Designers
Designers
Designers
The Forum
A community-driven space where young investors build wealth, connection, and loyalty
Key Words
Designers
Kayce Shin
Germaen Rom Nicolas
Jade Liu
SUMMARY
Fidelity faces a looming challenge: as trillions transfer between generations, younger investors lack emotional ties to the brand. While competitors focus on digital tools, Gen Z is seeking real-world connection, trust, and guidance. We identified an opportunity to reposition Fidelity as a community-driven brand. The Forum is a members’ lounge and app that transforms investing into a shared, social experience, helping early-career investors build wealth alongside peers. By engaging them earlier, Fidelity can build lasting loyalty and retain assets over time.
challenge
Research showed that while competitors focus on digital tools, Gen Z feels overwhelmed by platforms and increasingly craves human connection, trust, and guidance. At the same time, early-career investors lack a peer network and clear signals to optimize their financial decisions. This revealed a key gap: Fidelity isn’t offering a meaningful, in-person presence that gives young investors a break from the digital world, missing the opportunity to build community, connection, and loyalty through shared, real-world experiences.
Outcome
The project evolved into The Forum: a membership-based lounge and companion app that transforms investing into a social, community-driven experience. Designed for early-career investors, it combines physical spaces, advisor-led programming, and peer cohorts to deliver the connection, guidance, and trust they’re missing. Tiered access rewards growth, while the app extends engagement beyond the space. By embedding Fidelity into members’ daily lives and social networks, The Forum builds early emotional loyalty and positions Fidelity to retain a greater share of assets over time.
MEET THE Designers:
Kayce Shin
Germaen Rom Nicolas
Jade Liu