As investment platforms expand, they often stumble into a tricky problem: the people using them couldn’t be more different. Some arrive wide-eyed, unsure of what an ETF even is, just looking for a safe door to walk through. Others show up knowing exactly what they want, impatient with anything that slows them down. Trying to serve both groups with the same navigation leads to frustration on both sides. My approach was to design a home experience that adapts — guiding the cautious beginner toward their first investment while giving the confident trader the freedom to shape their own dashboard. One framework, two archetypes, no compromises

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