Case Study: Petal (credit-card startup) achieves engineer-free website control and rapid marketing iteration with Webflow

3+ years of growth, 100+ new employees, 8+ redesigns, All on Webflow

Petal, a direct-to-consumer credit card startup, needed a fast, flexible website as it scaled from seed stage to 100+ employees and $300M+ in funding. Faced with frequent product and marketing changes and the desire to avoid engineering bottlenecks, Petal turned to Webflow (including the Webflow CMS and Editor) so design and marketing could own the site end-to-end and launch quickly without developer handoffs.

Webflow enabled Petal’s team to prototype, copy and iterate pages, publish landing pages for paid campaigns, run at least one Google Optimize test every day for a year, and build a CMS-powered blog and FAQ — all without involving engineers. The result: faster launches (initial pre‑launch site and waiting list went live quickly), 8+ redesigns in three years, continuous experimentation, and engineering freed to focus on product — demonstrating measurable speed and autonomy gains delivered by Webflow.

Petal

Josh Kaplan

Director of Design