Background This is a mid-tier investment product and Santander’s first robo-advisor product.

Goal

The task was to get existing Santander clients who are unfamiliar with investing to create a PathFinder account.

Problem

From research provided by the strategy team, we learned that those who are hesitant of digital investing have a general lack of knowledge with self-directed investing and feel they do not have control over their investments.

Team: Writer (Me), UX Designer, 2 Art Directors, Creative Director, Strategist, Project Manager.

Input

• Ideated concept
• Crafted copy
• Contributed to content hierarchy

Approach

Because digital investing may be new to our target audience, I aimed to create copy that educated on how robo-advisors work so that they can feel empowered to invest.

Content considerations

• From research, the main issue was lack of knowledge in investing. So before getting into the product features, I set out to introduce what robo-advisors are. I created a short summary about its intrinsic benefits, which also conveniently spoke to PathFinder benefits.