Investing is notoriously one of the more complex concepts in personal finance, with research showing that 43% of people do not believe that financial services provide enough resources to support financial decision making.

A leading financial services firm approached us with a clear proposition that aimed to cut through the noise & confusion associated with online investment advice.  They wanted us to design an educational investment app, that would diversify their product offering and tap into the advice gap.

Our mission was simple, build confidence in investing through highly engaging educational content that appealed to a wide-range of investor profiles, from newbie to well-versed.  

To ensure users continued to return to the learning platform, we embedded gamification principles to create an experience which encouraged users to stick around longer and engage more deeply with the content.

By defining the exact purpose of gamification within the app, we crafted a clear strategy that ensured each gamification element served a distinct role in celebrating and reinforcing different types of behaviour - avoiding any possibility of gamification for the sake of it.

To cut above the generic, and often confusing, advice that is widely available online as an entry point to investing, we set out to deliver only the most relevant and tailored content to users.

Anchored by personalisation, we ensured the platform was easily customisable based on users' financial circumstances and existing knowledge by including a simple onboarding questionnaire that determined their first lesson.

Most people don't know what they don't know, particularly when it's a topic as vast & intimidating as investing, so we made it simple for complete newbies to understand where to begin with their investing journey.

Beyond creating an educational platform purely to inform users about investing, we designed it to build positive brand association, encouraging them to put their learning into practice, and invest directly with our client.

Guiding users through lessons and solidifying this fresh knowledge with quizzes, we provided users with tools to engage with information in an interactive way.

By providing users with objective, hyper-personalised information, we embedded a strong sense of trust between users and our client. Capturing this previously underserved group of investors early in their investment journey allowed our client to convert users and direct them to the right product for their needs.