Marcus Guided Investing offers investment clients reliable, Goldman Sachs-backed advisory insights, enabling them to invest confidently without incurring the high fees typically associated with traditional asset and wealth management advisory services.
This product was an exploratory initiative inspired by growth opportunities identified among users of the existing self-guided robo-advisor service.
We planned to launch it as a pilot program targeting 30,000 Marcus customers, with the next phase expanding to ~900,000 customers who fit the target profile—an early step in the Marcus’ effort to tap into the $1.08 trillion hybrid wealth management market.
2022
Product design, UI/UX
Marcus had been offering a robo-advisor investment product with an automated, self-guided experience.
While it suited clients who preferred a hands-off approach, some customers wanted more personalized guidance to adjust their investments in response to shifting market conditions and evolving financial goals.
"Need advice. I want to invest more but my return is terrible at this point. I follow the market and realize it’s tanked with more likely to come. What should I do to keep the bleeding down?”
“I’m upset you don’t offer financial advice and my account has lost over 40k. I need advice on what to do with funds.”
From the very beginning, the Design and Product teams approached the project with a strong focus on strategy and user journeys, ensuring a smooth end-to-end client experience.
We kicked things off with an in-depth analysis of the problem space, business goals, and high-level user flows—laying the foundation for everything that followed.
We ran early workshops to map out different client scenarios and surface key pain points and opportunities across various user groups.
Throughout multiple iterations, journey mapping played a crucial role—not only helping Design and Product teams stay grounded in the clients’ experience, but also providing a clear, high-level view we could share with leadership to gain alignment and buy-in. These visual maps helped us make more informed, contextual decisions at every step.
Prospects are targeted to receive marketing comms about this new offering.
Review account information and performance.
Ongoing engagement with the advisors for personalized advice.
The Guided Investing product was planned to launch as a pilot program for a subset of existing customers to gauge interest and validate demand.
We aimed to reach 30,000 customers in the initial rollout, targeting a 3% conversion rate.
If successful, future phases would expand to ~900k Marcus customers fitting the target customer profile, and eventually to the public, tapping into the $1.08 trillion hybrid wealth management market.
