Healthcare professionals Amirra and Mazi noticed a glaring gap in the market: there was no financial platform designed specifically for people in their field. Many healthcare professionals carry heavy debt from years of education, and because of the caregiving nature of their work, they often put their own needs last. Retirement planning, private practice setup, and long-term financial goals are delayed or ignored. Routefin was created to change that.
background:
The Challenge:
At the start, Routefin was just an idea. The founders had no brand infrastructure to build on. They needed everything from positioning and messaging, to visual identity, to a functional financial platform. Routefin needed to present itself as a trusted guide and a safe, non-judgmental space where professionals could find both encouragement and practical tools.
Solution:
Through a deep brand strategy process, we defined Routefin’s dual offering: a marketplace that connects healthcare professionals with vetted financial experts, and a resource hub that helps them tackle specific goals like debt reduction, retirement savings, or launching a private practice.
brand strategy:
We developed the visual identity system, including fonts, colors, and photo direction. The design is approachable and professional, balancing authority with warmth.
Brand Identity:
We established a brand voice that is clear, empathetic, and non-judgmental. The copy speaks directly to healthcare professionals in language that feels both encouraging and practical, making financial planning feel accessible instead of overwhelming.
Copywriting:
We built an interactive quiz that helps users identify their starting point based on their personal goals. It also includes the expert marketplace, where users can connect with financial professionals, and a resource hub filled with guides and tools to support ongoing progress.
Website Development:
The Result:
Routefin launched in beta with strong early reception. Healthcare professionals finally have a space designed specifically for their needs, and the platform’s clarity and warmth set it apart from generic financial solutions. With a strong brand foundation, clear messaging, and a scalable platform, Routefin is positioned to grow into the trusted financial partner for healthcare professionals.
Reviews
"When I came to SoCircle, RouteFin was just an idea, but from the very beginning starting with the brand strategy guide they helped me bring clarity to my vision and turn it into something real. The process has been streamlined, efficient, and incredibly supportive, with quick communication not only from Jacinta but also from her entire team. I felt so seen and supported in the entire branding and design process. She’s truly a creative partner who makes the experience fun and empowering. This investment has been worth every penny, and I couldn’t be happier with the results.”
