Lendflow builds embedded lending products that power credit experiences within platforms, marketplaces, and fintech ecosystems. Glow partners with Lendflow to help shape the borrower and partner-facing interfaces, crafting lending journeys where trust is intentionally designed, while Lendflow owns and orchestrates to experience.

The Trust Factor

When a user applies for capital online, it’s a moment of maximum vulnerability. They’re not just clicking a button; they’re deciding whether they trust the company they’re applying with.

In this critical moment, your interface is either a bridge or a barrier. As we’ve highlighted in the past, neutrality and transparency are the backbone of resilient lending ecosystems. That resilience is built, pixel by pixel, in your user experience.

The Silent Conversion Killer: Friction and Ambiguity

We’ve all seen lending flows that feel like a digital interrogation. Dense forms, opaque terms, and a confusing journey create friction. This isn’t just an inconvenience; it’s a direct tax on conversion.

When a user is asked for their bank statements and revenue data, every moment of confusion triggers doubt: “Is this legitimate? Where is my data going? What am I really agreeing to?” This ambiguity can kill conversion.

The Multi-Trillion Dollar Opportunity Cost

The opportunity cost of poor design is staggering. By 2030, embedded finance transaction volumes are projected to approach ~$7 trillion, while market revenues are expected to reach $290–690 billion. The platforms that win will be those that master the user experience.

Consider Shopify Capital and Stripe Capital. Shopify originated over $3 billion in funding in 2024, with a lifetime total exceeding $5.1 billion. Stripe Capital, meanwhile, disbursed $3.8 billion in 2025. Lendflow facilitated over $1 billion in funded deals in 2024 — proving that a trusted, white-labeled experience can scale without compromising transparency.

All three succeed not just because of their data advantage, but because of the trust built between brands and their customers through meaningful digital experiences.

“Embedded lending should feel natural and transparent. Every design decision that reduces friction is an investment in trust — and that trust compounds into long-term growth.”  - Jon Fry, Lendflow CEO and Founder

Designing for Confidence: Three Pillars of Trust-Centric UX

Building trust is a function of intentional design. Here are three principles driving the highest-performing lending flows:

1. Visual Hierarchy Control where the user’s eye goes first. In any lending offer, the loan amount, interest rate (APR), and repayment terms must be the most prominent elements. In our work, we’ve seen clients improve clarity just by increasing the font size of key terms and using a contrasting color. The result? A 15% reduction in support tickets asking, “What are the real terms?” (based on Glow’s internal client observations). Clarity signals honesty.

2. Progressive Disclosure Never show a 25-field form. A massive, single-page application is intimidating and creates immediate cognitive overload. Instead, break the journey into logical, manageable chunks. In our work with B2B fintechs, breaking a complex KYB process into three distinct steps has consistently reduced abandonment. Independent studies show multi-step forms can improve completion rates by 50% to over 700% compared to single-page flows. Each completed step feels like a win, building the momentum and confidence needed to finish the application.

3. Micro-interactions Trust is built in the small moments. The green checkmark validating a correctly entered EIN, the progress bar showing how much of the application is left, the instant confirmation that a document has been securely uploaded - these micro-interactions reassure users that the system is responsive, secure, and attentive.

“We’ve seen how even small changes in hierarchy or flow structure can transform conversion and user confidence. Trust-centric design is no longer just a design choice — it’s a business metric.” - Ruslan Mashatov, Co-Founder of Glow Design Agency.

In the next wave of embedded finance, the most defensible moat won’t be your algorithm; it will be the trust you’ve earned.

Trust in lending flows is only the beginning. In our partner publication, Glow Insights, we explore how the same principles extend into SaaS product design — where trust has become the metric investors watch most closely.

Glow partners with AI startups to craft best-in-class design that drives real market impact. Learn more about their approach at glow.team.

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