Challenge

CIBC’s digital advice capabilities existed across multiple platforms and services, creating a fragmented experience for clients seeking financial guidance. While valuable tools and resources were available, there was no unified strategy connecting these capabilities into a clear client journey. At the same time, internal teams across product, design, and business units were working toward different priorities, making it difficult to coordinate digital investments or define how advice should evolve within the broader wealth ecosystem.

Approach

I co-led the development of the future-state experience strategy by mapping the end-to-end advice journey and identifying key moments where clients seek guidance. Working with wealth business partners, we used analytics insights, stakeholder workshops, and journey mapping to surface friction points and opportunities across platforms. These insights informed the creation of a three-year roadmap that aligned experience improvements with business objectives and helped guide prioritization of digital advice capabilities.

Impact

The Wealth Advice Centre (now called CIBC Advice Hub) initiative established a shared strategic direction for how digital advice should evolve across CIBC’s wealth platforms. The roadmap aligned stakeholders across product, design, and technology teams and created a clear foundation for prioritizing future digital investments. By linking experience strategy with measurable KPIs, the work helped position digital advice as a scalable capability within the wealth offering, improving how clients access and engage with financial guidance.