&Partners
Fintech website
&Partners established itself in the fintech sector as a partner financial firm for financial advisors. With a fresh brand and a suite of redesigned tools, the firm aims to make financial projections easier than ever.
.png)
.png)
Results
Services
Brand Strategy
UX Strategy
Visual Design
Mockups
Client
HLK Agency
Duration
6 weeks
A new fintech disruptor made by Financial Advisors for Financial Advisors.
&Partners is a new financial services firm established by three former executives from Wells Fargo Wealth Advisors, each with over 30 years of experience. They envisioned creating a different and better opportunity for Financial Advisors (FAs) — one that provides greater freedom, flexibility, and choice.
Seeking a unique branding identity and design
&Partners’ leadership needed to establish their brand identity and visual style, alongside developing workflows for their customer intake process. A key tool was the Financial Advisor Recruiting Portal, which collects vital information from candidates. This secure platform requires Financial Advisors to complete mandatory forms and answer questions to assess their eligibility for equity based on experience and portfolio size. My team worked to divide tasks efficiently while ensuring collaboration when needed.
Establishing a cohesive logo
We began by choosing a name and designing the company logo for the brand. Given the highly competitive nature of the financial sector, we conducted extensive research and competitive analysis. Ultimately, we decided on using the ampersand symbol because of its simplicity and its ability to convey themes of communication, collaboration, and partnership.
Adding color to set the tone
When selecting a color, we observed where other financial institutions stood on the color spectrum, with blue and green being the most popular colors. Seeking something unique, we chose shades of purple that represent royalty and tranquility.
CONTACT
© 2024 by TrueUX Design LLC. All rights reserved.
CONTACT
© 2024 by TrueUX Design LLC. All rights reserved.
Easy-to-follow flow for your financial input
We initiated the input process by designing a simple Welcome Page that features an introductory message and a login call-to-action (CTA). By eliminating excess text and actions, we allowed users to focus on the key action of logging in. After the sign-in page, users are directed to the attestation provided by the client, which is required for accessing the portal. A vital feature I implemented on this page is a progress bar, which informs users at the outset of how many steps are involved in the process.
Transforming the Pro Forma into a more user-friendly design
The Pro Forma is a crucial portal feature that enables advisors to create 10-year financial illustrations for business plans and forecasts. &Partners recognized its importance and aimed for a clean, user-friendly design. They provided a template outlining the structure, required line items, and form logic. We developed an intuitive Pro Forma that met client needs, presenting all essential information clearly and without overwhelming the user.
BEFORE
.avif)
AFTER
.png)
.png)
Maintaining brand consistency for the future
We created a style guide that included new components and styles such as row highlights, hover states, links, colors, and more. This ensured that the company maintained consistency across its sites moving forward.
%20(1)%20(1).avif)
CONTACT
© 2025 by TrueUX Design LLC. All rights reserved.