2025’s Top Ten Trends in Private Equity and Investment Banking Website Design

A private equity, mezzanine capital, or M&A firm’s website is an essential tool for showcasing their capabilities, building brand authority, and fostering new business connections.

Drawing inspiration from our award-winning 2024 private equity and investment banking creations, this guide highlights innovative designs and strategic approaches redefining the digital landscape. For instance, Wind Point Partners (~$6B AUM) in Chicago, Halifax (with $2.8B raised) in Washington, DC, and Praxess, a boutique PE placement agent in Nashville, exemplify modern solutions tailored to lower middle-market firms. Similarly, investment banks like Republic Capital (New York City)—recognized as M&A Advisor Boutique Investment Bank of the Year with over $150B in transactions since 2022—GulfStar Group (Houston), awarded for Corporate/Strategic Deal of the Year ($50MM–$75MM), and Woodward Park, a newly established middle-market I-bank in Detroit, showcase cutting-edge design and branding innovation. Together, these examples highlight the strategies and technologies shaping the future of private equity and investment banking websites in 2025.

This comprehensive 2025 guide to Private Equity and Investment Banking Website Design delves into trends like dynamic visuals, streamlined navigation, and cutting-edge features. These insights stem from MVP’s thorough analysis of thousands of industry websites and its collaborative work with over 15 private capital firms throughout 2024. Below are the top 10 trends shaping the future of private equity and investment banking websites:

1. Sleek Minimalism

Clean, uncluttered layouts with generous use of white space remain highly desirable. MVP’s 2024 Marcom Gold Award-winning website for PE firm Wind Point Partners and Hermes Gold Award winner Praxess demonstrate this ongoing style. These designs prioritize clarity and sophistication, ensuring that key content takes center stage while minimizing distractions.

A standout feature of these minimalist designs is the thoughtful use of balanced typography, restrained color palettes, and intuitive navigation. By simplifying the user experience, these websites not only look polished but also perform seamlessly across devices, catering to a diverse audience of stakeholders.

Strategic simplicity also extends to the messaging, with concise, impactful language crafted to resonate with investors and partners. This “less is more” philosophy enhances engagement by reducing cognitive load while reinforcing the firm’s unique value proposition.

Minimalism remains a hallmark of high-performing websites in 2025, delivering a timeless yet modern aesthetic that underscores credibility and strengthens brand identity.

2. Engaging Home Page Videos and PortCo Stories

Videos remain a pivotal element in website design, providing impactful home page visuals and compelling portfolio company value creation stories. Home page videos are often used not only to establish the firm’s corporate HQ but also to feature the people, products, and processes that define the organization, particularly in the case of private equity firms. Leading examples include PE firms Wind Point Partners and Praxess, and I-banks Republic Capital and Woodward Park, all of which utilize home page videos effectively to establish a strong brand presence through either locale and/or the firm’s value proposition.

For instance, Nashville-based Praxess goes a step further by incorporating videos that highlight its key customer hubs, such as Chicago and New York City, further solidifying its connection to these strategic locations. Beyond the home page, Wind Point Partners stands out for its innovative use of video in portfolio company case studies. These feature MVP-produced testimonials from PortCo CEOs and deal team members, combined with dynamic, data-driven value-creation statistics. This multifaceted approach not only enhances storytelling but also underscores the tangible impact of the firm’s investments. To explore these other video examples in action, please click here to view.

3. Legible Typography with Flair

Given that most private capital websites cater to a demographic ranging from Baby Boomers to Gen Xers, the use of clear yet engaging typefaces is crucial. These typefaces should balance readability with visual appeal, ensuring that information is both accessible and aesthetically pleasing. All of our referenced sites exemplify this common sense approach, blending the artful use of typography with practical design principles to create private capital websites that are not only easy on the eyes but also worth revisiting.

4. Refined Motion Graphics and Animation

Subtle animations and interactive flourishes are on the rise, drawing attention without overwhelming users. Republic Capital’s “People, Purpose, Partnership” home page motion graphics animation as well as other interactive elements on the home page and throughout the site reflect this increasingly popular trend. To see this interactive graphic in action, please click here view.

