UX Principles from the Best-Performing Advice Firms (Plus the KPIs That Prove They Work)
Why This Matters Now
If you've been feeling that your tech stack isn't quite delivering, you're in good company. NextWealth's 2024 Adviser Reviews report reveals that only one adviser in four is actually happy with their current technology—the lowest satisfaction score we've seen since 2020.
Meanwhile, client portals are experiencing a remarkable surge in adoption, with usage jumping by 26 percentage points in just a single year. This dramatic increase comes as firms race to meet the elevated engagement standards required by Consumer Duty regulations.
And clients? They're fully on board with this digital shift. Moneyinfo's analysis of 30,000 users shows that mobile-app clients log in a whopping 46 times over six months, compared to just 12 log-ins for those using browsers. Perhaps most tellingly, when a portal falls short of expectations, two-thirds of investors say they'll simply switch providers rather than put up with a clunky digital experience.
The takeaway is crystal clear: create a portal experience that genuinely delights your clients, or watch your AUM walk right out the digital door.
Some firms are addressing this head-on by adopting platforms like JustFA, which offer white-labelled client portals with mobile-first design, e-signatures, and real-time engagement tools built in from day one.
Five UX Principles That Separate "Meh" Portals from Magnetic Ones
1. Mobile-First, App-Optimized
Did you know that 78% of portal traffic now comes from phones? Among millennials, that figure rises to an astonishing 90%. Successful firms are embracing this reality by implementing native biometric login, push notifications, and offline document access—creating the kind of "bank-app" convenience that keeps clients coming back again and again.
2. Single Pane of Glass
Today's clients don't want to jump between multiple systems. The most effective portals consolidate everything: held-away and on-platform assets, open-banking accounts, insurance details, and even property data. Firms using 360 Lifecycle saw this approach pay off dramatically, with 217,000 clients actively engaging in Q1 2025 after they expanded their data feeds.
3. Secure, Chat-Style Messaging
It's time to move beyond email for sensitive client communications. End-to-end encrypted chat within your portal not only provides better security but also creates a more immediate, responsive experience. Push alerts consistently outperform email open rates and satisfy FCA expectations for protecting sensitive data.
4. Self-Service + E-Sign
Empower your clients to update their own fact-finds, upload identification documents, and e-sign important paperwork. Every task they complete independently reduces your back-office costs and shortens the overall advice turnaround time. This isn't just convenient—it's transformative for your operational efficiency.
5. Personalized Insights Feed
Transform your portal from a static document repository into a living financial companion. Surface meaningful information like goal progress, upcoming ISA allowances, ESG scores, and timely nudges ("Top-up pension before April 5th"). Personalization is what turns occasional visitors into daily users.
Must-Have Feature Checklist
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Biometric login (Face ID / fingerprint)
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Aggregated balance & performance dashboard
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Interactive goal-tracker with scenario sliders
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Document vault with bulk upload & e-sign
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Secure chat and voice-note capability
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In-portal meeting booking linked to Calendly/Teams
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Real-time push notifications (new message, document, task)
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Open-banking cashflow feed (spending categorized automatically)
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ESG and risk-profile toggles clients can adjust between reviews
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AI-generated meeting summaries visible alongside action items
Six KPIs That Tell You the Portal Is Working
1. Activation Rate
Percentage of clients who log in at least once. Set your goal above 80%.
2. Monthly Engagement
Average log-ins per user. The benchmark for mobile users is approximately 2 per week, according to Moneyinfo's research.
3. Self-Service Completion
Percentage of fact-find or review questionnaires completed online without staff assistance.
4. Document Turnaround
Median hours from document upload to client e-signature. Target less than 24 hours.
5. Support Deflection
Measured reduction in email/phone queries once in-portal chat goes live.
6. Portal-Specific NPS
Ask directly: "How likely are you to recommend our portal?" Aim for a score of +40 or higher.
I recommend tracking these metrics in a simple dashboard and sharing wins with your team to maintain momentum and enthusiasm for your portal strategy.
Implementation Quick Wins (30-60-90 Plan)
First 30 Days
Launch a biometric-enabled mobile app and migrate secure messages away from email.
Next 30 Days
Activate your open-banking feed, set up automatic portfolio report delivery, and pilot e-signatures on one key advice document.
Final 30 Days
Embed AI note-taker summaries into the portal and roll out personalized ISA/pension nudges ahead of tax year-end.
The Payoff
When your portal works as intuitively as your clients' favourite banking and fitness apps, engagement naturally soars. Advisers implementing these principles report 40% reductions in review preparation time and significantly higher client retention—all while meeting Consumer Duty expectations for accessible, ongoing service.
Build your portal right, and it becomes far more than just a digital filing cabinet. It transforms into your always-on relationship engine, working 24/7 to strengthen client connections and drive business growth.
JustFA was built with this philosophy in mind—helping advice firms of all sizes deliver an intuitive, high-engagement portal experience without sacrificing control, branding, or compliance.