Alaan
Year
23
Client
Alaan
Work
Product Design, UX Design
Challenge
The challenge was to create a product within a week that surpasses the existing design, UX, and accessibility, despite not having extensive financial knowledge and industry practices.
Alaan
Problem
Solution
As a design and fintech enthusiast, I wanted to join Alaan as a designer during the early stages when there were only 3-4 members on board. To contribute, I conducted research and designed a product within a week based on the information available on their site and my understanding of it.
Desing Process
The design process was fairly simple. Since I had no access to stakeholders or potential clients and had a short timeline, I went directly to the website, collected the Unique Selling Propositions (USPs) and Key Performance Indicators (KPIs), and conducted quantitative research. This helped me jump-start the design of a product that adheres to all UX laws—making it intuitive, simple, aesthetic, and accessible.
MVP 1.0 – B2C Model
Our first MVP was built for both advisors and clients:
Clients got access to investment tools.
Advisors got structured workflows (pre-call, post-call, annual review).
Customer Portal
Key Features of Customer Portal
The customer portal acts as a centralized dashboard where clients can manage their financial tasks, take quick actions, and stay updated on portfolio activity. It brings together portfolio performance, advisor communication, and investment projections into one intuitive view.
Key Features: One Portal for All Your Financial Needs
Click on "+" it to see a detailed explaination on every feature and screen
Seamless Advisor calls
Clients can jump on a secure video call with their advisor, with portfolios visible in real time — ensuring conversations are actionable, not abstract.
Actionable Portfolio Insights
A detailed breakdown of the client’s portfolio across equities, bonds, and cash. Visualized allocations help clients understand performance and diversify with clarity.
Comprehensive Investment Overview
An in-depth analysis of investment performance, charges, and projections. Interactive charts let clients explore scenarios and stay informed about long-term outcomes.
Precision Investment Management
Simplifies decision-making by surfacing the most relevant financial actions—such as confirming investments, adjusting contributions, or reviewing projections—directly in the dashboard.
Instant Advisor Chat
The chat feature wasn't available in MVP 1.0 as it was tied to our future goal of hiring our own advisors.
Advisor Portal
Key Features of Customer Portal
The advisor portal serves as a productivity tool for our hired advisors. It ensures that the quality of advice and service provided to customers increases productivity and decreases friction.
Key Features: Streamlined Investment and Advisor Workflow
Click on "+" it to see a detailed explaination on every feature and screen
Streamlined Task Management
Simplifies daily advisor activities by organizing tasks into actionable steps, reducing manual effort and ensuring nothing slips through the cracks.
Pre-Built Workflows & Checklists
Provides ready-made flows and checklists that advisors can instantly use or customize, ensuring consistency and faster execution across teams.
Smart Workflow Automation
Automates repetitive processes, from documentation to client onboarding, helping advisors focus more on strategy and less on manual work.
Automated Suitability Letter Generation
Generates compliance-ready suitability letters instantly, reducing paperwork while maintaining accuracy and regulatory standards.
Centralized Client Management
Offers a single dashboard to oversee all client information, making it easier to track progress, manage portfolios, and strengthen advisor-client relationships.
Automated Alerts & Annual Call Scheduling
Sends proactive reminders and automatically sets up annual client review calls, ensuring advisors never miss key touchpoints with clients.
Advisor Portal
Key Features of Customer Portal
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot to SaaS – MVP 2.0
While we execute a business model in B2B2C, a plethora of advisors and wealth management organizarion told us to create a tool that they can use and they can distribute it to their cleints to onboard them on this platfrom that brough to us to the nex tpivot to change from B2C to B2B2C.
Collected Feeback from
200+ Advisors
Key Learning: Serving firms meant creating leverage, not just helping individual advisors.
What we changed to shift the dynamics of wealth management..
Click on "+" it to see a detailed explaination on every feature and screen
We shifted our focus to provide clients with accurate information instead of using an app from scratch to learn and invest.
