Unified client platform

At the start of 2022, a Dezerv customer had to move between three different systems to get the full picture of their portfolio: one for mutual funds, one for direct equities, one for the alternatives book. None of them talked to each other. Customers stitched the picture together themselves, or asked their relationship manager to do it for them.

The temptation was to build a “unified dashboard” — feature-complete, every data point visible, every action available. We didn’t. The actual design constraint was different.

We mapped the moments customers came back for: end-of-day NAV check, post-paycheck SIP review, end-of-quarter goal tracking, the “did the market move?” glance. Five or six high-frequency moments. We designed around those.

The unified platform didn’t try to surface everything. It surfaced the right thing at the right cadence — and everything else was one tap deeper than the first screen.

Built the first version with 10+ engineers and 3+ designers, with a cross-functional ops and CX bench reviewing every release. The constraint on scope was deliberate: feature count was the wrong success metric.

Today ~80% of clients open the app monthly. ~30% are daily. The household platform we built later sat on top of this — but it only worked because the unified view had already replaced “three apps in three tabs” as the customer’s mental model.