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OfColor is a black-owned financial wellness platform that is available to all—but unapologetically centered around employees of color.
Since OfColor's inception back in 2020, we have partnered closely with them to craft their brand, voice, and even design their financial wellness platform.
OfColor had a lofty goal: to disrupt the personal finance industry and close the racial wealth gap by creating a financial wellness benefit that was designed for People of Color and was offered to them for free through their employers.
The vision for the platform was multifaceted. It not only aimed to incorporate Personal Financial Management (PFM) tools offered by platforms and apps like Mint, but also to build a library of educational content that truly resonated with the audience and met them where they were.
Additionally, the platform introduced a financial coaching feature, allowing users to schedule 1:1 sessions with coaches of color. All of this had to be designed with a strong focus on intuitive, human-centric design, ensuring an experience that felt both approachable and empowering.
Our journey as OfColor's partners has been one of continuous evolution, closely aligning with their growth and maturity over the past four years. Throughout this collaboration, we’ve introduced and integrated new features and sections to their app that helped support their unique audience.
From their initial prototypes, to launching their platform to enterprises and fortune 500s, we have been with them every step of the way. The platform has evolved into a robust experience, equipped with a wholistic coaching hub and an extensive content library.
Once we recognized that financial coaching was OfColor's most valuable features and a driver of high user adoption, we knew honing and expanding this feature was important.
To enhance the coaching experience, we introduced a financial coaching chat feature, allowing users to ask questions and discuss pressing issues between live video or phone sessions. With this chat tool, every user had a personalized coach in their pocket at all times.
We also proposed a checklist feature, enabling coaches to assign actionable steps and help users achieve their financial goals more effectively.
Additionally, we implemented financial questionnaires and coach assignments into the onboarding process. This allowed us to improve user adoption from the start while giving coaches a clear baseline of each user’s financial journey before their sessions even began.
Another area of the platform that has evolved over time is the content library. What started as a simple list of a few articles has grown into a comprehensive, searchable content hub.
Now, users can search, filter, and access articles, videos, and resources tailored to their needs. We introduced personalization with features like “latest” and “where you left off,” ensuring a seamless, user-centric experience.
We also curated banded, scrollable, content groups into ongoing serialized topics or timely content. For example, during heritage months, a dedicated content band was added to the main dashboard with resources relevant to that demographic. Another example is the “Perspectives” series, featuring unique points of view and interviews.
We also expanded Lessons into a comprehensive feature. Each lesson explores topics like taxes, retirement planning, or budgeting, and organizes content into progressive curriculums comprised of both articles and videos.
Today, OfColor's website features 5 lessons, 12 series, and more than a hundred pieces of content.
The dashboard is the user's first impression of the platform and guides them through their financial journey. It introduces users to their coach, encourages the adoption of PFM tools with animations to connect their accounts, and offers a personalized view of the latest content. This dynamic dashboard ensures users feel supported from the start while seamlessly navigating the platform's resources.
Our journey with OfColor in closing the racial wealth gap has been one of continuous evolution, empathy, and intuitive design. Together, we’ve built a platform that offers personalized coaching, an expansive content library, and a comprehensive dashboard, all to empower its users.
I couldn’t ask for better partners. Greater functions like an extension of our team and is equally invested in our mission to improve the lives of the underserved. The combination of design excellence, brand knowledge, and startup growth hacking skill have made the Greater team invaluable.
