INDUSTRY:
Institutional Fintech
COMPANY:
Edgefolio
IMPACT:
+21% conversion +34% daily logins
ROLE:
Staff Product Designer
Edgefolio Fund Profile
about.
Edgefolio is a capital introduction platform used by institutional fund managers to present their funds to allocators and manage investor relationships. The fund profile page is the product's centrepiece — the first thing a prospective investor sees, and the primary workspace a fund manager opens every morning. One page. Two completely different jobs. And a single generic layout attempting to serve both.
challenge.
Every fund was presented identically — the same tab structure, the same section order, regardless of strategy or buyer. An ESG allocator accountable to regulators and a quant buyer running portfolio fit analysis need entirely different information in an entirely different sequence. Research sessions with fund managers and capital introduction teams confirmed it: allocators were leaving pages because the most basic compliance questions went unanswered in the first scroll. Asset managers were making cold calls to investors who had already spent four minutes reading the commentary that morning - with no way of knowing.
results.
The redesign produced five strategy-specific information architectures, each built around the buyer psychology of that fund type, with every section answering one allocator question before the next could land. The external view became a conviction funnel — moving from institutional filter to manager narrative to performance proof to trust infrastructure to data room access. The internal view became a revenue command centre — a unified timeline merging CRM activity with live investor behaviour from the external portal, so asset managers act on intelligence rather than instinct. Every scroll, download, and vault unlock on the external page generates a ranked intent signal fed directly into the sales pipeline. The fund profile page is simultaneously a marketing surface, a due diligence environment, and a sales intelligence system.
