A client portal for SuperAdvisor that tells every client what to do next

SuperAdvisor is a Toronto company building one platform for financial advisors: CRM, client portal, onboarding, reviews and documents in one place.

Its founders, Miguel Fernando and Michael Valentine, both came from Purpose Advisor Solutions and started SuperAdvisor to give advisors more control over their own business. In October 2025 they brought us in on the product: first the portal their advisors' clients log in to, then the advisor's own tools and a mobile app.

Client

SuperAdvisor

Industry

Wealth management software, B2B SaaS

Services

UX review · Wireframes · Product design · Mobile app design · Logo refresh

Timeline

October 2025 to March 2026

An independent advisor runs a small business. They find clients, open their accounts, plan their finances and review them every year, for 190 households on average by SuperAdvisor's count.

Every new client brings paperwork: family details, income and assets, a risk questionnaire, an investment policy statement, account forms and transfers. Most of it has to come from the client, so a lot depends on the portal where they fill it in.

On the advisor's side, the whole job sits in one menu, from contacts, meetings and opportunities to account opening, the investment policy statement, onboarding and reviews.

01

Clear next steps

Clients log in a few times a year. The portal has to say what they need to do now, and what comes after.

02

Lots of data, still calm

Wealthy households can hold tens of accounts. Screens had to carry that much without turning into a spreadsheet.

03

Two sides, one system

Advisors assign the work and clients complete it. Both sides had to feel like the same product.

We started with the product as it was. We went through the advisor and client sides in SuperAdvisor's demo, from the invitation email and the first login to every page, and wrote down what got in the way.

Next to every screen we noted how we read it, what broke down and what we would do about it. The client portal was the advisor's desktop with fewer tabs. A new client landed on a net worth page full of zero balances, and the tasks their advisor had set sat behind a tab they had no reason to open. So the first wireframes put those tasks on the homepage.

Then we wireframed the client portal in grey, page by page: a new homepage, accounts, cash flow, investments, the financial plan, the advisor team and documents, each empty and filled in.

The homepage now opens on what the client has to do next, and every page tells a new client how to get started instead of showing zeros.

In grey, we also worked out how tasks reach the client. Advisors assign workflows such as Discovery or Onboarding, each made of steps and tasks, plus one-off requests like a tax document.

Action items group the tasks by workflow and show the next one with a Proceed button. Each task opens on its own page, with the advisor's comments beside it. SuperAdvisor went through the flows with us before we moved to color.

To find the look, we put together three moodboards: light and minimal, bright with more of the brand color, and dark and dense with data.

We shared them in the first week, to agree on a design language before any screen went to color.

The final design is light and calm. SuperAdvisor's gold is kept for icons, progress and the next action, so the eye goes to what the client has to do.

A workflow page lists its steps in order, each with what the client will be asked for, so a long onboarding reads as a short list of things to do. The dashboard is built from widgets, and the action items widget works for one workflow or for several at once.

The web app comes in light and dark. Cards, spacing and the gold accents stay the same in both, so switching themes never moves anything.

The advisor side uses the same system. Advisors build workflow templates step by step, and give every task a due date and someone responsible for it.

In 2026 we moved on to the advisor's practice settings, from team details and branding to members and billing, and tried three layouts for them before settling on one.

SuperAdvisor wanted clients to use the portal on their phones as well, so we designed a mobile app on the same system, in the dark theme.

Action items, workflows and comments work as they do on the web, with one task at a time and the next step always at hand. Cash flow opens on a ring chart that splits spending by category.

Alongside the product, we reworked the SuperAdvisor logo. The brief was to stay close to the existing mark, so every round kept the A and changed its shape and weight.

The first round tried three takes on the A inside the wordmark. SuperAdvisor picked a favorite, and the second round took it further in four variations, each as a symbol, a wordmark and an app icon.

We worked with SuperAdvisor from October 2025 to March 2026, in short rounds with two calls a week.

The last rounds covered the investment policy statement and account opening, worked out with SuperAdvisor's engineers in a shared channel.