Product Design
Multiply AI
Product design for an AI-driven financial advice platform — driving 1M+ personalised recommendations and an 85% reduction in cost-to-serve.
Overview
Multiply is an AI-driven financial advice platform built to make financial guidance clearer and more accessible for everyday consumers and investors. I was hired as Senior Product Designer, starting with a white-labelled consumer advice product used by enterprise partners, then expanding into the adviser-facing planning platform, and later moving into design direction for the platform's AI and agentic features. I partnered closely with the Head of Product and engineering throughout, shipping end-to-end from discovery through to detailed UI specification.
- Role
- Senior Product Designer
- Timeline
- 4 years
- Platform
- Web (desktop & mobile)
- Domain
- FinTech / Financial Advice
The problem
Financial advice has historically been inaccessible to most people — too expensive, too complex, or simply unavailable to anyone outside the wealthy minority who can afford a human adviser. Financial services firms wanted to offer real guidance to their entire customer base without compromising on regulatory compliance or the cost to serve them.
The approach
Multiply uses AI to close that gap — generating personalised financial plans and guiding users through retirement, protection, savings and debt within a regulated advice framework. My work spanned three areas over four years: the consumer-facing white-label app, the adviser planning platform, and — more recently — the AI and agentic features woven through both.
White-label consumer app
This was my primary focus through the earlier part of my time at Multiply — a white-labelled digital advice product used by enterprise partners to offer real financial guidance to their entire customer base, not just those who could afford a human adviser. The core challenge was trust: showing AI-generated advice in a way that felt considered rather than automated, so users could see the reasoning behind a recommendation, not just the output. Every screen also had to satisfy FCA disclosure requirements without burying the experience in legal text — regulatory content had to sit alongside the product, not on top of it.
Adviser platform
Alongside the consumer product, I designed the adviser-facing planning platform — the tools regulated financial advisers use to build and manage client plans, including a long-neglected annual reviews flow and a set of "next step" workflows guiding advisers through the advice journey. The redesigned reviews flow alone cut around 9 hours of admin time per case, turning a process advisers were avoiding into one they could complete in a single sitting.
AI & agentic work
More recently, I've been shaping AI direction for the design team — shipping a report builder that uses AI to speed up adviser workflows, and exploring conversational and agentic concepts for surfacing the right tools at the right time. A recurring focus was trust: making sure AI-generated content was clearly labelled, and that advisers could review and edit anything before it reached a client. This is ongoing exploration rather than a single finished project, so it's still evolving rather than a completed feature.
Personalised recommendations delivered
Reduction in cost-to-serve
Saved in onboarding time per case
Consumer, adviser & AI design