A nationally utilized financial service advisory platform, was facing a shift in market landscape with younger investors and advisors becoming the primary market. Additionally, they were starting to see increased competition from planning platforms with better experiential standards and a significantly shorter learning curve.
Our client came to us to understand how the differing needs and mindsets of the emerging mass affluent market impacts their business and future product strategy. The overarching goal was a digital transformation of their platform to better serve these new advisors and investors, while retaining their current market share.
We delivered a product strategy and design that is future-proofed to meet the needs of the emerging market and aligns with usability and interactivity standards of today’s technologically savvy users. We facilitated internal alignment for the product direction by developing a roadmap for future decisions, development and feature activation.
To understand the financial mindset of this emerging market, we visited mass affluent individuals in the US and Canada to gain a deep understanding of their current and desired investment behaviors.
This revealed gaps in the platform where mass affluent investors expected experiential and usability standards in line with competitive platforms, as well as other applications they were utilizing. There were also clear feature gaps such as a lack of interactivity with their advisor and no investment educational elements.
We transformed the revealed insights into investor personas, journey maps and prioritized opportunity areas which guided the conceptual design for an improved planning platform. The roadmap for this new product strategy was outlined into actionable next steps based on technical feasibility and business impact guidelines.
As a result of our work, our client made a strategic shift in their planning platform to better target the emerging investor market. The product now includes an interactive client portal where investors can be hands on with their financial plan, interact with their advisor and gain a comprehensive visual overview of their aggregated financial accounts.