To help customers better understand the value of Betterment’s tax-saving technology, we launched a social and email campaign that directed users to a new webpage designed to clearly explain how our tools maximize after-tax returns.
Role: Art Direction, Design, Illustration, Motion Design
Objective
Demystify taxes and empower both new and existing customers to understand the impact taxes can have on their investing, especially during times when market swings may leave them feeling powerless, while highlighting how Betterment handles the heavy lifting.
Approach
Feature product screens that demonstrate how easy Betterment’s tax tools are to use with simple on/off toggles, alongside conceptual illustrations that make complex tax ideas easier to understand. We also highlight real customer tax savings numbers to provide tangible proof of impact.
Results
In its first 30 days, the Tax Savings page drew about 5,000 unique visitors. Around 80% scrolled past the hero section, about 20% higher than the site-wide average scroll rate, and 40% reached the end of the page, signaling strong engagement.