SigFig Digital Advice Case Study

Enhance User Engagement and Drive Conversions with Emails
What is Digital Advice?
Digital Advice is a fintech robo-advice product designed to help consumers manage their investments through automated, algorithm-driven financial planning. Digital Advice Pro is an extension of this platform, enabling financial institutions to offer branded robo-advice solutions to financial advisors. Both products are a part of the Digital Wealth platform. They play a crucial role in the fintech ecosystem by bridging the gap between traditional financial advising and modern, technology-driven wealth management.
Email Design Considerations
Digital Advice email designs had to be clear, engaging, and informative to guide users through onboarding, investment updates, and portfolio performance tracking. Digital Advice Pro email designs needed detailed, data-driven formats that provided insights into client activities, maintaining brand consistency. Design and development additionally required allowing flexibility for financial institutions to customize emails according to and their legal compliance team and unique business rules.
My Contributions
As a UX/UI designer and developer, I was responsible for designing and coding email communications for Digital Advice and Digital Advice Pro. These emails played a crucial role in user engagement, marketing conversions, and ongoing customer communication. My responsibilities included:
  • Designing visually appealing and brand-compliant email templates.
  • Coding responsive, accessible, and mobile-optimized emails.
  • Structuring content for clarity and engagement.
  • Ensuring and managing consistency across various email types.
  • Collaborating with stakeholders to refine messaging and user experience.
  • Build, test, troubleshoot, QA, stage, and deploy emails across multiple environments.

Eagle Strategies Prosper Portfolios™

A Digital Advice Pro branded experience for New York Life.

Client Email Template Design

Emails sent directly to New York Life clients were turquoise in the header section design, with a variety of images which I curated. Digital Advice Pro emails typically were personalized with the client's {{first name}} with some emails referencing the financial advisor's contact information.

PathFinder

A Digital Advice branded experience for Santander Investment Services.

Client Email Template Design

The Santander Pathfinder project used custom fonts, a unique challenge for implementing with the service provider, however it was thoroughly tested and led to a successful launch.

"I've been lucky to work alongside Navdeep for over 2 years perfecting very successful email automation programs. He is always game to incorporate more dynamic and rules-based personalizations to improve the client experience. He is able to develop our programs that incorporate both a strong visual design and flawless code (always subtly correcting the errors I didn't catch myself). He's taught me countless best practices on screen dimensions, version control for code, ADA rules and new opportunities for improvements. Our clients are super impressed with his ability to incorporate their brand guidelines and work quickly to deliver great programs. Thanks for being an awesome colleague!"
Kerry O'Keefe
Head of Marketing
SigFig (Jan 2023 — Nov 2024)
© 2025 Navdeep Jhimb. All rights reserved. All referenced trademarks are the property of their respective owners.

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