How Simplicity Scaled a $1B Revenue Platform

THE CHALLENGE

Traditional business banking required complex decision trees to complete a single international transfer. Users faced:

• Multiple decision points
• Unclear next steps
• High cognitive load
• Confusing information architecture

Airwallex needed to make international payments as simple as buying resources next door.

THE SOLUTION: A SIMPLE USER FLOW

Airwallex designed a linear, intuitive user flow for their core feature: sending money locally and internationally.

Key Flow Decisions:

1. New Transfer or Existing?
2. Which Account Type?
3. Enter Fund Details - agree on exchange rates and fees
4. Review Everything - re-agree on parameters

THE DESIGN PRINCIPLES

1. Linear Decision Tree

No unnecessary branching. One logical path forward.

2. Binary Decisions

Users choose between two clear options, not multiple possibilities.

3. Progressive Disclosure

Information requested only when needed. No overwhelming users upfront.

4. Confirmation Before Commitment

Users review and confirm before sending. Reduces errors and builds confidence.

5. Clear State Indicators

Users always know where they are in the flow and what comes next.

THE RESULTS

Before: Complex banking flows with unclear decision trees

After: Streamlined Airwallex flow with simple, linear decisions

Impact:

• 200,000+ businesses adopted
• 90% YOY revenue growth in 2026
• $1 billion in annualized revenue
• On track to surpass Wise in 12 months

KEY TAKEAWAY

Airwallex didn't win by adding features. They won by designing a user flow so simple, users complete it intuitively. A simple, logical user flow beats a feature-rich, complex one every time.