Updated Fact-find for detailed information collection and accuracy
We've enhanced the Fact-find process to collect more detailed and accurate client data. This ensures your financial profile is comprehensive and up-to-date, leading to better-informed advice and planning from your advisor.
Manage Investments through advisor
This feature clarifies and streamlines the ability to view and manage your investments directly through your advisor's guidance. It ensures that any actions or changes are coordinated and executed with professional oversight.
One place to manage documents and sign in
A centralized hub for all your essential documents, statements, and contracts. You now have one convenient location for document retrieval, secure viewing, and digital signing.
Updated Risk-Questionnaire
The Risk Questionnaire has been revised to provide a more accurate and nuanced assessment of your risk tolerance. This update helps your advisor match you with the most appropriate investments.
Communicate with your advisor anytime
The portal now features improved communication tools, allowing you to securely message your advisor at your convenience. This ensures you can ask questions and stay connected whenever you need to.
The advisor portal became a central point to make every process seamless and efficient, ensuring high-quality outcomes and making the job easier than managing everything in Excel.
Some behavior patterns we observed of advisors.
Advisors often prefer using pre-built templates from organizations to map out and distribute services to clients, rather than customizing them.
Autonomy on task management
This feature grants users full control over their workflow, allowing them to customize, prioritize, and manage their tasks independently. It ensures that the system supports the advisor's preferred method of operation rather than dictating it.
Detailed illustrations and Assumtions
The system generates comprehensive financial illustrations complete with all underlying assumptions clearly laid out. This provides the advisor with maximum transparency and the ability to confidently present and explain complex scenarios to clients.
Easier way to distribute portfolio and set it up
Streamlines the process of setting up client accounts and allocating recommended portfolios. This feature significantly reduces the administrative steps required to implement a financial plan, allowing the advisor to focus more on client relationships
Automation in every workflow
By implementing automation across all operational workflows, the system eliminates repetitive manual tasks, from client onboarding to compliance checks. This maximizes efficiency, reduces errors, and frees up advisor time.
Easier way to manage clients and acess all the infromation
A single, centralized location to collect all client information, including interactions, portfolios, letters, and existing investments.
Risk mapping
To properly allocate clients, you must account for the risks inherent in every portfolio and match them to the client's risk score and risk tolerance (ability to take the risk).
SASS TO AI
SASS TO AI
SASS TO AI
SASS TO AI
SASS TO AI
SASS TO AI
SASS TO AI
SASS TO AI
SASS TO AI
Integration of AI in workflow to make it so easier for adoption in daily life of any advisor to make it seem like using windows or mac
Managing workflows to using agent to get your work done
While we execute a business model in B2B2C, a plethora of advisors and wealth management organizarion told us to create a tool that they can use and they can distribute it to their cleints to onboard them on this platfrom that brough to us to the nex tpivot to change from B2C to B2B2C.
We integrated AI workflow in advisor portal to maximize the interactivity, whatever they were doing manually we integrated in AI that does everything with just by chatting with it.
Click on "+" it to see a detailed explaination on every feature and screen
Onboarding Client
Instead of manually inviting every client with a link, the AI agent will now manage the entire process from just one instruction.
Illustrations generate and automated by AI
The AI automatically calculates assumptions based on user-provided information and meeting data, generating a proper illustration for the advisor. However, the advisor retains the option to manually replicate the calculations.
Selection of portfolio
Advisors generate a list of potential portfolios; the AI agent then analyzes collected data to automatically select the optimal one for the client.
Information extraction that is relevant for advisor to know
While the overall process remains the same, the AI will now handle the initial workflow that the advisor previously had to complete.
Automated suitability letter generation
Previously, the advisor had to cross-check every detail using automation and manual verification. Now, the AI performs all checks automatically.
All the scalability and pivots were made possible due to the tokenized design system.
