What PropTech, WealthTech, and FinTech Teach Us About Building Exceptional User Journeys

A few months ago, I came across a compelling story from a client of a PropTech platform—let’s call her Sarah. Sarah had just moved to a new city and was overwhelmed by the housing market—endless listings, unclear pricing, and no idea where to start. Then, she discovered a platform like?Property Finder. Within minutes, she was guided through listings tailored to her needs, complete with transparent pricing and neighbourhood insights. The platform even connected her with a vetted agent, making her move seamless.

Fast forward a few months: Sarah didn’t just find a house; she found a home. She now advocates for the platform, recommending it to friends and sharing her positive experience on social media.

This story stayed with me because it highlights something critical: the power of a client-centric user journey. Whether it’s helping someone find their dream property, making investing more accessible or simplifying financial transactions, the best platforms today don’t just deliver products—they deliver experiences.

The Use Case: From Awareness to Advocacy

Let’s take a step back and look at the journey Sarah went through. It’s not just a one-time transaction; it’s a carefully crafted process that moved her from awareness to advocacy. And this isn’t unique to PropTech—it’s something we see in WealthTech and FinTech as well.

For example, platforms like @Betterment and WealthTech excel in simplifying the onboarding process. New users are guided through intuitive steps to define their goals, assess their risk tolerance, and set up portfolios in minutes. Compare this with traditional investing, where complexity can drive users away.

In FinTech, companies like Tabby are transforming how users interact with their finances. By offering easy installment payment options and cashback rewards, they’ve not only simplified transactions but also created a sense of loyalty among their users.

Breaking It Down: What Can We Learn?

1. Awareness: Meet Clients Where They Are The first step is understanding your audience. For a platform like Propertyfiner, it’s about being visible when users search for properties. For Lean, a FinTech infrastructure company, it’s about positioning its API solutions as the backbone of seamless financial operations. Awareness isn’t just about ads; it’s about being present with the right message at the right time.
2. Consideration: Build Trust Through Simplicity Imagine a first-time investor comparing platforms. A site like Betterment or?doesn’t just highlight its features—it simplifies the decision-making process. Testimonials, transparent pricing, and tools like retirement calculators make users feel confident and informed.
3. Conversion: Make It Frictionless How often do users drop off during sign-ups? Platforms like Tabby solve this with single sign-on options and clear next steps. WealthTech platforms, too, build trust by being upfront about fees and showcasing security features like encryption and insurance.
4. Loyalty: Add Value Beyond the Basics The relationship doesn’t end once the account is created or the property is found. Loyalty is built by continuously delivering value—whether it’s personalized portfolio recommendations, monthly performance updates, or rewards for using a platform like Tabby.
5. Advocacy: Empower Clients to Share Their Success This is where the magic happens. Happy clients like Sarah don’t just stay—they tell others. Advocacy comes naturally when users feel valued, supported, and successful. Features like referral programs or social sharing options amplify this impact.

Why This Matters for Your Business

The stories of platforms like Betterment, Wealthface, Propertyfinder, and Tabby show us that the user journey isn’t just about functionality—it’s about creating an emotional connection. When clients feel understood and valued, they don’t just use your platform; they champion it.

So, here’s my challenge to you: Take a step back and look at your own business.

• Are you making it easy for clients to discover you?
• Are you addressing their pain points and simplifying their journey?
• Are you adding value at every stage, from onboarding to advocacy?

The best platforms don’t just provide solutions; they anticipate needs, solve problems, and empower users to succeed. That’s the real competitive advantage in PropTech, WealthTech, and FinTech.

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