Wells Fargo TPB — Future State Experience

The Setup

Wells Fargo’s The Private Bank had just finished studying how prospective high net worth clients make decisions. The study looked at what motivates them, how they move through the purchase journey, and how they use digital channels to evaluate wealth management firms and advisors.

That left Wells Fargo’s WIM Digital Marketing team with a question: how could TPB’s digital experiences speed up engagement with high net worth prospects and clients?

What I Led

I led the design of TPB’s future-state digital experience. The work started by mapping the current and future purchase journeys. From there I identified the parts of the experience that best matched each stage and decided which to build first. Each stage needed something different:

Discover: help prospects see themselves in the brand.

Evaluate: give them tools to compare firms and build confidence on their own terms.

Engage: make it easy to connect with a specialist when they’re ready.

The goal was an experience that felt as considered and personal as the service behind it.

What We Delivered

The design system and experience are shown in the gallery below, across desktop and mobile.

Goal-based navigation. Prospects come in through the life moments that matter to them: building, managing and transitioning wealth, and leaving a legacy. They don’t have to start with a product list.

Tailored solutions and wealth planning. These pages present the full range of Private Bank services in plain, personal language.

Insights. An editorial hub and article experience that builds trust through expertise.

Decision tools. Two tools help prospects decide on their own terms:

The Firm Comparison Tool helps prospects weigh the factors that matter most to them.

The Custom Insights Tool builds a personalized brief around their situation.

Advisor discovery. Advisor search and profiles that put the people front and center: their approach, their team and their local office.

Connect with a Specialist. A simple request-a-call flow that sets clear expectations for what happens next.

The Private Bank Community. A private, moderated forum where clients exchange ideas with peers and Wells Fargo specialists.

Advisor Workspace. An internal dashboard that shows each prospect’s place in the purchase journey and their digital activity. Its TPB Sales Advisor feature suggests talking points so the relationship manager can follow up at the right moment, with the right conversation.