Teens currently don’t have a teen-first approach to investing in the stock market. What would investing look like at Copper?

Problem definition

We have over 400,000 users on the investing waitlist. We have awarded over $450,000 worth of free stocks. But we don’t have a product for teens to learn investing. Other competitors in the industry have or are starting to get into investing and cryptocurrency.

What does success look like?

Goals

Build an MVP investing feature that will enable teens to invest in the stock market. Investing will be used as a cornerstone of our new subscription model.

  • 9 months for a 0-1 MVP product launch window

  • 400,000 teens converted to an investor account

  • +75% teens converted to banking accounts

  • Value prop for funding. We will determine value add by how many users we convert to investing and banking accounts

Discovery

Everyone meet Henry!

About Henry

  • 16 years old

  • High school student

  • Plays baseball, tennis, and skis

  • Doesn’t have any investing experience, 
but wants to learn more about stocks

  • Never invested & not sure where to start

  • Needs investing education

  • Doesn’t have an investing plan

  • Want’s to build confident

“I am new to investing. I’ve used my parents Robinhood account to try to understand investing. I tend to make impulse decisions when I buy and sell my stocks. I usually rely on my emotions when selling a stock. I just don't want to lose any money, but I am also not making money either. Maybe it's not for me.”

Why Copper Banking?

Product solution

A robo-advised portfolio builder

Share new direction with CEO
& CTO

Prepare research and documents to propose new strategy for investing. Incorporate vision for next iterations to include building portfolios and possibly individual stock trading.

Split & delegate design work between designers

I took on the investing experience for teens while the UI designer designed the experience for parents. We had daily design stand-ups followed by weekly design critiques and reviews.

Collaborate with marketing to build go-to market strategy

Connect with marketing to define what this means for Copper’s mission and vision for investing. Including, how we advertise investing and continue to build the hype on the investing waitlist.

Educate engineering on the plan and approach

Bringing on engineers during the ideation phase allowed us to collaborate on product feasibility. I reviewed the plan with engineers to talk through data collection and implementation requirements.

Teens still asked “where do I buy stocks?”

Design considerations

We noticed in some of our user tests that teens no matter their experience asked me where they could by individual stocks, even after they were given a portfolio. This was mainly backlash from our investing waitlist.

Teens didn’t ask about their free stock

Design considerations

Not a single teen asked what happened to their stock reward that they received after signing up for the 
investing waitlist. They were more concerned about the overall experience.

Henry loves the hands-off approach to investing. Education will boost his confidence.

Final designs

In order for teens to understand that they are getting a diversified portfolio, we tell this this upfront.

Educate early on

We don’t only educate our teens. We added tips for parents too. We want to build their trust early on in the process.

Educate both parent and teens

Add investing tips

We want to continue to educate and be clear to teens through their investing journey.

Teen investing (onboarding)

Teen investing experience

Parent investing experience

Results

Business impact

  • 7 months for a 0-1 product launch (beating plan by ~2 months)

  • 450,000 teens converted to an investor account (beating plan by 50,000 teens)

  • 87% teens converted to banking accounts (beating our plan by 12%)

  • Increased value prop for funding We came up with something that our competitors are not doing and building trust within our parents

Please reach out to get full case study