Financial close softwareNew York

Tallyfold.

Website for software that organizes the monthly financial close for controllers at companies with 200 to 2,000 employees. With no client logos or results percentages, the proof had to come from the product itself, shown working right on the first screen.

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01

Case study

The challenge.

Financial software websites tend to prove value with client logos, integrations with well-known systems and percentage gains. A new brand has none of that to show, and making it up would be misleading. The buyer is a controller, who spots in seconds a date or a balance that doesn't add up. The site needed to show the product with professional rigor, explain what changes in the close and publish the price, which in this industry usually sits behind a “talk to sales”.

01 Proof without logosClient logos and percentage gains are the industry's standard proof, and a new brand has neither.
02 A reader who checksControllers notice impossible dates and numbers that don't reconcile; one error in the dashboard would sink the credibility of everything else.
03 Closing in spreadsheetsThe real problem is a checklist kept by one person, reconciliations done the day before and approvals lost in email.
04 Hidden pricingIn this industry, plans usually end in “talk to sales”; publishing prices required a clear table consistent with the home page.

02

Flowt Method

The diagnosis.

The site proves the product by showing the month-end close at work, with no client logos or results percentages, and takes the controller from the first screen to a booked demo.

Concept projectFlowt Diagnosis v0.2 · B2B SaaSApplied on Oct 3, 2026

SpeedAn interface built entirely in HTML and SVG, with no photos; native scrolling, no smooth-scroll library, and GSAP only in the dashboard and modules.
Verifiable accessibilityLighthouse 100 and axe with no violations.
Path to the main action1 tap to the demo page, 11 to a booked time slot; on mobile the first field sits at 1,035 px, below the fold.
Pricing pageA dedicated page with three plans and prices ($1,250 and $2,900 per month), per-entity billing, unlimited users, a comparison table and billing questions; the only thing missing is how to cancel.
Product and path to valueThe dashboard shows the product before any form, the scheduler offers time slots right away and implementation comes as a specification (4 to 6 weeks).

See the full analysis

All 13 criteria, with the evidence for each point: what meets the criterion, what partly meets it and what depends on a real company. Because the brand is a concept, there is no "before" and no total score.

Being found

Being understood by search engines and assistantsPartly meets

Title and description on each page, one H1, SoftwareApplication JSON-LD with the plans and FAQPage, and the dashboard in text, not as an image. Partial because of the deliberate noindex and the lack of third-party mentions.

Managed reputationNot applicable

Concept brand, no real reviews. In a real project, volume, recency and responses are measured before and after on G2 and Capterra.

Being chosen

First screen and value propositionPartly meets

It says what it does (monthly close software) and shows “Book a demo” and the product. It doesn't say who it's for or what sets it apart from competitors: per-entity pricing only appears in Pricing.

4 of 6 checks

Verifiable, permitted proofPartly meets

The proof is the product: a dashboard with data marked as simulated and a trail for every approval. There is no team, no clients and no about page; a real company would add founders, clients and reviews with a stated source.

Consistency across channelsNot applicable

There are no external channels to compare. Within the site, SSO, SCIM, data residency and auditor access are described the same way on the home page and in the pricing table.

Pricing pageMeets

A dedicated page with three plans and prices ($1,250 and $2,900 per month), per-entity billing, unlimited users, a comparison table and billing questions; the only thing missing is how to cancel.

Security and compliancePartly meets

A section with SSO and SCIM by plan, per-entity permissions, encryption and data residency; SOC 2 Type II appears as an example, under NDA, without saying “certified”. A security page, a DPA and a subprocessor list are missing.

IntegrationsPartly meets

It explains the fit: it reads from the ERP, the banks and the subledgers, writes only what is approved and does not replace the ERP. It names no system, on purpose; a real project would include the list.

Being contacted

SpeedMeets

An interface built entirely in HTML and SVG, with no photos; native scrolling, no smooth-scroll library, and GSAP only in the dashboard and modules.

