If you’re looking to invest in crypto without the complexity, there’s a good chance you’ve come across 21.co. Founded in 2018, 21.co is on a mission to make crypto investments accessible for both institutional and individual investors. With $10B in assets under management (AUM) and a landmark launch of the first Spot Bitcoin ETF in the U.S., 21.co has become a leading name in the cryptocurrency Exchange-traded Products (ETPs) and Funds (ETFs) space. As they expanded into new products and global markets, 21.co needed to rethink their online presence to keep pace with ambitious growth goals — especially for their flagship brand, 21Shares.
For 21.co, the 21Shares website is a critical tool through which potential investors engage with their products, learn about new ETPs and ETFs, and ultimately make investment decisions. Its performance, design, and usability directly impacts customer conversions, making it essential for supporting both current and future growth.
Slow, developer-reliant, and difficult to scale, their existing CMS, Strapi, hindered their ability to create localized, regulatory-compliant content quickly. As a result, the team sought a solution that would empower marketing and design teams to manage the website independently — without relying on developers for every update.
Working with Webflow Enterprise Partner, Flow Ninja, to migrate a global, data-driven website in 6 weeks
With Webflow, we were confident in handing things over to marketing — something we couldn’t do before. And the visual editor gave product designers the freedom to make changes independently. It’s a complete shift in how we work as a team.
- Filip Geschwandtner, Director, Head of Design, 21.co
Before Webflow, 21.co’s design process required multiple QA cycles and lacked flexibility: Marketing and design teams couldn’t make small changes without engineering support. Often, when technical constraints forced design to simplify elements, the site that ended up online didn’t match the team’s original vision.
The challenges compounded when dealing with 21Shares’ highly regulated crypto ETF/ETP markets. Each of the eight regions they operate in has its own investor types, languages, and legal requirements. With Strapi, managing that complexity required extensive custom scripting to control what content could appear where, adding further friction.
The migration of 21Shares to Webflow was a bold undertaking, but with support from their Webflow enterprise account team and Webflow Enterprise Partner Flow Ninja, 21.co launched the global, data-rich site in just six weeks. “Webflow enterprise support proved valuable from day one, guiding us with best practices on how Webflow could handle our complex, localized, and data-heavy site,” says Filip. “This early expertise gave us confidence in the platform.”
From the very first call, Flow Ninja felt like a true partner, enabling a deeply collaborative process that turned a potentially months-long effort into a highly efficient rollout. “Page branching made collaboration easier, letting multiple people work on the site at once — without it, meeting the deadline might not have been possible,” says Filip. “Flow Ninja was a genuine part of our team, working with us day to day,” says Filip. “It really showed in their dedication to their customers and the quality of their work.”
In addition to bringing deep technical expertise, Flow Ninja worked hand-in-hand with the design and marketing teams to bring their vision to life. “The website actually looks like we imagined it: As a designer, it really makes you happy,” says Filip. “Flow Ninja takes every detail seriously, and no matter how big the technical challenge, they always put in the effort to solve it. It was a 10 out of 10 collaboration.”
Before migrating, 21.co’s legacy system had performance issues and confusion around data sources. With Webflow, the team re-architected the site to serve clean data directly from the backend, significantly improving security and maintainability. “With Webflow, everything is consolidated into a single hub on the backend so it’s locked down and more secure,” says John.
Webflow Localization powers 21.co’s global growth with scalable content infrastructure
Previously, it could take us almost a month to launch in new markets or add new products. Now, it’s down to a week — sometimes even a day — to roll out a new product or localize a page. We want to be in as many markets as possible, and with Webflow, we can expand faster and drastically reduce costs.
- Arindam Bajpayee, VP of Engineering, 21.co
Beyond the development lift, Webflow’s platform and ecosystem played a major role in 21.co’s success. Integrated apps like Xano enabled backend integration with APIs, helping manage market data without overloading the frontend. “The seamless integration with the Webflow CMS — and where the data actually lives — allowed Filip and the marketing team to migrate all the content extremely fast,” says Andrija Djuric, Flow Ninja’s Webflow Team Lead. “I’ve never seen it done that quickly.”
Webflow Localization was another game changer. The team can now handle market-specific rules and investor visibility controls directly within the CMS, without custom code or developer support. They can also quickly set up regions and languages across 12 locales, and use the hide/show feature to control content visibility by locale, which is crucial for meeting regional regulations. “Localization used to be a challenge with Strapi. A product manager always had to be involved. Now, marketing handles everything directly — we’ve fully handed off content management to them,” says Filip. For a startup moving fast, this shift was critical. “It’s a big change in the way 21.co does things,” says Technical Lead John Gribbon. “Being able to make technical changes without relying on engineers makes a huge difference.”
Previously, expanding into new regions or launching new products could take up to a month. Today, the team can go live in as little as a day. This speed isn’t just about execution — it’s about empowering the team to stay agile. With Webflow, 21.co was able to reallocate three full-time engineers and a product manager to higher-priority work.
A website experience that works for everyone
Designers can jump in, make a change, and deploy — no need for our previous rigid development process which drained engineering resources and took focus away from building core product. We’ve gained true flexibility with Webflow.
- John Gribbin, Technical Lead, 21.co
With operations across eight highly regulated markets and a rapidly growing product portfolio, 21.co needed 21Shares’ website platform to keep pace. The move to Webflow enables a foundation that supports global expansion, cuts costs, and empowers teams across the organization.
The impact has been measurable. The company estimates $300,000 in annual savings due to reduced engineering dependency; page load times dropped by 61.1%, improving user experience and keeping visitors more engaged; and internal stakeholder complaints related to the website have gone down by 37.5%, signaling a smoother process between teams.
The marketing team, once dependent on engineering support, now leads web operations with full autonomy. Marketing site launches, which once took two to four weeks, now happen in as little as one to three days. They can spin up localized pages, update content, and test ideas without waiting in development queues. “The proof is in how often people are using Webflow,” says Filip, “Marketing knows how to use it — and wants to.”
Looking ahead, Webflow will continue to play a central role in 21.co’s global growth strategy. Its localization capabilities, CMS flexibility, and seamless integration with backend systems position the company to move faster and scale smarter, no matter how complex the requirements.
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