The Situation


First West Capital specializes in innovative subordinated debt and mezzanine financing solutions for mid-market businesses with proven cash flow, across all industries in Western Canada and Ontario. In a short six years, they have grown tremendously and have financed over 50 companies in various sectors with funding totalling over $100 million. First West Capital is a subsidiary of First West Credit Union

The original First West Capital site was anchored in a bigger website that housed First West Credit Union and related entities. The CMS was challenging to administer and publish content to and the user experience was dated and out of step with the user journey and information flow. Lastly, the site was not representative of the progressive ambitions of First West Capital as a business and a brand, nor was it mobile friendly.

The Solution


Built on a WordPress CMS, we created a responsive digital experience that would connect with successful entrepreneurs and business people across all screens (smartphone, tablet and desktop). The goal was not to design a stereotypical financial institution website, where stuffy financial institution and intimidation factors are prevalent.

We sought to create a more personable, warm, dynamic and informative experience - one that prospects could actually relate to and one where prospects could easily take the next step with First West Capital. Through copy and rich visuals we wanted to clearly communicate who First West Capital is, what type of financing they provide, how they help businesses before during and after their financing event, and how to get the conversation started with them. All recommendations were created through a collaborative approach between the iamota team and First West Capital stakeholders and were backed by proof points and success stories.