Really knowledgeable and focused on what would benefit me most. I'm confident about my plans.
Lucy Architect01Brand
Colour
Aubergine, Pink and Stone carry the brand. Pastels live in blobs and labels, never in text. Taken from their Design System and Redesign Figma files.
Type
Degular for everything. Headings Semibold with -1% tracking, body Medium. The font is licensed to Octopus Money, so it stays inside Salo and their hosting.
The future you want starts with a plan
H1 · Degular Semibold68px / 0.9 · mobile 40px
Breaking the mould
H2 · Degular Semibold48px / 0.9 · mobile 34px
Bring all the pieces of your financial life together
H4 · Degular Semibold28px / 1.0
Your pensions, savings, investments. It's hard to be sure how they all fit together now and in the future.
Body · Degular Medium16px / 1.45
Proud to be different
Eyebrow · Degular Medium16px, Pink 700 on light, Pink on dark
Lines from their Redesign Figma, used as samples. Live copy comes from the copy doc.
Imagery
Real people, cut out with a white outline and set on a textured blob. Office moments and life goals in polaroids. All taken from their Figma files.
Planning for childcare or education
Saving for a dream holiday
Office and team photos are theirs. Hero cut-outs and lifestyle photos came with the redesign; confirm the licences before they go live. Sources are logged in assets/website/README.md.
02Elements
Shapes and texture
Their organic blobs in a pastel with the crumpled-paper texture, the 45px curve into every Aubergine band, and torn paper under polaroids.
Saving for holidays
Highlights
A pink brush stroke under one word, sentence-case eyebrows and washi-tape labels. One per section.
Proud to be differentBreaking the mould
Our approachEverything in one clear forecast
Step 2
Buttons
44px, 2px corners, Degular Bold 15, sentence case. Primary goes lighter on hover. One pink button per view.
Primary · default, hover, focus, pressed, disabled
Secondary · default, hover
Learn moreLearn more
Tertiary · Pink 700, hover Pink 800On Aubergine · primary, secondary, secondary hover
Focus on dark · Pink outline
Login
Image treatments
A cut-out on a textured blob, a photo cut to a blob, polaroids and a data card. Data cards are always labelled illustrative.
IllustrativeSaving for a new car
On track82%
03Motion
Loading in
Calm, warm and clear. People rise out of their blobs, words lift into place, then the pop-up cards settle on top. Every frame replays while it's on screen. The people never follow the cursor; only the small cards drift a touch.
50+ advisers
& coaches
& coaches
The future you want starts with a plan
With a clear financial forecast and expert, 1-to-1 support, you'll feel confident you're making the right decisions with your money.
Book a sessionSaving for a new car£12,00082% complete
Dedicated advisers
Refreshingly humanProven expertiseExceptional valueA force for good
Stocks and Shares ISA
Invest with a coach in your corner
Open an ISA, a pension or a general investment account. Every account comes with unlimited one-to-one coaching, at no extra cost.
Start investingHow it works
Saving goal£84,00082% complete
JakeChelmsford
1-to-1 support
Get to know your coach
Every account comes with unlimited one-to-one access to a financial coach, at no extra cost.
Book a sessionMeet our coaches
Meet our coaches
From all walks of life, up and down the country, all of us at Octopus Money share a mission to help everyone make the most of their money.
Our approach
Everything in one clear forecast
We bring everything into one clear, visual forecast, so you can see where you are today.
About usStocks and Shares ISAInvest up to your yearly allowance
Personal PensionPlan the retirement you want
1-to-1 coachingIncluded with every account
Mobile
Six phone screens, each a page you can scroll. Everything arrives as it comes into the screen, sized for a 390px phone, with no cursor effects. Tap the menu, the accordions and the carousels.
50+ advisers
& coaches
& coaches
The future you want starts with a plan
With a clear financial forecast and expert, 1-to-1 support, you'll feel confident about your money.
Book a sessionSaving for a new car£12,00082% complete
Refreshingly humanProven expertiseExceptional valueA force for good
Our services
Accounts built around your goals
Stocks and Shares ISAInvest up to your yearly allowance
Personal PensionPlan the retirement you want
How it works
- Step 1Choose your accountAn ISA, a pension or a general investment account.
- Step 2Meet your coachUnlimited one-to-one sessions, at no extra cost.
- Step 3Watch your plan growSee every account in one place.
Meet our coaches
Buying a dream home
My coach helped me see exactly when we could afford to move. Having a clear plan made it feel real.
Sam · TeacherNo pressure. No obligation.
Just a chance to see how we can help.
