Iralogix
A retirement platform that could not scale on people, rebuilt as three portals on one engine.
Sole and lead designer
2020 to 2024
White-label IRA recordkeeping
Three portals, one engine
Early product, big ambition.
Iralogix began around 2019 as an early-stage platform working with a small set of companies to prove the idea while the company raised money to grow. I joined in 2020 as the only designer and stayed four years.
The product handled IRA recordkeeping for partners who put their own brand on it: Roth, Traditional, SIMPLE and SEP accounts, for employers and for individual savers.
Every answer needed a person.
The first version was bare-bones. It could not do what it needed to across three fronts.
Account holders
Rebalancing and contribution flows were painful to finish. People started, got lost in jargon, and called support.
Employers and partners
Plan sponsors could not see which plans were available or who was enrolled and eligible.
Onboarding
Setup happened through backend work with a salesperson acting as an account manager, so every new partner needed a person.
One engine, three portals.
Instead of four products I designed role-based views on a single recordkeeping engine. Partners configure, employers adopt, participants enroll, and all of it runs at once on the same core.
Built to wear any brand.
One token architecture sits under all three portals, so a partner can change color, logo and typography without touching layout. I used a reference skin, Wealth River, to prove it.
Rebalancing without the dread.
Rebalancing was the flow people abandoned most. Research across three rounds pointed to three barriers: jargon, a gap in trust, and anxiety about confirming.
Graph first
Show the effect of a change before asking for the change. People understood the outcome before they met a form.
Progressive disclosure
Start with the one choice that matters and reveal detail only when someone asks for it.
One-tap presets
Common moves became a single tap, with the full control always one step away.
30K to 365K
Accounts on the platform
75%
Fewer support calls
40% to 12%
Rebalancing abandonment
150 to 45
Monthly support tickets on rebalancing
Validated with 15 users over three rounds. Task time fell from 4.2 to 2.1 minutes and self-reported confidence rose from 5.2 to 8.7.
Plans employers can actually see.
Employers offer different IRA types to their staff, so the account type is the first branch in every configuration flow. A comparison across Traditional, Roth, SEP and SIMPLE helps a sponsor choose, and reporting shows who is enrolled and who is eligible.
The reference skin.
Wealth River is the white-label retirement dashboard I designed to show the system working end to end: balance, accounts, recent activity and portfolio mix, all on the shared components.
Total balance
Across 3 accounts
ContributeBalance over time
Recent transactions
Portfolio composition
Stocks, bonds and cash in a nested donut, with the target-date fund as the easy default.
The same system drives a six-step enrollment flow for company-sponsored SIMPLE IRAs.
What I would do next.
The work moved through three generations: the platform I inherited, the version I shipped, and a refresh direction. Next on the list is agent-assisted rebalancing and a predictive trigger that prompts people before their allocation drifts.