Penfold · Cesar Garcia
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Penfold
Penfold
PenfoldPensions · B2C fintech, mobile and web

Pensions took days.
Ours took minutes.

First hire. Shipped an ugly, slow, and cumbersome first version within 7 days. And in less than a year, iterated our way into 3,000 savers and £4M under management.

Five Penfold app screens on tilted phones beside the Penfold logo, App Store and Google Play badges and five Trustpilot stars
0 → 1Live product in 7 days
£4MUnder management, year one
3,000Savers, year one
Role  Founding Designer, first hire
Timeline  Jun 2019 to May 2020
Users  UK savers
JunShipping

Proof of concept to live product in 7 days.

If I had had more time, I’d’ve made a shorter onboarding. But I joined 7 days from a funding deadline that needed a live product with real customers. And I knew nothing about pensions.

Day-one sketches for Penfold: notes, a 3D pot, dashboard layouts, the donut and transaction rows

I had to work fast.

  • Day 1: read code from proof of concept, start sketching
  • Day 2: check and test all required steps are covered
  • Day 3: ready for handover
  • Day 4: handover to our developer, with three days to ship it. Tick. Tock
First onboarding
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Optimized for launch.This sequence was very unkempt, with multiple related inputs sitting far apart. But engineering was leaning on the same source code as me, and to avoid adding to their own tight deadline, I made the call to keep the flow as close to the proof of concept as possible.

We made the deadline. The flow was 10 pages and 33 steps long, took more than 15 minutes to finish, and needed up to 6 days to set up a pension.

Funding secured.

JulOnboarding

Added mobile and modular onboarding. Signups tripled.

The long onboarding secured a win, but bled users from day one. Drop-off was around 80%, which hurt acquisition and growth, metrics our investors paid close attention to. However, I had anticipated this and was already working on improvements.

Modular onboarding
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Optimized for users.Clean, with room to breathe, the revised onboarding had half the screens, in a logical flow. First, how much to save, then how to invest it, and only once you'd committed, your personal information. No more filling in every detail, only to discover the product doesn't fit your needs.

Saving state.

Making it modular required us to change our data model. Accounts assumed one or more pensions, so zero didn’t work and our initial flow couldn’t save progress, as there wasn’t an account yet. Fixing that allowed users to complete modules individually and finish onboarding at their convenience.

Mobile + Desktop

2 for 1.

One developer meant one platform, and I argued a mobile-only pension would look less serious, favoring desktop, but the live data would quickly disagree. With a few tweaks to the components, I made a mobile flow that gave us the desktop one for free. And free we could handle.

SepCracking

A pension in minutes, not days, or weeks.

Signup was now just a few minutes. But creating the pension required a final step that could take up to 6 days. Better than the banks, but an eternity by any other standard. And the problem was a bank and two other parties, none of which shared our enthusiasm for speed.

Up to 24 hours

The Custodian

Bad.

Up to 72 hours

The Operator

Much worse.

Up to 48 hours

The Bank

No relief.

6 days to a pension
  1. 01Once the user finishes onboarding, Penfold creates a request for a pension and a userID
  2. 02Penfold passes it on to the Custodian, to create custodianID
  3. 03Penfold receives the new ID and passes it on to the Operator, to create operatorID
  4. 04Penfold receives the new ID and passes it on to the Bank, to create bankID
  5. 05With all 4 IDs, Penfold creates the pension

Creating a pension required 4 IDs and a long time.

Legally and technically, this was peak efficiency, taking up to a meager 144 hours to complete. It was also textbook region-beta paradox: a bad process gets tolerated, but this I had to crack.

Instant pension
  1. 01Once the user finishes onboarding, Penfold creates a userID, 2 temporaryIDs, and the pension
  2. 02The Custodian, Operator, and Bank receive the userID and the temporaryIDs
  3. 03The Custodian, Operator, and Bank take up to 72h to create custodianID, operatorID, and bankID
  4. 04Penfold receives the new IDs, updates the ID ledger, the Operator, and the Bank
  5. 05With all 4 IDs, Penfold creates… no wait, we’ve done this part instantly, in the first step

Slow, but instant!

With some prodding, I learned their ID checks were manual, and if found, an incorrect ID could simply be overridden with a new one without consequence. It got me thinking: if we created a couple of temporary IDs, tracked them, and then replaced them accordingly, we’d have instant pensions, a first in our industry.

Built, tested, and launched that afternoon.

The final piece of the puzzle.Our little tracking exercise almost didn't work: money paid in immediately couldn't be received until all the IDs were corrected. But the investment fund took a few days to accept its first sum, so it acted as an unofficial escrow of sorts, covering every edge case.
OctTuning

Amplifying the signal, listening for growth.

Onboarding was fast, and the major leaks patched. So I turned to the quieter work: single-digit gains, and finding several of them. Tuning the engine that grows the product: reliable, repeatable. Unremarkable work, executed remarkably.

Funnel

Daily drops analysed.

We checked the funnel daily, and every drop was discussed at the morning stand-up. I followed up with FullStory, rage clicks and coffee.

Support

Customer Support gold mine.

Every Friday, Support and I, and the occasional guest user, went through the week’s top complaints and requests, setting up the week ahead.

Beta

A voluntary beta programme.

Some users are very keen to try new stuff, and eager to give feedback. I started the programme to make it easier for their voices to be heard.

Appreciation

Early users, kept in the loop.

When we shipped what a user had asked for, I thanked them personally. We also set up an auto-reply for every fix on a reported bug or feature.

“But what if I die?”

That’s how Joe T. wrapped a Friday guest session. And after a chuckle, it got me thinking: what if? So after the meeting, I asked Customer Support to call our partners and find out. Turns out it was a manual process (surprise!) and all we needed were a few inputs. So I put up a single screen, built entirely from existing components, and challenged the engineers to ship it before drinks that afternoon.

From request in the morning, to shipped in the afternoon, to us thanking Joe from the pub!

So if it was all working, why the stale growth?

DecTargeting

Growth. Boom.

For months we tried to educate the unpensioned market, specifically the self-employed. But it looked like they simply didn’t care. And with no clear holes in the product that would otherwise hurt traction, I suggested we target those who’d proven they cared, by already having a pension. The pensioned.

Target

A new message.

Combine, the way by which a pension is transferred from one provider to another and combined with the existing pension, was dead last on our website. The whole structure and look were already a bit stiff, so we just redesigned the whole thing. Bumping Combine to the third section, following ease of use.

Combine

A new flagship.

The new targeting jolted our Combine feature to the top of my priority list, essentially becoming the product’s flagship overnight. This meant any minor improvement had a disproportionate effect on our growth. So we shipped every little refinement as it was ready.

Growth finally caught up with the product, as the new strategy yielded 6x the signups.

Year 1Outcome

From 0 to 3,000 savers, and £4M under management.

For months the market challenged us, and we challenged everything else, be it the speed at which partners moved, or how much our audience actually cared about our product. We held our resolve to keep failing until we didn’t, and an unwavering focus on the only non-negotiable: the excellence with which we served our users. To this day, Penfold is the best working experience I’ve had, and a true 0 → 1 that I’m tremendously proud of.

App Store, April to June 2020 · 12 reviews, all five stars

“Setting up my pension with Penfold took me 5mins.”

Bobby, 14 May 2020

Penfold now manages over £1B, and was voted Best Pension 2026.

Download on the App StoreGet it on Google Play

Ship often.
Make it fast.
Target accordingly.