CASE STUDY
myFi by Citi/Smith Barney — $5M zero to one brand launch reimagining wealth management – acquired by Microsoft
01
My Role
One of two to pitch and win the account for myFi — a zero-to-one brand launch, built from the ground up as a new financial service for Smith Barney. Led design and product visualization through the full lifecycle, working closely with the CEO and senior management from early concept sketches through lab-stage prototypes to full production, shaping the data visualization systems, dashboards, community and goal-planning features, and brand voice for a product and brand that didn’t exist before.
02
Opportunity
70% of Smith Barney’s customer base held less than $500k in investable assets — a segment the wealth management industry had largely ignored in favor of high-net-worth clients. Management saw a chance to build something that didn’t exist yet: a service that handed everyday investors the knowledge, tools, and community that had always been locked behind an advisor relationship.
03
Result
Acquired by Microsoft
Won the $5M account and built the myFi brand from the ground up — the platform was later acquired by Microsoft.