Loan Alley · /new-site Phase 3

Your Homepage Concepts

Five homepage directions. Direction 1 is the literal industry-standard loan-comparison look. Directions 2-5 borrow from adjacent consumer-trust industries (editorial finance, mortgage marketplace, neobank app, premium wealth advisor). Click each direction to preview the full homepage.

Direction 1 Industry standard

The Lender Floor

The literal Credit Karma / LendingTree / NerdWallet loan look. Sans-only, wizard above the fold, side-by-side lender comparison cards, amber CTA pills. Conservative, instantly recognizable, conversion-optimized.
Direction 2 Editorial finance authority

The Briefing

Magazine-style editorial — NerdWallet long-form / Policygenius / Investopedia energy. Generous whitespace, full-bleed photo hero, Fraunces display serif, asymmetric grid, oversize stat numerals.
Direction 3 Mortgage marketplace

Open Window

Real-estate marketplace adjacent — Zillow / Rocket / Better.com energy. Search-styled wizard, lender cards stacked like property listings, gold "Best Match" ribbons, rounded corners, friendly warm photography.
Direction 4 Neobank app

Forward Motion

Fintech app energy — Chime / Wealthfront / Ally / Cash App. App-screen hero with interactive purpose chips swapping live match results, pill CTAs everywhere, mint gradient, snappy spring curves.
Direction 5 Premium wealth advisor

The Counsel

Private-bank advisory energy — Bessemer / Empower / Goldman Marcus. Typographic restraint, midnight + heritage gold + parchment, Playfair + Lora fully serif, no comparison grid above the fold.
Direction 6 Competitor-derived comprehensive

The Synthesis

Synthesized from the top 5 loan-comparison competitors (LendingTree · Credible · NerdWallet · Bankrate · Upstart). Built on Direction 1’s industry-standard tokens, adds the 6 highest-frequency sections D1 was missing: rate-range trust band, deep-dive lender review grid, interactive payment calculator, APR-by-credit-tier table, loan-vs-card comparison, and editorial trust block.
Direction 7 D6 sections × D4 palette + fonts

Forward Synthesis

The full Synthesis section catalog rendered in Direction 4 Forward Motion’s neobank palette + Space Grotesk + DM Sans. Smart role-remap: ink anchors dark sections, mint owns every CTA, coral punctuates. Spring-overshoot hover on CTAs, mint-tinted glows, calculator slider thumb retinted. Same comprehensive structure as D6, dramatically different visual identity, no accessibility tradeoffs.
Scroll through each direction fully without analyzing. Just notice what you feel — which one makes you lean forward, which one looks like Loan Alley. Take notes ("hero from #1, typography from #2, palette from #3"), then come back and tell me what you love from each. Next step: /lock-in-direction.