How Maven turned a fragmented site into a flexible, global experience with Webflow Enterprise
After struggling with a one-size-fits-all site, Maven rebuilt with Webflow Partner N4 on Webflow Enterprise to better serve multiple audiences. The modern, modular system supports real testing, global localization, and smoother collaboration across marketing and design.
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“Our mission is to make high-quality women’s and family care accessible to everyone. Our new digital platform is an extension of that mission and lets us communicate clearly, personalize confidently, and meet people wherever they are — across languages, channels, and now AI-driven experiences. It’s transformed the website into a true front door to care.”
The world’s largest virtual clinic for women’s and family health, Maven Clinic supports more than 28 million people across the world. Their care teams and programs span fertility, maternity, parenting, and menopause, making it an essential destination for employees seeking guidance across life stages. As Maven grew, the website became the first place where employers, members, consultants, and international partners understand what Maven offers, how the care experience works, and clinical publications associated with care outcomes.
In a category where many employer benefits sites feel purely functional, Maven saw an opportunity to differentiate. The team wanted the website to show the same warmth, credibility, and clinical rigor that members experience in the product. “We exist in an employer benefit arena where B2B products often don’t invest in quality and polish, but Maven really cares about that,” says VP of Design Eli Horne.
The team needed a site that could adapt to new audiences, support real testing and personalization, and help them tell a clearer, more global story without slowing them down.
Rebuilding with N4 to unlock a faster, more flexible web strategy for marketing
“Our old site was trying to be everything to everyone. With Webflow Enterprise, it’s now focused, personalized, and built to scale.”
- Emma Phan, Director of Marketing Ops & Analytics, Maven
Maven’s previous website made even basic changes difficult. “We had a pretty messy instance,” says Emma Phan, Director of Marketing Ops & Analytics. “We did a lot of custom JavaScript work, but were held back by the system.”
Marketing often worked alone on the site, creating friction. “Marketing was working very much in a silo,” Emma says. “There wasn’t a lot of support across the business.” Design faced parallel constraints. “Our older site was limited in our ability to leverage different templates or variations,” says Eli.
The move to Webflow Enterprise was driven by Maven’s need for a CMS that could evolve as quickly as the business. The team supports very different audiences, and the old setup couldn’t flex to meet those needs. Enterprise removed those blockers, allowing the team to work across multiple pages at once, involve multiple developers, and shape a site that matched their ambition.
Maven partnered with Webflow Partner N4 to rebuild the website from the ground up. “We’ve leaned into an embedded, trusted partnership with N4,” Eli says. “They’ve really augmented our team. Their knowledge of Webflow allows us to get testing environments up and imagine what the site would look like before turning it on.”
In the previous version of the project, teams weren’t aligned on the website’s goals. But this rebuild brought everyone onto the same page about audiences and priorities. “We were able to put a charter together and quickly decipher the right outcomes,” says Maura Ginty, Chief Marketing Officer.
The new foundation gained momentum and enabled Maven to support cross-functional campaigns, greater design flexibility, and a scalable modular system that a small team could maintain.
Powering tailored web experiences with Webflow Optimize and Localization
“With Webflow, we use the site as a learning tool for testing messaging, refining journeys for every audience, and gaining insight into what key groups actually need.”
- Maura Ginty, Chief Marketing Officer, Maven
Before adopting Webflow Optimize, Maven used VWO (Visual Website Optimizer), a separate tool for running A/B tests and gathering insights. Because it sat outside their CMS, even simple experiments required extra steps and created friction for the team.
The integrated Optimize and Analyze workflow changed the team’s speed and confidence. “Our web manager is using it a lot for click heat mapping,” Emma says. “You get a lot more specific on the elements because it’s integrated versus overlaying something on top.”
Early homepage testing showed clear performance lifts, including an 18% increase in engagement and a 38% increase in demo-page visits. Tests have supported messaging changes as well: “We’re seeing the conversion rate higher for clinical-focused messaging,” Emma says. “It’s exciting to validate what we’ve been hearing in the field.”
For Eli, the testing program strengthens collaboration: “From a design perspective, we often deal in intangibles,” he says. “Having hard numbers from Webflow back that up has been really powerful.”
This momentum carried into the team’s global work. When Maven needed to quickly deliver a French-Canadian site, Localization became a top priority. “We went from request to four fully translated languages in a matter of weeks with Webflow and Lokalise,” Emma says. “That was pretty incredible.”
Maven Clinic used Lokalise to streamline and automate their translation workflow, using AI-assisted and human-reviewed translations, and one-click language deployment. This allowed the team to launch new languages twice as fast, meet their strict accuracy needs for healthcare content, come in under budget and ahead of schedule, and expand their global reach reliably.
More than language, localization supports Maven’s positioning as a global partner. “We want to remind potential clients that we’re not only where they are, but we speak their language,” Eli says. “You can’t blindly translate a U.S.-centric position on care and assume it matches expectations globally.”
International employers and members now see localized pages, and the team can scale changes quickly. “We can say as much as we want that we’re global, but being able to actually show the proof points is critical,” says Emma.
Building for an AI-first future with testing, personalization, and AEO
“In an AI-first world, you need a site that’s structured, nimble, and easy to learn from. That’s what we’ve built with Webflow.”
- Eli Horne, VP of Design, Maven
The rebuild also gave Maven the foundation it needs as search behavior shifts. What started as an effort to resolve SEO debt opened the door to something broader. “We thought we had a backlog for SEO,” Maura says. “By the time the work was done, we realized we needed the structure to be ready for AI search.” With that foundation in place, the team is planning for AEO (Answer Engine Optimization) to become a major strategic pillar next year, investing in tools like Profound. The focus is on creating a clearer site and ensuring the right content is surfaced in ways AI engines can easily interpret — positioning Maven to meet patients wherever AI-driven discovery happens. One early win has already reinforced that approach: after restructuring a blog post’s URL and refining its copy based on AI search recommendations from Profound, the post jumped more than 550 spots in citation share rankings in just a few weeks.
Personalization is the next step. “We have our primary audience, but we have a lot of different audiences,” Emma says. “There’s a huge potential if we know who you are: How do we make sure you get to the thing you’re looking for?”
For Eli, this direction reflects Maven’s broader identity: “One of the key differentiators is that we are truly a tech company and a tech platform, and our website is now a demonstration of that.” The rebuild unlocked the agility the team needs today, and the flexibility to adapt as AI-driven search and user expectations continue to evolve. More importantly, it ensures Maven can continue delivering on its core purpose: making it simple for every person and employer to understand and reach the care they need.
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