We rebuilt our website primefold.ai. Here’s what changed when RI went live.

A website is a map of the company behind it. Ours had one product on it.

In March we changed our name from Saypien to Primefold. Last week, we launched a second intelligence: RI. The website had to catch up with both, and that turned out to be a much more complex challenge than a redesign.

Two readers, two different needs

Experience Intelligence is built for marketing, customer experience, product and HR teams. They arrive with a specific question: why NPS dropped in DACH last quarter, or which accounts are showing churn signals right now. They can answer it themselves, and what they want first is a way in.

Real Estate Intelligence is built for asset managers, investment teams and property managers. RI is not self-serve: there is no trial to start on your own, so every partnership begins with a conversation. What they need to see from the product is evidence that an answer can be traced back to the document it came from.

Same company, opposite journeys. One can start today and wants the fastest way in. The other cannot start alone, so the page has to earn a conversation instead. Some readers end up being both: NAS Invest runs XI and RI.

What we decided

One platform, two intelligences and no page pretending to serve both readers at once.

Each intelligence has its own page now, in its own words. XI talks about surveys, responses and the channels you already use. RI talks about leases, rent rolls, covenants and the clause behind every answer. Neither page borrows the other's vocabulary, because a reader who gets lost in translation is a reader who leaves.

That decision shows up most clearly in the buttons. XI has the option to directly start a trial on your own. RI does not: we onboard one new partner per month, and every new partnership begins with a conversation. A shared button reading "get started" would therefore tell half our readers something untrue about what happens next. So every call to action names the door it opens. Start a trial, or book a call. Worth noting: you can also book a call for XI first if you are interested in the business or enterprise plan right away.

Security, plans, the company pages and this blog stay shared, because both audiences read them, sometimes in the same session. Those pages carry only what is true of the whole platform: where data is stored, what we do and do not do with it, and what you are actually buying.

The part that was harder than it looks

When you build a second product page, the fastest way to start is from the first one. The structure carries over cleanly. The vocabulary does not.

Respondents, surveys, channels and touchpoints belong to XI. Leases, clauses, rent rolls, covenants and capex schedules belong to RI. A survey has respondents. A portfolio has none. Left alone, a second page inherits the first page's furniture and ends up describing a product that does not exist.

So the nouns are assigned. Each intelligence owns its specific set; shared pages take a neutral set that belongs to neither and every claim on the site has to be traceable to something we can show. A written standard governs all of that, and that is the reason the two intelligences stay distinct as the site grows rather than slowly merging into one blurry thing.

The second reader is an LLM

A growing share of business research now starts inside an AI answer rather than on a results page, and that happens whether you want it to or not. Just try to google anything right now and an AI summary will almost always sit above the search results, no matter how you phrase the question. Someone asks which tools read commercial leases, and what comes back is a summary assembled from pages like ours. We are an AI-first company, so this is not a side issue for us. Everything we publish has to work for two readers at once: the person and the machine that will summarize it for them.

That changes what a page has to be good at. An AI model will not read between the lines. It repeats what is explicit. So the pages state plainly what each intelligence does, who it is for, what it costs, where the data sits and what the limits are.

The useful part is that this pulls in the same direction as writing for people. Both readers want the claim and the basis for it in the same place. One of them just refuses to guess.

What is new

The whole website, including two product pages. One per intelligence, each in its own language. Case studies with real figures and the basis stated next to them. A security page that says where documents are stored and what happens to them. A plans page that states what is included at each tier. And this blog, where we publish the thinking behind the decisions.

Have a look

The map matches the company now. Two intelligences, one platform and a core standard behind every sentence on it.

If you want to see either one working with your own material: XI has a trial you can start today. For RI, get in touch with us and we’ll guide you through it.

Next week: Primefold speaks German now. How we built the feature and what it means for you.