Advice for Everyone delivers wealth management to the non-wealthy
Big banks are great at helping big customers. But what if a bank could provide personalized and purposeful financial guidance to all of their “little” customers—the masses with barely a savings account? What if “wealth management” started at $100 instead of $100k? U.S. Bank’s Advice for Everyone is an omni-channel guidance ecosystem designed to bring personalized, behavioral economics-informed coaching to mass market customers.
Role
Led 19-person cross-disciplinary team through six-month co-ideation and research-driven concept development process
Partnered with executive stakeholders, researchers, financial coaches, and behavioral psychologists to validate the vision for a modular advice platform
Directed team of five designers and two writers in articulating platform vision through concept visualization, directional prototyping and executive storytelling
Directed six product designers on a full-stack agile team to build an in-app goal setting and savings MVP
Results
Strategic vision successfully secured U.S. Bank CapEx funding to build a digital MVP and pilot the in-person coaching service
Digital MVP work established ongoing goal tracking and advice tools within U.S. Bank’s flagship platforms
Delivered on strategic direction originally conceived in mobile app’s marketplace and cemented the bank’s long-term roadmap for customer-centric financial guidance
Want to learn more?
Full case studies are available upon request. I’m happy to share the work privately.