Wealthsimple

www.wealthsimple.com/

a Canadian money app dressed as a warm editorial magazine, oversized Tiempos serif headlines over soft sand backgrounds, candid lifestyle photography that floats in on scroll, and a calm custom-eased motion system that makes a fintech feel human rather than clinical.

Professional Services Wealth Advice flagship

Design tokens

ink-warm

off-white

sand

white

black

display: tiempos
body: wealthsimple-sans
mono: none

Do / Don't

Reference it for

Warm-neutral fintech palette: sand and off-white grounds (#F5F3EF / #FCFCFC) with warm near-black ink (#32302F), no cold corporate blue.
Editorial serif display (Tiempos) over a clean sans body, the move that makes finance feel premium and human.
A single custom decelerating easing (cubic-bezier(0.241, 0.969, 0.635, 0.997)) applied consistently across every transition and reveal.
Scroll-driven detectScroll section reveals: each block fades and settles on entry, calm rather than flashy.
Floating lifestyle photo cards and a hand-drawn connector line as a soft, human hero device.

Do not copy

The hashed component class system and 167 custom properties are a large in-house design system; map to a lean Tailwind token set instead.
Tiempos and the-future are licensed faces; substitute a comparable editorial serif (Tiempos-like, or Source Serif) plus a clean grotesque.
The product ticker and multi-portfolio comparison sections are scaled for a national bank; a local adviser needs far fewer sections.

Signature moves

warm-neutral editorial fintech

oversized Tiempos-class serif headlines sit over soft sand and off-white grounds (#F5F3EF / #FCFCFC) with warm near-black ink (#32302F), no cold corporate blue, making finance feel human.

one custom decelerating easing everywhere

a single custom decelerating curve (cubic-bezier(0.241,0.969,0.635,0.997)) is applied consistently across every transition and scroll-driven section reveal, calm rather than flashy.

floating photo cards plus connector line

candid lifestyle photo cards float in on scroll alongside a hand-drawn connector line as a soft, human hero device.

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