Product Design · 2026
Investing for people who have never opened a brokerage account.
Finflow is an investment app for people in their twenties and thirties who feel that wealth management is not for them. The team wanted the product to explain itself, without lowering the level of information.
Challenge
Research showed that most new users abandoned onboarding at the risk profile step, which used unfamiliar financial language.
Approach
We rewrote onboarding as a short conversation with plain-language questions and live examples, and designed a portfolio view built around goals instead of tickers.
Result
Onboarding completion rose significantly after launch, and support questions about risk profiles dropped by half.
Project details
- Client — Finflow
- Year — 2026
- Discipline — Product Design
- Location — Amsterdam, the Netherlands
Credits
- Product design — Daniel Reyes
- Research — Sanne de Wit
- Engineering — Finflow product team