Overview
How we designed and built a scalable website for FlexFactor – the AI-powered payment recovery platform backed by Bessemer Venture Partners – replacing an in-house Wix site with a platform built for long-term growth.
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Project Details
The challenge:
FlexFactor had just closed a $16.8 million Series A round led by Bessemer Venture Partners – one of the most respected venture firms in fintech – bringing their total funding to $23.6 million. The company was scaling fast, expanding globally across North America, Europe, and Asia, and their AI-powered payment recovery platform was gaining traction with merchants processing hundreds of millions in annual revenue. Their existing website, built in-house on Wix, was not designed for the level of growth the company was entering. It lacked the flexibility, performance, and credibility needed to support enterprise-level conversations with potential partners and merchants.
This was a company whose technology recovers up to 30% of declined transactions for e-commerce businesses – addressing a problem that costs US merchants alone an estimated $300 billion annually. The website needed to communicate that scale and sophistication to a technical audience of payment leaders, CTOs, and e-commerce directors, while also supporting partnerships with platforms like Stripe and Spreedly.
The approach:
Freshly Brewed worked with FlexFactor’s existing brand assets, evolving and elevating their visual identity into a cohesive digital experience that matched the ambition of the company and the sophistication of the product. Working alongside FlexFactor’s content team, we mapped out user journeys, refined messaging hierarchy, and restructured calls to action across the site.
From there, we developed a new sitemap, wireframed every page, and evolved the existing brand elements into a cohesive visual language. We took what FlexFactor had and elevated it, creating a design system that felt intentional and polished without abandoning what was already familiar to their audience.
The site was built using our proprietary backend block builder, giving FlexFactor a modular, easy-to-manage platform designed for ongoing expansion as the product and team continue to grow. The architecture supports their expanding partnership ecosystem – including native integrations with Stripe, OpenPath, and Valor PayTech – and the case study content that demonstrates real-world results for their merchant clients. Freshly Brewed continues to work with FlexFactor on ad hoc development and updates as the platform evolves.
FlexFactor’s proprietary AI-powered platform sets a new standard in recovering false payment declines. Founded in 2022 by Elio Vitucci – who spent 14 years at Experian including as global managing director of Experian Decision Analytics, where he built the world’s largest nano-lending operation processing over two million loans per day across 30 countries – the company was born from a simple frustration: a legitimate card transaction declined by an overzealous fraud system.
The platform, AcceptIQ, uses predictive analytics and machine learning to evaluate hundreds of data points per transaction in real time, instantly rescuing failed payments across all decline reasons including insufficient funds. FlexFactor’s approach allows merchants to recover up to 30% of failed payments, significantly outperforming traditional e-commerce recovery rates. On average, brands using FlexFactor convert 5% more customers at checkout, translating into a direct 5% increase in revenue with an additional 3–5% uplift over time built on lasting consumer relationships.
Backed by $23.6 million in funding – including a $16.8 million Series A led by Bessemer Venture Partners – FlexFactor has built a growing partnership ecosystem with Stripe, Spreedly, OpenPath, and Valor PayTech. The company was recognised in Forrester Research’s 2025 NRF Innovators Report and selected for the invitation-only NRF 2025 Innovators Showcase. FlexFactor operates globally from its Bristol headquarters with a team of around 25, serving merchants across North America, Europe, and Asia.
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“Working with Freshly Brewed on our website redesign was a valuable investment for FlexFactor. The final product met our expectations and has enhanced our online presence. Each interaction with the team was professional and pleasant, making the process enjoyable, even when facing challenges. We’re delighted with the results and would confidently recommend Freshly Brewed in the future.”
Elio Vitucci – Founder & CEO
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