George Invest

Three questions to the project team

What was the particular challenge of the project from a UX point of view?
One of the biggest UX challenges for George Invest was designing for distinctly different user groups: existing clients already investing with us, clients who have not yet started, new-to-our-bank users investing with competitors, and those new to both the bank and investing. These groups vary not just in goals, but also in confidence and knowledge. A one-size-fits-all approach simply wouldn’t work.
Instead, we created a design that prioritizes clarity and flexibility—enabling each user to navigate the platform in a way that matches their experience and intent. Rather than building a uniform solution, we focused on crafting an intuitive, inclusive experience that adapts to every stage of the investment journey.

What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
What struck me most was how many people want to invest—but haven’t taken the first step. We spoke with users who had researched, planned, even saved up—but still felt stuck. The reasons varied: fear of losing money, lack of guidance, or feeling overwhelmed by all the available options.
I could relate—I was in that same position over a decade ago before making my first investment. Our robust user research, coupled with this personal insight, shaped our vision: supporting users at every stage, regardless of their level of confidence or knowledge. Our goal was to remove friction, provide guidance, and create a sense of reassurance—helping users take that first step, and the next.

Where do you see yourself and the project in the next five years?
I’m deeply committed to our mission of making investing more accessible. In five years, I see George Invest as a cornerstone of that vision—empowering clients and newcomers alike with a platform that grows with them.
Looking ahead, I believe AI will play a key role in scaling personalized advice and support. It will help us reach more people, with the right insights at the right time—making investing smarter, simpler, and more intuitive.