Goal based Financla advisory Platform
Goldberry Pro
What is Goldberry Pro?
A purpose-built platform for financial advisors — streamlining onboarding, goal planning, and portfolio creation so they can focus on what they do best: giving great advice.
Problem Statement
Financial advisors are drowning in administrative tasks, fragmented tools, and data overload, leaving little time for the human-centric work they value most: building trust, understanding clients’ aspirations, and delivering personalized advice.
The Core Challenges for Advisors
- Time Sinks: Advisors spend 60%+ of their time on manual tasks (data entry, report generation, portfolio tracking) instead of client relationships.
- Tool Fragmentation: Juggling disconnected software for CRM, risk analysis, and financial modeling creates inefficiencies and errors.
- Impersonal Scaling: As client rosters grow, advisors struggle to maintain personalized service, leading to generic advice that erodes client loyalty.
- Complexity Overload: Overwhelming interfaces and jargon-heavy tools make it hard to quickly extract actionable insights during client meetings.
How our Platform Solves This
Our AI-first platform acts as a co-pilot for advisors, automating tedious tasks and surfacing insights so they can focus on what humans do best: empathy, creativity, and relationship-building.
Key Features
- AI-Driven Client Insights: Machine learning aggregates client data (spending habits, life events, market trends)
- Goal-Based Planning Tools: Intuitive UI for advisors to map client goals (e.g., “Buy a vacation home in 5 years”) to dynamic investment strategies, visualized as progress timelines instead of spreadsheets.
- Automated Workflows: One-click report generation, real-time portfolio rebalancing alerts, and meeting prep templates to slash administrative time.
- Collaboration Hub: Shared client dashboards with secure messaging, video call integration, and AI-generated “next step” prompts to keep relationships proactive.
The bigger Vision
Our platform redefines financial advising by:
Humanizing Technology: AI handles the numbers; advisors handle the nuance.
Scaling Trust: Tools that help advisors deepen relationships, even as their client list grows.
Reducing Burnout: Streamlined workflows give advisors mental space to think strategically.
Personas
Christian Franke
- Role: Senior Financial Advisor at a mid-sized firm.
- Demographics: 45 years old, tech-savvy but time-crunched
- Goals: he wants to retain clients and grow his business through them by getting referrals for new business
- Frustrations: Feels Financial Planning meetings take longer than necessary
Ella Schneider
- Role: Product Expert Advisor
- Demographics: 38 years old, Self employed
- Goals: She wants to service the client quickly and efficiently
- Frustrations: Spends too much time on fund websites to find information and search terms do not work well on websites
My role as a lead Product Designer
Let's break down this to different phases of the Product development.
- Discovery & Research
Conducted contextual inquiries by shadowing 10+ advisors during client meetings and admin work.
Identified critical pain points:
“I waste hours merging data from 4 tools into a single client report.”
“I can’t spot urgent client risks until it’s too late.”
Output: User journey maps, empathy maps, and a prioritized feature backlog. - Ideation & Prototyping
Led design sprints with PMs and engineers to brainstorm AI-driven solutions.
Sketched 20+ dashboard layouts, prioritizing quick access to alerts and client summaries.
Built clickable prototypes (Figma) - Testing & Iteration
Ran usability tests with 8 advisors, uncovering issues:
Advisors ignored generic AI alerts (e.g., “Market volatility detected”).
Needed clearer urgency tiers (e.g., “Client X’s retirement plan is at risk”).
Iterated by adding color-coded risk levels and customizable alert thresholds. - Final Handoff & Launch
Created a design system with reusable components (tables, charts, modals) to speed up development.
Collaborated with engineers to ensure pixel-perfect implementation using weekly design QA sessions.
Impact
- User Impact:
Advisors saved 10+ hours/month on manual tasks. 85% of advisors reported feeling “more proactive” with AI-driven risk alerts.
Tools & Methodologies
- Design: Figma, Adobe Suite, Miro (journey mapping).
- Research: UserTesting, Lookback, Google Analytics.
- Development: HTML/CSS, JavaScript, Git, CMS integrations.
- Collaboration: Jira, Confluence, Slack.