LinkFi Consulting
From personal brandto institutional grade.
- Client
- LinkFi Consulting
- Location
- London, UK
- Category
- Creative · Growth
- Services
- Brand identity · Website design · Website development · SEO
- Year
- 2026
The practice the site represents
Figures are Mandy Chiu’s own track record
300+
investment products launched across Mandy Chiu’s career
20+
years in financial markets
3
audiences, each with its own page
5
services, from ETF strategy to market entry
01 / The brand
The bridge between TradFi and DeFi.
LinkFi Consulting is a strategic advisory practice founded by Mandy Chiu, CFA, at the intersection of ETFs, indexing and digital assets.
With more than twenty years in financial markets and 300+ investment products launched, Mandy advises asset managers, financial institutions and crypto-native firms on turning new opportunities into institutional-grade products, partnerships and market strategies.
02 / The challenge
A track record with no home.
Mandy carried a record most firms would envy, but nothing online reflected the weight of it. LinkFi needed a digital presence that matched its founder and gave institutional clients a reason to trust it on first impression.
- ANo platformNowhere to show two decades of authority across ETFs, indexing and digital assets.
- BPositioning gapBetween deep institutional credibility and fast-moving digital-asset innovation.
- CNo path to a callReputation and speaking visibility weren’t turning into booked consultations.
03 / The approach
An authority statementand a lead engine.
- 01Premium identityDeep maroon, dusty rose and an elegant serif that signal institutional trust, not startup noise.
- 02Positioning storyA hero built on the TradFi and DeFi intersection, so LinkFi’s vantage point is clear at once.
- 03Audience claritySections for asset managers, digital-asset firms and boutiques, so each sees their situation.
- 04Credibility and conversionFounder bio, hard numbers, industry logos and speaking moments, with “Discuss your strategy” throughout.
04 / Visual identity in action
The founder, front and centre.
The website became the stage for LinkFi’s positioning and Mandy’s authority: two decades of institutional credibility, backed by hard numbers and recognisable names.
Asset managers, digital-asset firms and boutiques, each with its own value story.
ETF and product strategy, digital-asset strategy, partner selection, market entry and scale-up.
From Morningstar’s “25 Leaders in 2025” to speaking stages across Europe.
05 / Built to grow
A site that keeps working after launch.
The build was never just about launch day. As Mandy advises across new markets, the site has to grow with the practice.
New services, audiences and case studies slot in without a redesign.
Speaking, recognition and thought leadership stay up to date.
SEO and performance built in, to keep inbound institutional interest coming.
08 / Who worked on it
The people you’d actually talk to.
CollinsDesign lead · brand and website- EngineerEngineering teamWebsite build and SEO
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