+12K
Users onboarded through Direct Deposit and wire funding (first 6 months)
18%
Adoption rate for Auto-Invest among funded users (first 6 months)
+$300K
In direct deposit and wire volume flowing through the feature (first 6 months)
+$150K
In exchange revenue generated by Auto-Invest (first 6 months)
I owned design end to end across two connected workstreams: the Direct Deposit and wire onboarding that funds Uphold accounts, and the Auto-Invest engine that turns those deposits into recurring trades. That covered the entry points, just-in-time USD account provisioning, the password-free CoAuth flow with AtomicFi, and the full Auto-Invest rule configuration: deposit type selection, asset allocation, rule management, notifications, and fallback handling. I worked closely with Product, Engineering, Compliance and Legal teams.
Uphold users were already holding crypto, but turning each incoming Deposit into a recurring buy still required manual action every single time. Auto-Invest removes that entirely. Users configure a rule once: choose which deposit type triggers it, pick assets, set a percentage for each, and walk away. From that moment on, every qualifying Deposit is automatically traded the instant it lands.
Manual buying doesn't scale
Uphold users who wanted to dollar-cost average into crypto had to remember to do it themselves. The intention was there. Recurring manual behaviour is just inherently fragile.
Choose your trigger
Once a deposit source is connected, rule creation starts with a single decision: which deposit type should trigger this rule, direct deposit or wire.
Build your allocation
From there, users pick up to 10 assets or accounts and assign each a percentage. Whatever isn't allocated stays in the USD account.
Every choice is reversible
Rules can be edited, paused, or deleted at any time from the same screen, and allocations can be adjusted as priorities change without restarting the setup.
Silence is the feature
Once a rule is live, the product gets out of the way. A push notification confirms when a deposit arrives and what was traded. If a trade fails, the user is notified clearly without disrupting the rest of the rule.
A gap the launch metrics didn't show
Auto-Invest was doing well by every number we were watching, but going back through the data after launch, I found a segment of users who had configured a rule and never connected a funding source. Their rule could never fire, because nothing was arriving to trigger it.
Nudging people back to finish the job
For current users, I proposed closing that gap with communication rather than a redesign of the flow itself. We added push notifications and emails prompting users with an unfunded Auto-Invest rule to connect a Direct Deposit or wire. For new users, I added a new entry point in the flow to connect a funding source.
+12K
Direct deposit and wire users
18%
Auto-Invest adoption rate in the first 6 months
+2K
Users with an active Auto-Invest rule
+$300K
Direct deposit and wire volume
+$150K
Revenue from Auto-Invest