DESIGNING DIGITAL EXPERIENCES IN WEALTH
- Published: 21 November 2018
Traditionally, wealth and investment firms have prided themselves on building strong customer relationships and delivering bespoke services through a trusted personal adviser. We believe this fiduciary and trust relationship will continue. However, businesses will need to adapt to changing customer expectations. Younger generations are experiencing newer, more seamless and personalised digital experiences in most aspects of their lives and wealth and investment management firms must follow suit.
Read on to learn how to design your proposition to appeal to a younger audience including:
- Designing a more efficient onboarding and login process
- Account valuation and performance
- Personalising services
- Streamlining the top-up of accounts
For more information about the design of digital experiences within the wealth sector, please reach out to Niral Parekh.
Because wealth is being transferred at an extraordinary rate and there’s immense opportunity for firms to capitalise on it. This is not just about selling to Millennials (i.e. people born between 1980 to 2000) but also to Generation X (i.e. people born between 1960 to 1980). Research estimates that the figure for intergenerational wealth transfer in 2017 already crossed the £69 billion mark in the UK. In ten years’ time, this is expected to increase to £115 billion annually.
Today, it’s difficult for advisers to know the total value of wealth that their clients hold. Wealth can come from a variety of different sources and this is not always tracked, nor is it presented to clients in a simplified digital experience – so that they will be incentivised to continue using wealth services. Meanwhile, fintechs are sizing up this very opportunity.
We believe wealth and investment institutions need to turn their attention to the latest and most innovative ways to stand out from the crowd – and that developing a design thinking culture will be a critical differentiator for those looking to attract the next generation’s wallet-share.
The next generations want ease and an engaging experience – comparable to what they receive from the likes of Spotify, Netflix, AirBnB, Instagram, and Monzo. A UX-first approach, looking to simplify and delight – especially in the wealth and investment space could provide a massive opportunity.
'Design thinking' is an innovation methodology that focuses on understanding people’s real problems and rapidly exploring a range of creative solutions. Design thinking accelerates the definition of high level, tangible requirements through close collaboration, rapid prototyping and testing with end users ahead of agile delivery. Having a design thinking methodology in place when creating your user experiences provides you with confidence that what you are designing and building is indeed what your customers need.
In this report, we highlight the critical principles for business leaders and digital teams to consider when designing the UX for wealth and investment services for the next generation.