Without the design system, semantic tokens, and reusable components, it would have been difficult for me to help the startup pivot and design a new product with new KPIs.
Problem
Solution
As a design and fintech enthusiast, I wanted to join Alaan as a designer during the early stages when there were only 3-4 members on board. To contribute, I conducted research and designed a product within a week based on the information available on their site and my understanding of it.
Desing Process
The design process was fairly simple. Since I had no access to stakeholders or potential clients and had a short timeline, I went directly to the website, collected the Unique Selling Propositions (USPs) and Key Performance Indicators (KPIs), and conducted quantitative research. This helped me jump-start the design of a product that adheres to all UX laws—making it intuitive, simple, aesthetic, and accessible.
MVP 1.0 – B2C Model
Our first MVP was built for both advisors and clients:
Clients got access to investment tools.
Advisors got structured workflows (pre-call, post-call, annual review).
Customer Portal
Key Features of Customer Portal
The customer portal acts as a centralized dashboard where clients can manage their financial tasks, take quick actions, and stay updated on portfolio activity. It brings together portfolio performance, advisor communication, and investment projections into one intuitive view.
Key Features: One Portal for All Your Financial Needs
Click on "+" it to see a detailed explaination on every feature and screen
Seamless Advisor calls
Clients can jump on a secure video call with their advisor, with portfolios visible in real time — ensuring conversations are actionable, not abstract.
Actionable Portfolio Insights
A detailed breakdown of the client’s portfolio across equities, bonds, and cash. Visualized allocations help clients understand performance and diversify with clarity.
Comprehensive Investment Overview
An in-depth analysis of investment performance, charges, and projections. Interactive charts let clients explore scenarios and stay informed about long-term outcomes.
Precision Investment Management
Simplifies decision-making by surfacing the most relevant financial actions—such as confirming investments, adjusting contributions, or reviewing projections—directly in the dashboard.
Instant Advisor Chat
The chat feature wasn't available in MVP 1.0 as it was tied to our future goal of hiring our own advisors.
Advisor Portal
Key Features of Customer Portal
The advisor portal serves as a productivity tool for our hired advisors. It ensures that the quality of advice and service provided to customers increases productivity and decreases friction.
Key Features: Streamlined Investment and Advisor Workflow
Click on "+" it to see a detailed explaination on every feature and screen
Streamlined Task Management
Simplifies daily advisor activities by organizing tasks into actionable steps, reducing manual effort and ensuring nothing slips through the cracks.
Pre-Built Workflows & Checklists
Provides ready-made flows and checklists that advisors can instantly use or customize, ensuring consistency and faster execution across teams.
Smart Workflow Automation
Automates repetitive processes, from documentation to client onboarding, helping advisors focus more on strategy and less on manual work.
Automated Suitability Letter Generation
Generates compliance-ready suitability letters instantly, reducing paperwork while maintaining accuracy and regulatory standards.
Centralized Client Management
Offers a single dashboard to oversee all client information, making it easier to track progress, manage portfolios, and strengthen advisor-client relationships.
Automated Alerts & Annual Call Scheduling
Sends proactive reminders and automatically sets up annual client review calls, ensuring advisors never miss key touchpoints with clients.
Advisor Portal
Key Features of Customer Portal
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot 1.0
Pivot to SaaS – MVP 2.0
While we execute a business model in B2B2C, a plethora of advisors and wealth management organizarion told us to create a tool that they can use and they can distribute it to their cleints to onboard them on this platfrom that brough to us to the nex tpivot to change from B2C to B2B2C.
Collected Feeback from
200+ Advisors
Key Learning: Serving firms meant creating leverage, not just helping individual advisors.
What we changed to shift the dynamics of wealth management..
Click on "+" it to see a detailed explaination on every feature and screen
We shifted our focus to provide clients with accurate information instead of using an app from scratch to learn and invest.
