Finominal

Finominal is built for professional investors like Portfolio Managers, Advisors, Distributors, and Family Offices. Existing tools either oversimplify or overwhelm. Finominal tries to sit between both.

Sole Product Designer. Owned the experience from strategy to shipping.

When I joined, Finominal was live with paying clients and carrying significant design debt. The product had grown feature-first. Data existed but decision support didn't.

I mapped every user flow to find where work was breaking. Advisors were constantly exporting data because the product couldn't answer comparison questions.

No IA existed, so I built one around decision points, not features. Grouped tools by job (analyze, compare, construct) rather than data type.

Feedback came through Slack, mostly sales demo notes. I filtered for workflow failures, not feature requests. "Can we add X?" was noise. "They opened Excel to do Y" was signal.

How might we make complex portfolio analysis feel effortless for professional investors, without stripping the depth they depend on?

This meant reducing friction in portfolio creation and analysis workflows, presenting data in ways that aid interpretation, and restructuring the IA so the right data surfaces at the right time.

Reduced the time advisors spent looking for what they needed by xx%. Removed 2 tools that users had stopped using entirely. Revamped 8 tools across the platform for better navigation and usability.