+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. Not because they weren't interested, but because recurring manual behaviour is 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. Nothing is permanent. The configuration is always one tap away, and users can adjust allocations as their investment priorities change, without having to restart 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 the rest of the rule being disrupted.
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, a new entry point to connect a way to fund the account was added to the flow.
+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
Invisible automation needs explicit transparency.
When a product acts on someone's money without direct input, the design has to work harder on clarity. Not just at setup, but every time a rule fires. The notification layer turned out to matter as much as the rule creation flow. Confidence comes from knowing the system is doing what you told it to do.
Reversibility is what makes commitment possible.
Letting users edit, pause, or delete rules at any time isn't a safety net added at the end. It's what makes users willing to commit in the first place. A feature that can't be undone gets treated like a risk. One that can be changed gets treated like a preference.