A portfolio management platform for financial advisors
Finnomena is a digital wealth management platform in Thailand. When I joined, it had $1.2B in assets under advisement, 3,300+ licensed advisors, and 220,000 users. I owned the financial advisor platform, where advisors build and manage client portfolios.
- Role
- Product Manager · 2021-2022
- Industry
- Fintech / Wealth Management
- Skills
- Product Management · UX Design · User Research · Usability Testing · API Integration · Partnership
Problem
I interviewed 30 financial advisors and mapped their day-to-day workflow to find the pain points.
- Fragmented tools: One workflow took three tools, with no central place to manage a client’s portfolio.
- Manual fund selection: Advisors picked funds and allocations from their own research, with no personalized recommendations.
Solution
A centralized platform where advisors build and manage compliant client portfolios, with AI allocation recommendations from Franklin Templeton.
Centralized portfolio management
I pitched the platform to the executive team: a better advisor experience would raise satisfaction and retention, and grow AUA and fee revenue. Once approved, I led it from 0 to 1, through wireframes, usability testing, development, launch, and advisor onboarding.
- Plans in one place: Create, edit, and manage investment plans, each tied to the client’s risk profile and goals
- Automated compliance checks: Plans are rechecked when a client’s risk profile or goals change, keeping them compliant with SEC Thailand regulations
- Templates: Shared starter templates, plus custom templates advisors can save for reuse
Result: 60% adoption within two weeks of full launch. The platform is still live for all 3,300+ advisors.
AI recommendations with Franklin Templeton
Finnomena partnered with Franklin Templeton to integrate its Investment Optimization Engine through an API. I owned execution: wireframes with the design team, usability testing with 10 advisors, and the API integration with the tech lead.
- Personalized allocations: Recommendations based on the client’s risk profile and goals
- Scenario comparison: Side-by-side scenarios, such as aggressive vs balanced
Advisors still made the final call on every recommendation.
Result: Handed off the final product design to engineering for implementation.
Remark: Screens and workflows aren’t included to protect confidential information.