Maven

Challenge

A website built for yesterday's Maven


Maven had outgrown its digital presence in almost every direction. The existing site served the B2B employer buyer and little else, but Maven's actual audience was far more complex:

• Employers and HR buyers evaluating benefits
• Members navigating care across life stages
• International partners and healthcare consultants
• Prospective clinical and corporate talent

The team was working in isolation, held back by technical debt and a Webflow plan that had hit its limits. Development tickets took weeks, and the website, as Maven's front door, was underperforming.

SOLUTION

Warmer, more direct, and ready to scale.

Before a single page was designed, N4 worked with Maven to define their narrative – who they are, who they're speaking to, and how those stories could coexist without fragmenting the experience. Every stakeholder aligned on audience priorities, brand identity, and what success actually looked like.

From there, the build took shape around three foundations:

• A modular design system – flexible enough to serve multiple personas, consistent enough to feel like one brand
• A component-based architecture – giving Maven's small internal team the tools to manage and evolve the site without coming back to an agency every time something changes
• A CMS structure built for scale – ready for testing, personalisation, and global expansion from day one

The result is a site that actually feels like Maven, warmer, more direct, and ready to scale.

Highlight #1

Built for experimentation

Maven's CMO wrote the book on landing page optimisation, literally, so testing was always going to be central to this build.

Webflow Optimize was integrated from the start, and the homepage launched as a live A/B test against the original. Maven saw an 18% increase in engagement and a 38% lift in demo page visits. Personalisation testing followed, surfacing a company name on an ABM landing page drove a 200-210% increase in conversion rate. Each result opened the door to the next experiment.

Highlight #2

Built for a global audience

As Maven expanded globally, the platform needed to speak to international employers and members in their own language. Working with Lokalise, N4 took Maven from a single-language site to four fully localised experiences in a matter of weeks, with AI-assisted translation and human review keeping accuracy where it needed to be.

Highlight #3

Built for what’s next

The rebuild gave Maven the structural foundation to compete in an AI-first search environment. What started as resolving SEO debt quickly became something bigger, and with cleaner code and smarter content architecture, Maven is now investing in AEO as a core strategic pillar.

One early test, restructuring a blog post's URL and refining copy for natural language queries, saw citation share rankings jump more than 550 positions in two weeks.

Conclusion

A platform that earns its keep

Maven's website is now as ambitious as the platform it represents. The internal team can move quickly, test meaningfully, and manage the site without external dependency – and the architecture is ready for whatever comes next.