Aithor lends to businesses that traditional banks turn down, but their site read like a bank's. Three loan products, rate tables and eligibility rules were spread across nine pages, and prospective borrowers kept emailing questions the site should have answered. They needed one place where a founder could see what they qualify for, what it costs and what happens next — without booking a call first. The site also had to serve a second audience: investors running diligence ahead of a Series B.