ИСТИНА

The purpose of this study was to identify the needs of potential clients in the investment market. As a result of the analytical work carried out, it was found that: 1) Potential clients are interested in the advice of qualified investors with at least three years of investment experience, but are not interested in the services of personal financial advisors and are not willing to pay for it. 2) Potential clients (from both segments of the target audience) are not ready to spend their personal time developing their own investment strategy and building a portfolio, while the opportunity to receive income above the bank rate is attractive to them. 3) Potential customers are interested in gamification and get more involved in the process when it is available. 4) Potential clients are looking for a unified digital investment platform. Based on the above insights, a prototype was developed using Adobe software. The prototype satisfies insights from in-depth interviews and has been successfully tested in a focus group.