Fidelity IFA DNA Report
Working with NextWealth (a financial market research agency), I helped transform Fidelity’s IFA DNA research from a static PDF into an interactive digital report that makes a complex dataset easier to explore, understand and act on.
Traditional research reports can leave readers asking, “So what?” The findings may be interesting, but it is not always clear what they mean for an individual business or what should happen next. Our aim was to bridge that gap by creating a more personal and actionable experience.
Drawing on responses from more than 400 financial advisers across the 2025 and 2026 surveys, I developed the information architecture, visual narrative and data visualisations for a responsive scrollytelling experience. It combines headline insights and year-on-year comparisons with interactive filters, allowing advisers to see how their priorities and challenges compare with similar firms.
At the heart of the experience is “Your Adviser DNA”, a diagnostic tool that uses an adviser’s age, team size and assets under advice to generate a tailored profile. Rather than simply presenting the research, it highlights the client and professional priorities most relevant to their business and identifies practical areas for focus.
The result turns a conventional report into a useful decision-making tool, helping advisers understand where they are now, what the findings mean for them and where they may need to take action.