Building a website for an asset management firm isn't the same as building a site for a retailer, restaurant, or other business. Financial services websites have specialized requirements, from investment terminology and regulatory compliance to performance reporting, fund data integrations, and required disclosures. A web development agency experienced in financial services understands these requirements and knows how to incorporate them into a website that's accurate, easy to navigate and showcases the firm's investment philosophy.
For asset managers, mutual fund and ETF companies, and wealth management firms, that industry knowledge can make a significant difference. The right partner brings together financial services expertise, content development, design and technical capabilities to create a website that communicates clearly with investors and financial advisors.
Why Do Financial Websites Require Specialized Expertise?
There are plenty of talented web designers and developers. But building a website for an investment management firm involves considerations and requirements that may be unfamiliar to a web developer that primarily serves other industries.
Financial services websites often contain specialized investment terminology, detailed product information, performance data and required disclosures. The content must be accurate, the design needs to accommodate that information, and the development team must understand how to work within the firm's compliance review process.
For example, a mutual fund website may need to display daily net asset values (NAVs), monthly and quarterly performance, fund fact sheets and prospectuses. An ETF website shares those requirements as well as several others.
A developer familiar with these needs can plan for them from the beginning rather than trying to accommodate them after the website has been designed.
The same is true of the content. Financial professionals use terminology that has very specific meanings. A seemingly minor wording change can affect how an investment strategy, risk or potential outcome is described.
An experienced financial services marketing agency understands these distinctions and recognizes when language needs additional review.
Your Website Should Tell Your Story
Many financial services websites do a good job presenting investment information but tell visitors very little about the firm itself. Performance figures and product descriptions are important, but prospective clients and investors also want to understand the investment philosophy, the people managing their money, and what distinguishes the firm.
For asset managers, that could mean explaining an investment process that has taken years to develop. For wealth managers, it may involve communicating a philosophy of client service or financial planning. For mutual fund and ETF companies, the challenge may be describing a specialized strategy in language that is meaningful to both financial advisors and investors.
Technical language certainly has its place, particularly when communicating with financial professionals. But a website also needs to be easily digestible for investors visiting the site who may not be familiar with industry jargon and technical terms.
Your website should reflect your firm's personality as well.
Photography, video, executive biographies and thoughtful design can help visitors get to know your team. Your firm's history, investment philosophy, and approach to serving clients should come through in your messaging.
When SunStar developed the website for SanJac Alpha, one of the primary objectives was to communicate the firm's investment approach while helping visitors get to know the people behind it. A clean, modern design and clear navigation give SanJac Alpha an approachable online presence, making it easy for visitors to explore the firm’s investment philosophy, ETFs and market insights. That project received the “Best Investment Website 2026” award from the Web Marketing Association.
How Does Compliance Affect Financial Website Design?
Compliance is one of the most important reasons to work with a web development firm that understands financial services.
Depending on the type of firm and the materials being published, website content may be subject to Securities and Exchange Commission (SEC) regulations, Financial Industry Regulatory Authority (FINRA) rules and other applicable requirements.
Registered investment advisers, mutual funds, and ETFs, do not operate under identical advertising and communications rules. The requirements depend on the organization, its activities and the particular information being presented.
These distinctions matter when writing website copy, displaying performance, describing investment objectives or presenting comparisons.
Even the placement of information can be important.
Performance tables are required – as are the disclosures that accompany them. Investment product pages may need links to prospectuses, annual reports and other documents. Certain claims, descriptions or statements may need to be revised before they can be published.
A web development firm unfamiliar with financial services may not anticipate these considerations.
SunStar has extensive experience working with fund distributors and financial services compliance teams. We develop websites and draft content with compliance considerations top of mind. We understand the importance of incorporating compliance review into the development process and coordinating any revisions.
The client's legal and compliance professionals determine what is required and provide the necessary approvals. Our role is to help make that process as seamless as possible while maintaining the integrity of the design and messaging.
What Technical Features Do Financial Services Websites Need?
A financial services website may appear straightforward, but substantial coding and technology typically operate behind the scenes.
Mutual fund and ETF websites, for example, almost always integrate with fund administrators to display daily NAVs and monthly or quarterly performance data. Depending on the product, other information may also need to be incorporated.
These dynamic integrations require planning, programming, testing and ongoing attention.
Financial websites also need to function across different devices. Financial advisors researching a fund on a desktop computer should be able to navigate the site just as easily as an investor visiting from a smartphone.
The content management system is another consideration.
Platforms like WordPress and Joomla can allow firms to update articles, biographies, commentary and other website content without requiring a complete redesign or the involvement of a developer. Choosing the right platform depends on the firm's needs, internal resources and desired functionality.
Hosting, backups, software maintenance and security are also important parts of keeping a website operating properly.
Before development begins, firms should identify who will maintain the website, make updates and handle technical issues. Those responsibilities should be defined early, especially when multiple service providers are involved.
Making Your Website Easier to Find
Your website may clearly convey your firm's expertise, but clients and prospects must be able to find it.
Search engine optimization (SEO) helps search engines understand your website's content and identify pages relevant to a user's query.
