Personal Capital

Role: Visual Designer

Company: Personal Capital (acquired by Empower)

Timeframe: 2015–2024

I worked as a Visual Designer at Personal Capital during a period of rapid growth, supporting brand, marketing, and product design efforts.

Personal Capital set out to make complex financial information accessible, trustworthy, and human. Over nearly a decade, I contributed to shaping how the brand looked, felt, and communicated—across product, marketing, and client-facing touchpoints—during a period of rapid growth and transformation.

AUM Growth
$3 B → $10 B

User Base
0.5 M → 2 M+

Acquisition:
$1 B deal by Empower

Creative Strategy

Actively participated in design critiques and ideation sessions, consistently striving for innovative solutions, helping launch new products and services through creative marketing.

Interface Design & User Experience

Produced engaging graphics and layouts for web and mobile platforms, enhancing user experience and driving customer engagement.

Designed UI visuals and data representations that made complex financial information easier to understand and act on.

Cross-functional collaboration

Collaborated with cross-functional teams to create captivating visual content that aligned with marketing, product, and sales objectives.

Omni-channel tactical marketing

Worked closely with the marketing team to develop integrated direct and brand campaigns, email templates, and digital advertisements that yielded a significant increase in conversion rates.

Brand & Visual Strategy → Growth & Acquisition

Led the rebrand and multi-platform visual systems that strengthened Personal Capital’s market presence, supporting rapid user growth and positioning the company for Empower’s acquisition.

Product & UX Design → Product Differentiation

Co-led redesigns of the award-winning financial dashboard — later described by The New York Times as “the tool to beat” — improving usability, consistency, and engagement across web and mobile.

Marketing & Impact → Awareness & Expansion

Created campaign visuals and creative assets across email, paid, and print marketing. Led outdoor campaigns featured in TIME, Forbes, and Kiplinger, helping drive adoption and brand trust.

Post-Acquisition Integration → Long-Term Scale

Partnered with Empower design and product teams to unify brand systems under the new identity, contributing to the launch of Empower Personal Wealth, part of Empower’s $1.6 T AUA platform by 2024.

Highlights

  • BRANDING

    Supported company-wide rebrand that contributed to successful acquisition by Empower.

  • WEB DESIGN

    Designed responsive landing pages that simplified complex financial tools.

  • UX/UI

    Led visual design for a financial dashboard product serving millions of users, balancing clarity with engagement.

  • ADVERTISING

    Designed cross-channel campaigns (digital + print + outdoor) that drove user adoption and market visibility.

  • PRESENTATIONS

    Supported Sales & Advisory teams to create High Net Worth client presentations & collateral

  • DATA VISUALIZATION

    Designed data-rich reports with clear charts and brand-consistent layouts.

  • PRODUCT MARKETING

    Partnered with product, engineering, and marketing teams to unify brand and UX across product and advertising touchpoints.

  • MARKETING DESIGN

    Designed cross-channel campaigns (digital + print + outdoor) that drove user adoption and market visibility.