Major Wealth Management Firm

Creating and launching a digital advisory platform for a leading asset manager to make expert financial guidance more accessible

THE BRIEF

A leading asset management firm had deep expertise and credibility but its brand felt traditional and intimidating to many consumers. They needed to find new growth opportunities, while also appealing to new customer audiences.

THE WORK

We conducted ethnographies, surveys, and user testing with current and prospective clients to understand their financial goals, barriers, and confidence gaps, then co-created and validated solutions with consumers and stakeholders across the business.

The final concept balanced expert advice with more consumer control and a more approachable format. It was so compelling, the executive team to fast-track implementation. Over 12 months, we then ran 96 tests and built 30 prototypes alongside 200 developers to launch a goal-based digital advisory MVP. Within months, it became one of NerdWallet's top-rated platforms.