Coutts, the private bank serving royalty, entrepreneurs, and high-net-worth clients for more than three centuries, is synonymous with tradition, excellence, and discretion. As part of their push to modernise and diversify their digital offering, I supported the definition and design of their first “robo-advice” investment service — a pivotal step in making wealth management more accessible to a broader audience.

The challenge was to bring modernity, simplicity, and superior usability to a service that would sit alongside Coutts’ long-standing heritage of personalised banking. Working with key stakeholders, I led user research and design workshops to understand the expectations of clients who valued both efficiency and trust. The resulting experience translated complex financial decisions into clear, intuitive journeys — guiding users through investment options while maintaining the premium feel and reassurance expected from a bank of Coutts’ stature.

This project not only delivered a digital service aligned with the bank’s evolving strategy but also helped Coutts position itself as a forward-thinking leader in wealth management, blending its centuries-old reputation with cutting-edge financial technology.