A simple and empowering investing experience for Fynbos Money.
Context
Fynbos Money is a digital investment platform designed to make long-term investing accessible and affordable for young South Africans. The web-app helps users invest with confidence, focusing on low fees, proven strategies and a seamless self-service experience.
Role
Head of Product Design
Goal
Create a product experience that removes the intimidation of investing, encourages action and builds trust through clarity and simplicity.
Challenge
Many young professionals delay investing because they feel overwhelmed by jargon, complex options and high advisory fees. The goal was to design an experience that makes starting and managing investments feel as straightforward as opening a bank account, while keeping the tone warm, transparent and focused on what truly matters for long-term growth.
Approach
I led the end-to-end product design process, bringing calm to the complexity of the investment journey.
Simplified onboarding to get users investing within minutes
Designed intuitive flows for creating Tax-Free Savings Accounts and discretionary investments
Applied a confident, approachable brand voice and a clean visual identity that prioritises clarity
Focused on guiding users with plain-language explanations, progressive disclosure of details and a seamless link between goal-setting and fund selection
Outcome
A modern and trustworthy investing platform that lowers barriers for first-time investors
A consistent brand experience that supports Fynbos’s mission to help one million South Africans use their TFSA effectively
Positive early adoption and user feedback highlighting the ease of use, clarity and confidence the product delivers
Check out the website here: https://fynbos.money/
