As workforce mobility continues to rise, employees are changing jobs more frequently than ever before. Ensuring a seamless transition of retirement and investment assets has therefore become a critical business priority.

The Choices Wealth eApp was developed to address this need — an omni-channel digital solution that empowers members to self-serve the movement of their assets with ease and confidence. Accessible through both mobile and web platforms, the tool delivers a consistent and intuitive experience for members.

Launched in October 2020, Choices represents a key step in modernizing the wealth transition experience and strengthening the organization’s digital service ecosystem.

Analysis of usage data and testing of the current state revealed several key challenges:

• Mobile adoption since Q2 2023 has been lower than expected.

• High drop-off on landing pages and at critical decision points on both web and mobile.

• FSCs lacked clarity on what Choices offers, limiting their ability to guide members effectively.

• Members experienced confusion around moving pensions and navigating complex product offerings.

• The overall product complexity created friction in decision-making and reduced user confidence.

Addressing these challenges was essential to improving engagement, simplifying workflows, and delivering a clear, user-centred experience across channels.

The Choices Wealth eApp presented a significant opportunity to enhance the member experience by leveraging new capabilities and insights:

• New Data Availability: Vesting and unlocking breakdowns for pensions, previously unavailable, could now be exposed to members in the platform, providing greater transparency and clarity.

• Design Sprint Insights: During a six-day design sprint, the team identified several enhancement opportunities:

  • 1. Leverage new data where and when it makes the most sense for members.

    2. Communicate complex terms, such as vesting and unlocking, in clear, easy-to-understand language.

    3. Ensure critical information is available to members at the right time in their decision-making journey.

    4. Simplify the overall experience by reducing the number of pages and condensing workflows.

These opportunities provided a clear roadmap to make the Choices Wealth eApp more intuitive, transparent, and member-centric.

The design enhancements and strategic improvements implemented in the Choices Wealth eApp have delivered significant business and user experience results:

• Revenue Growth: Average sales per week increased by 68%, rising from $5.24M to $8.87M since launch.

• Higher Member Engagement: Average enrolments per day grew by 34%, from 14.9 to 19.9.

• Improved Conversion Rates: Conversion on enrolment steps increased from 23.5% to 29.9% (+27%), meaning more users who click through from the landing page are completing the process.

• Larger Self-Serve Deposits: The average deposit for self-serve enrolments rose 26%, from $50.5K to $63.8K, reflecting increased member confidence and engagement.

• Ongoing Iteration: While initial click-through rates rose post-launch and have since stabilized, continued refinements throughout 2024 and 2025 have driven steady improvement.

• Exceeding Targets: The platform was  $45M ahead of its incremental sales target for 2024, demonstrating strong business impact.

Data-Driven Design Matters: Leveraging new data points allowed informed design decisions that directly improved member understanding and confidence.

Iterative, User-Centered Process Delivers Results: Multiple design iterations, user testing rounds, and workshops ensured the solution met real user needs while aligning with business goals.

Simplification Drives Engagement: Condensing workflows, clarifying terminology, and delivering critical information at the right moments significantly increased conversion and enrolment metrics.

Cross-Functional Collaboration is Critical: Close collaboration with FSCs, internal operations, and stakeholders helped ensure the solution addressed both member and organizational needs.

Continuous Improvement Pays Off: Even after launch, ongoing iteration and refinement have sustained and extended gains in engagement, conversion, and revenue.