Building a user-first digital experience for Compeer Home

About the project

Compeer Home is the dedicated mortgage division of Compeer Financial, a member-owned agricultural credit cooperative serving 144 counties across Illinois, Minnesota, and Wisconsin.

Compeer Home partnered with Mission Brands Consulting to create a standalone website for rural homebuyers—one that reflected the brand's unique expertise while making it easier for buyers to explore loan options, access helpful resources, and take the next step toward owning rural property.

The project began with a comprehensive discovery phase to better understand customer needs, review the existing digital experience, and identify opportunities to improve navigation, content, and usability. Those insights shaped every stage of the project, from content strategy and website structure through to UX, design, and rollout support.

The result was a scalable, responsive digital experience designed to give customers a clearer path to the information, tools, and guidance they need.

Background

The challenge

Compeer Home saw an opportunity to create a website that better reflected its specialist focus on rural home and property lending. The existing experience needed to be easier to navigate, more relevant to customers, and flexible enough to support future growth.

Mission Brands was brought in to help create a website that would:

Create a dedicated online experience

Establish Compeer Home as its own destination while remaining connected to the wider Compeer Financial brand.

Make rural lending easier to understand

Help members quickly find the right loans and educational resources throughout their homebuying journey.

Support scalable, long-term business growth

Create a flexible content structure that could grow alongside the business and support future content and campaigns.

"Mission Brands has been a true partner and extension of our team. They did more than help us design a website. They helped us understand our own members better. The whole process, from discovery to launch, was collaborative, organized, and genuinely enjoyable."
Carrie Bardwell
Sr. Marketing Business Partner
Custom site design including taxonomy, content and user journeys
Fully responsive design that's fast loading and ADA compliant

Our approach

Mission Brands worked alongside the Compeer Home team from discovery through delivery, bringing together research, strategy, content, UX, design, and project management into one collaborative program.

Phase 1: Discovery and research

Every recommendation started with understanding the user.

The team carried out stakeholder interviews, reviewed website performance, completed competitor and SEO research, and facilitated collaborative workshops to understand how buyers searched for information, where they experienced friction, and what they expected from a modern rural lending experience.

Those findings became the foundation for every decision that followed.

Phase 2: Strategy, content and user experience

Using the insights gathered during discovery, Mission Brands restructured the site, developed a new content strategy, and created a clear navigation system that made it easier for members to find what they needed.

The team also developed the messaging, page structure, and SEO recommendations, ensuring the experience balanced member needs with business goals while creating a solid foundation for future growth.

Phase 3: Design and delivery

With the strategy in place, Mission Brands partnered closely with Compeer Home to bring the experience to life.

Responsive desktop and mobile experiences were developed through a series of concepts, wireframes, and review sessions, ensuring visitors could navigate the site with ease regardless of device. Alongside the UX process, Mission Brands wrote the website copy for the core member journeys and supporting pages. Throughout the project, Mission Brands coordinated reviews, managed approvals, and worked closely with stakeholders to keep delivery moving forward from discovery through final handoff.

Outcomes and impact

The project delivered the strategic foundation for Compeer Home's next chapter online.

Dedicated digital home
A responsive digital experience designed specifically for rural homebuyers, bringing together loan information, educational resources, and clear next steps.
Clear site navigation


A simplified site structure, refreshed messaging, and member-focused content designed to make information easier to find and understand.

Flexible and scalable


A flexible content structure and information architecture designed to evolve as Compeer Home expands its products, resources, and services.

Team collaboration


From discovery and strategy through content, UX, design, and delivery, Mission Brands worked as an extension of the Compeer Home team to guide the project from start to finish.

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