Designing a User-Friendly Interface for a One-Stop Shop Investment Solution
The client
Endowus is a Singapore investment platform that stands out in a fragmented fintech market by keeping its goals plain: help people invest better, so they live more easily now and are better prepared later. Investment funds, public pension and private savings all grow on one platform.
It was the first digital advisor for Singapore’s Central Provident Fund — the mandatory scheme covering retirement, healthcare and housing — and remains the only one. The company is paid only by its clients, which removes the conflicts of interest that shape most advice.
The challengeWhat the teams actually needed
The founders — from Goldman Sachs, Morgan Stanley, Grab and Blackstone among others — were frustrated investing their own money, and asked how someone who does not work in finance is meant to cope.
Challenge 01Wealth management made plain
The mission was to make comprehensive wealth management easy and transparent for anyone, not only for people fluent in the sector.
Challenge 02Sophistication without complexity
The interface had to carry sophisticated features and stay usable, which pull against each other.
Challenge 03Several kinds of user
The same product serves multiple user personas with different needs and different levels of confidence.
What we did
A designer embedded from another continent
Netguru’s designer joined the Endowus team fully, working across brand and product — user experience, user research and some marketing projects as well.
Sophisticated, and legible
Netguru contributed the expertise to design an interface that carries advanced features while serving several user personas.
Function expressed
The work covered expressing a functional brand and product for a company that wants to serve people transparently.
Remote, and not distant
Though working remotely, the designer operated as an in-house full-stack designer for the team in Singapore.
Built for the long term
A focus on long-term wealth planning and a digital-first platform left the company unaffected by pandemic turbulence in stock and bond markets, since its advice does not follow short-term fluctuation.
Client testimonial
We want people to invest their money better so they can live better. We’re only at the beginning of our journey. This will be an endless mission, but we have a fully written product roadmap for the coming months and years, so we are in total execution mode.
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What’s next