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Greenlock 1.0

A product for a family office: brand, site, design, development.

  • Discovery
  • Brand
  • UX/UI
  • Infographics
  • Design System
  • Development

2023

Greenlock website hero over an iceberg: “Greenlock — intelligent fee monitoring & reduction”

From idea to launch

We built the product from idea to launch: brand, site, design, development. By the company's own numbers, clients save over $10M a year across more than $2B in assets. Hidden fees and inefficient structures erode a family office's capital. The brand drags them into the open.

Dark screen stating that Greenlock targets over 90% of investment process costs and monitors 30+ fee types

Order of work: Google Design Sprint, prototype, test with real users. We built no part of the product before that test. We pulled the fees onto one screen and benchmarked them, and beside them the screen shows how much can come off and by which steps.

Fee dashboard breaking a quarter's total investment fees down by fee type

A working MVP and web platform: single sign-on, onboarding, client dashboards, reporting, and the mandate and fund structures. Brand and interface from zero, development ours. We built the MVP on PowerBI and the product site on Webflow, picking that tool up on the project itself. That was enough for the first users.

Greenlock insights page with private equity fee articles, dark theme
Insights cards grid on the dark theme
Article page: Evolution of private equity fees from 1970 to today
Fee streams diagram and sign-in flow map
Stop Leakage screen on a phone with a 3.5% AuM chart
Brand colour swatches: Misty, Cocoa and Lilac
01 /06
The “Seamlessly execute” screen over a photograph of waves

The prototype went in front of real users before a single part of the product was built.