Bringing self-service investment to everyday banking
Designed the bank's digital investment mobile portal for 6M+ users
TL;DR
FCMB Gro introduces fixed and variable income investing directly inside the FCMB mobile app. It eliminates the need for a relationship manager, branch visits, or a separate financial platform, reducing the barrier to entry to a mobile phone and a savings account.
I led the end-to-end design, focused on delivering an easy and accessible investing experience to everyday FCMB users, from discovery through to a funded investment.
- 58%
- Investment flow completion rate, plan selection to funded investment
- ₦2.4B+
- Assets under management within the first year
- 41%
- First-time investors who reinvested within 90 days
Problem
Democratising investment as a self-service product raises real concerns
For certain users, investment as a concept feels exclusive, an unfamiliar territory assumed to belong to financial experts. This perception creates a significant adoption barrier for everyday banking customers.
For business, standalone investment channels increase operational costs. Only a fraction of FCMB's user base was aware of investment opportunities, directly limiting bank revenue and growth.
Findings across the customer journey
| Stage | Discover | Payment | Tracking | Re-invest |
|---|---|---|---|---|
| Customer Pain Point | Unclear information on what investment channels are and how they work | Linking accounts to investment platforms is an unnecessary hassle. Confusion with payment flow | Lack of clear access to investment information alongside other funds | Cumbersome process hinders re-investment |
| Business Pain Point | Getting more people to know about the product meant running more marketing campaigns | Additional cost managing a separate investment platform and running a separate payment channel | High support calls and cost due to constant customer enquiry | More one-time customers than reinvesting customers |
Product & Business Goals
Shaping the north star for the experience
- Position investment as wealth management, not a complicated banking process
- Maintain familiarity with existing investment channels
- Bring transparency forward at every step of the investment journey
Solution
Some key decisions and flows
A contextual widget that pushes discovery. A contextual card on the home screen surfaces investment opportunities inline with daily banking, no navigation required.
Visual distinction became necessary. With multiple balances visible in one place, clear labelling and colour differentiation between savings and investment balances was essential so users always knew exactly what each figure referred to.
Transparency without complexity. Lead with glanceable information, then progressively disclose more information when a user needs it. Active investments show what is committed, current profit/loss, and other investment parameters at a glance.
Business Impact
Retention is the biggest win
58% of investors who started a plan carried it through to a funded investment. The flow moved ₦2.4B+ in assets under management, and 41% of first-time investors came back to invest again within 90 days. A sign the product built real trust rather than converting once and disappearing.