UX-Driven Workflows: introducing the new Caplin

Today we’re launching a refreshed Caplin website, and a new tagline to go with it.

Caplin has changed a lot over the last few years. Our work with financial institutions now goes well beyond the trading screen, and the way we described ourselves hadn’t kept up. 

This refresh is about fixing that - being clearer on how our approach to UX drives the things banks actually care about: efficiency, performance, customer loyalty and profit.

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Our new messaging

UX-Driven Workflows that Power Productivity

Orchestrating the trading experience with tailored solutions to maximise efficiency.

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It’s short, but every word is there for a reason - what we do, who we do it for and why it matters.

It’s also backed by results: replacing fragmented legacy systems with a single workspace has delivered a 30% higher trade win rate and removed manual rekeying entirely.

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Why we made the change

From design to UX. Design has always been at the heart of Caplin, but “design” can sound like a coat of paint. UX is bigger than that - it’s about people getting their work done quickly and without friction, and it better reflects the strategic role we play for our customers.

A wider scope. We no longer stop at FX trading and execution. We’ve moved into Digital Assets, Commodities and Precious Metals, with solutions across sales, trading, back office and managed services. “Workflows” also gives us room to talk about payments, post-trade and the professional services that tie it all together.

Built to work with AI. AI is changing our industry quickly, but it doesn’t remove the need to untangle complex customer journeys and workflows - and I think that’s where Caplin is strongest. We use AI in the solutions we build, and bring what we’ve learned to help customers implement it well. The result is a stable experience layer sitting between your systems, your users and whichever AI tools you choose to adopt, so as those tools change, everything stays joined up.

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What's new on the website

We rebuilt the site around one question: what do customers need to find, and how quickly can they find it?

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Clearer from the first click. What we sell, who it’s for and why it matters, led by the benefit to your users rather than dense blocks of text.

Proof that’s easy to find. Case studies and whitepapers are now much more prominent, so you can quickly see how other institutions are using Caplin.

Product pages with context. Each product page covers the key features and the problem the product solves, not just what it does.

Navigation built around your needs. We've organised the site around the problems we solve - and there are three ways in:

• By Product - our applications, the technology underneath them, managed services and professional services.
• By Solution - organised by team, from the Sales Desk to the Back Office.
• By Asset Class - so you can go straight to the markets you trade.

Take a look

This is more than a new look - it’s a clearer statement of who Caplin is today and where we’re heading with our customers.

Have a look around, browse the case studies and let me know what you think. And if there’s a workflow slowing your teams down, I’d love to talk about how we can help fix it.

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Tom Darvall