8 Feb 2025
StashAway
StashAway
StashAway
StashAway’s Reserve
StashAway’s Reserve
StashAway’s Reserve
Summary
Summary
Project overview
Project overview
Reserve, a new investment division, democratising private markets, giving HNWIs access to exclusive opportunities traditionally limited to insiders.
Reserve, a new investment division, democratising private markets, giving HNWIs access to exclusive opportunities traditionally limited to insiders.
My role & collaboration
My role & collaboration
I led the entire design process—from research and user interviews to ideation, design execution, and final details—collaborating closely with product managers, marketing, investment, legal, the head of product, developers, and designers.
I led the entire design process—from research and user interviews to ideation, design execution, and final details—collaborating closely with product managers, marketing, investment, legal, the head of product, developers, and designers.
Key highlight
Key highlight
This project was highly successful, achieving one of the highest first-month traction in asset under management (AUM).
This project was highly successful, achieving one of the highest first-month traction in asset under management (AUM).
Key Activities
Key Activities
Surveying
Surveying
User interviews
User interviews
Synthesising Data
Synthesising Data
User Journey Mapping
User Journey Mapping
Usability Testing
Usability Testing
New Design System
New Design System
Context
Context
At StashAway, I held the pivotal role of leading expertise in private investments, encompassing the full spectrum of angel investments, venture capital, private equity, and alternative assets. My role was crucial in shaping the success of StashAway's new investment division, Reserve, where I was entrusted with driving strategic growth and innovation in these key areas.
At StashAway, I held the pivotal role of leading expertise in private investments, encompassing the full spectrum of angel investments, venture capital, private equity, and alternative assets. My role was crucial in shaping the success of StashAway's new investment division, Reserve, where I was entrusted with driving strategic growth and innovation in these key areas.
What gap are we addressing?
What gap are we addressing?
Reserve is tackling the exclusivity of private markets, which traditionally require insider connections, limiting access for many high-net-worth individuals (HNWIs). By providing a dedicated platform, Reserve ensures that HNWIs gain access to private market opportunities that were previously out of reach.
Reserve is tackling the exclusivity of private markets, which traditionally require insider connections, limiting access for many high-net-worth individuals (HNWIs). By providing a dedicated platform, Reserve ensures that HNWIs gain access to private market opportunities that were previously out of reach.
Survey
Survey
As with any project, I began by exploring the investment sentiments of HNWIs.
The primary goal was to understand their product preferences to inform our long-term strategy. We conducted a survey with over 2,500 HNWIs across Singapore, Malaysia, the UAE, and Hong Kong.
As with any project, I began by exploring the investment sentiments of HNWIs.
The primary goal was to understand their product preferences to inform our long-term strategy. We conducted a survey with over 2,500 HNWIs across Singapore, Malaysia, the UAE, and Hong Kong.
Key Findings from the Survey
Key Findings from the Survey
Most HNWIs expressed neutrality toward the existing investment products in the market. However, Net Promoter Scores (NPS) were negative across all regions, primarily due to poor performance.
Most HNWIs expressed neutrality toward the existing investment products in the market. However, Net Promoter Scores (NPS) were negative across all regions, primarily due to poor performance.
Desire
A broader selection of investment products
Enhanced information delivery through better communication and app features
More options for portfolio customisation
Desire
A broader selection of investment products
Enhanced information delivery through better communication and app features
More options for portfolio customisation
Pain Points
Lack of time
Insufficient advice
High fees
Inability to customize portfolios
Absence of a comprehensive platform offering all desired products
Pain Points
Lack of time
Insufficient advice
High fees
Inability to customize portfolios
Absence of a comprehensive platform offering all desired products
Hypotheses
Hypotheses
From our latest survey, we developed several hypotheses that needed deeper validation before moving into design.
To achieve this, we interviewed a group of survey participants. Our aim was to gain first-hand insights into their investment preferences and to understand the features and services that matter most to them in a wealth management platform.
From our latest survey, we developed several hypotheses that needed deeper validation before moving into design.
To achieve this, we interviewed a group of survey participants. Our aim was to gain first-hand insights into their investment preferences and to understand the features and services that matter most to them in a wealth management platform.
We identified five key hypotheses:
We identified five key hypotheses:
Time
Time
Given that time is a significant pain point for HNWIs, they are likely to prefer concise information about investment products, particularly on mobile devices.
Given that time is a significant pain point for HNWIs, they are likely to prefer concise information about investment products, particularly on mobile devices.
Transparency
Transparency
Transparency is paramount; HNWIs seek clear, detailed information about fee structures and precise breakdowns of their investments.
Transparency is paramount; HNWIs seek clear, detailed information about fee structures and precise breakdowns of their investments.
Human Touch
Human Touch
Despite digital advancements, HNWIs still value human interaction and should have easy access to their wealth advisor whenever they have questions.
Despite digital advancements, HNWIs still value human interaction and should have easy access to their wealth advisor whenever they have questions.
Control
Control
HNWIs desire a high level of control over their investment decisions, expecting an experience that empowers them to make informed choices without unnecessary complexity.
HNWIs desire a high level of control over their investment decisions, expecting an experience that empowers them to make informed choices without unnecessary complexity.
Opportunity Cost
Opportunity Cost
HNWIs expect minimal opportunity costs, with a preference for swift reinvestment of proceeds to maximise their returns.
