The client

When IO began in August 2023, advisors were facing fragmented workflows that required leaving their custodian platform and re-entering client information. In discovery workshops and early design sprints, we identified key opportunities: preserve account context through SSO, separate advisor paths based on licensing, and surface compliance and eligibility checks at the right moment.

As the UX design team (growing from one designer to two in August 2025), we created user journeys, wireframes, and prototypes for Licensed, Unlicensed, and OID paths. We focused on simplifying complexity. For example, the “Before You Continue” step became a quick confirmation checkpoint instead of a wall of data entry, keeping advisors moving forward.

Over 30+ sprints, we delivered more than 100 wireframes and 60 prototypes. We built out a reusable design system with components for dashboards, proposal cards, contract details, and confirmations. Every step was tested against accessibility standards and refined to align with an approachable, supportive tone. In July 2025, the platform went live to more than 300 advisors. By mid-2025, IO had scaled from its first MVP to a platform ready to support multiple firm rollouts, proving its flexibility and scalability.

Our work with Fidx reduced advisor proposal creation time by approximately 30%, while delivering a reusable design system that accelerates future rollouts. By designing flows that make complex annuity paths approachable and easy to navigate, and embedding conversational, supportive copy throughout, the experience was built to genuinely build advisor confidence at every step. The engagement culminated in a successful launch to more than 300 advisors in July 2025.