Designers
Designers
Designers
Fidelity Continuum
Multi-gen platform building trust across G1–G3, turning wealth into a shared, guided experience.
Key Words
Designers
Julia Roquete
Sena Demir
Vilija Kuzmickas
SUMMARY
Younger generations are leaving Fidelity, even when their families have been clients for years, resulting in significant wealth exiting at transfer. We began with a simple question: why? Through research with clients, heirs, and advisors, we found the issue isn’t financial. It’s emotional and behavioral. Younger generations feel excluded, unprepared, and disconnected long before inheritance. In response, we designed Fidelity Continuum, a multi-generational platform that builds trust, ownership, and long-term retention through guided, values-based engagement.
challenge
We identified a core gap between Fidelity’s strong relationships with G1 and its limited engagement with G2 and G3. Through interviews, surveys, and ecosystem mapping, we found that wealth conversations are delayed, leaving heirs feeling excluded, unprepared, and disconnected. G1 seeks control and privacy, while G2/G3 want transparency, guidance, and relevance. This misalignment creates a key opportunity: early, structured engagement that builds confidence, trust, and long-term loyalty before wealth transfer.
Outcome
The project resulted in Fidelity Continuum, a multi-generational platform that reframes the family as the core customer. It introduces G2 and G3 early through guided onboarding, values-based investing, and tiered visibility, while preserving G1’s need for control and privacy. By combining shared family views with individual ownership layers and advisor support, Continuum transforms wealth from a private, fragmented process into a collaborative, confidence-building experience, directly addressing disengagement, misalignment, and the risk of asset loss at transfer.
MEET THE Designers:
Julia Roquete
Sena Demir
Vilija Kuzmickas