Northern Trust
The goal
Northern Trust manages wealth for some of the richest families and institutions in the world. Private Passport is the digital platform its members use to see and manage that wealth. The goal was adoption: more members using it, more often.
The challenge
A wealth client can always just call their banker. That is the real competition, a human who knows them, one call away. A digital platform earns its place only by being faster and clearer than the call.
My role
Product analyst and strategist on Private Passport. I dug into how members used the platform and where they dropped off, and ran ceremonies as Scrum Master and Product Owner for the cross-functional team.
How I approached it
Start with usage, not opinions. The platform had features, it needed habits. So the work focused on the moments a member would otherwise pick up the phone, and made those moments faster than the call.
The competition is not another platform. It is a phone call to a human.
The result
Usership of Private Passport grew 10%, advancing the firm's strategic vision for its high-worth members.
Northern Trust