An all in one personalized platform to bring financial access to everyone
Investify
Welcome to Investify
Investify is an all-in-one personalized finance platform that simplifies the financial journey for retail investors.
Dive into the world of finance with interactive, gamified learning tools, personalized strategies, and streamlined account management to boost financial literacy and make informed decisions.
With easy access to financial advisors and real-time account analytics, Investify ensures an insightful, efficient, and premium experience, bringing financial access to everyone.
From Concept to Ideas
Customer Challenge
Navigating the complexities of personal finance can be challenging, especially for retail investors. Gaining financial literacy, finding the best strategy, managing accounts, and staying confident during market turbulence are all daunting tasks.
Many of us have wondered, "What do I do with this first big paycheck fresh out of college?" or thought, "If only I had been informed enough to make that decision," or "If I had known earlier, I would have started saving and investing sooner and could be happily retired by now." These sentiments reflect the struggle many face due to a lack of comprehensive resources. People hesitate to take action when faced with the unknown, highlighting the need for a community that encourages financial literacy from the start.
Even those ready to get started often find themselves swamped by an ocean of information. Finding and sticking with the strategy is not always easy due to market volatility. In addition, financial channels frequently highlight the “hot pick of the day”, and social media is flooded with “invest in this, invest in that” advice, leading to information overload and distractions for retail investors to make financial decisions. Our customer interviews reveal that retail investors long for a personalized financial strategy that aligns with their goals and evolves with their knowledge. They also seek access to a financial advisor to avoid feeling adrift.
For those who have found their way and are committed to the financial market, optimizing portfolio management is a priority. When signing up for accounts, they diligently choose different financial institutions best suited for their goals: one for saving, another for investing, and another for banking, etc. However, managing these accounts can be cumbersome. They have to sign into each account individually and manually update balances, transactions, and performance in a spreadsheet to keep track of their finances. Tracking multiple accounts manually can be time-consuming and prone to errors. Experienced retail investors desire an innovative solution where all their accounts are aggregated and updated automatically in one place.
Customer Segmentation
User Challenge
I conducted user interviews with 10 potential customers to understand their pain points, goals, and motivations.
The questions I ask are as follows:
Overall, how would you describe your investment experience?
What has been your experience with the enrollment process?
What has been the biggest struggle for you in your investment journey?
What strategies or approaches have you tried that haven't worked for you?
If you could envision your ideal solution to support your investment journey, what would it look like?
If there were a product designed to help you achieve your financial independence goals, what features would you want it to have?
How do you typically learn about the products you are using?
How do you currently utilize the products you have?
Personas and Customer Journey
Casual Investor:
Users who have limited exposure to the financial market. Their investment decisions are primarily influenced by friends and 'what’s popular' on the internet. They need to start by understanding the types of accounts, investment vehicles, research before buying and selling, and financial terminology.
Short Term Investor:
Users with some exposure to the financial market, have started investing and have financial goals. However, their decision-making process often becomes distracted by the overwhelming amount of available information and a lack of understanding of the market's complexity. They seek to find a strategy that works for them, hoping to gain easy access to a financial advisor and gradually transition into long-term investors.
Long Term Investor:
Users who are committed to investing, do research, and look for a premium experience to analyze data and gather insights to optimize their portfolios. These users often have multiple accounts and seek ways to manage all their accounts in one place, which will provide better analytics to make informed investment decisions.
User Stories and Acceptance Criteria
Gamified Learning Experience
Objectives: build a community to promote financial literacy through interactive learning, empowering users to make informed decisions through immersive real-life simulations
As an investor, I want to learn basic finance before investing, so that I know what my choices are.
As an investor, I want to do mock scenarios after each unit, so that I am prepared for real life situations.
As an investor, I want to see the score of other people’s mock scenario, so that I can benchmark my performance against others and identify areas for improvement
As a user, I want to identify my investment goals, so tat I can align my financial decisions with my long term objectives.
As a user, I want to know the investment strategy that suite my financial goals and risk level, so that I can make an informed decision on building a portfolio.
As a user, I want to know the personalized asset allocation combination, so that I can make better financial planning
As a user, I want to see a list of recommended stocks/bonds/ETFs/mutual funds/index funds that fits my goal and risk tolerance level, so that I save time on reading through many fund factsheets
As a user, I want to be able to talk to a certified advisor about my results, so that I can seek for investment guidance and make informed decisions
As a user, I want to have a consolidated overview of my financial situation, including bank accounts, investment accounts, debts, and assets, in one centralized setting.
As a user, I want to explore each account types, so that I can view detailed account information, including transaction history, current balance, and account status
As a user, I want to have a dashboard that measure my portfolio performance against stock market, so I know how I do on a daily basis
As a user, I want to click in different accounts from the dashboard, so I can see the detail.
As a user, I want to filter the dashboard, so that I can customized the view and analyze investment effectively.
Investify should provide multiple interactive learning units, such as budgeting and saving, banking and financial services, investing basics, risk and return, financial instruments, and stock market, etc.
Investify should have simulation cases after completing each unit. User would receive immediate feedback on their decision making, including explanations and suggestions for improvement.
Investify should show a leaderboard displaying scores from other users mock scenarios who completed the same unit, encouraging a financial literacy community
Assessment/Financial Advisor
Objectives: the user is able to identify investment goals, strategies, and a customized portfolio through personalized assessment.
Investify should analyze user’s financial aspirations, investment timeframe, and risk tolerance based on the questions the user answered.
Investify should explains the recommended investment strategy and its benefit, allowing users to review and adjust it based on their preferences
Investify should presents a percentage of stocks/bonds/ETFs/mutual funds/index funds to the user and explain each investment instrument type
Investify should present a list of investment vehicles to the user at a granular level and provide a fact sheet summary for each recommendation.
Investify should offer users the option to connect with a financial advisor after viewing the assessment summary. It should then provide a list of recommended certified advisors that match the user's needs.
Instant, Unified Account Management
Objectives: provide user with an aggregated view of their financial to make better decisions, ultimately enabling effective planning and maximizing return
Investify should offer users the option to connect with a financial advisor after viewing the assessment summary. It should then provide a list of recommended certified advisors that match the user's needs.
Investify should be able to access a list of all account type available, and user should be able to filter/sort, view the transaction history/details, current balance, and account status.
Real Time Analytics
Objectives: a dashboard that provides instant real-time updates on portfolio performance data, enabling users to identify opportunities and manage their portfolio effectively
Investify dashboard should analyze the performance of all accounts that the user added in the platform, it presents a summary of daily gain/loss, asset allocation, top position.
Investify dashboard should allow the user to click on different accounts or asset classes to view detailed performance anytime they log in.
Investify dashboard should allow the user to filter based on data range, asset class (stock/bonds/crypto/ETFs, etc.), sector (TMT, healthcare, energy, etc).
Pricing Strategy
Lean Business Model Canvas
Prototype
Gamified Learning Experience
Build a community to promote financial literacy through interactive learning, empowering users to make informed decisions through immersive real-life simulations
Unified Account Management
Provide user with an aggregated view of their financial to make better decisions, ultimately enabling effective planning and maximizing return
Personalized Investment Strategy
Identify investment goals, strategies, and a customized portfolio through personalized assessment
Real Time Analytics
A dashboard that provides instant real-time updates on portfolio performance data, enabling users to identify opportunities and manage their portfolio effectively
