A year ago, we launched a new site alongside our Series A. It was incredibly well received, helped us grow our customer base, and eventually got us to an acquisition by Postman.
But the way developers consume APIs has changed dramatically during that time. Increasingly, APIs aren’t just being used by developers, they’re being used by AI agents.
Today, we’re launching a new marketing site for Fern.
As we approached the redesign, the focus for our design team — Kapil Gowru and Mathieu Legault — was: build for the future of API consumption. Every interaction, animation, and component on the site was designed and implemented directly by product designers using Claude Code and Devin AI.
Goal 1: Agent Experience
Our customers — primarily developer experience teams responsible for external APIs — are seeing a rapid increase in AI agents interacting with their platforms.
They’re asking questions like:
- How do I make my docs agent-friendly?
- How do I ensure coding agents use an idiomatic SDK instead of generating raw fetch requests?
- How do I keep documentation continuously synced with my codebase?
- How do I give agents the context they need to successfully integrate with my API?
Agents expect APIs to be AI-ready.
It requires a connected developer experience across Docs, SDKs, a CLI, and a MCP server. Fern helps teams deliver that connected experience and keep it in sync automatically.
Goal 2: Enterprise
We are building more for enterprise customers like Nvidia, Square, Twilio, and Auth0. These teams seek vendor consolidation instead of having a disjointed solution for SDK generation, another for Docs, and yet a third for offering a CLI. The market is consolidating around teams that want one source of truth and one vendor accountable for it.
The new site reflects our focus on serving enterprise customers with 100+ person teams who collaborate on delivering a developer experience.
Control like self-hosting Fern’s platform; security controls like SSO and RBAC; and supporting an international audience with localization (multi-language support) are important to our enterprise customers.
Goal 3: Show, don't tell
Our previous site focused on explaining how Fern worked. It focused on the pipeline:
Input OpenAPI → run a CLI command fern generate → output Docs and SDKs.
This redesign focuses on the outcome instead. It illustrates what you get, most notable with the interactive docs site experience on our homepage.
- Home, drop your brand in and watch the theme update across a fully rendered Fern docs site, with your colors and logo flowing through.
- /docs, see how you can author your docs in various ways with simulated Slack, Fern Editor, and IDE interfaces.
- /sdks, see how agentic coding tools, like Claude Code consumes a production SDK, with the resulting code rendering live in the IDE.
- /cli (coming soon)
Every interactive element answers "what do I actually get?" while moving the diagrams for "how does this work?" below the fold.
Built for the long run
If you want to ensure your APIs are AI-ready, our team is here to help.
With the reach of Postman, we’ll be expanding the number of organizations who use Fern to power their public API developer experience.
Fern is a long-term investment for Postman. We acquired the product and team because high-quality SDKs and CLIs are foundational to the future of APIs and agent platforms.
The site is live. Give it a spin and let us know if you have any feedback at kapil@buildwithfern.com.