Case Study 01
Reimagining how clients move money to JPMorgan.
ACAT redesign
I led the end-to-end redesign of JPMorgan Wealth Management's external asset transfer (ACAT) flow. Through data analytics we focused on three key drop-off areas. I collaborated with cross-functional teams to deliver a solution that streamlined the flow by 50% and used AI to eliminate client errors.
The ACAT experience is how clients move existing brokerage assets into JPMorgan from a competitor. It is one of our highest-intent and highest-value client interactions, but friction and inconsistency are putting that value at risk.
Estimated clients per year initiate an ACAT.
Of clients never complete the transfer.
Estimated AUM lost annually.
An audit of the existing flow surfaced where clients were dropping off. Three friction points (A, B, and C) accounted for the majority of abandonment. The next three sections break each one down.
clients encounter this screen annually.
never proceed with any transfer.
Clients who need to open a matching account are punted into a separate account-opening flow. When they finish, they land on a generic “fund your account” screen — with no link back to the transfer they were trying to complete.
drop off when deciding between full or partial transfer.
drop off when entering account details manually.
The redesign was scoped, validated against backend data, and aligned across three PMs and two engineering squads. The case for the work was strong enough to move the initiative above the line on the roadmap and ship the highest-impact fixes first.
Phase 2 sequenced for Q4 2025. The full vision is tracked through 2026.
Quantifying the cost of inaction moved ACAT above the line and earned investment across multiple squads.
The work, and the trust built delivering it, became the foundation for the next high-profile project.
