App
Concept Design
Making wealth management simple
to manage money easy, smart, and stress-free.
Indian’s juggle 5-7 financial apps but still can’t answer one simple question.
“Am I financially healthy?”
Meet Supriya. She’s 30, earns ₹12 lakhs a year, and checks her bank balance 3-4 times a week. Despite this, she has no idea if she’s saving enough, investing correctly, or prepared for emergencies. Her money is scattered across two banks, two mutual fund platforms, an employer EPF account, and a credit card she’s terrified of missing payments on.
She’s not alone. Our research found that most Indians struggle to track their total net worth, wasting hours on manual financial tracking.
Our team designed an AI-powered wealth management platform that solved this problem – giving users like Supriya complete clarity, confidence, and control over their finances for the first time.
Background:
In October 2024, our team took on a design concept assignment of designing a wealth management application for Indian users. The app would integrate financial data from account aggregators (NADL, IIFL, Rebit) to consolidate information from banking, insurance, stocks, mutual funds, and more.
This was an internal exercise within the organisation, an opportunity for cross-department collaboration where multiple members came together to explore what could eventually evolve into an MVP for the org.
But here’s the catch: we shouldn’t be building just another dashboard.
The business made it clear, we needed to:
What is an Account Aggregator (AA)?
Imagine all your financial information is kept in different cupboards:
An Account Aggregator is like a trusted delivery person who goes to all these cupboards with your permission and brings your financial data together in one place securely.
It does not store your data. It only brings it when you say so.
The Challenge
“Money Management is Messy”
While people have access to their financial numbers, they struggle to make sense of what those numbers actually mean. The real problem isn’t access to information-it’s the lack of clarity and actionable insights.
Research:
To build something truly valuable, we needed to understand our users beyond surface-level assumptions.
We started the research using 7-step framework.
User Interviews
User Interviews
We conducted 8 one-on-one interviews lasting 30-35 minutes each.
Key questions were around:
Competitive Analysis
Competitive Analysis
We analysed leading Indian wealth management apps to identify gaps:
The Gap’s:
User Personas
User Personas
Based on our research, we identified three distinct user groups.
However, we chose to design primarily for Supriya (the young professional), as she represents the largest addressable market and her needs overlap significantly with the other personas.
Technical constraints we had to design for
AA gives very limited data:
No categories, no insights, no interpretations.
To create intelligence, we used two IDs:
We built an internal layer combining:
This allowed us to design an “insight-first” experience instead of a “data-first” app.
Generating Solutions
We ran a short ideation sprint that included:
Our Designs
One Unified Dashboard
One Unified Dashboard
We combined:
The UI is minimal and calming, making money feel understandable.
Insight-First Design
Insight-First Design
Insights are written in plain English:
Each insight includes a simple explanation and a suggested next step.
Final
Screens