Book a sessionAs with all investing, your capital is at risk.1-to-1 support
Get to know your coach
Every account comes with unlimited one-to-one access to a financial coach, at no extra cost.
Select a day
891011121314
Your team
Team 1
Alex MorganFinancial adviser
Alex helps people plan for retirement and make sense of their pensions.
Saving for a dream homeRob PatelInvestment coach
Rob loves helping first-time investors feel confident.
Saving for a new bikeReady when you are
Book a sessionMeet our coaches
AllCoachesAdvisers
Stocks and Shares ISA
Invest with a coach in your corner
Start investingSaving goal£84,00082% complete
At a glance
- Unlimited 1-to-1 coaching included
- Open an account in minutes
- Transfer an ISA you already have
What you pay
x.xx%Platform feex.xx%Fund costs£0Coaching
Questions
Yes. We'll handle the transfer for you, and your coach can talk you through it.
Every account comes with unlimited one-to-one coaching, at no extra cost.
As with all investing, your capital is at risk.About us
Proud to be different
Planning for childcare or education
Saving for a dream holiday
Planning for the retirement you want
Our history
Part of a bigger story
2000
It all started with Octopus Investments.
It all started with Octopus Investments.2015
Octopus helped launch Octopus Energy.
Octopus helped launch Octopus Energy.2023
Octopus Money was born to make money help fair for everyone.
Octopus Money was born to make money help fair for everyone.Join the team
See our rolesPeople we've helped
JulieBristol
Portfolio value£667,000+15%
“Leaving a legacy
Knowledgeable and focused on what would benefit me most.
Lucy · Architect“Securing your family's future
Supportive and encouraging. I have someone helping me plan.
Justin · Builder“Buying a dream home
A clear plan made it feel real.
Sam · TeacherBuying a property
Buying a property
Whether it's your first home or trading up, we'll build a plan to get you there.
Curves
Their 45px curve is where Stone meets Aubergine. Here it swells as you scroll into it, bounces with scroll speed, wipes between photos and flattens as a photo settles.
What we're known for
We start with your life, not just your money
Keep scrolling. The band below swells into place.
Bring all the pieces together
Refreshingly humanProven expertiseExceptional valueA force for good
What we're known for
We start with your life, not just your money
Bring all the pieces of your financial life together.
The faster you scroll, the deeper the curve
Then it eases back to their 45px.
Planning for the retirement you want
Part of a bigger story
We're part of the Octopus Group, building businesses that outlive us.
No pressure. No obligation.
Book a sessionCompany and team · Legal · CareersScroll
Sticky panels hold one side while the other moves. Scrolling always moves the page at normal speed: these sections stick, they never hijack. Some respond to how fast you scroll and ease back when you stop.
Your accountStocks and Shares ISAOpened in minutes
Your next sessionTuesday, 10:30With Priya, your coach
Portfolio value£367,000+15%
Step 1
Choose your account
An ISA, a pension or a general investment account. You can open one in minutes and transfer the accounts you already have.
Step 2
Meet your coach
Unlimited one-to-one sessions, at no extra cost. Your coach helps you set goals and stick to them.
Step 3
Watch your plan grow
See every account in one place, and check in with your coach whenever life changes.
Everything in one place
Bring all the pieces of your financial life together
Your pensions, savings and investments, in one clear forecast.
Pension
Investments
Savings
Partner pension
Rainy day fund
All in one forecast
How it works
Step 1
Choose your account
An ISA, a pension or a general investment account.
Opening my first ISA
Step 2
Meet your coach
Unlimited one-to-one sessions, at no extra cost.
Chatting to my coach
Step 3
Watch your plan grow
See every account in one place.
Saving for family days out
Account 1 of 3
Stocks and Shares ISA
Invest up to your yearly allowance, with a coach on hand.
Learn moreAccount 2 of 3
Personal Pension
Plan the retirement you want, and see how it's growing.
Learn moreAccount 3 of 3
General Investment Account
More room to grow, once your ISA allowance is used.
Learn moreSaving goal£84,00082% complete
Portfolio value£367,000+15%
JakeChelmsford
Leaving a legacyBuying a dream homeSaving for a dream holidayPlanning for retirementSecuring your family's futureLeaving a legacyBuying a dream homeSaving for a dream holidayPlanning for retirementSecuring your family's future
Planning for childcare or education
Saving for a dream holiday
Planning for the retirement you want
Saving for holidays
Buying a property
Holiday fund
Planning for retirement
Family days out
Saving for a dream holiday
Planning for childcare
Parallax
Layouts where each layer moves at its own pace as the page scrolls: image left and copy right, copy in the middle with images either side, type over a photo. Gentle, on desktop only.
