Background

Sanctify is a newly emerging investing app aligned with Catholic values, our client IWP Capital, based in Texas, wants to attract new users and increase their user base. I was part of this project responsible to redesign the onboarding experience for this fast-growing fintech company.

The client's initial goal was to create a mobile investment platform targeted specifically towards Christian investors. This audience has unique financial needs and beliefs compared to other religious or ethnic groups. Christians often prioritize investing in alignment with their values, such as protecting human rights, animal welfare, and the environment, while avoiding industries like marijuana or firearms.

Insights

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Through conversations with the client, I gained the insight that while Christians were the initial target user group, the platform should expand to serve a broader audience of conscientious investors with ethical principles beyond just the Christian faith. This "purpose-driven investing" approach caters to individuals who want to align their investments with their personal values and beliefs. As such, the onboarding should use inclusive language welcoming diverse backgrounds and belief systems, positioning the app as a platform for purpose-driven investing rather than targeting a specific religious group.

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Find out more details, click here.

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