How Backbase migrated their global website in 8 weeks to match the energy of an AI-native banking operating system
Backbase, a global AI-native banking operating system helping traditional banks compete with modern fintechs, migrated their entire website to Webflow in 8 weeks — transforming how a lean team of two brings their brand to life and empowering their marketing team to move at the speed of innovation.
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“The website is the digital footprint of Backbase — it is a representation of the company. So it's really important that what we convey on that website is representative of who we are and how we see ourselves. Our previous CMS had become too restrictive for the way we needed to move. We had a strong story to tell, but the platform made it harder than it should have been to bring that story to life."
A platform built to modernize banks — with a website that hadn’t kept up
Backbase is an AI-native banking operating system helping traditional financial institutions compete in a world where sleek fintechs have redefined what customers expect from their bank. Where legacy banks are often perceived as slow and outdated, Backbase gives banks the technology foundation to modernize faster, deliver better digital experiences, and compete in a market shaped by fintech expectations.
But as Backbase evolved from a digital transformation platform into a fully AI-native solution, their website wasn’t keeping pace. They’d announced their new AI-native positioning, yet the digital experience telling that story to the world didn’t match the energy of what they were selling. For a company whose entire value proposition is helping banks modernize and move fast, that gap was more than cosmetic — it affected how clearly Backbase could tell its story in market.
When your CMS can’t keep up with your transformation
“We had these aspirations, the drive, the vision that we have as a company — the capabilities that we offer to banks. But when you look at that vision and what we had before, it just didn’t match. We couldn’t, in a swift manner, convey what Backbase is all about because that CMS was locking us down.”
— Mingus Mkubukeli, Global Digital Marketing Lead, Backbase
Mingus Mkubukeli kept seeing the same pattern. The brand team would produce stunning designs for brochures and one-pagers — work that perfectly captured Backbase’s vision. But when he looked at the website, something was missing.
“I would see great designs — the brochures, the PDFs looking amazing. But when you look at the website, there’s a disconnect,” Mingus recalls. “I’m like, how come that is not on the website?”
The answer was always the same: their CMS, Craft, required heavy development involvement for everything. Designers couldn’t iterate quickly. A simple request — like building out a new solutions section — would land in the development queue and sit there for six to eight months. “I had to go to development and ask, ‘How come we don’t have this live on the website?’ The answer would be, ‘It’ll take a lot of time to develop — six months, seven months.’” Mingus says.
The challenge was compounded by the scale of what Backbase was trying to manage with a lean team. Despite being a global company serving banks across multiple markets, the team responsible for backbase.com consisted of just two people.
Every single update, no matter how small, required a developer. Strong ideas from the brand team often took longer than expected to translate into live web experiences. The website had become a bottleneck at exactly the moment Backbase needed to move fastest.
The timing sharpened the urgency. By Q3 of 2024, following a major AI-native positioning announcement in Q2, Backbase wanted to fully showcase what that transformation meant with an entire digital experience that matched the energy of what they were bringing to market. They had eight weeks to make it happen.
Testing the platform, then going all in
“We shouldn’t have blockers between our vision and the way we show up in market. If we have a new message to bring to life, the website should give us the flexibility to move quickly, translate that vision into a real experience, and do it in a way that reflects who we are as a company.”
— Mingus Mkubukeli, Global Digital Marketing Lead, Backbase
Before committing to a full migration, Mingus and Alex, Backbase’s head of design, ran an experiment. Backbase had a major company event called Engage — a high-quality, high-investment event that deserved more than a basic landing page buried on the site. So they bought a Webflow subscription and built engage.backbase.com themselves, despite having zero prior Webflow experience.
“This was the learning grounds. We stumbled a lot,” Mingus admits. “But we were still able to deliver something that was way more powerful than what we had.”
The internal pitch worked. When they showed the Engage experience to leadership, it became clear Webflow could solve their speed problem. But Mingus had another criterion: future-proofing. Backbase was in the middle of an AI transformation, and he needed a platform that was evolving alongside that shift.
“I needed to understand whether Webflow could support where we were going, not just what we needed at that moment. The question was: can this platform scale with our ambition, and is it future-ready? What gave us confidence was that Webflow was clearly evolving with the market, especially around AI, optimization, and the future of how marketing teams build and manage web experiences.”
