Today, many Kiwis in their 50s and 60s find themselves with capital from an additional property or inheritance, unsure of how to invest it. Meanwhile, younger generations seek alternative ways to build wealth beyond property ownership. However, they often feel locked out of traditional wealth management services. NZFP’s research showed that less than half of Kiwis felt advised investment or wealth management companies were approachable.  

The challenge: How could NZFP create a new suite of digital-first products and services to meet the changing expectations and needs of the new generations?  

Introducing Lemmi  

Lemmi is a groundbreaking wealth management platform designed to democratise financial planning.   

By combining digital-first convenience and a warm and friendly brand with expert guidance, Lemmi offers: 

• Risk analysis profiling: Lemmi builds a personalised portfolio, based on the investor personality of the user. 

• Goal-based focus and portfolio management: Balancing the risk profile is a focus on goals and ensuring that the user’s personalised portfolio is consistent with these goals and their values.   

• Easy access to industry-leading experts (30 years' experience): Lemmi has a tiered subscription system providing users access to the level of financial advice and support right for them, as and when they need it.  

• Continuous coaching and learning: Lemmi uses a combination of digital experiences and access to experts to ensure that the user continually upgrades their understanding of investing.  

Lemmi combines investment science and behavioural coaching, offering the best of both worlds, created using a methodical, strategic, and data-driven approach.  

The genesis of Lemmi was inspired and informed by deep research into how to better serve the next generations of investors. According to that research, 61% of Kiwis surveyed believe in a science-based approach to investing. Lemmi turns that belief into action. 

Partnering with JOURNEY to solve complexity with simplicity 

Bringing Lemmi to life required a sleek interface and deep integration across multiple complex systems. As a trusted wealth management brand, NZFP had to ensure that Lemmi upheld the same rigorous governance, security, and compliance standards as traditional financial institutions without sacrificing the effortless experience that today’s investors expect. 

JOURNEY’s Solve & Evolve™ methodology was instrumental in navigating this challenge. Beyond designing an elegant front-end, the team worked closely with NZFP to seamlessly integrate Lemmi with back-office systems and regulatory tools; and balance financial compliance and digital ease, ensuring that onboarding was seamless and secure.  

One of the key challenges that the Solve & Evolve™ methodology uncovered and solutioned for was on-boarding. Personal profiles are key to creating impactful investment portfolios. How do you build a profile for a new customer in a way that’s intuitive, warm, and as fast as possible, whilst uncovering the user’s risk profile and associated personal investment information? This resulted in an engaging, innovative quiz-like onboarding structure that accelerates onboarding time, enriching Lemmi’s depth of understanding of the customer to ensure ideal results.  

Breaking down the barriers to smart investing 

The rise of self-service and unguided digital investing platforms doesn’t work for many people because the onus is on the consumer, not a professional, to build a portfolio. In addition, despite the availability of the consumer platforms and traditional services, many Kiwis hesitate to engage with wealth management services due to key barriers: 

• Uncertainty about where to start: the most significant obstacle across all age groups was simply not knowing how to begin investing. 

• Lack of financial confidence: 90% of respondents said they wanted their investments to align with their spending habits and emotions around money. 

• Distrust of financial institutions: while around a third of Kiwis found financial advice helpful, the most common response was that it made them feel scrutinised. 

• Perceived exclusivity: traditional financial planning has long been associated with the wealthy, who are perceived to exclude everyday investors. 

The industry’s one-size-fits-all approach was not working. Investors wanted guidance without pressure, education without jargon, and control without complexity.  

One key point of difference for Lemmi is expert guidance, which imparts proven financial smarts through digital experiences using simple, everyday language and access to personal advisors.  

Redefining retirement and wealth building 

NZFP’s research revealed that retirement is being redefined. No longer just about reaching a fixed age and stopping work, today’s investors are looking for financial freedom, whether that means continuing to work on their terms, starting a business, or travelling.  

The rise of “freedomising” reflects this shift. Instead of focusing solely on accumulating wealth for a distant retirement, Lemmi empowers users to build financial resilience. This model particularly resonates with women investors, who often feel underserved by traditional financial services.  

Lemmi provides a solution for those who have previously avoided wealth management by focusing on education, personalisation, and trust. 

A new benchmark in financial user experience 

Users today expect the same smooth, high-end digital experiences from their financial platforms as from their favourite consumer apps. But achieving this in a highly regulated industry is no easy feat. 

NZFP and JOURNEY tackled this by reimagining wealth management UX, ensuring that every step, from onboarding to ongoing portfolio management felt intuitive and frictionless. This resulted in a platform that feels as effortless as a commercial app but delivers the trust, security, and oversight of a premier financial institution. 

The future of wealth management 

As the wealth management industry evolves, Lemmi proves that the human element remains the most powerful driver of success, even in finance. Focusing on lowering barriers, increasing transparency, and empowering investors, Lemmi is a pioneer in setting people up for financial success and resilience.  

“For the first time, wealth management is not about having the most money. It is about having the right plan. And Lemmi is here to help you make smarter financial decisions, your way.” , said Craig Dealey, Lemmi CEO.