The challenge

eWealthManager is the platform financial advisors use to run their practice and serve investors. Advisors described it as slow, with too many clicks, buried content, and features that didn't feel connected. Visual design and terminology were inconsistent, and many advisors didn't know the Investor Portal existed. AssetMark wanted a version 3.0 that would grow assets with existing advisors, attract new ones, and lower the cost to serve.

What I did

• Interviewed advisors, the client success group, and senior operations leadership, and reviewed AssetMark's personas, advisor surveys, journey work, and digital roadmap.

• Defined five user groups, from advisors and investors to broker-dealers and future SaaS customers, and mapped how they interact.

• Mapped the advisor's end-to-end journey across seven stages: advisor onboarding, prospecting, investor onboarding, advice delivery, portfolio construction, monitoring, and servicing.

• Built an application map with navigation based on how advisors think: My Clients, My Business, My Products & Strategies, My Portfolios & Models, and Financial Wellness.

• Set four design principles (task-based, contextual knowledge, intuitive, financial wellness hub) and design patterns for nine core advisor behaviors.

• Sketched concepts for the dashboard, client details, Investor Portal, and prospecting tools, and explored five visual directions as style tiles.

The result

A strategy, application map, and visual direction that set up clickable Figma prototypes for testing navigation with advisors.