HNWIs expect minimal opportunity costs, with a preference for swift reinvestment of proceeds to maximise their returns.
Our goal was to understand how these preferences shape HNWIs’ view of a platform like StashAway—specifically how they imagine it delivering services, managing their portfolios, and mitigating concerns such as opportunity costs commonly associated with private investments.
Our goal was to understand how these preferences shape HNWIs’ view of a platform like StashAway—specifically how they imagine it delivering services, managing their portfolios, and mitigating concerns such as opportunity costs commonly associated with private investments.
How insights informed our design?
How insights informed our design?
During our user interviews, most of our hypotheses proved accurate except for one: control. Contrary to our initial assumption that HNWIs desire granular oversight of each portfolio component, we learned they prefer setting broad parameters—such as the regions and industries they’re interested in—rather than micromanaging specific allocations or selecting exact companies.
This insight reshaped our approach, prompting new “How might we…” questions that ultimately influenced the design direction. By adapting our solution to reflect these preferences, we ensured that HNWIs can define strategic investment boundaries without the burden of constant, detailed decision-making.
During our user interviews, most of our hypotheses proved accurate except for one: control. Contrary to our initial assumption that HNWIs desire granular oversight of each portfolio component, we learned they prefer setting broad parameters—such as the regions and industries they’re interested in—rather than micromanaging specific allocations or selecting exact companies.
This insight reshaped our approach, prompting new “How might we…” questions that ultimately influenced the design direction. By adapting our solution to reflect these preferences, we ensured that HNWIs can define strategic investment boundaries without the burden of constant, detailed decision-making.
How might we?
How might we?
How might we deliver concise, yet comprehensive, investment information to HNWIs, particularly on mobile devices?
How might we deliver concise, yet comprehensive, investment information to HNWIs, particularly on mobile devices?
How might we ensure that HNWIs have access to transparent and detailed information about fee structures and investment breakdowns in a way that is easy to understand and readily available?
How might we ensure that HNWIs have access to transparent and detailed information about fee structures and investment breakdowns in a way that is easy to understand and readily available?
How might we seamlessly integrate human interaction into the digital experience, ensuring that HNWIs can easily access their wealth advisors whenever needed?
How might we seamlessly integrate human interaction into the digital experience, ensuring that HNWIs can easily access their wealth advisors whenever needed?
How might we give investors a sense of control over their investment decisions without overwhelming them with excessive details?
How might we give investors a sense of control over their investment decisions without overwhelming them with excessive details?
How might we minimise opportunity costs by ensuring that proceeds are reinvested quickly and efficiently, maximising the returns for HNWIs?
How might we minimise opportunity costs by ensuring that proceeds are reinvested quickly and efficiently, maximising the returns for HNWIs?
Designs to address these opportunities
Designs to address these opportunities
HMW 1
HMW 1
How might we deliver concise, yet comprehensive, investment information to HNWIs, particularly on mobile devices?
How might we deliver concise, yet comprehensive, investment information to HNWIs, particularly on mobile devices?
Content is structured for easy comprehension, incorporating icons and images for clarity.
Content is structured for easy comprehension, incorporating icons and images for clarity.
HMW 2
HMW 2
How might we ensure that HNWIs have access to transparent and detailed information about fee structures and investment breakdowns in a way that is easy to understand and readily available?
How might we ensure that HNWIs have access to transparent and detailed information about fee structures and investment breakdowns in a way that is easy to understand and readily available?
Significant effort is dedicated to clearly communicating the investment and fee structure, ensuring it is transparent, easily understood, and always accessible to users.
Significant effort is dedicated to clearly communicating the investment and fee structure, ensuring it is transparent, easily understood, and always accessible to users.
HMW 3
HMW 3
How might we seamlessly integrate human interaction into the digital experience, ensuring that HNWIs can easily access their wealth advisors whenever needed?
How might we seamlessly integrate human interaction into the digital experience, ensuring that HNWIs can easily access their wealth advisors whenever needed?
At every stage of the journey, we ensure users can easily reach out to their financial advisor for support.
At every stage of the journey, we ensure users can easily reach out to their financial advisor for support.
HMW 4
HMW 4
How might we give investors a sense of control over their investment decisions without overwhelming them with excessive details?
How might we give investors a sense of control over their investment decisions without overwhelming them with excessive details?
Without delving too deeply into the portfolio details, we still enable users to specify their investment preferences at a high level.
Without delving too deeply into the portfolio details, we still enable users to specify their investment preferences at a high level.
HMW 5
HMW 5
How might we minimise opportunity costs by ensuring that proceeds are reinvested quickly and efficiently, maximising the returns for HNWIs?
How might we minimise opportunity costs by ensuring that proceeds are reinvested quickly and efficiently, maximising the returns for HNWIs?
Opportunity cost concerns are addressed with the business team to lower the minimum investment requirement, with the remaining amount coordinated by the financial advisor.
Opportunity cost concerns are addressed with the business team to lower the minimum investment requirement, with the remaining amount coordinated by the financial advisor.
Other interesting designs
Other interesting designs
Outcome
Outcome
Within the first month, we onboarded over 600 HNWI members, surpassing $1.4 million in AUM margin.
Within the first month, we onboarded over 600 HNWI members, surpassing $1.4 million in AUM margin.