Case study · Financial services
890 loans closed. $1.4B funded. A website that read like a generic broker. We rebuilt the brand and the site around the business the market had already chosen. Live in a day.
The impact, month one
As shown in Mabbly’s See the GTM OS video series.
Testimonial
“Mabbly took the time to understand [commercial lending] completely before recommending a solution. In the first month, we saw a 156% increase in click-through rate and generated 8x the leads.”
The ask
Sixteen years of trust. None of it on the website. Adam Fridman, Brad Hettich’s partner of fifteen years, brought Mabbly in to close that gap.
Sampled straight from the live build: CLX’s evolved navy, on a Mabbly canvas.
The challenge
The old site listed every loan type in one flat menu. Nothing explained why 72% of inbound comes from one community, Searchfunder, or why 73% of deals are business acquisitions. The proof was real. It just was not organized around what the market had already decided CLX was best at.
“Commercial lending is nuanced. You cannot market it effectively by oversimplifying the process or making claims that are not supported by the facts.”
The need
Amazon built its brand on books. Acquisition financing had to lead everywhere, the rest present but never dominant.
No competitor publishes a documented transaction history or a process on video. CLX had both, buried in a dated template.
Brad teaches like a bank officer, not a broker. Every asset had to sound like him: specific, numbers first.
The collaboration
“What Mabbly did was threefold. First, they helped us clarify our position. Secondarily, they rebuilt our website experience around the questions business buyers are actually asking. Lastly, they helped us organize our knowledge into educational content and practical tools that support our clients.”
1,500+ deals reviewed, $5.3B in volume, 72% from Searchfunder. The niche was already the business. Our job was to say it plainly.
Chase inspired: navy dominant, generous white space, clean type. Logo untouched. An evolution of sixteen years, not a reset.
505+ deals became a filterable library with an interactive deal map by state, type, and size. No competitor publishes this.
A Deal Viability Calculator, an Add Back Validator, and a Deal Prescreen Report give buyers a real answer before they ever call Brad.
The build, live
The proof
The GTM rebuild is live and still being refined. What it is built on top of is not a projection. It is the business CLX already runs.
The solution
CLX did not need a new story. It needed its real one told in the right order. Live in a day, and already outperforming sixteen years of the old site by month one.
“Truthfully, much of the value was already inside Commercial Lending X. It existed in our experience, our team, in the hundreds of transactions we have evaluated. Mabbly helped us organize that knowledge and turn it into a growth system.”