Holiday fund£2,40060% complete
Our approach
Everything in one clear forecast
Your pensions, savings and investments. It's hard to be sure how they all fit together. We bring them into one clear, visual forecast, so you can see where you are today and what to do next.
See how it worksFamily days out
Proud to be different
Breaking the mould
We combine the best of humanity, smart technology and deep investment expertise.
Book a sessionMarkLeeds
Saving for a dream holiday
DanEngineer from ChelmsfordSee your future
Childcare
A first home
Retirement
Meet the team
Real people, up and down the country
Meet our coachesText
Type arrives quietly: words lift from a mask, letters come into focus, a brush stroke paints under one word. Headings only. Body copy, risk lines and figures never animate.
We start with your life, not just your money
Bring all the pieces of your financial life together
Proud to be different
Breaking the mould
Our story
Over 25 years of industry experience
See your future
Explore different scenarios and trade-offs
People we've helped
Leaving a legacySecuring your family's futureBuying a dream home
Titled by the life goal, as in their testimonials.
It's hard to be sure how your savings, investments and pensions all fit together. We bring everything into one clear, visual forecast.
Leaving a legacy
Really knowledgeable and focused on what would benefit me most. For the first time I'm confident about my plans.
Lucy · ArchitectIcons and doodles
Their hand-drawn icons and doodles draw themselves in, as if sketched with a pen. They redraw on hover. The ticks are their teal ticks.
Refreshingly humanOngoing support from real, friendly people
Proven expertiseExperienced investment specialists behind every plan
Exceptional valueCoaching included with every account
A force for goodA B Corp built to change the industry for the better
Exceptional value
Coaching included, at no extra cost.
Stocks and Shares ISA
At a glance
- Unlimited 1-to-1 coaching included
- Invest up to your yearly allowance
- Transfer an ISA you already have
JulieBristol
PensionInvestmentsSavingsPartner pensionRainy day fund
What we're known for
- Everyone goes through our training and accreditation
- Ongoing support and mentorship from our head office
- Every call recorded for quality
- Dedicated team to monitor and review calls
Images
People and photos sit in their blobs. Blobs swell and morph between their own shapes, photos settle from a slight zoom, polaroids drop like paper on a desk, and one photo hands over to the next.
Life at Octopus Money
Planning for childcare or education
Saving for a dream holiday
Planning for the retirement you want
Planning for childcare or education
Saving for holidays
Planning for the retirement you want
Buying a property
Buying a property
Whether it's your first home or trading up, we'll build you a plan to get there.
Pop-up cards
Their frosted cards from the redesign's "Graphics" set: a saving goal, a portfolio value, dedicated advisers, a name pill. They always sit on top of the person, arrive last and count once. Figures are illustrative.
Saving for a new car£12,00082% complete
JakeChelmsford
JulieBristol
Portfolio value£667,000+15%
Dedicated advisers
ChantelleFinancial adviser
NikkiAccountant from Bristol
Portfolio value£367,000+15%
£250 addedTo your Stocks and Shares ISA
Session bookedTuesday at 10:30 with Priya
Goal reachedHoliday fund: £3,000
Your next sessionTuesday 15 June, 10:30With Rob, your coach
Join the callReschedule
Saving goal£84,00082% complete
Portfolio value£367,000+15%
Holiday fund£2,40060% complete
DanEngineer from ChelmsfordPensionInvestmentsSavings
Everything in one place
Infographics
Their forecast card, opened up into a family of calm charts in their chart colours. Shapes draw in once, numbers count once, and every chart is labelled illustrative. Fees never count or move.
See your futureIllustrative · no real figures
PensionInvestmentsCash
4pots, one plan
- Investments 40%
- Pension 30%
- Cash 18%
- Rainy day fund 12%
Your goals
New car82%
Holiday fund60%
First home35%
Retirement18%
Portfolio valueIllustrative
Today£367,000+15% this year
Everything in one place
Bring all the pieces of your financial life together
PensionInvestmentsSavingsPartner pensionRainy day fund
Your forecast
Our story
Over 25 years of industry experience
We're part of the Octopus Group, a family of businesses doing things differently. We set out to build businesses that will outlive us.
2000It all started with Octopus Investments.
It all started with Octopus Investments.2015octopusenergyOctopus helped launch Octopus Energy.
octopusenergyOctopus helped launch Octopus Energy.2023Octopus Money was born to make good money help available to more people.
