Overview
How we created a new brand identity, bespoke website, and marketing toolkit for MAIA Technology – the investment management platform spun out of Fulcrum Asset Management and backed by Molten Ventures – helping a fintech start-up project the confidence needed to win business from global hedge funds.
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Project Details
The challenge
MAIA Technology had built a pioneering front-to-back investment management platform, but their online presence did not reflect it. The company was spun out of Fulcrum Asset Management in 2019, carrying a decade of development and real-world application within one of London’s most respected macro-focused asset managers. The platform was already being used by institutional investors running long/short, multi-asset, and global macro strategies – but the website was a DIY build by the founder. It was functional but dated, lacked brand coherence, and failed to project the confidence required to win business from the high-profile hedge funds and asset managers MAIA was targeting.
The company needed a complete brand identity, a professionally designed website, and a suite of marketing materials that would position them credibly alongside the established names in investment technology – the Bloomberg terminals, the Eze Softwares, the Charles Rivers. Every touchpoint needed to signal that MAIA was institutional-grade, not a start-up experiment.
The approach
Freshly Brewed began with in-depth research into the fintech and investment technology landscape, benchmarking MAIA against key competitors and peers in the portfolio management, order management, and compliance technology space. We developed a series of mood boards that explored different directions for the brand, each grounded in what would resonate with institutional buyers – CIOs, COOs, and heads of technology at hedge funds and asset managers who evaluate platforms against rigorous operational and regulatory criteria.
This gave the MAIA team the clarity they needed to commit to a direction. From there, we rolled out the full brand identity, designed and built a bespoke website structured around MAIA’s core capabilities – portfolio management, trading, compliance, risk, and reporting – and produced a suite of marketing assets that positioned MAIA as a credible, technology-first partner for the investment community.
MAIA Technology is a cloud-native, API-driven investment management platform serving hedge funds, asset managers, and family offices. The platform unifies portfolio management, order and execution management, compliance, risk, and reporting into a single front-to-back system – replacing the fragmented multi-vendor technology stacks that most investment firms have accumulated over time.
The company was formed in 2019 as a spin-out from Fulcrum Asset Management, where the platform’s blueprint was developed and refined over a decade of live use within a regulated, institutional environment. That origin gives MAIA a distinctive advantage: the platform was not built in a lab but pressure-tested across real portfolios, real compliance requirements, and real trading volumes before it ever went to market. MAIA is led by CEO Mark Veevers, and the firm operates from offices in London and New York.
In January 2026, MAIA secured a £4 million Series A round led by Molten Ventures, one of the UK’s leading venture capital firms focused on high-growth technology businesses. The funding is being used to accelerate product development, deepen integrations with data providers and trading venues, and expand globally. Clients include Dowgate Wealth, Castiglione Capital, and Ironbark Asset Management, alongside Fulcrum Asset Management where the platform originated.
increase in website traffic
increase in Av. session duration
reduction in bounce rate
“Working with Freshly Brewed to refresh our brand, and design & build our website was a pleasure. They took the time to understand our offering, research the market and ensure that we presented ourselves in a fresh new way. They continue to work as a valued partner for creative execution, and support. They are both highly responsive and efficient, and are good sparring partners for generating and challenging new ideas.”
Mark Veevers – Chief Executive, MAIA Technology
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