For financial services firms, effective SEO begins with useful, accurate content. Clearly describe your investment strategies, services and expertise using terms your target audience is likely to search for.
Answer engine optimization (AEO) helps AI-powered search and answer tools discover, interpret and reference content.
Someone researching an investment strategy may ask a search engine or AI assistant a question instead of entering keywords. Clear explanations and direct answers make website content easier for these systems to interpret.
Descriptive headings, relevant page titles, internal links, educational articles and current information can strengthen your online presence.
SEO and AEO do not guarantee visibility in search results or AI-generated answers, but both can support a broader digital marketing strategy.
Keeping Your Website Current
An asset management firm's website should evolve along with the business. New products may be introduced, investment teams may change, and market developments may create opportunities to share additional insights.
Regularly publishing educational articles, market commentary, portfolio manager interviews and company news gives visitors reasons to return.
Your website can also support other marketing and public relations activities.
When your firm receives financial media coverage, you may be able to feature that coverage on your website, subject to appropriate permissions and compliance review. Articles published on your website can be shared through social media, email campaigns and other communications.
An experienced agency can continue supporting the site through content development, design updates, programming, SEO and ongoing maintenance.
What Should You Look for in a Financial Services Website Development Firm?
Before selecting a web development partner, spend some time reviewing the firm's experience.
Has the firm developed websites for asset managers, mutual funds, ETFs or wealth management firms? Does it understand the information those organizations need to present?
Ask to see examples of completed projects. Look beyond the visual design and consider whether the sites clearly explain the firms' investment approach and objectives, present information logically, are easy to navigate, and important documents are easy to find.
It's also important to understand who will be writing the content.
A designer may be able to create an attractive page, but that doesn't necessarily mean the firm can explain a complicated investment strategy or distinguish between terminology used for different financial products.
Learn more about how the firm manages compliance reviews and whether it has experience working with fund administrators or other service providers.
Lastly, find out what happens after launch. Websites need ongoing attention, not only to update content, monitor that all data feeds are operating properly, but also to make any software updates.
Financial Website Development at SunStar
At SunStar, financial services is our specialty. We've developed websites for asset managers, mutual fund companies, ETF providers and wealth management firms. We’re well versed in the terminology, technical requirements and compliance processes that are required.
Our work begins with understanding the firm. We learn about its investment philosophy, process, people and the audiences it wants to reach. From there, our team develops content and design that bring those elements together.
We manage website writing and editing, design, programming, compliance coordination and launch. We set up and monitor data feed integration with fund administrators, hosting, software maintenance and ongoing updates.
And we have the award-winning work to demonstrate our experience.
In addition to the Web Marketing Association’s 2026 Best Investment Website award, SunStar’s website work has earned a 2024 Web Excellence Award for Summit Global Investments, 2022 Web Marketing Association awards for OTG Asset Management in the Investment and Mutual Fund categories, and 2020 recognition for Mairs & Power’s mutual fund website.
Our clients don't have to spend time explaining the basics of mutual funds, ETFs, investment terminology or the compliance process – we already live in that world.
For a closer look at our approach and capabilities, see SunStar's Website Development Overview.
You can also explore examples of our work on our Website Design and Content page.
Choosing the Right Website Partner
Your website is often the first introduction someone has to your firm. It should reflect the quality of your work, communicate your investment approach clearly, and give visitors the information they're looking for.
When choosing a web development partner, experience in financial services should be at the top of your list of requirements. It can save a considerable amount of time and energy so you don’t have to explain industry terminology, compliance requirements and review process, and the technical requirements of a financial website.
FREQUENTLY ASKED QUESTIONS:
Why should an asset manager use a specialized website development firm?
A web development firm that specializes in financial services already understands investment terminology, product information, compliance considerations and the technical requirements common to asset managers as well as web development. This experience can streamline content development, design, compliance coordination and implementation.
What should a mutual fund or ETF website include?
Depending on the products offered, a mutual fund or ETF website may include investment objectives, strategy descriptions, portfolio manager biographies, NAV and performance data, fact sheets, prospectuses, disclosures and educational resources. The specific requirements depend on the fund and applicable regulations.
What compliance requirements apply to financial services websites?
Requirements vary by firm and content. SEC and FINRA rules may govern certain investment communications, advertising, performance presentations and disclosures. Firms should work with their legal and compliance professionals to determine which requirements apply.
Can financial websites automatically update fund performance information?
Yes. Websites can be integrated with fund administrators and other data providers to display NAVs, performance information and other fund data. These integrations require appropriate configuration, testing and maintenance.
How can SEO and AEO improve a financial services website?
SEO helps search engines discover and understand website content, while AEO focuses on making information easier for AI-powered search and answer systems to interpret. Both benefit from clear explanations, accurate terminology, descriptive headings and content that addresses audience questions.
What should financial firms consider when redesigning a website?
Firms should evaluate their current messaging, design, navigation, compliance needs, technical requirements and ongoing maintenance plans. A website redesign is also an opportunity to update content, strengthen branding and make the firm's expertise easier to understand.