Scope
Brand Identity & Messaging, Website, App UX, Content , Campaigns, Events
Industries
Real Estate, FinTech, PropTech, B2B SaaS
Year
2018-2019
Ten-X turned commercial real estate into a digital marketplace long before anyone else. The platform handled over $12 billion in transactions but lacked the presence of a market leader. We modernized the brand, simplified the experience, and built a content ecosystem that told the story of progress, not paperwork.
Metrics
19%
Growth, Organic Account Creations
50%
Reduction, Website Bounce Rate
24%
Reduction, Paid Ad Spend
The Challenge
Great Platform, Forgettable Pitch
Ten-X had the results to prove its model worked — billions in transactions, loyal brokers, and an early lead in online dealmaking — but the perception didn’t match the performance. Competitors with less capability were winning attention with louder stories and cleaner design.
The brand’s presence felt dated: jargon-heavy messaging, cluttered UX, and visuals that spoke more to the old guard than the next generation of investors. The product itself delivered clarity, speed, and transparency, yet the experience around it was anything but.
Across channels, the signal was lost in noise. Marketing leaned on credentials instead of confidence. Product pages read like user manuals. Campaigns focused on the process when audiences cared about payoff. Buyers wanted momentum. Sellers wanted visibility. Brokers wanted tools that helped them look sharp to clients.
The insight was simple. Ten-X didn’t need more information, it needed focus. The story had to move from “how it works” to “why it wins,” from platform complexity to the clarity of outcomes: faster closings, fewer risks, and data you can act on.
We mapped Ten-X’s competitive landscape to uncover messaging gaps and UX friction points across the commercial real estate category. Our strategy sought to shift the story from "how Ten-X works" to "why Ten-X wins."
The Big Idea
From Platform to Power Tool
We rebuilt Ten-X’s narrative around utility. The brand stopped describing what it did and started showing what it enabled. Faster closings. Better information. Deals that move. The new message focused on three principles:
- Clarity wins trust. Plain language replaces filler. Data replaces adjectives.
- Speed is value. Every interaction, from headline to bid, signals forward motion.
- Proof drives adoption. Success stories and live metrics make the platform’s impact undeniable.
We also developed clear names and user flows for Ten-X’s suite of AI tools.
- Predict forecasts pricing and demand.
- Match connects buyers with the right assets instantly.
- Qualify verifies readiness and funds before the deal even begins.
The simplified Ten-X mark nods to binary structure and marketplace connectivity. The product suite logos deconstruct elements from the primary logo to build allusions to their purpose. Streamlined, scalable, and built for fintech precision.
The Approach
Tight UX. Tighter narrative.
We kept Ten-X’s business blue but refined the full system for more energy and polish. Motion helped show progress. Typography signaled confidence. Data came forward visually, not buried in fine print.
- Interface: Simplified layouts highlight data over decoration. Transaction tools are organized by deal type, property class, and stage.
- Search and navigation: Rebuilt around how brokers and investors actually browse, by opportunity, not category.
- Design system: A modular structure for campaigns, events, and product rollouts ensures consistency and faster creative delivery.
- Content ecosystem: A central hub for insights and deal trends connects marketing and product storytelling, improving SEO and engagement.
Creative production also got a major upgrade. We created a modular system for campaigns, events, and product rollouts. Teams could now ship faster, stay consistent, and do more with less.
A flexible grid system allows content to scale across devices without losing fidelity. To highlight new intelligent product features, we introduced bold, complimentary color gradients and motion accents.
Results
19%
Growth, Organic Account Creations
50%
Reduction, Website Bounce Rate
24%
Reduction, Paid Ad Spend
This wasn’t just a redesign. It was a realignment of product, message, and momentum. Ten-X now leads with clarity and confidence, giving users immediate proof that the platform works. From the homepage to the handoff, every interaction reinforces what Ten-X does best: making commercial deals faster, easier, and smarter for everyone involved.
Internally, teams are moving quicker and creating with purpose. Creative workflows that once dragged now support fast, focused execution across campaigns, events, and product rollouts. Externally, engagement is up, bounce rates are down, and more users are converting without needing extra convincing. Not long after launch, Ten-X was acquired by Costar, a move that confirmed the brand and platform had become too powerful to overlook.
Like the website, the product design adopted a modular approach. The previous interface felt cobbled together, with features added piecemeal instead of integrated into a cohesive system. We adapted and optimized the design using flexible components and a responsive structure that improved usability, performance, and visual consistency across every device.
Takeaways
Turning Data into Decisions
Information overload kills momentum. Ten-X showed us how storytelling and UX can turn analytics into action, and trust into traction.
Building a strong UX strategy for B2B marketplace platforms
A strong UX strategy starts with empathy for how brokers, buyers, and sellers actually work. We rebuilt Ten-X around that journey, replacing jargon with clarity and reducing clicks between insight and action. The result was a platform that felt faster, smarter, and built for real-world workflows instead of abstract personas.
A strong UX strategy starts with empathy for how brokers, buyers, and sellers actually work. We rebuilt Ten-X around that journey, replacing jargon with clarity and reducing clicks between insight and action. The result was a platform that felt faster, smarter, and built for real-world workflows instead of abstract personas.
How B2B fintech storytelling improves product adoption
Fintech adoption depends on understanding, not hype. We translated Ten-X’s advanced analytics and AI tools into plain language that showed why they matter: faster closings, verified buyers, and confident decisions. When stories are told through measurable outcomes, adoption becomes a byproduct of clarity.
Fintech adoption depends on understanding, not hype. We translated Ten-X’s advanced analytics and AI tools into plain language that showed why they matter: faster closings, verified buyers, and confident decisions. When stories are told through measurable outcomes, adoption becomes a byproduct of clarity.
The role of brand in enterprise platform growth
A brand refresh resets more than visuals, it redefines how a company communicates value. For Ten-X, the new system united product, marketing, and creative teams under one framework built on clarity and proof. That consistency strengthened every campaign, elevated user trust, and positioned Ten-X as the category’s standard for modern dealmaking.
A brand refresh resets more than visuals, it redefines how a company communicates value. For Ten-X, the new system united product, marketing, and creative teams under one framework built on clarity and proof. That consistency strengthened every campaign, elevated user trust, and positioned Ten-X as the category’s standard for modern dealmaking.