5. Enhanced Portfolio and Transaction Presentations

Streamlined methods like compound filters and expandable (accordion fold) panels allow users to access critical information efficiently. The Halifax Group Portfolio section not only facilitates filtering by Stage and Sector but offers an extra PE PortCo seeking add-on option. GulfStar’s Transaction section, which is filterable by transaction type and industry is a noteworthy I-bank example, particularly for its minimalist tombstone phrasing approach, which expands “on click” into industry and services descriptions with links to each of the corresponding transaction’s press releases.

6. Numbers Count

MVP’s website for private equity firm Wind Point Partners exemplifies the growing importance of showcasing transformation through data. Wind Point’s investments feature a Value Creation Plan (VCP), a strategic roadmap for change, created in close collaboration with portfolio company management teams and leveraging their Executive Advisor Program (EAP) and Chief Executive Pipeline (CEP) networks. The site’s Our Strategy page highlights impactful statistics, such as its executive network’s access to 84% of the S&P 500 in its sector, along with metrics on add-ons per transaction, EBITDA growth, profitability improvements, and multiple expansion. These details are presented through engaging and visually appealing graphics. This trend underscores the power of data visualization in effectively communicating value and transformation. Please click here to view.

7. Tailored Photography with a Testimonial Twist

High-quality, custom photography continues to shape private capital website design, especially when it gives voice to PE PortCo CEOs and illustrates the “how’s and why’s” of their successful sponsor relationships. This trendsetting approach not only humanizes the brand but also reinforces credibility and trust. GulfStar Group, Houston, exemplifies this strategy with its thoughtful integration of portrait photography and CEO endorsements. By combining enhanced visuals with powerful, authentic endorsements, the site elevates the brand narrative, creating a strong and lasting impression. These static professional photographs, tailored to reflect the unique dynamics of each partnership, demonstrate how bespoke photography can amplify storytelling and visually articulate the positive impact of private equity partnerships. Enhanced custom imagery, especially when paired with compelling narratives, has become an indispensable tool for standing out in the competitive landscape of private capital. To view the series of six GulfStar CEO cameos we incorporated into the client’s site, please click here.

8. Compelling Brand Narratives

Strategic messaging remains crucial in differentiating firms of every nature and form. MVP’s Wind Point Partners proxy homepage tagline, “A future built on relationships” reinforced by home page people, product and production process imagery is a standout example of impactful storytelling. Likewise, MVP assisted Praxess (Nashville), a boutique private equity placement agent, not only through a new Gold award-winning website but through the creation of Business and Brand Architecture statements, which inspired website copywriting. Please click here to learn how the MVP BrandMate℠ brand development process helps clients to formulate the visual as well as the verbal scaffolding that can lay the foundation for online and offline messaging.

9. Doing the Right Thing

Social responsibility and ESG themes continue strong as MVP’s sites for private equity firm Wind Point Partners and investment bank Republic Capital demonstrate. Wind Point Partners’ Stewardship and Republic Capital’s Paying it Forward sections are noteworthy hallmarks of private capital firms that realize social responsibility is important to company teams and all other stakeholders. While typically characteristic of larger middle market private capital firms seeking custom-tailored websites, MVP believes that lower middle market organizations will adopt this approach as well, based on our competitive website reviews and client requests.

10. Icons with Imagination

Although not necessarily a new technique in and of itself, iconography continues to play a key role in helping to generate an authentic and distinctive look for private equity and investment banking firm websites. Take, for example, MVP’s expertly designed value creation icons for investment bank Republic Capital. Each icon is expertly crafted to leverage the “look and feel” of the firm’s unique logo and corporate identity. These are no “off-the-shelf “stock symbols but carefully contemplated and designed images to ensure that Republic’s website lives up to its “Boutique Investment Banking Firm of the Year” legacy. Please click here to view the magnificent seven that MVP created for this M&A firm’s distinctive website.

We hope this overview of 2025’s Private Equity and Investment Bank website design trends has been insightful. Based on the more than 75 private equity, portfolio company and investment banking website we’ve created since 2000, and please click here to view our latest, we believe that because “branding is invaluable” our most valuable partners will attest to the fact that “we look good when you look great.” For questions or to discuss how MVP can elevate your private equity firm’s, portfolio company’s or investment bank’s online presence, reach out to us at info@mvpdesign.com. Thank you!