Private equity investing with lower entry barriers
Product transformation introduced new investment capabilities that expanded access for qualified investors.
Client
A private markets investment platform giving qualified investors digital access to private equity opportunities. The platform combines curated fund selection, secondary market access and investment administration.
Challenge
A growing investor base placed new demands on the product, internal operations and the technology supporting them.
Complicated registration
The registration flow and investor questionnaire created unnecessary complexity, reducing the number of qualified investors who completed onboarding.
Manual sales operations
The sales team relied on manual lead tracking and follow up processes, making it harder to manage investor progress efficiently as demand increased.
Limited market accessibility
The product needed to make private market investing available with a lower minimum allocation, expanding access beyond traditional €100,000 entry points.
Complex backend architecture
The backend was built as a single architecture, making product changes slower and increasing the risk of issues spreading from one domain to another.
Inconsistent product experience
The product lacked a unified user experience, making rebranding and new functionality increasingly expensive to implement and maintain.
Solution
- 01
Registration optimization
Redesigned the registration and investor questionnaire into a two step onboarding flow, validated through A/B testing.
- 02
Sales process automation
Integrated HubSpot to automate sales operations and establish a centralized CRM for investor management.
- 03
Secondary market mobile app
Designed and developed a dedicated mobile application for the secondary market with a lower minimum investment threshold.
- 04
Microservices architecture
Rebuilt the backend into a decoupled microservices architecture with dedicated services owned by individual domain teams.
- 05
Unified design system
Established a shared design system for design and engineering, providing reusable UI components and design standards.
Result
Business value translated into measurable results.
- 42%Higher registration completion
- 31%Faster lead processing
- 75%Lower minimum allocation
- 61%Fewer regression issues
Technologies used
Core technologies selected to support the product architecture.
React
TypeScript
Next.js- React Native
Node.js
Python
PostgreSQL
AWS
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