FortiSF

FORTI Search Fund Partners is a London-based investment firm that backs exceptional entrepreneurs through the Search Fund model. As the designer and developer, I was responsible for creating a digital identity that reflects "Institutional Stability" combined with "Entrepreneurial Partnership."

www.fortisf.partners
FortiSF hero

Executive Summary

Architecting a High-Performance Marketing Engine for Autonomous Intelligence

Role

Product Designer, Content Strategist, Lead Webflow Developer

Mission

To design a clean, authoritative platform that demystifies the Search Fund model while showcasing FORTI's extensive track record (120+ funds backed).

Tech Stack

Webflow, Custom CSS/JS, Finsweet Client-First

Content Strategy & Information Architecture

In the world of private equity and search funds, trust and clarity are the primary currencies. I structured the content to move from high-level credibility to deep operational insight.

  • Trust-Focused Hero: Led with "Cycle-Tested Judgment" and "Seasoned Team" to immediately establish FORTI as a secure partner in the lower-mid market.
  • The "Search Funds 101" Module:Created a dedicated educational section to lower the barrier for new entrepreneurs, explaining the four stages of the search process.
  • Data-Driven Proof Points:Integrated a "Statistics Bar" (25+ years, 120+ funds, 38+ acquisitions) to provide immediate quantitative evidence of success.

Selected Screens & Explorations

FortiSf homepage section
FortiSf feature detail
FortiSf workflow illustration
FortiSf dashboard view

Final Impact

  • Successfully elevated the firm’s digital presence to match the caliber of their high-net-worth investor base.
  • Provided a central resource for searchers to understand the model, reducing the "explanation time" needed during initial partner meetings.
  • Optimized the site for a global audience, reflecting FORTI's footprint across four continents.