Updated Fact-find for detailed information collection and accuracy
We've enhanced the Fact-find process to collect more detailed and accurate client data. This ensures your financial profile is comprehensive and up-to-date, leading to better-informed advice and planning from your advisor.
Manage Investments through advisor
This feature clarifies and streamlines the ability to view and manage your investments directly through your advisor's guidance. It ensures that any actions or changes are coordinated and executed with professional oversight.
One place to manage documents and sign in
A centralized hub for all your essential documents, statements, and contracts. You now have one convenient location for document retrieval, secure viewing, and digital signing.
Updated Risk-Questionnaire
The Risk Questionnaire has been revised to provide a more accurate and nuanced assessment of your risk tolerance. This update helps your advisor match you with the most appropriate investments.
Communicate with your advisor anytime
The portal now features improved communication tools, allowing you to securely message your advisor at your convenience. This ensures you can ask questions and stay connected whenever you need to.
The advisor portal became a central point to make every process seamless and efficient, ensuring high-quality outcomes and making the job easier than managing everything in Excel.
Some behavior patterns we observed of advisors.
Advisors often prefer using pre-built templates from organizations to map out and distribute services to clients, rather than customizing them.
Autonomy on task management
This feature grants users full control over their workflow, allowing them to customize, prioritize, and manage their tasks independently. It ensures that the system supports the advisor's preferred method of operation rather than dictating it.
Detailed illustrations and Assumtions
The system generates comprehensive financial illustrations complete with all underlying assumptions clearly laid out. This provides the advisor with maximum transparency and the ability to confidently present and explain complex scenarios to clients.
Easier way to distribute portfolio and set it up
Streamlines the process of setting up client accounts and allocating recommended portfolios. This feature significantly reduces the administrative steps required to implement a financial plan, allowing the advisor to focus more on client relationships
Automation in every workflow
By implementing automation across all operational workflows, the system eliminates repetitive manual tasks, from client onboarding to compliance checks. This maximizes efficiency, reduces errors, and frees up advisor time.
Easier way to manage clients and acess all the infromation
A single, centralized location to collect all client information, including interactions, portfolios, letters, and existing investments.
Risk mapping
To properly allocate clients, you must account for the risks inherent in every portfolio and match them to the client's risk score and risk tolerance (ability to take the risk).
SASS TO AI
SASS TO AI
SASS TO AI
SASS TO AI
SASS TO AI
SASS TO AI
SASS TO AI
SASS TO AI
SASS TO AI
Integration of AI in workflow to make it so easier for adoption in daily life of any advisor to make it seem like using windows or mac
Managing workflows to using agent to get your work done
While we execute a business model in B2B2C, a plethora of advisors and wealth management organizarion told us to create a tool that they can use and they can distribute it to their cleints to onboard them on this platfrom that brough to us to the nex tpivot to change from B2C to B2B2C.
We integrated AI workflow in advisor portal to maximize the interactivity, whatever they were doing manually we integrated in AI that does everything with just by chatting with it.
Click on "+" it to see a detailed explaination on every feature and screen
Onboarding Client
Instead of manually inviting every client with a link, the AI agent will now manage the entire process from just one instruction.
Illustrations generate and automated by AI
The AI automatically calculates assumptions based on user-provided information and meeting data, generating a proper illustration for the advisor. However, the advisor retains the option to manually replicate the calculations.
Selection of portfolio
Advisors generate a list of potential portfolios; the AI agent then analyzes collected data to automatically select the optimal one for the client.
Information extraction that is relevant for advisor to know
While the overall process remains the same, the AI will now handle the initial workflow that the advisor previously had to complete.
Automated suitability letter generation
Previously, the advisor had to cross-check every detail using automation and manual verification. Now, the AI performs all checks automatically.
All the scalability and pivots were made possible due to the tokenized design system.
Without the design system, semantic tokens, and reusable components, it would have been difficult for me to help the startup pivot and design a new product with new KPIs.