Self-service finance,
designed for trust.
UX design for AFIN — Mapfre's self-service financial management app covering investments, savings, and pension plans — alongside digital platform scaling for Mapfre's international brands across Italy, Germany, and Spain.
AFIN — Self-service financial management
AFIN is Mapfre's self-service financial app for individual customers — covering savings products, investment portfolios, and pension plans. The product sits at an intersection that's rare in financial services: it needs to feel simple enough for customers who aren't financially sophisticated, while being trustworthy enough for customers who are making long-term financial decisions.
That tension — between simplicity and completeness — is the central design challenge in financial app UX. Simplifying too aggressively means hiding information that customers need to make informed decisions. Presenting everything means overwhelming customers who came to the app for a quick status check.
Progressive disclosure, not progressive complexity
The UX architecture for AFIN was built around a layered information model: the default view presents the summary that most users need most of the time, with a consistent path to detail available at every level. No feature is hidden — but not every feature needs to be prominent.
Financial product UX also requires careful attention to the language of trust. How you label a product (pension plan vs. retirement savings), how you present performance data, how you communicate risk — these are design decisions with real-world consequences for the decisions users make. I worked closely with Mapfre's product and legal teams to define the language conventions that would work across the product.
Verti — Digital platform scaling across three markets
Alongside the AFIN app work, I contributed to Mapfre's digital platform scaling programme for Verti — their direct insurance brand operating in Italy, Germany, and Spain. Each market had an existing digital presence, but the platforms had evolved independently, creating inconsistencies in UX patterns, design system components, and conversion flows.
The expansion work involved auditing the existing experiences across all three markets, identifying where divergence was intentional (regulatory or cultural) and where it was simply accidental drift, and establishing shared standards for the components and flows that should be consistent regardless of market.
What financial UX teaches you about trust
Financial products make the stakes of UX decisions visible in a way that consumer apps often don't. A confusing navigation pattern on a streaming service costs a user a few seconds. A confusing navigation pattern on an investment account can contribute to a decision made without sufficient information — with real financial consequences.
That reality focuses design decisions. It also requires a working relationship with compliance and legal that's genuine, not adversarial. The best financial UX I've seen comes from teams where design and legal have learned to speak each other's language — where legal understands why a particular piece of required disclosure doesn't have to be placed in the most disruptive position on the page, and design understands why the disclosure can't be eliminated.
Specific performance data for this engagement is subject to NDA.