---

THE COMPANY

Swell Investing, a subsidiary of the prominent life insurer Pacific Life, embarked on a visionary journey to create a groundbreaking socially responsible investing platform.

---

THE CHALLENGE

Our client’s core customer base was aging, and the company recognized the urgent need for innovation to stay relevant. They envisioned a new, digital investing platform that would not only appeal to a younger demographic but also align with their values. The core question was clear: How could we enable retail investors to access stocks of companies that aligned with their ethical and social values?

The challenge was immense—to develop a brand-new platform from the ground up that would resonate with a younger, digitally savvy audience.

---

THE PROJECT

In-depth research paved the way for insights that would shape the project. One crucial finding was that people were no longer willing to accept a discount in pursuit of socially responsible investments; they demanded competitive returns. Swell aimed to provide a low-cost investment approach that didn't compromise on impact or financial returns—setting it apart from other investment platforms.

The journey began by designing stock portfolios that remained true to their mission while ensuring financial robustness. The value proposition for Swell was multifaceted, including a diverse range of cause-based investment portfolios (e.g., clean water, renewable energy, and green tech), company "cards" explaining the selection rationale for each stock, and educational content to empower individuals to become informed investors.

The project was a collaborative effort, and to incubate the venture, I led a cross-functional team for 1.5 years.

This team included experts from design, research, engineering, marketing, investment management, legal, and compliance. Together, they built Swell's digital product, crafted its brand identity, and formulated a robust business model—all before hiring the founding team.

Swell Investing was on a mission—to democratize access to socially responsible investing options through a highly engaging and personalized experience. Our innovative approach aimed to bridge the gap between ethical values and financial returns, making socially responsible investing accessible to all.

Swell garnered thousands of users and managed millions in assets under management (AUM). However, it experienced a strategic shift when Pacific Life decided to divest. Subsequently, Pacific Life launched an innovation lab, Hatch Labs, focused on building a portfolio of digital ventures, reflecting their commitment to ongoing innovation in the financial sector.