Put annuity buyers in the driver's seat — and grew gross sales 20%.

Led the strategic design of two annuity experiences: a self-directed Single Premium Deferred Annuity (SPDA) that let customers purchase without an advisor for the first time, and a redesigned Single Premium Income Annuity (SPIA) advisor flow that cut process effort in half — reducing vendor reliance, growing gross sales 20% and bringing in over 10K site visits in the first month.

Annuity purchasing relied on third-party vendors and advisors, limiting control over the experience and margin. 5.8 million digitally engaged customers could benefit from a self-directed way to purchase a Single Premium Deferred Annuity — a product that traditionally required sitting down with an advisor. The Single Premium Income Annuity would remain advisor-led, but its process was ripe for simplification.

• — VP of UX Design, 2025–2026 — strategic design leadership across both the SPDA and SPIA annuity experiences
• — Led a team of 6 designers, content strategists and researchers
• — Led design of the industry's first self-directed annuity offering — including the advisor experience and onboarding of outside carriers
• — Aligned external partners and internal stakeholders end to end

1. 1. Defined the end-to-end customer journey for both the self-directed SPDA and the advisor-led SPIA
2. 2. Interviewed advisors for design feedback and ran design workshops to shape both solutions
3. 3. Partnered with business to reduce vendor dependency
4. 4. Launched and monitored early demand

• ✓ Gross sales up 20%
• ✓ 10K+ site visits in first month
• ✓ Opened a self-directed SPDA purchase path for 5.8M digitally engaged customers
• ✓ Simplified the SPIA advisor process by 50%
• ✓ Reduced advisor calls by 40%
• ✓ Reduced reliance on vendors