PHL Capital needed a bold website that matched its reputation, scale, and ambition.

Positioning an alternative lender for trust, clarity, and national growth.

PHL Capital operates in a category that demands confidence. As an established alternative lender and investment firm, PHL has built its reputation on transparency, performance, and long standing relationships. With nearly two decades of experience and consistent results, the company had outgrown the brand and digital presence that first supported its growth.

As PHL expanded beyond British Columbia into Alberta and Ontario, the need became clear. The brand needed to reflect the scale of the business, educate audiences unfamiliar with alternative lending, and instill trust with investors, mortgage brokers, and partners across Canada.

Studiothink partnered with PHL Capital to create a strategic foundation that could support long term growth, market expansion, and credibility in a highly competitive financial landscape.

The problem

PHL Capital’s website no longer reflected the strength of the business behind it.

Despite managing significant capital and maintaining strong client relationships, the website appeared smaller and less established than reality. It lacked clarity, personality, and educational depth, making it difficult for new audiences to understand the value of alternative investments or feel confident taking the next step.

With low brand awareness outside of British Columbia and limited digital trust signals, PHL needed a clearer position and stronger digital experience to support national growth.

The solution

Studiothink led a comprehensive website redesign to reposition PHL Capital as a confident, human centered leader in alternative lending and investment.

We clarified PHL’s positioning at the intersection of trust, education, and relationships, differentiating the brand from traditional banks, investor focused MICs, and broker centric competitors. The brand voice was refined to be knowledgeable, confident, and approachable, ensuring complex financial concepts could be communicated clearly without intimidation.

The website was designed as an educational and conversion focused platform. Clear user journeys guide investors, mortgage brokers, and partners to the information most relevant to them, while SEO driven content supports discoverability in new provinces. Educational resources, transparent messaging, and strong calls to action work together to build confidence and encourage engagement.

The result is a brand and digital experience that finally reflects the scale, professionalism, and ambition of PHL Capital. One that builds trust with new audiences, supports national expansion, and positions the company as a credible alternative to traditional financial institutions. bookings, expand dining relevance, and deepen loyalty across every audience they serve.