Boldin

Defining and executing the vision for the next-generation financial planning experience

The company

Boldin is a modern financial planning platform designed to help individuals, advisors, and enterprise partners create smarter, more personalized financial plans. With a focus on education, personalization, and real-time data, Boldin bridges the gap between traditional financial tools and the evolving needs of today's users — whether they’re managing their own money or guiding others through complex financial journeys.

The challenge

When I joined Boldin, the product had great potential but was being held back by fragmented user experiences and a lack of design cohesion. Key flows weren’t clearly speaking to our different audiences, real-time data was hard to access or interpret, and the lack of a design system slowed down new feature development — especially in the B2B space that they were starting to explore. We needed to rethink how design could scale with the business while still feeling intuitive and unified for all users.

The solution

I led a number of foundational initiatives to level up the product experience and set the stage for growth. From supporting the rebrand and redesigning our marketing site to better reflect who we were speaking to, to launching powerful data-driven features like the Connections system and dashboard revamp, I focused on bridging gaps in both usability and user trust. On top of that, I built a flexible, white-label design system from the ground up — giving our team the speed and consistency to serve both B2C and B2B clients with confidence. These efforts played a key role in helping Boldin scale to $4M+ ARR and over 350K users in under a year after the DS was launched.

3 big takeaways

01. One cohesive experience, two distinct audiences
02. Powering decisions with real-time data
03. Design once, empower many: building a white-label system

Headquarters

California, USA

Industry

Fintech, Edtech

Company size

11 — 50

Deliverables

User Interface
User Experience
Design System
Design Operations
Product Design

Credits

Head of Design: Rachel Diesel
Branding: Ingrid Bremner
Designer: Zenia O’Leary
Designer: Erin Kim
UX Writer: Melissa Jean
CTO: Dave Gynn
PM: Erin Disselhorst
Engineer: Michael Bourke
Engineer: Juan Ramirez
PM: Davorin Robison

Resources

ES Klarheit Grotesk by Extraset

01. One cohesive experience, two distinct audiences

To make the Boldin homepage resonate with both B2C and B2B audiences, I focused on creating a flexible narrative that could scale across different user goals.

For individual clients, the emphasis was on how Boldin could support even the smallest day-to-day decisions and empower smarter financial independence. For enterprise partners and advisors, the priority was to highlight the platform’s adaptability — showing clearly how it could integrate with their systems and scale to meet complex, organizational needs.

Marketing

As Boldin evolved beyond retirement planning, it needed a new identity to match. I collaborated with Ingrid Bremner, our lead brand designer, and Rachel Diesel, our head of design, to help bring the new identity to life — supporting the shift from NewRetirement to Boldin, a brand centered on financial confidence and bold decision-making. My role focused on ensuring the new identity carried through consistently across product and marketing touchpoints.

Brand

02. Powering decisions with real-time data

The dashboard got redesigned to reduce clutter, improve hierarchy, and surface key conversion points. The old version overwhelmed users and downplayed important metrics — so we streamlined the layout to drive clarity and action.

The new dashboard adapts to user personas, showing tailored metrics based on individual goals. This flexibility made the experience more relevant, boosting engagement and retention across the board.

Dashboard redesign

To empower users to build a more holistic and actionable financial plan, we designed Connections — a feature that allow users to securely link their financial institutions and it's accounts directly into the planner.

This integration streamlined the experience, reducing the friction of manual input and ensuring that users were working with the most accurate and real-time financial data possible.

Clustering by Connections

We built one single page for Connections, but it was architected entirely around a system of modals and drawers, enabling a highly modular and cohesive experience. This design choice allowed us to seamlessly embed specific flows directly into key moments across the broader product journey while still delivering a consistent and focused experience.

Whether a user is onboarding, adjusting their plan, or analyzing cash flow, they interact with the same solid, familiar system — enhancing both usability and trust.

We redesigned the Scenario Manager to give users a clearer way to explore and compare different financial outcomes. It's essential for answering “what if” questions — like retiring earlier or adjusting spending — so we created a dedicated space to organize them, view differences at a glance, and make confident, data-informed decisions.

Scenario Manager

03. Design once, empower many: building a white-label system

One of the first big moves I made at Boldin was to design Sprout, Boldin’s white-label design system. By using the Material UI framework, we could build a singular product to serve other products made by Boldin. After 1.5 year of it's creation, Sprout have already helped ship 30+ features for over 12 brands, for both B2C and B2B services.

Foundation

We established a strong foundation of semantic tokens, scalable components, and consistent patterns across both B2B and B2C products. With live documentation through Storybook and clear usage guidelines, Sprout became a reliable resource for both designers and developers.

We achieved 47% adoption among developers, and its reusable components improved project efficiency by an average of 38%, significantly reducing design, engineering and QA costs.