Growing your wealth deserves rewards
Over a year ago, we rebranded our Tiers program to Core, Premium, and Generation, creating clear asset-based levels that feel both aspirational and achievable. Since launch, we've seem that clients value milestone-driven progress, lifestyle-focused benefits, and the deeper connection between money and family.
To build on these insights, we launched two brand-new features: milestone rewards and householding.
Milestone rewards unlock lifestyle perks at every $100k milestone, with partners like Uber, Strava and Headspace.
Householding empowers clients to combine assets, reach milestones faster, and share rewards. Bringing a more collaborative mindset to wealth management.
Client: Wealthsimple
Role: Product design lead
Timeline: June - October 2024
Claiming milestone rewards
Claiming a perk is quick and intuitive, users can activate a perk in under 2 minutes. Some highlights:
Perks are grouped into categories to make benefits easier to understand, even for unfamiliar brands.
Status tags (Claimed, New, Coming Soon) clearly show the availability of each perk.
Content adapts for new vs. existing subscribers to display the most relevant steps.
Smooth animations create a seamless, dynamic experience between steps.
Lifestyle partners
Launched with 9 partners and a photography-driven campaign, building new components to fully align the app experience with marketing.
Tracking the reward journey
We designed a progress tracker to guide users through their Tiers journey. Showing which perks they’ve unlocked, what's ready next, and how close they are to their next milestone.
Every $100k matters: after reaching $200k in assets, users unlock their first reward and keep unlocking more as they grow.
Teaming up for twice the rewards
We launched householding, a new feature that allows users to combine assets with their partners. This lets them unlock milestones together, while doubling the rewards, and access better financial benefits.
Making household accessible
Householding was historically manual and limited to Generation clients.
To scale it, we designed self-serve in-app flows and expanded access to all clients—allowing anyone to start their household journey and unlock new tiers together.
Personalizing the experience
We made householding more personalized by:
Allowing users to invite non-Wealthsimple partners with referral bonuses.
Adding nicknames and avatars to personalize households.
Introducing Privacy Mode for greater control over shared information.
“
Householding is one of the most useful features Wealthsimple has added. It’s been incredibly helpful—especially for families where one member has Premium benefits. Now, both of us can enjoy milestone rewards without increasing the second account’s investment, making it easier to reach the next reward faster.
Results
Increased household creation: Clients living together created households within Wealthsimple.
Growth in client invitations: Clients invited household members to join Wealthsimple.
Higher net deposits: Household clients made higher deposits, showing increased satisfaction and trust.
Unlocked milestone rewards: Households unlocked rewards together and were satisfied with the experience.
Exact numbers can’t be shared due to company policy.
Credits
Product design: Ainara Sainz
Product management: Matt Breuer
Content: Sam Avishay, Carly McCready
Eng: Rameen Rastan-Vadiveloo, Justin Holdstock, Heather Pierce, Sara Li, Adriano Skroch, Iara Ribeiro
A big thank you to everyone else who has collaborated on this feature since launch!
Made with 🎁 by Wealthsimple.