CASE №0002 · Classification: Live — Now Financing
Gaya Fund
The website for a fund that finances businesses by how they actually earn
“Capital shaped around how a business actually earns.”
Filing Metadata
- Type
- Software
- Status
- Active
- Stack
- 5 components
- Filed
- MMXXVI
Filed by the Agent · For Internal Distribution
The owner who arrives here is already trading: a transporter with a few trucks, a contractor who has just won a job bigger than the float, a shop that sells out before the next shipment lands. None of them are short of customers. They are short of capital shaped like their business. What is on offer elsewhere wants security they do not have, or fixed repayment dates that fall the week before their clients pay.
So the website has one job before any other: show, before it asks for anything, that Gaya Fund thinks in cash flow — what the money is for, how the business earns, and when the cash comes in. And it has to do that for two readers at once: the owner deciding whether to write in, and the investor deciding whether the book behind it is disciplined.
The answer was to lead with structure rather than amount, keep the terms in writing and in view, and hold one plain voice across owners, investors, and future hires. This case file is about building that site.
The Bureau notes that most lenders ask how much. This one asks when, and the Bureau considers that the more interesting question.
Chapter A · The Home Page
The first line says who it backs.
The headline names the customer rather than the product: capital for Africa's builders. The line beneath it does the qualifying in plain nouns — trucks, machinery, stock, won contracts — for established businesses in Ghana, structured around cash flow. Behind it, excavators lined up on a muddy earthworks site. The photography throughout is of work in progress: a stocked supermarket aisle, a designer fitting a dress in her studio, a woman signing papers mid-call. No handshakes across a desk, no skyline. And the site is candid about who it is not for. A business still at the idea stage learns that from the FAQ, early, rather than after filling in a form.
Exhibit A · Home · Capital for Africa's builders
Capital for Africa's builders
- ◆The headline names who it backs, not what it sells
- ◆What it finances stated as nouns: trucks, machinery, stock, contracts
- ◆Photography of working sites, never of office handshakes
- ◆Says plainly who it is not for, so the wrong visitor leaves early
Chapter B · The Financing Page
Five structures, numbered, on one page.
Asset financing, SME funding, working capital, revenue-based financing, and contract and invoice financing. They share one page because owners often need more than one, and the FAQ says they can be combined. Each is numbered 01 to 05 with its own anchor, so the nav, the footer, and the investors page all link straight to the right section. Every section answers the same three questions in the same order: what the money is for, which business it fits, and how it is repaid. Two of them needed more than words. Revenue-based financing gets a twelve-month chart comparing fixed repayments with revenue-linked ones, because the idea is easier to see than to explain. Contract financing gets three steps: you win the contract, we fund delivery, your client pays and you settle.
Exhibit B · 01 · Asset Financing
01 to 05 · one anchor each
- ◆Five structures, each tied to what the money pays for
- ◆Numbered sections with stable anchors, linked from every page
- ◆The same spine in every section: purpose, fit, repayment
- ◆A chart where the concept is easier seen than said
Chapter C · How It Works
Explain the process before asking for anything.
Conventional loans fail these businesses on timing, with repayment dates set by a calendar rather than by when the business gets paid. So the site sets out the process before it asks for anything. Four steps, under the line how a conversation becomes financing: a call and then a visit; terms matched to what the money pays for, with every cost and date in writing before signing; the same contact after funding; and a repaid facility that makes the next round easier. The assessment is just as plain. It looks at the owner, the business, the asset, and the cash-flow cycle. The financing page closes with a numbered list of five documents to have ready, and the FAQ is titled questions people ask, plainly. One sentence appears in every footer: terms are set out in writing before you sign.
Exhibit C · How a conversation becomes financing
Listen · structure · partner · grow
- ◆Process explained before any form or contact field
- ◆Assessment criteria published, not implied
- ◆A document checklist instead of a surprise request later
- ◆Terms in writing before signing, repeated on every page
Chapter D · About, Investors, Careers
Three audiences, one voice.
The About page makes one argument: structure matters as much as size, because the same sum can carry a business forward or sink it depending on when repayments fall. It backs that with a track record rather than adjectives: five years of credit infrastructure across Edanra (rent financing), Dryve (vehicle financing), and CreditForest (underwriting technology), with Gaya Fund as the consolidation. Two of those are filed in this same cabinet, as CASE №0003 and №0004. The investors page states the thesis plainly in three claims: the demand is real, structure is the edge, discipline compounds. It invents no figures and ends with an invitation to talk. Careers opens with we're not hiring, yet, rather than an empty job board, then describes the work anyway: field-first, a small team with real ownership, people who talk to owners and write memos.
Exhibit D · About · Why we finance the way we do
The argument, the thesis, the invitation
- ◆A track record named in place of a mission statement
- ◆An investor thesis in three sentences, with no invented numbers
- ◆An honest careers page instead of a hollow one
- ◆One voice for owner, investor, and candidate
Chapter E · Palette and Type
Colour as the thing that separates it from every bank.
Three reflexes were refused on sight. The navy-and-burgundy gravity of traditional African bank sites, which is the category Gaya Fund is reacting against. The cold gradients and abstract blobs of Valley fintech, which read as a pitch deck in the wrong cultural register. And the pitying photography of development finance, which frames a customer as a cause rather than a business. What replaced them: editorial structure and generous whitespace as the skeleton, and lavender, yellow, deep plum, and cream as the skin. The aim was a financier's seriousness without a bank's costume. Every text and background pair is checked against WCAG AA before it ships, because a palette that fails on a cheap screen in daylight has failed the viewer who matters most.
Exhibit E · Palette · Core
Lavender · yellow · plum · cream
- ◆Three anti-references refused: bank, Valley fintech, NGO charity
- ◆Every pair verified against WCAG 2.1 AA before shipping
- ◆Rebond Grotesque and Roobert, self-hosted
- ◆Mid-range Android on mobile data as the canonical viewport
Parts Inventory · Annotated by the Agent
- Framework
- Next.js 16 · React 19
- Language
- TypeScript
- Styling
- CSS Modules · no UI framework
- Forms
- Zod · typed schemas end to end
- Resend
- Typography
- Rebond Grotesque · Roobert
- Baseline
- WCAG 2.1 AA · reduced motion · 200% zoom
- Role
- Technical lead · site and front-end architecture
“Decide when the money comes back before deciding how much goes out.”
— Internal memo, undated