Advisor Tools
I lead a team to conceptualize and bring to life a suite of investment and portfolio management tools for financial advisors.
Role
Design Director
Employer
Goods & Services
Platforms
React
Area
Digital products

Background
J.P. Morgan Asset Management has a high volume of unauthenticated advisor traffic to their public website. For many years, they’ve had vast digital analysis and strategy intelligence available to their customers through their CA. This was digitized for self-service in a few siloed web apps to drive authentication. But they wanted these tools to do heavier lifting, and to connect the dots between an advisor’s “ah-ha” moment and product sales. The business goals:
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Convert site traffic into registered users
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Capture portfolio and investment data
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Influence sales of J.P. Morgan product

The original, siloed financial advisor offering

Sample user mapping workshopping activity

In-person workshop
Approach
My team created a suite of experiences to help financial advisors manage their client portfolios and research investment strategies, all with the goal of capturing user data and aiding more effective sales. We worked with J.P. Morgan Asset Management’s digital team to rethink the advisor tool experience and ecosystem. We created a north star vision to gain buy-in, and workshopped the individual tools. We introduced cross-product features and content libraries to connect to existing advisor workflows.


A connected workspace
The J.P. Morgan Asset Management Advisor Workspace is an enhanced research and management tool for financial and retirement advisors. It offers a seamless and connected experience that allows advisors to conduct custom analyses and make smarter investment decisions for their clients. It brings all of the powerful analytics and insights under one umbrella. Advisors can access their portfolios, models, and analyses, while also discovering new products and receiving tailored insights.



Personalized insights
J.P. Morgan Asset Management Advisor Tools surfaces curated, contextual insights based on the advisor’s activity and portfolio makeup. In the Portfolio Analysis tool advisors can see how their portfolios perform under historical stress tests, as well as relevant market scenarios custom created by J.P. Morgan specialists.

Transforming with AI
Our team overhauled the popular Investment Comparison tool to not only improve the design and user experience, but introduce AI-capabilities. With access to an extensive database of over 35,000 investment options, advisors can perform detailed comparisons based on performance, composition, risks, and fees, spanning various investment styles and categories. The new Investment Comparison introduced a Smart Search feature that allows you to use natural language queries to pinpoint the exact investment you're seeking. It also provides tailored AI-powered recommendations to enhance your comparison process.
This redesigned tool resulted in a 400% increase in recommended product added to analyses leading directly to sales opportunities.

Customizable reports
All Advisor Tools have the ability to export client-ready reports that the advisor can customize, saving time and simplifying their pre-meeting prep. Advisors can combine the reports of several tools to personalize the presentation for their clients.

Impact
The new suite of Advisor Tools usage lead directly to a significant lift in sales leads and ultimately overall product sales.
$74B
Of new US AUM influenced by advisor tools
+400%
Increased recommended product added to analyses leading directly to sales opportunities
+24%
More product page views coming directly from Advisor Tools