PureFacts Financial
Goals-Based
Investing
Transforming investment planning from portfolio-focused to goal-oriented, helping investors see beyond returns to what truly matters.
Role
Lead UX Designer
Timeline
2 Years
Team
3-5 Designers
Launch
2019
My Role
Leading the vision for goals-based investing
As Lead UX Designer at PureFacts Financial, I owned the end-to-end design of the goals-based investing platform over a 2-year engagement. This product was ultimately launched as Canada Life's Constellation Managed Portfolios.
I worked closely with product management to conduct market research, define the product vision, and translate complex financial concepts into intuitive user experiences. My role included leading a team of 3-5 designers, facilitating user research sessions, and establishing the design system.
The Challenge
Investments disconnected from life goals
Traditional investment platforms focus on portfolio performance and market returns, but fail to connect these numbers to what investors actually care about—their life goals like retirement, education, or buying a home.
Traditional platforms focus on returns
Most investment platforms emphasize portfolio performance and market returns, but fail to connect these numbers to what investors actually care about—their life goals.
Investors want goal-focused planning
People don't invest for the sake of investing—they invest to retire comfortably, buy a home, fund their children's education, or achieve other meaningful life goals.
"Desire from end investors for investment products and services that deliver client-friendly outcomes has grown."
- Investment Firm of the Future from CFA
Results
Outcome & Impact
85%
Reduction in paper forms
60%
Faster account opening
4.5/5
Advisor satisfaction score
"The goals-based approach has transformed how we have conversations with clients. Instead of talking about asset allocation and market returns, we now talk about their dreams and aspirations."
Financial Advisor
Canada Life Wealth Management
Successful Platform Launch
Goals-Based Investing launched successfully across Canada Life's advisor network, enabling thousands of advisors to deliver a modern, digital-first client experience.
Industry Recognition
The platform received recognition for its innovative approach to making financial planning more accessible and client-centered.
Want to dive deeper?
I'd love to walk you through the detailed design process, user research insights, and additional screens. This content is protected under NDA—reach out to learn more.