Building the future of fintech: Inside the FMeX application
Designing and developing an all-in-one digital content marketing platform for financial professionals, streamlining the way advisors access, personalize, and distribute curated content.
Project overview
Financial Media Exchange (FMeX) partnered with RSW Advertising to create a unified digital platform tailored to financial professionals seeking better tools for content marketing. With a vast library of industry-specific content, the FMeX platform empowers advisors to engage clients through timely, relevant communication across multiple channels. Our team led the design and development of this powerful application from concept to launch.
The problem at hand
Financial advisors face growing pressure to stay relevant, personalized, and consistent in their client communication. Yet, without the right tools, creating and distributing content can be time-consuming, unstructured, and inefficient. FMeX recognized this gap and envisioned a platform that would consolidate their expansive library of structured, unstructured, and regulatory content into an intuitive experience for advisors.
The challenge was to design a scalable web application that would allow advisors to easily discover, curate, and deliver financial content while tracking its effectiveness. This would not only simplify content management but also enhance advisor-client relationships and drive business growth through improved engagement and lead generation.
Devising a strategy
Our cross-functional team worked closely with FMeX stakeholders to define the platform’s core objectives and functionality. We focused on building an integrated digital hub where advisors could search, save, and disseminate high-value content from any device. This included user research and persona development to ensure our design decisions met the needs of the primary user base — time-strapped financial advisors.
We outlined a content-sharing workflow and a subscription-based model supported by an intuitive user interface. Wireframes, journey maps, and high-fidelity prototypes guided an agile design and development process. Competitive analysis underscored the importance of multi-channel distribution capabilities and performance analytics, which became central to the final product.
Turning strategy into success
The result was a responsive, multi-device web application built on a modern technology stack including front-end and back-end web technologies, all hosted and integrated within AWS cloud infrastructure. The platform offered secure user authentication, personalized dashboards, robust search functionality, automated content recommendations, and tools for social sharing, email distribution, website publishing, and performance analytics.
The FMeX platform launched in early 2016 and has since become a valuable asset for thousands of financial professionals. Over the last 12 months as of May 2025, the application reached over 3,900 active users, with an impressive 67.3% engagement rate and an average session time of 8 minutes and 13 seconds — a testament to the application's usability and impact.
3.9k+
active users (last 12 months as of May 2025)
67.3%
engagement rate (last 12 months as of May 2025)
8m13s
average session duration (last 12 months as of May 2025)