NOYACK wanted to introduce alternative investing to HENRYs (High Earners, Not Rich Yet)—young professionals with strong income but limited experience with alternative assets. The challenge was designing an experience that could educate users while gradually guiding them from learning about wealth-building to becoming active investors. Characteristics of this target group include:

• High disposable income sitting in cash or low-yield savings
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• Strong interest in building long-term wealth
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• Overwhelm around investment options
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• A gap between consuming financial content and taking action

I structured the user experience around two clear user intentions: Learn and Invest. Instead of pushing users directly into a financial product, the website first met users at the point of curiosity. “Learn” helped users understand wealth-building concepts and alternative investing in simpler terms, while “Invest” created a more direct path for users who were ready to explore opportunities.
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I analyzed how existing platforms structure their experience, grouping them into two distinct approaches: generalized investing platforms and specialized investment platforms. Products like SoFi and Stash focused on accessibility, bundling investing into a larger financial ecosystem. On the other end, platforms like Range and Carry were more focused and intentional, but assumed users already understood what they were doing.
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I translated the Learn and Invest structure into pages within the website that guided users from education into action. Learn introduced financial concepts and tools, while the invest pages shifted toward conversion, prompting users to create an account. This transition moved users into the dashboard, where they could begin engaging with alternative investments through a third-party integration.

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Our stakeholders anted to lead with an agentic AI assistant designed to guide users through financial concepts. While useful, this created a positioning issue, since I found users began to perceive NOYACK as an AI company rather than an investing platform. I pushed back on this decision since AI worked better as a service within the experience, not the main entry point.

I tested the full experience from the website through sign-up and into the dashboard. While users were able to navigate the flow, the testing revealed friction across onboarding, clarity, and positioning. Many users interpreted NOYACK as an AI product rather than an investing platform, which created confusion early on.

• Users wanted more proof of ROI before committing.
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• Minimum Investment amount of 20k was too high for users to commit.
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• The homepage needed a clearer value proposition.
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• Users perceived NOYACK as an AI product not an investing platform.
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• Password requirements caused friction during onboarding.

• Removed AI as the primary hook to reduce positioning confusion.
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• Clarified the value proposition and simplified homepage hierarchy.
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• Introduced a subscription model to lower the barrier to entry.
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• Shifted from upfront investment → gradual onboarding into investing.
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• Made pricing and offering more transparent.

The dashboard encourages users to take a more active role in understanding their finances. Important information such as net worth and expenditure is clearly emphasized, enabling users to quickly assess their financial situation and learn about wealth management. One of the challenges during the development process was incorporating investments into the UI. To address this, I introduced a call-to-action directing users to Equity Trust for additional investment options.

The experience was broken up into three parts so each screen has a job. Home is about quickly understanding where you stand. Learn shifts things into a more structured flow, so you’re not just given tools, but a way to actually build confidence. Invest is where that confidence turns into action.

We designed and tested a set of landing pages aimed at converting interest into investor commitment. By simplifying the narrative, clarifying the value proposition, and focusing the experience around a single call to action, the pages drove meaningful traction. Within two weeks, the campaign generated over $250K in funding, validating both the positioning and the overall direction of the product.