Octopus Money was born to make good money help available to more people.What you pay
x.xx%Platform feex.xx%Fund costs£0Coaching, included
82%New car
60%Holiday
35%First home
50+
advisers & coaches Figure to confirm
82%
Illustrative
Saving for a new car
On track for your goal.
Cards and grids
Every card answers back on hover and keyboard focus: it lifts, its blob turns, its arrow steps forward. Carousels snap a card at a time and can be dragged, swiped or stepped with the arrows.
Stocks and Shares ISA
At a glance
- Unlimited 1-to-1 coaching included
- Invest up to your yearly allowance
- Transfer an ISA you already have
Who's it for?
Anyone ready to start investing, with a coach to help them begin.
Learn morePersonal Pension
At a glance
- See every pension you have in one place
- A coach to help you plan your retirement
- Combine old pensions when it makes sense
Who's it for?
Anyone planning for the retirement they want.
Learn morePeople we've helped
Supportive and encouraging. I have someone helping me plan for the future.
Justin Construction managerI'm so excited. I can finally see exactly when we'll be able to move.
Michael Finance consultantMy coach made it simple. We're going next summer.
Grace NurseFor the first time, all my pensions make sense together.
Raj EngineerTeam 1Book a session
Ben CarterFinancial adviser
Ben helps people bring their pensions and savings into one plan, and stay on track as life changes.
Saving for a dream homeTom HughesInvestment coach
Tom loves helping first-time investors feel confident about their choices.
Saving for a new bikeCursor
Kept to a few, quiet moments. Cursor effects run only on a fine pointer and each has a keyboard and touch equivalent. Nothing important lives only on hover.
Planning for retirement
See the life you're planning for
Planning for childcare or education
Menus and navigation
Their three-tier header, made lighter as you scroll, with a full-width services menu, a Personal and Business switch and the FAQ pattern. Every menu opens with a click or Enter, closes with Escape and keeps focus where you'd expect it.
Meet your coach before you invest. Book a session
Our servicesAbout usOur teamResourcesLoginBook a sessionThe future you want starts with a plan
Keep scrolling. The announcement folds away, the bar slims, then it steps aside on the way down and comes back the moment you scroll up.
Book a sessionInvestStocks and Shares ISAInvest up to your yearly allowancePersonal PensionPlan the retirement you wantGeneral Investment AccountMore room to grow
Get supportFinancial coachingUnlimited 1-to-1 sessionsFinancial adviceFor the bigger decisionsMortgagesFrom first home to remortgage
Not sure where to start?Talk to a coach
Our servicesAbout usOur teamResourcesBook a session
Plan for the life you want
An account, a plan and a coach, for you.
Financial wellbeing for your team
Coaching your people can book in a few clicks.
Questions
Yes. Every account comes with unlimited one-to-one coaching, at no extra cost.
Yes. We'll handle the transfer, and your coach can talk you through whether it makes sense.
Every fee is shown clearly before you open an account.
Ambient
Slow, quiet movement behind content. Only while on screen, always with a pause button, never behind body copy.
No pressure. No obligation.
Just a chance to see how we can help.
Saving for a rainy day
Certified B CorporationPart of the Octopus GroupUnlimited 1-to-1 coachingOver 25 years of industry experienceCertified B CorporationPart of the Octopus GroupUnlimited 1-to-1 coachingOver 25 years of industry experience
Timing
One lead motion per section, at most one supporting. Arrivals settle softly, buttons follow their 300ms ease out, and anything on scroll follows the scroll.
| Motion | Duration | Easing |
|---|---|---|
| Buttons, links and focus | 300ms | Ease out |
| Card lift, hover blob morph | 400 to 600ms | Soft |
| Menus, accordions, tabs, header fold | 450 to 500ms | In-out |
| Word rise | 700ms, 60ms a word | Soft |
| Soft focus | 900ms, 22ms a letter | Soft |
| Eyebrow type-in | 40ms a letter | Linear |
| Brush stroke | 900ms | In-out |
| Blob swell | 1000ms | Soft |
| Cut-out rise | 1000 to 1100ms, 200ms after its blob | Soft |
| Icon and doodle draw | 1100 to 1600ms, 250ms apart | In-out |
| Pop-up card | 800ms, after the person | Soft |
| Name pill | 700ms, 150 to 300ms after the card | Soft |
| Blob grow and morph | 1300 to 1400ms | In-out |
| Photo settle | 1600 to 1800ms, from 112% | Soft |
| Polaroid drop | 800ms, 160ms apart | Soft |
| Curved edge on arrival | 800ms | In-out |
| Count-up and odometer | 1300 to 1600ms, once | In-out |
| Chart, ring and bar draw | 1200 to 1600ms, 180 to 250ms apart | In-out |
| Crossfade, curve wipe, card swap | 1200ms, every 3.2 to 4s | In-out |
| Breathing blobs | 9s a cycle | In-out |
| Credentials strip | 40s a loop | Linear |
| Sticky panels, curve growth, parallax, morph, read-along | Tied to scroll position | Linear |
| Inertia, curve bounce, goal strip | Tied to scroll speed, settles in about 600ms | Spring |
Ease out: cubic-bezier(0,0,.58,1), their button rule. Soft: cubic-bezier(.22,1,.36,1). In-out: cubic-bezier(.65,0,.35,1). Spring: each frame moves 10% of the way to its target.
