Personal Capital*
Industry
FinTech | Wealth Management
Year
2015-2024
A fintech startup offering free financial tools & wealth management.
From 2015 to 2024, I worked as a Senior Visual Designer at Personal Capital, helping shape the brand, product, and marketing design during a period of rapid growth. My work supported user trust, product adoption, and the company’s evolution from a fintech startup to a business acquired by Empower.
By connecting brand, product, and marketing design to company goals, I helped create experiences that scaled with the business, built user trust, and supported both rapid growth and a successful acquisition.
Impact 2015-2024
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.
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
Directed 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.