FinTech

Rebuilding an AI financial-planning platform around how advisors actually work

Superplan automated the heaviest part of UK financial advice — but advisors couldn't reach that value. We started with an audit, found the real bottleneck, and rebuilt the product around it in four months.

The client

Superplan — AI financial planning for UK independent advisors

Superplan automates the most operationally heavy parts of advisory work: collecting client data, structuring compliance, and generating FCA-compliant suitability reports. Without it, a single suitability report takes around 30 hours of manual work and £1,500+ per case. By the time we joined, the automation already worked — the MVP was in closed beta with 100+ UK advisory firms. The power was there; the experience wasn't.

Market

UK IFAs · FCA-regulated

Engagement

4-month full product redesign

Platform

Flutter

The problem

The technology worked. The product was organized around its data — not around advisors.

We started with a fast audit of the live product and the way advisors actually work — the quickest way to find the one constraint holding back an already-powerful platform. The bottleneck wasn't a missing feature; it was structural. Every client lived as an isolated record, so a family meant separate entries with no shared context. Switching tabs lost client context, onboarding dropped users into empty states, and Fact Find — the most critical workflow — was hard to navigate, with AI-suggested changes hard to verify. The product was built around its own data model, not around how advisors think and work. We also mapped two hard constraints up front: a Flutter MVP we were briefed to improve, not rebuild, and a founder with a constant stream of strong ideas against a fixed four-month timeline.

What we changed

We decomposed every idea against one goal — take the MVP to advisor-ready — and chose what to build first.

Household-Centered Workspace

A structural change that didn't add a single feature but made everything else work. Advisors enter a household once and stay in context — all client data, strategies, portfolios and reports live inside it, and family members share one workspace.

Information architecture

Superplan household navigation — members and sections in one context

Fact Find as a scalable workspace

We rebuilt the core data-collection flow: collapsible sections cut visual noise, infinite scroll keeps advisors moving, dual navigation pairs a sidebar for orientation with contextual tabs, and AI verification is surfaced clearly — previous value, new value, one confirmation.

Complex Product UX

Superplan Fact Find — household members side by side

Report Generation from modular cards

We replaced manual, from-scratch reports with modular template cards that pull structured Fact Find data and generate content ready for human review — dropping report prep from days of assembly to a few hours.

Workflow design

Superplan report editor with formatting controls

Guided activation onboarding

We turned an empty first screen into a step-by-step flow — create a household, upload documents, review AI-structured data, generate a first report — so advisors reach a real outcome faster.

Activation

Superplan create-household onboarding with document upload

AI verification built for a regulated world

In a regulated environment, autonomous AI creates anxiety. Every AI suggestion shows the previous value, the new value, and requires explicit advisor confirmation. Nothing changes without human approval.

Trust & compliance

Superplan AI verification — previous value, new value, confirm

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The outcome

A platform whose experience finally matches its technology.

We rebuilt Superplan around how advisors actually work — households, Fact Find, report generation, onboarding and trustworthy AI — turning a powerful but hard-to-use MVP into a mature, advisor-ready product. And fixing the right bottleneck did more than clean up the interface: a capability we surfaced in the audit and prioritised into the build helped move Superplan within reach of its first major B2B deal — clarity turning into commercial momentum, not just better screens.