I worked with the Singtel Dash & UOB Asset Management teams to design the Robo-Investment feature within the Singtel Dash mobile wallet.

UOBAM Robo-Invest is a robo-advisor feature to help clients invest in managed funds and ETFs within the Singtel Dash mobile wallet. It was built in collaboration with UOB Asset Management and launched in 2021. UOBAM provides investment solutions to individual and institutional investors. They manage about S$35.6 billion in client assets.

UOBAM and Singtel formed a partnership that was mutually beneficial to help:

Singtel Dash increase revenue

UOBAM increase its assets under management (AUM)

Attract new users to both platforms

The target audience for this feature consists of people who may not have access to a brokerage account in Singapore. The main goals were transparency and friendliness. The robo-advisor design needed to be easily understandable by people without any specific knowledge regarding investment strategies.

In a normal brokerage app, users need to pick the funds or stocks they want to invest in. However, this process requires prior investment knowledge, is time-consuming and is confusing. Luckily, we already had an existing risk assessment users can take to determine their risk tolerance. We are then able to recommend the appropriate funds based on the user's risk score. So, our app onboarding guides users through a series of questions based on their money habits and their investment goals.

After the launch, the UOBAM feature on Singtel Dash quickly started to trend in the community. The launch contributed to a 63% increase in Singtel Dash app downloads.

The onboarding screens help the user understand their investment goals and risk appetite to recommend a better as well as if they want to invest in sustainability focussed funds.

The important actions on the app are always reachable. The relevant information pertaining to the user’s investment is also always visible.

An option for a recurring deposit makes it easier for users to invest using their Dash wallet balance.

The withdrawal function is less than 2 taps away and the full portfolio value can be withdrawn without manually entering the amount to help.

The target audience for this feature consists of people who may not have access to a brokerage account in Singapore. The main requirements were transparency and friendliness. The robo-advisor needed to be easily understandable by people without any specific knowledge regarding investment strategies.