Disrupting the evolution of wealth for health


Consumers deserve to be rewarded for the healthy choices they make—and for sharing their data with their favorite brands.


The first ever Health and Wellness credit card that rewards users for people who track their activity and meet their goals.

*Designs are conceptual and not final

The Situation

Paceline is disrupting wellness by combining physical health with financial rewards. With Paceline, it literally pays to be active. As the fintech startup sought to expand their existing rewards ecosystem to include a credit card product, they needed a strategy to seamlessly integrate it into their existing offering.

What we did

  • Developed conceptual models for the credit card incentives and rewards program
  • Led UX/UI design strategy for physical and digital credit card offerings, application, and management
  • Redesigned the digital experience to incorporate the credit card into the existing Paceline app and integrate with all its health-related features
  • Worked side-by-side with Railsbank Credit Card as a Service (CCaas), who is enabling the infrastructure of the new offering
  • Accelerated the next generation of the Paceline experience—from vision, persona research, and ideation to market-ready in weeks, not months


  • Digital Business Strategy
  • Brand Strategy
  • Experience Strategy
  • Product Strategy
  • Experience Design

“We appreciate the collaboration and all the amazing work Hero has delivered in such a short period of time. The team brought such thoughtful and innovative design ideas to the table, giving us so much to work with, shoot for, and aspire to."

Joel Lieginger
Founder and CEO


  • #1 Health and Fitness app Apple App store
  • Fintech Times Featured
  • Yahoo! Fitness Recommended
  • CrowdFund Insider Featured

“I’m loving Paceline. My motivation to exercise has gone up now that I can both see how much I’ve earned in rewards ($70!), and I can compete against my friends. When I start falling behind it motivates me to get going. I’ve also donated about $40 to charity so far, which feels even better than Starbucks.”

Paceline User

*Designs are conceptual and not final.