Cutting GTM time from 1 month to 1 week

The Background

21.co, the parent company of 21Shares and 21Shares Funds, is a pioneering cryptocurrency asset manager that offers a comprehensive range of exchange-traded products (ETPs) and tokens. 
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Established in 2018, the company introduced the world's first physically backed crypto ETP and, in partnership with Ark Invest, launched the first Spot Bitcoin ETF in the United States in 2024. 
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With over $10 billion in Assets Under Management (AUM), a $2 billion valuation, and operations spanning New York, Zurich, and London, 21.co is recognized as Switzerland’s largest fintech unicorn and a global leader in the cryptocurrency market.

The Challenge

As an asset issuer and management firm, 21.co websites needed to manage and display an extensive array of complex financial data for multiple products. 
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Ensuring this data was accessible, accurate, and localized for diverse global markets, all while complying with strict financial regulations, was a persistent struggle. Their legacy systems were not optimized for efficient data management or integration.
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Additionally, the rapid pace of 21.co’s growth amplified these challenges. Their existing infrastructure was slow to adapt, often taking weeks to launch new marketing sites or product pages and months to enter new regions. 
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Daily tickets from stakeholders across departments, requesting updates and fixes for the website, placed an immense strain on the development team. This high volume of maintenance required multiple developers to handle ongoing tasks, which became increasingly unsustainable as the business expanded.

The Solution

1. 21.co partnered with Flow Ninja to migrate their websites, leveraging Webflow’s robust capabilities.
2. Flow Ninja utilized Webflow’s localization and enterprise features to enable swift regional launches while complying with stringent financial regulations. With this setup, 21.co entered new markets in days rather than months.
3. Within just four months, Flow Ninja migrated 21.co’s websites. The team meticulously configured Webflow’s CMS and workflows, empowering 21.co to effortlessly launch new products, pages, and marketing initiatives in record time.

The Result

1. By partnering with Flow Ninja, 21.co achieved remarkable outcomes: streamlined data management, faster product and market launches, and significant cost savings. 
2. The migration to Webflow empowered 21.co to operate with agility, setting a new standard for financial asset websites.

The Achievement

• 37.5% decrease in complaints from internal stakeholders.
• 61.1% reduction in website loading time (from 1.34s to 521ms).
• Reduced go-to-market time from ~1 month to ~1 week for new regions.
• Accelerated product launch time from ~1 week to 1-2 days.
• Cut marketing site launch time from ~2-4 weeks to 1-3 days.
• Achieved $300k in annual cost savings by reducing developer dependency.