Work / 2026

GroupeADF

A bilingual site for a Montréal mortgage broker, hand-written and built around two calculators that do real Canadian mortgage math.

Client: Anthony Delli Fraine, mortgage broker, Montréal
Year: 2026
Services: Art direction, Web design, Front-end development, SEO
Live: groupeadf.ca

/01

The challenge

A mortgage broker is selling himself. Anthony Delli Fraine works through Groupe Orbis with access to lenders across Canada, but a buyer comparing him to their own bank sees a stranger with a phone number. The site had to make an independent broker read as calm, established and on the client's side. It had to work in English and French for Greater Montréal. And it had to give a visitor something useful before asking for a call, because nobody books a broker until they have a rough idea of what they can afford.

/02

The approach

The design is quiet on purpose: warm off-white, near-black, a single muted gold, large tight headlines and a lot of space, so the only thing with any drama is Anthony himself, photographed on location instead of against a studio backdrop. The site is hand-written HTML, CSS and JavaScript with no framework, and every string exists in English and French behind a single toggle. The calculator page is what earns the call. It compounds semi-annually the way Canadian lenders do, adds CMHC insurance below 20% down, and qualifies an affordability estimate at the federal stress-test rate against the standard GDS and TDS limits, with a co-applicant option.

/03

The outcome

groupeadf.ca went live as a five-page static site: home, about, services, calculators and contact. Every page ends in an invitation to book a call, the lender network is shown rather than claimed, and the calculators give visitors a real number to bring to that call — with a plain note that it is an estimate, not an approval. The home page is marked up as a MortgageBroker for local search.

A scrolling strip of lender partners — Home Trust, National Bank, CIBC, TD, Scotia and more — above “A track record you can stand on” with 500+ clients, $250M funded, a 4.9 rating and 48-hour pre-approvals — Sixteen lenders scroll past before any claim is made. A broker's pitch is choice, so the site shows the choice first.

“More options. A clearer path forward.”: a portrait of Anthony on the phone beside four reasons to work with him

A person, then a pitch

Anthony is in the frame early and often. The photographs are taken outdoors, on location, so the site feels like meeting someone rather than reading a rate sheet. The copy speaks in his voice — “I'll walk you through both scenarios” — not a company's.

The payment calculator: home price, down payment, rate and amortization inputs beside a dark results card showing an estimated $2,324 a month — The payment calculator treats its numbers as a working note: change the price, down payment and rate, then bring the scenario to a pre-approval.

Canadian math, not a generic widget

Many mortgage calculators online are built for US loans and compound monthly, which gets a Canadian payment wrong. These compound semi-annually, add the CMHC premium below 20% down, and note that in Québec the tax on that premium is due at closing. The affordability calculator qualifies at the higher of the contract rate plus two points or 5.25%, caps housing at 39% of income and total debt at 44%, and counts half of any condo fees — the same rules a lender will apply.

The affordability calculator: income and debt inputs beside a maximum purchase price of $365,896, qualified at the stress-test rate — The affordability calculator shows the ceiling and what sets it — income or debt — so the next step is obvious.

The homepage on a phone: Anthony's portrait fills the screen above “Mortgages, made simple.” and a Book a Call button — On a phone the portrait gets the whole first screen, and a call bar stays pinned to the bottom of the screen.

The payment calculator's results on a phone, with the estimated monthly payment, loan-to-value and a fixed Book a Call bar — On a phone the portrait gets the whole first screen, and a call bar stays pinned to the bottom of the screen.

“How Anthony can help”: four cards for buying a home, refinancing, renewals and investment — Four situations, four steps. The home page answers “can you help with mine?” and “what happens next?” before it asks for anything.

“Your path to keys”: a four-step timeline from discover to pre-approval, shop and apply, and close — Four situations, four steps. The home page answers “can you help with mine?” and “what happens next?” before it asks for anything.

The About page: “Hi, I'm Anthony.” beside a full-length portrait on a lawn — The about page is written in the first person, and says in two sentences what a broker does that a bank will not.

2: calculators using Canadian compounding, CMHC and the federal stress test
2: languages sharing every page behind one toggle
16: lender partners on show before the first claim
0: frameworks or plugins to maintain

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