From a B2C experience for individual investors to a B2B solution for advisory firms

RAFA PRO

Introduction

I worked on scaling an AI-powered investment product from a B2C experience for individual investors into a B2B solution for advisory firms. This project required understanding a completely different user base, adapting features that already existed, and designing new ones for advisors managing multiple clients and portfolios.

Context

I started by getting to know our new users, by interviewing advisors, learning about their routines, pain points, and goals. It quickly became clear that their needs were very different from the B2C investors we already knew.

Our B2C users are experienced investors focused on managing their own wealth. Advisors, instead, handle many clients’ portfolios, each with different needs, goals, and constraints. They monitor data, performance, and opportunities constantly, but they also have to manage relationships and communication. Their time is split between analysis, meetings, and compliance tasks

"Martin not only made the impossible possible, but his designs single handedly helped us bring in a massive enterprise contract. "

Brian Bonewitz, CFA

Chief Product Officer

Design evolution

The first version of RAFA PRO started as an adaptation of the existing product, but feedback from real advisors helped us shape it better. Let’s see how that changed through an example.

My first approach to Portfolios was very similar to the B2C version. It worked well for a single investor, but imagine handling dozens of portfolios from this same view, the experience quickly became unmanageable.

First approach to Portfolios.

To fix that, I redesigned the main view to make it more overview-oriented. Stop focusing on the tree, start focusing on the forest.

I began by separating the detailed portfolio view from the list of portfolios. Seeing them one by one was fine for investors, but advisors needed a way to handle many at once. I also created

A portfolios table with key insights allows advisors to focus on what needs attention first.
Tabs to navigate between custodians
A powerful search with optional AI assistance for queries like “my biggest 5 clients.”
Multi-selection for quick actions, giving advisors the ability to analyze, delete, or run workflows across multiple portfolios in one step.

These changes helped transform Portfolios from a personal dashboard into a team tool, one that scales with firms handling hundreds of clients.

New Portfolios Design

Dark and Light Mode

RAFA B2C has always been dark mode by default, as we got to know our new user base we realized as a team that we needed to offer a light mode too. Keep the brands edge, but also be inclusive of what advisors are used to in their day-to-day tools.

I worked on the entire color system using tokens that define both light and dark palettes, making sure everything adapts automatically with good contrast in both contexts.

Dark

Light

"That's the kind of technology that actually moves the needle for all practices. It’s my top recommendation to all my clients! "

Paul McConville

President and Founder, Quincy Capital Partners, LLC

Integrations

Part of making RAFA PRO a true hub for advisory work was connecting the platforms advisors already rely on daily. The goal was to make the platform tailored to their needs while keeping the AI layer at the core, simplifying their tasks, not adding more tools. This was also something users had started to ask for.

Dashboard with CRM Integration

CRMs, Redtail and Wealthbox, where advisors track clients, meetings, and opportunities.

I designed a dashboard focused on not repeating static information advisors rarely check. Instead, I surfaced useful insights, gave a view of what they do check (recent notes, events, and deadlines in their calendar), and added our smart search that lets the AI draw conclusions for them like “clients with reviews next week” or “accounts with pending calls.”

File Storage tab.

File storage, with Google Drive and Box. I created File Vault, a section where they can upload files and integrate their existing storages. This lets them use those files directly inside RAFA PRO to run workflows, compare data, summarize, or extract insights.

Ticketing tab.

Ticketing: Desk 365.I designed a Ticketing section where advisors can follow requests and see team activity through insight cards, visualizing progress and workload in one place.

Workflows

Finally, the section that brings everything together: Workflows. Workflows connect everything in RAFA PRO: CRMs, portfolios, files, and more.

Advisors can run workflows to analyze portfolios, compare client goals, review documents, or even create reports and emails automatically. They bring the AI layer and all integrations together, so instead of jumping between tools, advisors can complete entire tasks directly inside RAFA PRO.

Workflow set up.

My Impact

"As the Chief Product Officer at RAFA PRO and former Portfolio Manager/ Equity Analyst, explaining complex financial topics and solutions has always and will continue to be one of the most difficult challenges. I thought delivering on that promise was impossible. Martin not only made the impossible possible, but his designs single handedly helped us bring in a massive enterprise contract. The best part of my job is taking prospects through RAFA PRO and watching their reactions. To say it's a jaw dropping experience is an understatement. He's always available, has an incredible "can do" attitude, and ability to constantly deliver above and beyond what is asked for is a talent that cannot be taught. Working with Martin is one of the most incredible privileges I've had in my professional career."

Brian Bonewitz, CFA. Chief Product Officer at RAFA

Results

Even though we’re still in the early stages, adoption has been fast and the platform has been consistently onboarding new users. Recently, Concurrent Investment Advisors joined as the first major firm, bringing more than 200 new users to the platform. I also set up multiple ways for users to provide feedback directly within the product to gather fresh, in-context insights. Listening to this feedback helps the team continue iterating and growing in the right direction.