Leading financial advisory firm: Digital subscription proposition design sprint

1 min read

Financial Services Wealth & Asset Management

A leading financial advisory firm needed to rethink how it connected with next-generation customers as expectations moved away from in-person advice and toward digital, self-directed, and personalized experiences. Over a four-week design sprint, we combined market insight, customer research, and rapid prototyping to shape a direct-to-consumer subscription proposition.

Outcome 1: Delivered a validated subscription proposition through a four-week design sprint
Outcome 2: Created a high-fidelity clickable prototype and board paper to support investment decisions
Outcome 3: Established customer-tested principles, clear free and premium feature distinctions, and a foundation for future product development

The challenge

Customer expectations in financial services are changing. People still value trusted advice and human interactions, but they increasingly want digital experiences that feel more flexible, more personal, and easier to access on their own terms.

For a leading financial advisory firm, that shift created an opportunity to rethink how it could stay relevant for a new generation of customers and design a proposition built around how they want to engage while retaining the trust and personal relationships that their current customers value.

The firm needed to move beyond a traditional in-person advisory model and define a digital subscription experience that would meet emerging customer needs. That meant understanding changing financial behaviors, identifying the right audiences, and designing a proposition that could balance self-serve journeys with advisor-led touchpoints. The output also needed to be strong enough to guide future investment and product development.

The approach

The work was delivered through a four-week design sprint shaped by a fast-paced, user-centric design approach. This combined market insight, customer research, and rapid prototyping to turn emerging needs into a clear proposition. The team explored future financial behaviors, defined customer personas across key life stages, mapped end-to-end journeys across advisor, self-serve, and subscription touchpoints, and developed a high-fidelity clickable prototype alongside a board paper.

The impact

The sprint gave our client more than a concept. It produced a validated subscription proposition and an actionable design vision for a customer-centric, scalable digital platform. It also clarified the distinction between free and premium features, established customer-tested principles to guide future decisions, and created a strong foundation for the next stage of product development. With a clearer view of what customers want and how to serve them, the firm was better positioned to move forward with confidence.