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Development of a Mobile Investment Platform for New Investors
  1. case
  2. Development of a Mobile Investment Platform for New Investors

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Development of a Mobile Investment Platform for New Investors

hedgehoglab.com
Financial services

The Problem

AJ Bell's existing investment apps catered primarily to experienced investors, leading to a gap in serving a new audience with little to no prior investment knowledge. This resulted in potential missed opportunities for customer acquisition and engagement among a significant segment of the population.

About the Client

AJ Bell is a leading UK online investment platform providing investment solutions to individuals and financial advisors, focusing on SIPPs, ISAs and Dealing accounts.

Project Objectives

  • Develop a user-friendly mobile investment platform specifically designed for novice investors.
  • Simplify the investment process and reduce user overwhelm by offering clear guidance and curated investment options.
  • Improve user onboarding and enhance the overall user experience.
  • Increase customer acquisition and engagement among new investors.
  • Leverage data analytics to understand user behavior and optimize the platform for continuous improvement.

Functional Requirements

  • Investment in UK shares
  • Themed investment categories with easy-to-understand explanations
  • Pension plan investment functionality
  • Simplified onboarding process with fewer steps
  • Enhanced user guidance and educational resources for new investors
  • Detailed analytics connected to AJ Bell's MI systems

Preferred Technologies

Flutter (for cross-platform mobile app development)
Backend systems integration (to connect to AJ Bell's existing infrastructure)

Integrations Required

  • AJ Bell's MI systems for data analytics
  • Secure authentication systems
  • Payment gateways

Key Non-Functional Requirements

  • Scalability to accommodate a growing user base
  • High performance and responsiveness
  • Robust security measures to protect user data
  • Accessibility compliance

Estimated Impact

The new mobile platform is expected to significantly increase AJ Bell's market share by attracting and retaining new investors. It is also projected to enhance customer satisfaction and contribute to the growth of the UK economy by making investment more accessible to a wider audience. The award-winning user experience is anticipated to drive organic growth and positive brand perception.

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