Wealth Management
Reducing friction in investment account creation by offering users flexible onboarding paths tailored to their time and needs.
Wealth management account sign-up had high drop-off rates on mobile. The existing flow required too much information upfront, overwhelming users and causing them to abandon before completing their accounts.
The approach
Understanding the challenge
Stakeholders identified drop-off as a critical issue. We analyzed the existing flow to pinpoint where users were getting stuck.
Exploring solutions
Through wireframes, user flows, and prototypes, we explored ways to reduce friction without sacrificing necessary information. Key insight: different users have different time constraints and needs.
Cross-functional collaboration
Worked with product, development, marketing, and stakeholders to ensure feasibility across technical and business requirements.
Design strategy
Rather than just shortening the form, we gave users control through multiple pathways.
The solution
Instead of forcing all users through one lengthy process, we designed three distinct sign-up experiences based on user context.
Path 1: Advisor Referral (≈1 minute) collects minimal information to link users with their existing advisor connection—the fastest path to account access.
Path 2: Quick Sign-Up (≈1 minute) gathers only essentials—name, email, and credentials—getting users in the door immediately. Remaining details are collected later through the dashboard.
Path 3: Personalized Profile (≈3 minutes) includes investment goals and preferences for customized advisor matching, eliminating the need to return later while providing immediate personalization.
We also redesigned the dashboard to support post-sign-up engagement for users who chose the quick path. It provides clear prompts to complete remaining profile information, built-in reminders and progress tracking, easy access to advisor selection and account linking, and support contact options for guidance.
Outcomes & impact
Stakeholder Validation The flexible path approach received strong positive feedback from clients and stakeholders, who recognized it as a user-centered solution that balanced business needs with user preferences.
Reduced Onboarding Friction By collecting only essential information upfront, we lowered the barrier to account creation and minimized the risk of abandonment during the critical first interaction.
User Choice & Control The three-path design respects different user contexts—whether they have an advisor, need speed, or want personalization—creating a more inclusive onboarding experience.
Scalable Engagement Model The dashboard creates a foundation for ongoing user engagement, allowing Merrill Lynch to nurture relationships and gather additional information over time rather than demanding everything at once.