matt johnson
arta wealth
Crafting a Global Brand
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Product
Arta is a fintech startup that raised $90M+ to build next-generation investing tools for the mass-affluent — a family office for the rest of us. As founding and lead designer, I shaped multiple experiences, built the brand, and established a culture of craft that raised the bar for how consumer investing products look and feel.
Arta Wealth, the flagship investment platform manages nearly $1B of tens of thousands of accredited investor's assets globally across 40 countries and has been recognized by Forbes, Nasdaq, and others for award-winning UX. In addition to retail investors, the Arta Platform also powers key financial technology in partnership with notable international Private Banks.
Opportunity
Tech is minting a wave of affluent investors ($1M–$30M) with over-concentrated, under-served, and rapidly growing wealth. The ultra-wealthy have better tools to protect and compound their wealth and the right technology can bring the same strategies to those who are hungry, ascending, and won’t settle for less – “f*** you money” investing for those well on their way.
CONTRIBUTIONS
Defined end-to-end experience for platform making complex investment strategies and access to human or AI expertise feel intuitive and personal
Crafted a resonant & trustworthy brand that steers far ahead of financial institutions and clear of crypto
Led user-experience & creative direction across product, marketing, and B2B touchpoints
Directed the work of 5 multi-disciplinary designers and represent design to internal and external stakeholders
BIG TAKEAWAY
The strongest, most resonant brands aren't crafted around a product, they're built from it.
DetAils
Company
:
Arta Finance
Role
:
Founding Designer
Timeframe
:
2022 Q1 – 2025 Q1
Arta Wealth offers the traditional account opening, funding/withdrawal, and management of other digital brokerages but requires UX patterns that extend beyond public markets to private funds, complex derivatives, AI-managed portfolios, insurance, and more. Arta then layers in detailed reporting/advisory, multiple AI agents, content from / access to human experts, and social insights/incentives throughout the experience.
In addition to the broad offering, Arta Wealth was built to scale across 4 critical dimensions:
Regulatory | Accommodates SEC/MAS regulatory requirements for US-based vs. Global investors |
|---|---|
Accreditation | Tailors the experience based on user's net worth and context (joint, trust, etc.) |
Modality | Maintains UI-fluency and feature parity across web & native iOS/Android |
Ownership | White-label ready and adaptable to third-party branding, UX, and content requirements from partners |
Building Arta’s brand from scratch meant ownership from the most atomic primitives to production-ready campaigns. Creating the brand language, building the underlying system, and maintaining it across product & marketing gave me direct creative influence over every expression of the Arta brand.
Owning Arta’s design systems translated into:
Publishing Arta’s brand guidelines & presskits
Maintained Figma libraries powering product and marketing
Specified and maintained front-end components (Cursor + Flutter/React)
Brand-standard quality assurance across major releases & milestones
As the principal among 3 UX designers at Arta, I owned the architecture and the core experience of discovering, funding, monitoring, and engaging with investments. The following case-studies showcase design process, artifacts, and impact of select features:
Investment Archetypes | |
AI Recap & Agents | |
Wealth Product Discovery | |
Visualizing Arta Waives |
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