Case Study: Northwestern Mutual improves prospect onboarding and personalization with Alpha

Onboarding Experience is Product Management

Northwestern Mutual worked with Alpha to improve the onboarding experience for prospective clients who often dropped off between speaking with a financial advisor and taking the next step. The company needed a more engaging, personalized digital journey that could build trust, reduce overwhelm, and help prospects better understand their financial options.

Using Alpha, Northwestern Mutual built a guided educational website with personalized content, sample financial plans, checklists, testimonials, and prompts to connect external accounts and upload documents. The new experience helped prospects share more financial information and gave advisors better context to create more accurate plans, while also enabling the team to gather user feedback quickly and iterate on product improvements.

Northwestern Mutual

Sandra Lin

Senior Product Director