SUMMARY
We started with a simple question: how can Fidelity connect with Gen Z in a way that feels personal and relevant? Our answer is Fidelity Smart Start—an interactive tool that begins with a fun quiz to reveal your money personality and delivers tailored tips and ESG investment options. We discovered that Gen Z craves guidance that’s clear, values-driven, and digitally engaging. Smart Start meets them where they are, making finance feel less intimidating and more empowering—helping build lasting trust and financial confidence.
challenge
We discovered that Gen Z and Millennials face several key gaps in financial engagement: a lack of confidence, limited financial literacy, and overwhelming choices. Many are caught in the dopamine loop of fast, easy digital experiences, making traditional financial tools feel slow and outdated. They want quick, personalized guidance that fits into their on-the-go lives. We also found a strong desire for purpose-driven investing and tools that align with their values. This revealed a major opportunity to reimagine financial onboarding in a way that’s intuitive, relevant, and emotionally resonant.
Outcome
The project took the form of Fidelity SmartStart, an interactive financial tool that begins with a quick, engaging quiz to determine users’ money personalities. It delivers personalized tips and ESG investment options, catering to the fast-paced, value-driven needs of Gen Z and Millennials. This approach directly addresses the gaps we identified: the desire for quick, digestible financial guidance, a focus on values, and a streamlined, intuitive user experience. It empowers young adults to take control of their finances in a way that feels relevant and accessible.
MEET THE Designers:
Isabelle Hughes
Whitney Felder