Overview
CLIENT
First fintech investment platform in MENA (Middle East and North Africa).
GOAL
While at the startup, I led the branding initiatives, overseeing the creation of the logo, color scheme, and various marketing materials such as business cards, letterforms, and banners. Additionally, I directed the web design for both public-facing and private sites. I also took charge of developing all templates using HTML and CSS, and collaborated on the creation of various widgets using JavaScript and Python.
TOOLS
Invision App
Balsamiq Mockups
ROLE
Branding
LOGO DESIGN
In terms of branding, the logo symbolises both financial growth (depicted by the tree) and the algorithmic aspect (with branches representing nodes). The circle surrounding the logo conveys the idea of protecting your assets.
As for the company name, ‘Finerd,’ it reflects our identity as financial nerds who leverage your money to generate more wealth. It’s a testament to our expertise and dedication, reassuring clients that they can trust us with their financial goals.
BUSINESS CARDS
BANNERS
Design System
Web Development
MARKETING SITE
I was responsible for building all templates using HTML, CSS and Javascript.
PRIVATE SITE
I was tasked with building all templates using HTML, CSS, and JavaScript, along with developing certain components using Python.
Before clients could create an account, they underwent an onboarding process. This involved answering questions designed to assess both their objective capacity and subjective willingness to take risks.
Subsequently, we crafted tailored investment portfolios. Our philosophy was rooted in the belief that sophisticated algorithms were better equipped to evaluate risk than traditional advisors.
After the portfolio was accepted:
- We generated a new account based on the risk assesment and we assignated a risk profile.
- We emailed our clients quarterly to determine if anything in their financial profile had changed that may affect their risk tolerance.
- We allowed clients to adjust their assigned risk score once every 30 days, in the event they wanted a more or less conservative allocation based on their individual circumstances. We warned them in advance that it might not be appropriate for their ultimate goals.
Outcome & Impact
By implementing a completely software-based solution, informed by world-class financial expertise, Finerd was able to deliver its automated investment management service at much lower cost. We democratised access to high-quality financial advice.
The platform offered a low learning curve coupled with a high return on investment.
The outcome was a professional-looking website that clearly communicated the message: ‘Let your savings work for you’.
Conclusion
As a member of a startup team, competing with established financial advisor products presented a significant challenge. However, the experience proved to be immensely rewarding as I ventured beyond my comfort zone to design and develop a product. Throughout this journey, our focus remained on ensuring that the investment experience we crafted was not only accessible and transparent but also empowering for our users.