Rebuilding the Digital Wealth Experience for Existing Clients.
Migrating a legacy client application onto a shared product foundation, redesigning the mobile experience and introducing portfolio intelligence, market context, documents, notifications and direct Relationship Manager access.
- Role
- Product Manager / PO
- Domain
- WealthTech / FinTech
- Product
- Client Application
- Platforms
- iOS · Android
- Users
- HNW Clients
- Focus
- Mobile · Engagement
This is an anonymized reconstruction of real product work. The workflow UI, data, names, and examples are synthetic; the stated outcomes reflect the original programme.
The Client Application already existed when I joined The Family Office. The challenge was not to build another wealth app from scratch — it was to modernize an existing product, migrate it onto a new technical foundation and create a more useful digital experience for clients who traditionally preferred calling their Relationship Manager.
I owned the product through the migration and subsequent redesign, partnering with the Tech Lead and CTO on technical direction while shaping the roadmap for the new client experience.
The redesigned application brought portfolio visibility, personalized insights, market information, documents, notifications and Relationship Manager communication into one mobile experience.
The context
Two digital journeys that needed to become one.
The Family Office had two important digital experiences — the Prospect / Investment Journey, used before someone became a client, and the Client Application, used after the investor became a client. Historically, these existed on different foundations.
That created an important transition problem. A person could complete the prospect journey, become a client and then effectively enter a separate digital product experience. The goal was to make becoming a client feel like a continuation of the digital relationship rather than the beginning of another one.
Before
After
Sanitized portfolio reconstruction — created to illustrate the product concept without exposing proprietary interfaces or client data.
Move onto a shared product foundation.
The existing Client Application was migrated onto a new codebase aligned with the newer digital investment journey. The objective was to create continuity between the prospect and client experiences.
Once a lead became a client, the user could transition into the client experience while continuing to use the same account credentials rather than creating a completely separate login. This also created a stronger foundation for evolving both experiences over time.
My role during migration
My ownership started with the migration. I partnered with the Tech Lead and CTO on technical and product decisions — questions including what the new technical foundation should look like, how the application should be migrated and how the product roadmap should evolve.
- Which capabilities should move first
- How the client experience should connect with the investment journey
- How to create a foundation for subsequent redesign and feature development
- How the migration roadmap should be prioritized
Migration solved the platform problem. Not the engagement problem.
Once the technical migration was underway, the bigger product question became clear: why would a high-net-worth client open the application instead of simply calling their Relationship Manager?
The target clients were accustomed to high-touch wealth management. When they needed information or wanted something done, calling their RM was often easier than opening an application. That meant the goal could not simply be “put portfolio information on a phone.” The application needed to provide enough ongoing value that clients had a reason to return.
Talk to the clients who were supposed to use it.
We spoke directly with approximately five clients to understand how they perceived the existing application. The conversations focused on what they found useful, what they didn't, what information they wanted immediately, what they still relied on their Relationship Manager for, and what would make the mobile application worth returning to.
The feedback shaped the redesign and the feature roadmap.
Five recurring client needs.
Clearer portfolio overview
Clients wanted to understand their overall portfolio directly from the dashboard without navigating through multiple areas.
Better investment visibility
They wanted to understand how their wealth was distributed and what was happening across their investments.
Market context
Clients followed financial markets separately and wanted relevant market information closer to their portfolio experience.
Documents in one place
Investment and portfolio reports needed to be easy to find rather than distributed across different communication channels.
Timely updates
Clients wanted to know when reports or relevant portfolio information became available.
Easy RM access
Digital self-service did not remove the importance of the RM relationship. The application needed to make that relationship easier to access.
Give clients reasons to return.
The redesign centered on five pillars that together created a more useful daily wealth experience.
Portfolio
Understand my wealth
Insights
Understand what deserves attention
Markets
Understand the broader context
Documents & Notifications
Stay informed
Relationship Manager
Get human support when needed
Sanitized portfolio reconstruction — created to illustrate the product concept without exposing proprietary interfaces or client data.
Six capabilities in the redesigned application.
Portfolio at a glance
The dashboard was redesigned to give clients a clearer view of their portfolio. The objective was to make the first screen answer: 'What's happening with my wealth?' The redesigned experience provided a visual overview of portfolio distribution and relevant investment information, helping clients identify investments or areas of the portfolio requiring attention.
Personalized portfolio insights
Information gathered during the prospect journey created an opportunity to make the client experience more relevant after onboarding. Rather than discarding that context once someone became a client, we introduced AI-assisted personalized portfolio insights based on relevant client and investment context. The intention was to help clients understand areas of potential interest and aspects of their portfolio that deserved attention.
Market context
Client research indicated that users followed financial markets separately and wanted relevant market information closer to their portfolio experience. Market data and content were incorporated into the client experience, reducing the need to leave the application to understand broader market movements.
Documents in one place
Clients received portfolio reports and investment-related documentation from different parts of their wealth-management relationship. We introduced a dedicated document experience so relevant reports could be accessed from one place — including portfolio reports, investment statements and periodic reporting.
