An explainer video answers "what does this product do, and why would I use it" before a prospect is willing to read anything. For SaaS and fintech products, where the thing being sold is often invisible, it is usually the hardest-working asset on the site.
The job of an explainer
Most explainers fail in the first five seconds, before the product has even appeared. The opening makes a generic claim, the viewer files it under "another one of those", and the rest of the film plays to nobody. We wrote about why openings fail in some detail.
The ones that work share a shape: a specific problem stated plainly, the product shown doing something about it, and proof that it works, all inside ninety seconds. Getting there is mostly a writing job. The animation is what makes people stay for it.
How we approach them
Script first, always. We work out what actually needs saying before anyone opens an animation tool. Where the product has a strong interface we work with the real UI. Where it is abstract, payments infrastructure, say, or an API, we design a visual language for the idea rather than faking screenshots.
Projects run through the same four steps as everything else we make: Listen, Sketch, Compose, Ship. Rough cuts appear early and often. The process page has the detail.
Cost and timeline
A bespoke 60 to 90 second explainer from a UK studio commonly sits between £15,000 and £30,000, taking four to eight weeks from approved brief to delivery. Template-led work is cheaper and looks it. The full breakdown is in our UK cost guide.
Frequently asked questions
How long should an explainer video be?
Sixty to ninety seconds for most products. Long enough to land the problem, the product and the proof, short enough that people finish it. Longer cuts work for sales contexts where someone has already agreed to watch.
How much does an explainer video cost in the UK?
A bespoke 60 to 90 second explainer from a UK studio commonly sits between £15,000 and £30,000, with custom design, an original script and proper sound. Template-led work is cheaper; brand-defining work with multiple deliverables costs more.
Should the video show the product UI?
Sometimes. If the interface is genuinely the selling point, show it. If the product is abstract, as most fintech infrastructure is, a visual language that explains the idea works harder than screen recordings.
How long does production take?
Four to eight weeks for a bespoke 60 to 90 second film, from approved brief to delivery, with rough versions shown along the way.