Over the last 10 years, the private market has consistently delivered 2–3x higher returns than the public market. HENRYs (High Earners Not Rich Yet) wanted to invest in these markets, but couldn't.

Investing falls under complex rules and regulations, set by SEC/FINRA. Checks, disclosures and documentation had to be handled by the product.

HENRYs won't make a financial decision until they're clear about the process, risk and fees involved. Creating low-friction paths, from A (interest) to B (investment), gives users confidence to make these decisions.

I worked closely with leadership to shape product strategy. Designing compliant flows that would lead to real investments.

I designed the dashboard to surface the essentials. This helped new investors orient themselves. Instead of being overwhelmed by dense financial data.

From there, the investment flow provided a seamless continuation. All required information was available inline, with deeper detail accessible on demand.

I separated KYC/KYB from initial signup so users could explore the product first. This reduced early friction, and increased completion rates.

I designed the product from 0-1, working closely with leadership, compliance and the engineering team. Daily trade-offs balanced regulation, speed and clarity.

I reviewed regulatory edge cases, and conducted user interviews. Measuring two key metrics: task completion, and time-to-completion.

Following the successful launch of the product, the startup has gone from strength to strength. It now gives you access to private companies like Anthropic, Space X & OpenAI.