04Logo
Logo scale
The supplied wordmark at the sizes the site uses. Clear space is the height of the first "o" on every side.
Logo usage
Aubergine on light, white on dark. No pink logo. On a photo, sit it on a solid panel.
05Rules
From the brief
What their partner brief and the 2025 audit ask of the design, and how the kit answers.
Make the human support obvious
Brief: "That human support is what sets us apart"
Cut-out coaches lead both heroes, the advisers chip sits above the headline and the coach-led hero ends on booking a session.
The homepage starts fresh
Brief: "a completely fresh start"
New hero ideas built from their own Phase 1 hero, cut-outs and blobs, not a new identity.
Brand and identity are decided
Brief: "Already decided, please don't reopen"
Every shape, texture, colour and photo comes from their Figma files. Motion is the new layer.
Explain fees, risk and trust clearly
Brief and audit: fees "too text heavy"
A calm fee graphic that builds once with its figures already in place. Risk lines and regulated wording never animate.
A slick hand-off into booking and account opening
Brief: journeys to "be slick"
One primary button per view, magnetic on a fine pointer, and a booking card that shows the next step.
Penny's role is open
Brief: "Our use of our mascot, Penny"
Penny appears small and once, flagged for sign-off. Never looping, never the hero.
Collage looked less professional
Audit: "collage style… less professional"
One blob group per section. Polaroids in small sets of up to three.
Built on their WordPress, maintained as today
Brief: no proprietary builders or tied-in tools
Every piece is plain CSS and a few lines of script per block. No animation library, no licensed plugin.
Rules
How each piece is used, and why.
| Piece | Use | Why |
|---|---|---|
| Their brand | Their blobs, texture, polaroids, brush, Penny and cut-outs, as supplied | Brand and identity are decided |
| Hero | Cut-out people on blobs, one headline, one line, one pink button. The coach visible above the fold | Human support sets them apart |
| Cut-outs | White outline, head breaking the blob's top edge, body inside it | Their coach card, at any size |
| Blobs | Behind people, photos and cards. One group per section. Never behind body text | Calm, readable layouts |
| Pink | One primary button per view. Pink 700 for pink text below 24px | Pink means action, and must pass AA |
| Motion | One lead motion per section, at most one supporting. Arrive, settle, stay | Professional, calm, inviting |
| Text motion | Headings and eyebrows only. Body copy, figures, risk lines and regulated text stay still | Compliance and readability |
| Scroll | Sticky splits, parallax, morph and progress follow the scroll position. A few pieces respond to scroll speed and settle when you stop. Never scroll-jacking | The page always scrolls normally |
| Cursor | Fine pointers only, a few quiet moments, with a keyboard and touch equivalent. People never move with the cursor | Nothing important only on hover |
| Pop-up cards | On top of the person, after the person, counting once. Only the cards may drift a few pixels | Their Figma graphics, kept calm |
| Icons and doodles | Draw in as if sketched, redraw on hover or focus | Their hand-drawn style |
| Menus and accordions | Click or Enter to open, Escape to close, one answer open at a time | Keyboard and screen reader friendly |
| Placeholder copy | Written from the brief, never brackets. Names, quotes and figures replaced before launch | Concepts read like the real thing |
| Loops | Only on screen, with a visible pause button | WCAG 2.2.2 |
| Numbers | Count once, and only approved figures. Illustrations labelled | Financial promotion rules |
| Penny | Small, once, on arrival | Her role is under review |
| Reduced motion | Every piece shows its final state. Loops and parallax off | Accessibility |
Technical guardrails
The rules every stage follows, from tokens to launch. Load this file into Claude Code before building anything.
octopus-money-website-rules.mdMarkdown, for people and for Claude