A complex product in an emerging category
Veriti was built to help wealth advisors deliver Environmental, Social, and Governance (ESG) investing strategies to their clients — a concept still emerging in the investment field at the time. The core challenge was two-fold: advisors needed a tool to easily build and pitch diverse investment strategies, and clients needed to actually understand what ESG investing meant.
The product had to serve multiple user types simultaneously — junior advisors new to ESG, experienced analysts managing complex portfolios, and investors with varying levels of financial literacy. Building a single interface that worked for all three was the central design problem.
The product needed to educate and empower at the same time — new advisors onboarding quickly while experienced ones found it powerful enough to trust.
Discovery-first, then design
I led a full discovery sprint before any interface work began — understanding not just the product requirements, but the mental models of the people who would use it daily.
Web App User Flow — High Level Overview
Three distinct users, one product
Each persona had fundamentally different needs. The design had to layer educational context for newer advisors without patronizing experienced ones — and had to speak to investors in plain language, not financial jargon.
From flows to testable interfaces
With personas and flows defined, I moved into wireframing — building lo-fi representations of the key screens to test layout, hierarchy, and interaction patterns with real advisors before investing in high-fidelity design.
Dashboard — Signed In (V9 Wireframe)
Accounts — Exclusions & Tilts (Wireframe)
Education embedded in the workflow
Rather than creating a separate help section, I embedded contextual education throughout the interface — tooltips that explained ESG concepts in plain language, progressive disclosure that showed complexity only when needed, and visual metaphors that made abstract investment concepts tangible.
The dashboard gave advisors an immediate read on portfolio health, with ESG scores, exclusions, and tilts surfaced clearly. The account detail views allowed deep customization while the UI prevented errors through inline validation and smart defaults.
The result was a product that a new advisor could pick up in an afternoon, while giving experienced analysts the depth and flexibility they needed to manage large, complex books of business.
High-fidelity, production-ready
Dashboard Overview — Final UI
Account Details — Final UI
Exclusions & Tilts — Final UI
A product worth acquiring
The culmination of the design work contributed directly to Veriti's growth and market positioning. In 2022, First Trust Capital Partners announced its acquisition of Veriti Management LLC — a milestone that validated the product's quality, scalability, and market fit.
Press coverage highlighted the faster, more intuitive user interface as a key factor in Veriti's competitive differentiation in the direct indexing space.