We updated Betterment’s retirement pages to better articulate how we help customers take action today to achieve the future they want. Through bold and colorful visuals, we highlight the efficiency of our IRA offerings and the simplicity of our rollover process. Alongside the launch, we ran a digital ad campaign promoting our 1% IRA match, using eye-catching creative to help drive new account openings.
Role: Art Direction, Design, Motion Design, Illustration
Objective
Improve the conversion rate of our retirement product pages by showcasing three critical stories that drive IRA deposits: our retirement planning narrative, our reason to roll over, and our IRA offerings.
Approach
Our research revealed that many prospects lacked a clear understanding of retirement and needed more education. We created content-rich pages tailored to user intent: IRA, Roth IRA, and Rollover pages provided detailed explanations and persuasive charts for high-intent prospects, while the Retirement Planning page used lighter, aspirational design and visuals to engage those still exploring.
From Questions to Clarity
Capitalizing on the frequently asked questions people have about retirement planning—often driven by the uncertainty of saving for their future selves—we use these questions to frame how Betterment leverages technology and automation to make building wealth for retirement easier and more accessible.
Results
These retirement pages performed among the highest-converting on the site. All product-specific pages ranked in the top ten of all pages on the Betterment site by visit-to-account-opened rate, while the Retirement Planning page landed just outside this group, due to its focus on browsing prospects.