Lighthouse 100 on mobile · LCP 1.4 s

Verifiable accessibilityMeets

Lighthouse 100 and axe with no violations. The module index is real navigation, with aria-current, the annual or monthly toggle works with the arrow keys and, with reduced motion, the dashboard opens in its final state.

axe: 0 violations

Technical foundation, measurement and privacyPartly meets

No trackers; the demo form states that nothing is sent. No analytics installed and no privacy policy, which a real SaaS would need to ask for a work email and company.

Path to the main actionMeets

1 tap to the demo page, 11 to a booked time slot; on mobile the first field sits at 1,035 px, below the fold. The page says what the demo covers and who takes part.

1 tap to the page · 11 to book

Product and path to valueMeets

The dashboard shows the product before any form, the scheduler offers time slots right away and implementation comes as a specification (4 to 6 weeks). The form has 6 fields, one more than ideal.

Industry obligationsThere is no mandatory registration in this industry; the site follows the two rules that matter: SOC 2 appears as a sample report, without “certified”, and there are no testimonials or client numbers (FTC rule).

In a real project, each criterion is measured before and after, with the same yardstick and evidence for each point. There is no score: what you see is how many points remain open.

03

Strategy

Strategy and site map.

The first screen shows the product at work: a close dashboard with simulated data, labeled as such. Just below, the problem appears in the controller's language, and the product is split into four modules, in the order the close happens, each with an interface vignette. Integration and security answer IT's questions without naming any real ERP. Pricing is per entity, with unlimited users, and every claim on the home page was checked against the plan table.

01Home

Opening with live dashboard
The close today
Four modules
Audit trail
Integration
Security
Questions
Closing

02Pricing

Opening with annual or monthly billing
Three plans
Plan comparison
Pricing questions
Closing

03Book a demo

What the demo covers
Who takes part
Contact details
Time slot selection
Confirmation

Visual system

Typography, color and rhythm.

A single family, Schibsted Grotesk, for headings and text, to sound like a work tool; numbers, dates and times are set in a monospaced font and right-aligned, as in a financial spreadsheet. The base is paper and ink. Ledger green appears only in shapes, such as the completed-task dot, and a darker green handles text. The tally marks of the symbol count the days of the close in the dashboard.

Visual system of Tallyfold: heading font, body font and color palette with codes

Close dashboard
Day counter in tally marks
Module vignettes
Audit timeline
Plan comparison table

04

Signature moment

Live close dashboard.

While the visitor reads the heading, the dashboard completes September's close for a sample company: tasks move from open to review to done, reconciliations match, the revenue variance above the threshold gets an explanation and the log shows who approved and at what time. The controller sees the product working in the vocabulary of their own job. The “simulated data” label stays visible at all times.

On mobile

Made for the small screen.

Three screens of the site on a 390 px wide phone, the most common width today.

Tallyfold on mobile: Opening: the heading, the two actions and the start of the close dashboard, with the simulated data label in view. — Opening: the heading, the two actions and the start of the close dashboard, with the simulated data label in view.

Tallyfold on mobile: Module 01: the checklist with preparer, reviewer and dependencies, followed by the vignette of tasks unlocking in order. — Module 01: the checklist with preparer, reviewer and dependencies, followed by the vignette of tasks unlocking in order.

Tallyfold on mobile: Security: single sign-on, per-entity permissions and encryption, in blocks separated by thin rules, one below the other. — Security: single sign-on, per-entity permissions and encryption, in blocks separated by thin rules, one below the other.

05

Receipts

Measured performance.

The scores below were measured on the published site using Google Lighthouse. They are not a promise: they record the state of the site on the measurement date. Demonstrations are presented on video. Measurements record the state of the project on the indicated date.

On mobile

100

Performance

100

Accessibility

100

Best practices

66

SEO^*

Largest visible element (LCP): 1.4 s
Stability (CLS): 0
Blocking (TBT): 0 ms

On desktop

100