Digital Direct Offer
From paper to 300M+ a month: A game-changer in the financial services industry.
True Potential LLP
Finance, Technology, AI
Solo Product Designer
4 months
4,738 (June 2023)
£337m (June 2023)
Period Active
Mar 2022 - Jun 2024
Setting the scene
Fast forward to Jan 2020, Covid hit. Concerns paper-based processes and sales would grind to a halt as rumours Royal Mail could collapse. With thinking heads on, a golden opportunity presented itself to digitalise this process to what became an industry first game-changer for True Potential.
The goals
Recreate and improve the current paper-based journey as a fully digitalised experience.
Speed up offer acceptance process - go from minimum of submitting transfers from 3-5 working days, to a matter of minutes.
Maintain strict regulatory and compliance standards.
Create a seamless experience for clients across devices.
Substantially increase written business across the True Potential Group.
Cut out health / situational factors the business couldn't control - i.e. reliance on postal services through covid.
In short: fewer barriers, faster access, happier users.
The challenges
Trust - Clients needed to feel confident accepting financial offers online.
Compliance - The experience had to meet strict financial regulations.
Clarity - Financial documents can be complex - the digital journey had to remain easy to understand
Accessibility - Clients of varying digital confidence needed to complete the journey successfully.
Device consistency - The experience had to work seamlessly across desktop and mobile.
So the design challenge wasn't just making something digital - it was making it clear, trustworthy and simple.
Research & insights
Understanding the journey
Before designing anything, I mapped out the full paper-based process to understand every step a client previously went through.
This included:
Receiving the offer in the post.
Reviewing documents.
Signing acceptance forms.
Returning paperwork.
Transfer processing by the business.
By mapping out the flow, we could identify where digital improvements could remove friction whilst still meeting compliance regulations.
Mapping The Digital Experience
Using Draw.io, I worked with stakeholders to translate the paper process into a clear digital flow.
Key stages included:
Secure access to the offer (via their client site)
Reviewing investment details and supporting documents
Clear confirmation of acceptance
Digital record of agreement
Confirmation and next steps
The goal was to keep the process transparent and reassuring, while dramatically reducing the time it took to complete.
From Idea to Interface
I started the design process with some quick sketches
Once the core ideas were done - I moved into wireframes and inference design, ensuring the layouts stayed clean, readable and accessible.
Financial information can easily overwhelm users, so clarity and hierarchy were key.
Building the Final Experience
The final designs focused on three key principles:
Clarity - Financial offers were broken down into structured, digestible sections.
Trust - Important actions and confirmations were clearly communicated so users always knew what they were agreeing to.
Simplicity - The journey was streamlined so clients could move through the process without confusion or unnecessary steps.
Impact
Once implemented, the Digital Direct Offer process quickly proved its value.
The system generated approximately £377 million in new monthly sales during it's operation, dramatically increasing the speed and efficiency of the offer acceptance process.
Beyond the revenue impact, it also:
Removed reliance on postal services
Reduced operational costs
Accelerated investment onboarding
Improved the overall client experience
Looking Back
What started as a response to a global disruption became a huge opportunity to modernise a critical business process.
By transforming a slow, paper-based workflow into a seamless digital experience, we didn’t just solve a temporary problem - we created a system that supports the business at scale.
And sometimes that’s the best kind of design outcome: simple changes that unlock massive impact.