In short: For FlexInvest, LabForty built both the trading app and the public website. The app brings stocks, fractional shares and ETPs together for investors on iOS and Android; the website has to explain that product quickly to a first-time visitor and still give a careful visitor every formal answer: fees, legal documents, who is behind the company and how to reach a person. Building both taught us to treat the app and the website as one product story.
When we first wrote about our work with FlexInvest in 2024, the trading app had not launched yet. This refresh looks at what we built, the app and the website, and what we learned building them. It sticks to what is public and makes no claims about results.
The app: one place for stocks, fractional shares and ETPs
LabForty developed FlexInvest's trading mobile app for both Android and iOS. As the website puts it, the app brings stocks, fractional shares and ETPs together in one app.
From the start, the app was designed around real-time data processing, intuitive navigation and secure transaction infrastructure, the three things an investing app cannot get wrong. A user has to see current information, find their way without help and trust that every transaction is handled safely.
The first journey is deliberately short: sign-up, deposit and first investment. Those same three steps appear on the website, with screens from the app, so the promise on the website and the experience in the app match.
The FlexInvest app launched in 2026.
What we learned: in a financial app, the hard parts are the ones users never see: data that is current, transactions that are secure and flows that do not leave anyone stuck halfway. Get those right before adding features.
The website: explain enough before asking someone to open an account
The website serves two kinds of visitor.
The first arrives from an advert or an app store. They want to know what the app does and what it costs, quickly.
The second is more careful. They want the fee tables, the legal documents and a way to reach a person before they trust an investing app with their money.
The website had to keep the product story on one page while leaving every formal answer one click away. That sentence became the brief for the whole information architecture.
One page explains the app. Three answer the rest.
The structure is deliberately small.
- The homepage carries the product explanation and links straight to the fee schedule.
- The fees page, the company page and the contact page sit beside it in the main menu.
Nothing important is buried two levels deep. A visitor who is ready can open an account; a visitor who has questions can find the answer without searching.
The homepage: product first, next step visible
The homepage opens with the product headline and one sentence on stocks, fractional shares and ETPs in one app. An "Open your account" button and a link to the fee schedule follow.
Further down, the homepage sets out sign-up, deposit and first investment as three steps with app screens. That gives a first-time visitor a concrete picture of what happens after they tap the button, which is often the real question behind "is this app for me?"
What we learned: state what the product is in one sentence, then show the first three steps. Keep the fee link next to the main call to action, not in the footer. A visitor who is checking costs is a visitor who is close to deciding.
The fees page: structured, indexed, readable
Fees are where trust is won or lost for an investing app, and they are often the hardest page to read.
The fee page starts with a short introduction and an on-this-page index of six sections, then the first section. The tables for each section follow below. The page lists trading and custody fees, then a value-based mark-up table by instrument price.
What we learned: treat a fee schedule as a document people navigate, not a block of text. An index at the top, one section per fee type and real tables make it possible to find one answer without reading everything.
The company page: who is behind the app
About us brings the company introduction, mission and vision cards, and a team section with a Bio link per person.
What we learned: for a financial product, "who are these people" is a fair question. Give it a direct answer and let visitors go deeper per person if they want to.
Contact, legal documents and careers
The contact page opens with an introduction, social links and a support tile. Live chat, a Help center link, a support email and a message form follow, so a visitor can choose how they want to reach a person.
Legal documents are grouped by topic, and each group opens to list its documents. That keeps a long list of formal documents manageable without hiding any of them.
Careers lists each open position with its location, contract type and a View link.
What we learned: formal content does not need to be dull, but it does need to be complete and easy to scan. Grouping by topic works better than one long list.
One product story across app and website
Building both sides meant the app and the website could tell the same story. The steps on the homepage are the steps in the app. The fee schedule on the website is the cost of using the app.
When app and website are built by different teams, those details drift apart. Keeping them with one team makes the connection easier to maintain as the product changes.
This article describes what we built and how it is structured. It makes no claim about execution, adoption or investment results.
A short checklist for a trading app and its website
- An app built around current data, clear navigation and secure transactions.
- One sentence on the website that says what the app does.
- The first three steps after sign-up, shown with app screens.
- The fee schedule one click from the homepage, with an index and real tables.
- A company page that answers "who is behind this".
- Legal documents grouped by topic.
- More than one way to reach a person.
If you are building a product like this, our mobile app development page covers how we scope iOS and Android work, and our website development page covers the public side. See the FlexInvest case study for the website structure, and our support plans for what happens after launch.
FAQ
What did LabForty build for FlexInvest?
Both the trading mobile app, for Android and iOS, and the public website that introduces it.
What pages does a trading app website need?
At minimum a product overview with the main call to action, a fee schedule, company information, legal documents and a contact page with a route to a person.
How should fees be presented?
As a navigable document: a short introduction, an index of sections and tables for each fee type, linked directly from the homepage.
Does this article make claims about the app's results?
No. It describes what we built and how it is structured, not execution, adoption or investment results.
Explain your product clearly
If you are building an investing app, or the website that has to explain it, tell us about it. We reply within 24 to 48 hours on working days.
