Case 11 / 18
Purpose Investments
Asset management rebuilt for people who expect an app.
- Sector
- Fintech · Asset Management
- Year
- 2022
- Scope
- Web App · Strategy · Testing
Purpose Unlimited had a strategy for what asset management, wealth and retirement should become. A strategy is not a product. A leadership team agrees on a direction. Then someone has to hand a real screen to a real user. Most of these efforts quietly stop in that gap.
A strategy is not a product
Conviction was never the problem. It sat with the leadership team.
The people who would build the thing were PMs and engineers, and they needed that conviction as decisions rather than as direction. Something had to move it from one room to the other.
Get both rooms in one room, repeatedly
Facilitation came before design, which is not the usual order. Sessions with leadership, then with the PMs and engineers, then discovery and user testing. Then the same loop again, until the strategy existed as decisions the build team had made themselves.
The web app and its features came out of those rounds rather than one big reveal. Slower to start, and much harder to argue with later.
Gev is a master facilitator. Whether he is working with our leadership team or with our PMs and engineers, he takes the business strategy and brings it to life.
Dave Nugent, Chief Product Officer, Purpose UnlimitedInvestor-ready, and owned by the team
The advisory product went from raw strategy to a prototype, tested with users and shown to investors. It arrived with the people who would keep building it already holding the reasoning behind it.
