Rebuilding trust for over 850 financial advisors
Rebuilding trust for over 850 financial advisors
$6B
Improvement in AUM (+6%)
27%
Increase in advisor CSAT
+3%
Rise in financial advisor retention
$6B
Improvement in total AUM (+6%)
27%
Increase in overal financial advisor CSA
+3%
Rise in financial advisor retention
This project showcase reflects my work. Certain details were adjusted to honor confidentiality.
Problem
A legacy platform that broke advisor trust and slowed growth
A legacy platform that broke advisor trust and slowed growth
NBC’s outdated wealth management platform frustrated advisors and eroded confidence. With 850+ advisors across Canada, poor UX risked billions in AUM and pushed top talent to leave.
NBC’s outdated wealth management platform frustrated advisors and eroded confidence. With 850+ advisors across Canada, poor UX risked billions in AUM and pushed top talent to leave.
Platform complexity slowed advisors. Hidden resources reduced productivity and satisfaction.
Outdated microsites reduced engagement. Many switched to personal pages, hurting brand consistency.
Discovery
We uncovered why top advisors were leaving
We uncovered why top advisors were leaving
We began by talking directly with advisors. We combined interviews and benchmarking to uncover what broke trust and why.
We began by talking directly with advisors. We combined interviews and benchmarking to uncover what broke trust and why.
"It’s a hassle to find resources for my clients."
"It’s a hassle to find resources for my clients."
"I prefer using my own site to share my services."
"I prefer using my own site to share my services."
"It’s hard to see why I should stay with the NBC."
"It’s hard to see why I should stay with the NBC."
Interviews with 9 advisors exposed deep issues in visibility, autonomy, and usability. All clear signs of trust erosion.
Benchmarking Canada’s top 5 investment banks revealed faster, clearer UX. This made switching an easy choice.
Definition
I prioritized 3 high-impact UX solutions to rebuild trust
I prioritized 3 high-impact UX solutions to rebuild trust
I prioritized 3 high-impact user experience solutions to rebuild trust
Limited time forced me to focus on the most critical fixes. Each one targeted a key cause of advisor disengagement.
Limited time forced me to focus on the most critical fixes. Each one targeted a key cause of advisor disengagement.
Limited time forced me to focus on the most critical fixes. Each one targeted a key cause of advisor disengagement.
I aligned design, product, and engineering partners. The goal was to balance what was feasible with what helped users most. Here’s how I approached the redesign:
I aligned design, product, and engineering partners. The goal was to balance what was feasible with what helped users most. Here’s how I approached the redesign:
I aligned design, product, and engineering partners. The goal was to balance what was feasible with what helped users most. Here’s how I approached the redesign:
Redesigned microsites. Gave advisors more control over how they presented expertise while keeping brand alignment.
Simplified navigation. I rebuilt IA to help advisors find resources faster and cut daily friction.
Advisor growth paths. I led a whiteboard session to better highlight mentorship and career development within NBC.
Limited time ruled out full testing. To stay efficient, I shared a lo-fi prototype with 4 advisors and 5 NBC stakeholders in one feedback session.
Validation
We replaced traditional testing to move faster
We replaced traditional testing to move faster
We replaced traditional testing to move faster
Limited time ruled out full testing. Instead, I validated a lo-fi prototype.
Limited time ruled out full testing. Instead, I validated a lo-fi prototype.
I shared the prototype with 4 advisors and 5 NBC stakeholders. It helped me uncover usability gaps, build alignment, and keep the project on track.
I shared the prototype with 4 advisors and 5 NBC stakeholders. It helped me uncover usability gaps, build alignment, and keep the project on track.
I shared the prototype with 4 advisors and 5 NBC stakeholders. It helped me uncover usability gaps, build alignment, and keep the project on track.
Iteration
Advisor insights directly shaped my iteration priorities
Advisor insights directly shaped my iteration priorities
Advisor insights directly shaped my iteration priorities
Each iteration improved advisor confidence and reduced friction across daily workflows.
Each iteration improved advisor confidence and reduced friction across daily workflows.
Each iteration improved advisor confidence and reduced friction across daily workflows.
"Partners highlight the range and depth of our expertise."
"Partners highlight the range and depth of our expertise."
"Partners highlight the range and depth of our expertise."
"We don't want clients to contact associates directly."
"We don't want clients to contact associates directly."
"We don't want clients to contact associates directly."
Designed new modular microsites to support both solo and team profiles.
Designed new modular microsites to support both solo and team profiles.
Modular microsites to support both solo and team profiles.
Introduced advisor cards and smarter filters to help clients find advisors faster.
Streamlined dense data with collapsible sections for cleaner readability.
Delivered reusable components to keep the system consistent and scalable.
Component variants balanced personalization with consistency.
I designed advisor cards and better filters to help clients find advisors faster.
Handoff
I delivered a platform built for scale and clarity
I delivered a platform built for scale and clarity
I delivered a platform built for scale and clarity
After final refinements, I designed all platform pages and prepared detailed handoff files.
After final refinements, I designed all platform pages and prepared detailed handoff files.
After final refinements, I designed all platform pages and prepared detailed handoff files.
Cross-functional coordination ensured a smooth rollout across design, content, and engineering.
Cross-functional coordination ensured a smooth rollout across design, content, and engineering.
Cross-functional coordination ensured a smooth rollout across design, content, and engineering.
Learnings
Learnings
Building for trust, clarity, and growth
Building for trust, clarity, and growth
Career growth and autonomy are strong UX levers. They strengthen retention.
Career growth and autonomy are strong UX levers. They strengthen retention.
Quick feedback drives alignment. It beats perfection when speed matters most.
Quick feedback drives alignment. It beats perfection when speed matters most.
Modular systems build flexibility and trust. They scale with clarity and reliability.
Modular systems build flexibility and trust. They scale with clarity and reliability.
Want the full story?
I help teams remove friction and ship faster.
Want the full story?
I help teams remove friction and ship faster.
Want the full story?
I help teams remove friction and ship faster.
Wanna hear the full story?
I help teams remove friction and ship faster.
This project showcase reflects my work. Certain details were adjusted to honor confidentiality.
Rebuilding trust for over 850 financial advisors
NBC’s outdated wealth management platform slowed advisors down and eroded trust. With 850+ advisors across orgs, poor UX risked billions in AUM, and top talent was leaving.
Learnings
Driving progress with clarity, collaboration, and iteration
Career growth and autonomy can be strong UX levers. They drive retention beyond HR perks.
Fast feedback beats perfection. It builds alignment and drives progress and delivery speed.
Modular systems create flexibility and trust. They scale faster and improve reliability.
Discovery
We uncovered why top advisors were leaving
We began by talking directly with advisors. We combined interviews and benchmarking to uncover what broke trust and why.
"It’s a hassle to find resources for my clients."
"It’s hard to see why I should stay with the NBC."
"I prefer using my own site to share my services."
Interviewing 9 advisors revealed deep issues in visibility, autonomy, and usability. These were early signs of declining trust and advisor attrition.
Benchmarking Canada’s top 5 investment banks revealed faster, clearer UX. This made switching an easy choice.
Problem
A legacy platform that broke advisor trust and slowed growth
NBC’s outdated wealth management platform frustrated advisors and eroded confidence. With 850+ advisors across Canada, poor UX risked billions in AUM and pushed top talent to leave.
Platform complexity slowed advisors. Hidden resources reduced productivity and satisfaction.
Outdated microsites reduced engagement. Many switched to personal pages, hurting brand consistency.