How Verifone launched their reimagined global brand in just 10 days with Webflow
With an outdated web platform and a looming global rebrand, Verifone needed to prove their marketing team could drive the company’s next era of growth. With Webflow, they rebuilt their digital presence in just 10 days, repositioning the company for a ‘boundless’ future.
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Webflow helped us prove that marketing can lead transformation, and that we can deliver global change in days, not months.
Verifone, a global leader in payments technology, has long been a fixture of everyday commerce, with their iconic terminals appearing in cafés, taxis, and retail stores worldwide. Yet as the company evolved into a sophisticated provider of digital and omnichannel payment experiences, their story remained anchored too narrowly in hardware only.
Under new marketing leadership, Verifone set out to change that narrative, transforming their brand from a focus on hardware to a “boundless” payments platform defining the future of connected commerce. To deliver on that ambition, the team needed a digital platform capable of keeping pace with a company built for speed and scale.
“As a global company, if you can’t press a button and have great content go out locally in minutes, then you’re not acting with the speed and scale you promise your customers,” says CMO Liz Urheim.
Breaking free from legacy systems and unlocking speed
“Before Webflow, we had a rigid, brittle CMS that wouldn’t allow us to execute quickly or at scale. We were shackled by older technology and we needed to tell the story of the modern Verifone.”
- Liz Urheim, CMO, Verifone
When Liz and Rob Alfano, Verifone’s new VP of Digital, joined the company, they had a marketing organization ready to lead change — but trapped by outdated tools.
“We’re mostly known for hardware, but we also have a very robust software and services business,” says Rob. “We’re a payments experience company. We want to uncomplicate the complicated process that is payments.”
Verifone just completed a brand refresh and was sprinting toward five global event launches. But as deadlines closed in, their legacy Drupal CMS couldn’t keep up. Two and a half months into a three-month sprint, Verifone’s external vendor was falling behind schedule and warned they wouldn’t make the launch. “It was not acceptable,” Liz says. “This was our moment to prove marketing could lead our business forward.”
The rest of the team shared Liz’s sense of urgency. Three weeks from launch, Rob realized the site wouldn’t be ready. The marketing organization was in its first major test to prove it could shape Verifone’s next chapter, and a missed deadline would undermine that credibility for years to come.
To make matters more complex, Verifone’s global structure demanded different products, regulations, and customer experiences for each market. “It’s not just translating into 32 languages,” Rob says. “Each region has their own rules and priorities. We needed a web platform that could adapt as fast as we could.”
Delivering a boundless brand experience alongside BX Studio
“Partnering with BX Studio unlocked new levels of what we could achieve. Their deep Webflow expertise and ability to move fast under pressure made them an indispensable extension of our team.”
- Rob Alfano, VP of Digital, Verifone
In partnership with BX Studio and the Webflow team, Verifone rebuilt and delivered five high-impact pages across 32 global locales in 10 days. “When Webflow said yes, we thought it was crazy but they did it,” said Liz. “Ten days later, our new global website was live. We couldn’t believe it.”
From day one, Verifone, Webflow, and BX Studio functioned as one integrated team. “A project like this would have been impossible on any other stack,” says Jacob Sussman, CEO and founder of BX Studio. “Between the enterprise requirements and the speed we needed to operate at, Webflow’s agility and capabilities were just what we needed.”
Everyone had to be on the same page, make fast decisions, and stay aligned on the task at hand. “It was a new platform, new team, new concept, and new brand positioning,” says Rob. “And we had zero time. But we had this mission-first, cannot-fail attitude, and everybody from the Verifone, Webflow, and BX teams came together to make it happen.”
They met twice daily across time zones, reworked designs to elevate storytelling and UX, and compressed what should have been months of approvals into days. Designers and developers built a best-in-class design system that unified Verifone’s global and regional sites. For the first time, marketers could make changes directly without waiting on developers or agencies.
“Before Webflow, we were held hostage by our technology,” Rob says. “Because of Webflow, we gained the trust of our company that marketing can be the change agent for better business outcomes.”
Once a slow, manual process, localization now moves at lightning speed. “Post-launch translation edits that used to take weeks are literally done overnight,” Rob says. “Simple text or form changes don’t need to come through me anymore. I trust the regions to make updates.”
For Liz, the transformation went deeper than technology. “When we brought Boundless Payments to life, it had to resonate,” she says. “That meant unshackled humans who bring creativity. With Webflow, we brought a new brand experience to life in 10 days — and it’s delivering that brand promise around the world.”
Scaling innovation with AI and optimization
“With Webflow, we’re not just keeping up, we’re setting the pace. It’s the speedboat that’s helping us move faster than ever before.”
- Rob Alfano, VP of Digital, Verifone
After proving what was possible in 10 days, Verifone is now scaling that success globally. “ I’m addicted to Webflow,” says Rob. “It’s just so freeing as a creative: You can do whatever you want.” The company is migrating their entire digital ecosystem to Webflow, creating one platform for all regions, products, and audiences.
“We’re redesigning every page in every language and creating a distributed model where local teams can own their content and UX,” Rob says. “With Webflow, our website finally matches our business momentum, and the impact is going to be immeasurable. If Webflow can do this, what does the future hold?”
As Verifone continues to expand, Jacob sees even greater potential ahead. “In the sprint, we experienced the speed of Webflow, and we haven't even broached the ongoing usability,” he says. “The other 95% of the Webflow benefits are still on the roadmap.”
Verifone’s next phase includes integrating Salesforce and Demandbase for personalization, deploying Webflow Optimize for experimentation, and exploring AI-driven content insights to empower even faster storytelling. “We bet on Webflow,” Liz says. “And that bet paid off.”
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