Natalie
Rose Taylor

Trovy

A HELOC that works like a credit card. As founding designer I designed the brand, the gold card, the marketing site, the application and the account dashboard.

Role: Founding Designer
Designs circa: 2025–Current
Employment type: Full-time
Type: Web & mobile web
Growth: Seed → $100MM PMV

Marketing Site

2 screens

Homepage - The Smart, Flexible HELOC — Homepage - The Smart, Flexible HELOCMarketing homepage: rate and speed proof up top, trust badges, use-case carousel, a comparison against a traditional HELOC and credit card, and FAQ.

Homepage - Most Flexible HELOC (earlier) — Homepage - Most Flexible HELOC (earlier)Earlier homepage direction: bold yellow/orange/purple color blocks per feature (card, FixedPay, cash back), $0-fee proof, and a gold vs Sunburst card choice.

Mobile

2 screens

Mobile Landing - Equity in Your Wallet — Mobile Landing - Equity in Your WalletMobile hero: "Your home's equity, in your wallet," a 2-minute soft-pull rate check, and Trustpilot proof.

Mobile Activity - Filter by Date — Mobile Activity - Filter by DateMobile version of activity with a month-picker sheet.

Application

9 screens

Application - Find Your Property — Application - Find Your PropertyStart of the application: address lookup with manual fallback and an "I don't own a property" exit, with testimonials and a named support contact alongside.

Application - How Do You Use This Property? — Application - How Do You Use This Property?Primary vs secondary home vs investment property, which drives eligibility.

Application - Homeowner and Credit Score — Application - Homeowner and Credit ScoreSelf-reported homeownership and credit band with a clear "does NOT affect your credit score" promise.

Pre-Qualified Celebration — Pre-Qualified Celebration"You're pre-qualified for up to $75,000": a celebration moment before the offer step.

Select an Offer - Packaged Offers — Select an Offer - Packaged OffersFour named offers (Debt Payoff, Most Flexible, Lowest Rate, Most Access) so homeowners pick a goal, not a spreadsheet; a donut shows where the line goes.

Select an Offer - Build Your Own — Select an Offer - Build Your OwnCustom offer builder: slide the credit line, toggle debt consolidation, and watch APR, upfront draw and fees update live.

Review Your Offer — Review Your OfferLine-by-line offer review, including the math behind the minimum cash draw, plus video explainers from the team and a perks list.

Application - Spouse Information — Application - Spouse InformationAsks only what's needed, with "Why do we need this?" disclosed inline; the offer summary bar stays pinned.

Application - Certificate of Trust — Application - Certificate of TrustHandles properties held in trust, explaining in plain English what a certificate of trust is and why.

Onboarding

3 screens

Link Your Bank — Link Your BankPlaid (fastest) or manual entry, with FAQs answering the trust questions up front.

Bank Account Added — Bank Account AddedSuccess state that hands straight back to the cash withdrawal the user started.

Activate Cards — Activate CardsActivate your own and household authorized-user cards from one list.

Account

15 screens

Withdraw Cash — Withdraw CashChoose amount, destination account, and whether it revolves or becomes a fixed-rate FixedPay plan; promo applied automatically.

Balance Transfers Hub — Balance Transfers HubAll outside debt in one view, by type and over time, with APR and potential savings per account and one-click Transfer.

New Balance Transfer — New Balance TransferPick linked balances (or add one manually) and choose standard or FixedPay repayment.

Make a Payment — Make a PaymentPayment amount options (minimum, statement, current, other), date and source, with AutoPay status alongside.

Submit Payment — Submit PaymentFinal review tiles plus ACH authorization and the same-day cutoff time.

AutoPay Settings — AutoPay SettingsAutoPay off state with the rate discount you're missing made explicit.

Activity - Filter by Date — Activity - Filter by DateTransactions with search, a date-range filter, and Convert to FixedPay on any eligible purchase.

Statements — StatementsStatement archive by year with download.

Card Management — Card ManagementHousehold cards side by side: spend and rewards per card, freeze, replace, lost/stolen, PIN, add a user.

Replace Card — Replace CardChoose which household card to replace, then confirm shipping.

Authorized User Spending Limit — Authorized User Spending LimitSet a per-billing-cycle limit for a household member.

Manage Bank Accounts — Manage Bank AccountsConnected accounts with clear status (disconnected, eligible, action required) and a reconnect prompt.

Verify a Bank Account — Verify a Bank AccountAdditional documents required to prove ownership, with an upload progress state.

Rewards and Perks — Rewards and PerksPoints, tier progress, card perks, and Home Credits that reimburse home-service spending.

Profile and SettingsSettings hub: personal details, authorized users, support, alerts and referrals.

In Context

3 images

Mobile Dashboard Hero Asset — Mobile Dashboard Hero AssetTilted phone showing the card-first account view: credit available, balance, APR and due date at a glance.

Mobile - Choose a Repayment Option — Mobile - Choose a Repayment OptionPick a fixed-rate monthly plan for a $24,000 draw by term, with the payment shown first.

Mobile - Pay Off Debt — Mobile - Pay Off DebtSelect the outside lenders you want paid off as part of the application.