every 2 weeks." The money account is held at Cross River Bank, and the line is plain: "Affirm is not a bank."

Worth copying: when you mention a payment amount, show a full example with down payment, number of payments and APR.

Patterns across the 12

What the table suggests:

1. The trust line is copy. The non-banks wrote a sentence naming the bank, and the best placed it where the visitor decides.
2. Every number needs its basis. The most credible figures had a date, a source or a formula.
3. Prices follow the buyer. Banking sites publish plans, infrastructure per-rail fees, consumer apps the rate or full cost.
4. Infrastructure sells to engineers first. Plaid, Column and Modern Treasury show an integration before they ask for a meeting.

For how software companies handle pricing in general, see our SaaS pricing page examples.

The rules that shape US fintech websites

Many of the lines above exist because a regulation asks for them. These are the rules we read and quote, as of 7 November 2026. This is general information, not legal advice.

FDIC: the official sign and claims about deposit insurance

Under 12 CFR part 328, insured banks must "clearly, continuously, and conspicuously display the FDIC official digital sign" on their homepage, login page and the page where a consumer first opens a deposit account (§ 328.5(c)). The FDIC's FIL-3-2026 says "The final rule sets a compliance date of April 1, 2027." Its Q&A adds that display of the sign by non-bank third parties "is generally improper because display of the sign would imply that the non-bank is FDIC-insured."

Section 328.102 covers anyone talking about deposit insurance: a non-bank that implies FDIC coverage must name the insured bank and disclose that it isn't one. It gives wording it considers clear: "A statement that a person is not an FDIC-insured bank and deposit insurance covers the failure of an insured bank would be considered a clear statement for purposes of this provision." It also asks for a disclosure "that certain conditions must be satisfied for pass-through deposit insurance coverage to apply." Mercury's and Relay's disclosures follow those sentences almost word for word.

Truth in Savings: APY with a date

12 CFR 1030.8 says an advertised rate of return must be an "annual percentage yield", with "a statement that the annual percentage yield is accurate as of a specified date" and "a statement that fees could reduce the earnings on the account." That explains Relay's dated APYs and "Fees may reduce earnings", Chime's "effective as of" and Ramp's dated footnote.

Truth in Lending: a payment amount triggers the full example

Under 12 CFR 1026.24(d), a credit ad that states a down payment, the number of payments or a payment amount must also state the down payment, the terms of repayment and the "annual percentage rate," using that term. The rule allows "an example of one or more typical extensions of credit". Affirm's footer example is that pattern.

Investment sites: BrokerCheck and the SEC marketing rule

FINRA Rule 2210(d)(8) requires "a readily apparent reference and hyperlink to BrokerCheck" on a member's initial page for retail investors. Public and Betterment link it from their homepages, as does Robinhood.

The SEC marketing rule-1) requires an adviser's third-party rating to disclose its date, source and any compensation, and performance to show "one-, five-, and ten-year periods". Betterment's badge note ("Buy Side on 3/3/25 for Feb '25. Fee paid for logo use.") and returns follow it, as do Wealthfront's 1, 5 and 10-year figures and its testimonial note, "No compensation was provided."

Mistakes to avoid

• Two numbers for one rate, with no reason given. Public showed 3.75% APY in the hero and 3.30% in its menu. If a rate depends on a plan or an offer, say so next to each figure, and pull every rate from one source.
• A claim without its basis. "#1", "lowest" and "up to" read as marketing until a footnote says based on what.
• Partners you don't name. Compliance teams will ask who holds the money; answer on the page.

A checklist for your own fintech website

Our website RFP builder turns your answers into a brief, and our website copywriting service helps with the hardest lines.

What to do next

Run the checklist on your homepage, pricing page and signup flow. Fix the copy before the design: most of what makes these sites credible is a sentence in the right place.

If you sell to finance teams or businesses, our B2B website design service covers the buyer paths and proof these sites use. If you sell software or an API, see SaaS website design. For a consumer app or a full rebuild, see our web design service.