Webflow’s AI capabilities — MCP server connections, ChatGPT integration, AI-powered SEO features — checked crucial boxes. So did Webflow Optimize for A/B testing and journey orchestration. Built-in analytics meant content marketers could check page performance themselves without needing Mingus to run reports. And localization features would let them serve different markets appropriately, showing US customers dollar pricing and relevant bank logos rather than European references that would mean nothing to an American audience.
The competitive evaluation also surfaced one key differentiator. Designers on the team were drawn to another platform for its Figma-to-live workflow. But Mingus was evaluating for more than design velocity. “We run demand gen as well, not just design,” he says. “There’s campaign management, landing pages, creating journeys, conversion. Webflow checked all those boxes.”
“We serve regulated financial institutions, so data protection and compliance are non-negotiable for us. Webflow went through the required checks and gave us the confidence we needed to move forward,” Mingus says.
To execute the migration itself, Backbase brought in Cut the Code, a Webflow partner agency based in Amsterdam. The relationship took two pitches to click: the first happened before Backbase had fully articulated their vision; the second, after Mingus and Alex had built the Engage experience and could show exactly where they wanted to go. “They had the energy and the expertise to work within that eight-week deadline,” Mingus says. “They’re very much an integrated partner. They are an extension of us, helping us deliver what we need to deliver on the website.”
Webflow’s Customer Success team provided hands-on support throughout, with weekly check-ins and guaranteed availability during the high-stress launch window. The entire backbase.com site migrated in eight weeks — a complete platform transformation timed to align with their AI-native positioning, with zero SEO loss.
“That eight-week timeline was very stressful,” Mingus recalls. “But it was also a great litmus test to see how fast we could move in Webflow. And we made it.”
From months to days — and just getting started
“What used to take six to eight months can now be delivered in days, or weeks depending on the scale. That speed has changed expectations internally. Once people see how quickly we can move, the natural next question becomes, ‘Can we go even faster?’”
— Mingus Mkubukeli, Global Digital Marketing Lead, Backbase
The speed improvement wasn’t theoretical. In Q4 2024, Backbase wanted to launch their Banking Predictions Report 2026 and they needed it live before the holiday break, just three to four weeks out. Rather than publishing a standard landing page with a PDF download, Mingus saw an opportunity to do something more interesting.
“Instead of sending people to a standard PDF download, we wanted the Predictions Report to live as a proper web experience. Visitors could go to https://www.backbase.com/banking-predictions-report-2026, explore the chapters, and engage with the content directly on the site. That was important because once someone downloads a PDF, you lose visibility into what happens next. With a web experience, we can understand which chapters resonate, which predictions drive engagement, and how people are actually consuming the content,” he explains.
The team delivered the full experience in under two weeks. “Everybody was mind-blown,” Mingus says. “They thought it was just going to be a PDF download.”
That kind of velocity has become the new expectation. Content marketers now check page analytics directly inside Webflow without needing to be trained on Google Analytics. The brand team’s designs go live in the way they were originally envisioned — no more six-month queues, no more “development can’t build that.” And when Backbase announces new positioning or capabilities, the website can match that energy immediately.
That alignment matters because the website is often the first place banks experience the Backbase story. “We help banks modernize and compete in a market where customer expectations are increasingly shaped by fintechs and digital-first experiences. If our value proposition is about helping banks move faster, modernize, and deliver the next generation of banking, then our own website has to reflect that. We need to show, firsthand, the kind of speed, quality, and digital experience we help our customers create.”
Phase 2 is now underway, moving from migration to optimization and personalization. The team is exploring Webflow Optimize for A/B testing and journey orchestration, working toward customized experiences based on visitor accounts and locations through their Marketo and Salesforce integrations.
The ultimate goal is full team empowerment. “My goal is flexibility and autonomy for the marketing team,” Mingus says. “What we do internally should be easily translated externally. The team should feel the freedom: I have an idea, I have a campaign, I’ve designed this — this platform just allows me to express that based on our vision and goals.”
For a lean team of two managing a global banking platform’s digital presence, that freedom changes everything.
“We were looking for a platform that would allow us to bring our ideas to life in a more efficient way. Webflow checked all the right boxes — not just for what the team needed to deliver a great website now, but for future-proofing. Webflow brings us to the new world, just like we do with banks.”
— Mingus Mkubukeli, Global Digital Marketing Lead, Backbase
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