Notification Center
The previous application did not have a dedicated notification center. We introduced notifications so clients could be informed when something relevant happened — a new report becoming available, a document ready to download, relevant portfolio updates or periodic portfolio information.
Relationship Manager access
One of the most important product decisions was not trying to replace the Relationship Manager. Clients could communicate with their RM directly from within the application via chat or direct call. The digital experience complemented the existing high-touch service model rather than attempting to replace it.
Product thinking
Carry context forward instead of starting again.
One important opportunity created by connecting the Prospect Journey and Client Application was continuity of data. The digital relationship already contained context gathered during the prospect journey. The redesigned client experience could use appropriate context to make the post-onboarding experience more relevant from day one.
Prospect Journey
- Investor context
- Preferences
- Investment history/context
Client Application
- Portfolio
- Personalized insights
- Relevant market information
- Ongoing RM relationship
Sanitized portfolio reconstruction — created to illustrate the product concept without exposing proprietary interfaces or client data.
Self-service vs. high-touch wealth management.
Option A — Lean into digital self-service
Replace more RM interactions with digital capability.
Risk: The product could undermine a relationship model clients already valued. HNW clients were not necessarily seeking to eliminate their RM — they valued that relationship.
Option B — Keep it primarily informational
Treat the application as a read-only portfolio viewer.
Risk: Clients would have little reason to return. A portfolio viewer without ongoing value reduces to a quarterly statement.
Product principle
Digitize the information layer. Preserve the relationship layer.
The direction was a hybrid experience. Make portfolio information, insights, markets, reports and updates accessible digitally while integrating Relationship Manager communication directly into the product.
Self-service
- Portfolio
- Insights
- Markets
- Documents
- Notifications
Human relationship
- Relationship Manager
- Direct chat
- Direct call
= Hybrid wealth experience
Sanitized portfolio reconstruction — created to illustrate the product concept without exposing proprietary interfaces or client data.
Redesigning for iOS and Android.
The redesigned application used React Native to support both iOS and Android. The redesign considered the Client Application as a mobile product rather than a smaller version of a desktop wealth portal — each screen needed to earn its place on a device clients reached for throughout the day.
From legacy product to redesigned experience.
This work was not purely 0→1. It demonstrates modernization and evolution of an existing product — from a legacy foundation through migration, redesign and continuous iteration.
Legacy Client Application
Platform Migration
Shared Digital Foundation
Client Discovery
Mobile Redesign
New Client Capabilities
Launch
Measure Engagement
Client Feedback
Iterate
End-to-end product ownership.
I owned the product through migration, redesign and subsequent roadmap evolution.
- Shaped the migration roadmap and prioritized migration and product work
- Partnered with the Tech Lead and CTO on technical direction
- Gathered direct client feedback and translated it into product opportunities
- Defined the redesigned client experience and prioritized new capabilities
- Worked with design and engineering through delivery
- Coordinated launch and monitored adoption and engagement
- Gathered post-launch feedback and fed learnings back into the roadmap
Engagement was the primary product problem.
The existing application had very limited regular usage. After the redesign and release, usage increased progressively over the following months.
Client engagement increased materially following the redesigned application rollout, with continued growth observed over the first months after launch.
After releasing the redesigned application, we returned to clients for another round of feedback — understanding reaction to the redesigned experience, feedback on newly introduced capabilities, remaining friction and opportunities for future roadmap development.
Three qualitative outcomes.
One identity
Created continuity between prospect and client digital experiences — the same account, the same relationship, one digital home.
More useful mobile experience
Expanded the product beyond portfolio visibility into insights, market context, documents, notifications and RM communication.
Increased engagement
Observed meaningful growth in client usage following launch with continued monitoring through post-launch client feedback.
Six areas of product craft.
Platform Modernization
Migrating an existing product onto a new shared foundation while preserving the client journey.
Product Discovery
Using direct client feedback to shape redesign priorities and the feature roadmap.
Mobile Product
Evolving a wealth platform designed natively for iOS and Android.
AI Product
Introducing personalized insights using client and investment context gathered during onboarding.
FinTech Integration
Bringing market information and financial data closer to the client portfolio experience.
Product Growth
Treating low engagement as a product problem and iterating based on post-launch feedback.
What I’d explore if evolving it today.
Reflective thinking — not historical gaps or planned future work.
- 01Deeper behavioral analytics across portfolio and content interactions.
- 02Stronger personalization controls so clients understand why insights are being surfaced.
- 03Feedback mechanisms directly on personalized insights to improve relevance.
- 04Clearer measurement of digital self-service versus RM-assisted activity.
- 05Experimentation around notification relevance and frequency.
- 06Better measurement of which capabilities create repeat engagement.
Key product lesson
The app had to earn a place in a high-touch relationship.
For high-net-worth clients, digital adoption could not be created simply by making an application available. The product needed to provide information and capabilities worth returning for while respecting the Relationship Manager relationship clients already valued.
The redesign therefore wasn't about replacing human wealth management with software. It was about making the digital and human experiences work together.
Family Office Ecosystem
Explore the full product context.
Both case studies sit within a broader interconnected WealthTech ecosystem. Return to the Family Office overview to understand the investor lifecycle they serve.