Designing embedded investment flows for fintech platforms
As product design lead, I shaped the core investment account flows (ISK, custody, and capital insurance) that power Fondo’s B2B API platform. The work enabled partners like Dreams, Ridge Capital, and Evli to launch compliant investment products faster, without building their own infrastructure.
Challenge
Fondo was transitioning from a consumer savings product to a B2B, API-first wealth infrastructure platform. Partners needed to embed regulated investment flows quickly, under their own brands, without building custody, execution, or compliance infrastructure themselves. The challenge was to design modular, compliant investment flows that could scale across partners with different needs — while keeping onboarding fast, reducing engineering overhead, and avoiding long-term design fragmentation.
Fondo was transitioning from a consumer savings product to a B2B, API-first wealth infrastructure platform. Partners needed to embed regulated investment flows quickly, under their own brands, without building custody, execution, or compliance infrastructure themselves. The challenge was to design modular, compliant investment flows that could scale across partners with different needs — while keeping onboarding fast, reducing engineering overhead, and avoiding long-term design fragmentation.
Approach
I took a system-first approach, designing for scalability, speed, and partner flexibility rather than individual screens. To support rapid onboarding and close collaboration with engineering, I chose to build a token-based design system aligned with Tailwind CSS. This allowed design decisions to translate directly into implementation, reducing handover friction and enabling consistent yet customizable experiences across partners. Investment flows were designed as modular patterns, translating regulatory requirements into clear UX states that could be reused and embedded across different products and brands.
I took a system-first approach, designing for scalability, speed, and partner flexibility rather than individual screens. To support rapid onboarding and close collaboration with engineering, I chose to build a token-based design system aligned with Tailwind CSS. This allowed design decisions to translate directly into implementation, reducing handover friction and enabling consistent yet customizable experiences across partners. Investment flows were designed as modular patterns, translating regulatory requirements into clear UX states that could be reused and embedded across different products and brands.
Constraints:
- Regulatory requirements for investment accounts (ISK, Depå, KF) - Diverse partner brands, UIs, and integration contexts - Tight onboarding timelines and limited engineering capacity
- Regulatory requirements for investment accounts (ISK, Depå, KF) - Diverse partner brands, UIs, and integration contexts - Tight onboarding timelines and limited engineering capacity
Leverage:
- Token-based design system aligned with Tailwind CSS - Modular, API-first investment flow patterns - Close design–engineering collaboration to reduce handoffs
- Token-based design system aligned with Tailwind CSS - Modular, API-first investment flow patterns - Close design–engineering collaboration to reduce handoffs
I took a system-first approach, designing for scalability, speed, and partner flexibility rather than individual screens. To support rapid onboarding and close collaboration with engineering, I chose to build a token-based design system aligned with Tailwind CSS. This allowed design decisions to translate directly into implementation, reducing handover friction and enabling consistent yet customizable experiences across partners. Investment flows were designed as modular patterns, translating regulatory requirements into clear UX states that could be reused and embedded across different products and brands.
Approach
Result
The resulting flows became the backbone of Fondo’s B2B offering and were adopted by partners including Dreams, Ridge Capital, and Evli. The system-driven approach enabled faster partner launches, reduced UI inconsistencies, and supported Fondo’s shift toward a scalable wealth-infrastructure platform.
The resulting flows became the backbone of Fondo’s B2B offering and were adopted by partners including Dreams, Ridge Capital, and Evli. The system-driven approach enabled faster partner launches, reduced UI inconsistencies, and supported Fondo’s shift toward a scalable wealth-infrastructure platform.
Scalable design tokens enabling consistent branding across different client brands while maintaining development efficiency and component reusability.
The resulting flows became the backbone of Fondo’s B2B offering and were adopted by partners including Dreams, Ridge Capital, and Evli. The system-driven approach enabled faster partner launches, reduced UI inconsistencies, and supported Fondo’s shift toward a scalable wealth-infrastructure platform.
Result
More projects
Leading UX strategy to launch Swedbank's first digital savings advisory experience
Driving UX for regulated financial advisory flows
Redesigning and relaunching Fondo’s API Docs
Led a product-led redesign to improve UX, DX and onboarding
Aligning Fondo’s public presence with its B2B strategy
Product-led repositioning across web, search, and brand
More projects
Leading UX strategy to launch Swedbank's first digital savings advisory experience
Driving UX for regulated financial advisory flows
Leading UX strategy to launch Swedbank's first digital savings advisory experience
Driving UX for regulated financial advisory flows
Redesigning and relaunching Fondo’s API Docs
Led a product-led redesign to improve UX, DX and onboarding
Redesigning and relaunching Fondo’s API Docs
Led a product-led redesign to improve UX, DX and onboarding
Aligning Fondo’s public presence with its B2B strategy
Product-led repositioning across web, search, and brand
Aligning Fondo’s public presence with its B2B strategy
Product-led repositioning across web, search, and brand