Goal based Financla advisory Platform

Goldberry

What is Goldberry?

A seamless platform that helps investors understand their goals, make informed decisions, and stay connected with their advisor — all in one intuitive space.

 

Problem Statement
Investors feel disconnected from their financial futures. Traditional investment platforms bombard them with confusing charts, opaque jargon, and transactional interfaces, reducing their financial journey to a numbers game. Meanwhile, communication with advisors is fragmented (emails, PDF reports, sporadic calls), leaving clients unsure how their actions align with their goals.

Core Challenges for Investors

  • Lack of Clarity
    Investors see portfolios as abstract numbers, not progress toward life goals (e.g., “Is my € 500K portfolio enough to retire?”).
  • Passive Participation
    Most platforms treat investors as spectators, not collaborators, with limited tools to adjust goals or engage advisors.
  • Communication Gaps
    Advisors share static PDF reports, but clients want real-time, interactive updates and seamless dialogue.
  • Overwhelming Complexity
    Buying/selling funds feels risky without context (e.g., “How does selling this ETF impact my dream home timeline?”).

 

How our Platform Solves This

Goldberry Platform transforms investors from passive observers to empowered partners, bridging the gap between advisor expertise and client aspirations.

Key Features 

  • Goal-Centric Dashboard:
    Visual timelines show progress toward goals (e.g., a “Retirement” progress bar linked to portfolio performance).
  • AI-generated plain-language insights: “You’re 2 years ahead of your college fund goal! Adjust contributions or explore higher-risk options.”
  • One-Click Proposal Acceptance:
    Advisors send tailored plans via Goldberry Pro Platform, clients review and approve them in Goldberry Platform with a single click (e.g., “Accept this new strategy for your ‘Travel Fund’ goal”).
  • Intuitive Self-Service Tools:
    Simplified buying/selling with goal context
  • AI-driven “What-If” scenarios: Adjust sliders to see how lifestyle changes (e.g., a new job, a baby) impact goals.
  • Integrated Advisor Collaboration:
    In-app messaging, video calls, and shared annotations on portfolio updates 
  • Goal resetting: Clients propose new goals 
  • Proactive Alerts: AI monitors portfolios and life milestones: “Market dip detected. Your ‘Retirement’ goal is still safe. No action needed.”

The Ecosystem Vision

Goldberry Pro Platform + Goldberry Platform = A Closed-Loop System

 

Personas

man in black hoodie wearing black framed eyeglasses

Thomas Bauer

  • Role: Designer self-employed
  • Demographics: 26 years old, tech-savvy but first step investor
  • Goals: he wants to receive financial information in a format he can easily understand and digest
  • Frustrations: No single reliable source of investment information to provide clear answers to his questions



woman in white long sleeve shirt

Sara Schmit

  • Role: Senior software engineer
  • Demographics: 35 years old, risk-aware
  • Goals: Minimize tax liabilities through strategic planning
  • Frustrations: Overwhelmed by conflicting advice from Reddit, YouTube and traditional brokers

My role as a lead Product Designer 

Let's break down this to different phases of the product development.

  • Empathy-Driven Research 
    Hosted co-creation workshops with 15 investors to design their “ideal” financial dashboard.
    Key insight: Investors associated goals with emotions (e.g., “Retirement = freedom”), not numbers.
    Output: Defined 4 core design principles (simplicity, transparency, reassurance, control).
  • Rapid Prototyping 
    Sketched goal visualization concepts: Timelines, progress thermometers, and milestone-based “journey maps.”
    Prioritized a mobile-first approach after learning 70% of users accessed finance apps on phones.
    Prototyped a “What-If” scenario builder to let investors simulate life changes (e.g., job loss, inheritance).
  • Validation & Refinement 
    Conducted A/B tests on two versions of the trading flow:
    Version A: Traditional buy/sell interface.
    Version B: Goal-impact preview (“Selling X shares delays your goal by Y months”).
    Result: Version B reduced impulsive trades by 40% and increased advisor consultations by 25%.

User Impact:
95% of investors felt the platform “made finance less intimidating”.



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.

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