Web Development

Helping WalletJoy Launch A Personal Finance Site

The Client

WalletJoy’s aim is to take the stress out of finances by offering informational content on all of life’s biggest and most financially demanding moments, from getting married to buying a house.

Project Overview

WalletJoy was formed as an offshoot brand of CoreDigital Media, as a personal finance site with financial advice and credit card recommendations. Building the brand from scratch, the client had yet to fully flesh out the direction they wanted to take.

WalletJoy lacked a website and the team to build one quickly

The client's developers had limited experience with frontend development and user experience, so the design process would take much longer than WalletJoy wanted to wait.

Key Objectives:

  • Refine and clarify brand direction, including determining target audience
  • Design website frontend that’s user-friendly and aesthetically pleasing
  • Expedite launch process with additional, highly qualified developers
  • Put together a final product that its internal team could maintain


Rootstrap worked with WalletJoy on extensive user testing throughout the website-building process. Countless interviews were conducted with members of the target audience to determine their largest pain points and how WalletJoy could solve them.

From this, they decided to focus their content on major life events that often strain people financially, such as weddings and childbirth. The site included lots of illustrations to put users at ease.

The needs of the project were constantly changing as the brand took shape. When WalletJoy chose WordPress for their backend, as their in-house team was strongest with that platform, Rootstrap had no problem pivoting to accommodate them.

The Rootstrap team was able to step up and provide strategic guidance. We ultimately decided to go with WordPress, and Rootstrap was able to readjust pretty quickly and get us the talent that we needed.
ZACK BABIN, Product Lead at WalletJoy

Everything was designed to be simple and user-friendly with thorough documentation for the entire process, allowing WalletJoy’s internal team to ultimately take over the project once the initial push was complete.

However, Rootstrap’s team was fully prepared to keep supporting WalletJoy for as long as they needed.

Rootstrap provided WalletJoy with three developers who were able to develop an early version of the website within about 3 months -- far faster than WalletJoy’s team could’ve done alone.

The Result

WalletJoy’s website is now clean and easy to navigate, both for its customers on the frontend and its internal team on the backend.

Rootstrap has gradually passed the project back to the WalletJoy team for long-term maintenance and further development, with plenty of support to ensure their ongoing success.

With a strong brand focus and sleek web design, WalletJoy could focus on monetization for the years ahead with the site seeing user retention figures exceeding expectations.

Rootstrap has been incredibly flexible and extremely hard working. They've proven time and time again that they're willing to put in the hours to get it done.

ZACK BABIN, Product Lead at WalletJoy

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