Fintech · Wealth Management · 2025

Kredent Finance

Trust-first design that tripled trial conversions. High-net-worth investors don't convert because of pretty UI — they convert because of trust. We rebuilt Kredent's entire onboarding around confidence signals.

Industry

Wealth Management

Platform

Figma + Framer

Timeline

4 weeks

Users

HNI Investors

+193% Trial-to-Paid — 1.4% → 4.1% in 6 weeks

After Redesign — Wealth Dashboard

Good morning, Rohan

Portfolio performing +12.4% this quarter

Apr 2025

₹2.4Cr

↑ +12.4%

18.6%

↑ XIRR

₹38K

↑ This month

The Problem

Trust gaps were
killing conversions.

Trial-to-Paid Rate (Before)

1.4%

For a wealth management product targeting HNI investors, a sub-2% conversion indicates a fundamental trust failure, not a pricing issue.

Drop-off at KYC Verification

62%

More than half of trial users abandoned the product at the KYC step — the moment they needed the most confidence to proceed.

Trust Score (User Testing)

3/10

Users in usability sessions said the product "looked fine but felt risky" — regulatory credibility was invisible at key decision points.

HNI investors need trust at every step

Compliance-heavy onboarding

The KYC flow had 14 screens with no progress indication, no contextual explanation of why information was needed, and zero reassurance about data security.

Missing trust architecture

SEBI registration, partner accreditations, and client testimonials were buried in the footer. At the exact moment users were deciding to commit, there was no credibility signal visible.

Data visualization fatigue

Portfolio charts showed 14 metrics simultaneously. Users in testing said they "couldn't understand what was going well" — complexity without insight.

Our Approach

Trust at every
decision point.

🔐

Progressive Onboarding

Reduced KYC to 6 smart steps with clear progress indication. Added inline help, real-time validation, and contextual trust signals at each gate — especially at the financial disclosure step where drop-off was highest.

🏆

Trust Signal System

Built a comprehensive trust architecture: SEBI registration badge in the header, partner logos before KYC, and testimonials from named HNI clients at the payment gate. Placed where users need it, not where it's convenient.

📊

Insight-First Dashboards

Redesigned portfolio views to surface 3 headline numbers: total value, XIRR, and monthly gain. All other metrics moved behind progressive disclosure. Users now see performance at a glance.

Design Execution

Onboarding that
builds conviction.

Onboarding Flow

From 14 screens to 6

The original KYC flow was designed around regulatory compliance, not human psychology. We kept every legal requirement but restructured the flow around the user's need for reassurance at each step.

The key change: We added a SEBI registration banner and data security statement before the first KYC screen. Abandonment at the KYC step dropped from 62% to 19% in A/B testing.

6-step flow with prominent progress bar — users always know where they are
Inline trust badges at every screen where financial data is requested
Real-time validation — immediate feedback prevents error frustration
Contextual help text explaining why each piece of information is needed

Step 3 of 6 — Identity Verification

🛡️ SEBI Registered

🔒 256-bit Encrypted

✓ RBI Compliant

Wealth Dashboard

3 numbers that matter

The old dashboard displayed 14 portfolio metrics simultaneously. We ran 4 rounds of user testing to identify the 3 numbers HNI investors check daily: total portfolio value, XIRR, and monthly gain.

Insight from research: Users said the old dashboard made them "feel anxious." The new design surfaces positive performance signals first, with detailed breakdown available on demand.

3 headline KPIs above the fold — everything else is secondary
Performance trend chart with contextual comparison to benchmark
Asset allocation ring with color-coded categories
Smart alerts for rebalancing opportunities, not noise

Portfolio Overview

+12.4% QoQ

₹2.4Cr

↑ Total Value

18.6%

↑ XIRR

₹38K

↑ This Month

4 yrs

Avg Holding

Asset Allocation

55%

30%

15%

The Results

+193%.
Trust converts.

↑ Increased

+193%

Trial-to-Paid
1.4% → 4.1%

↓ Reduced

−58%

Onboarding Drop-off
62% → 19% at KYC

↑ Achieved

4.1%

New Conversion Rate
Fintech avg: 2.8%

Before RedesignBefore

Trial-to-Paid Rate1.4%

KYC Drop-off Rate62%

User Trust Score3/10

Onboarding Steps14 screens

After RedesignAfter

Trial-to-Paid Rate4.1%

KYC Drop-off Rate19%

User Trust Score8.4/10

Onboarding Steps6 screens

Kredent Finance

Trust gaps werekilling conversions.

Compliance-heavy onboarding

Missing trust architecture

Data visualization fatigue

Trust at everydecision point.

Onboarding thatbuilds conviction.