Bloomberg.com is doing away with its traditional text-heavy, straight-news website, with a redesign that embraces multimedia and aesthetics, revealing its intentions to take-on its rivals in the Wall Street Journal and the Financial Times.

The new Bloomberg.com, which can be previewed today, still features its distinguished data, news and commentary, but now resembles a more traditional news site with a focus on aggregation.

The redesign marks an investment (and endorsement) of online news, from a company known for it troves of financial data and its “Bloomberg Terminals”, which remains its core money-making product.

Kevin Krim, head of Bloomberg.com, said the substance and style redesign is meant to “kill” their rivals at the WSJ, FT or Reuters.

Krim told BusinessInsider.com: “There’s not a lot of options for business people. When they wake up in the morning, we want to be their one stop.”

Bloomberg.com, which is still profitable, has no intentions to include a paywall in the future, but Krim said it is looking at “certain subscriber products that are targeted in a very specific way”.