Pension to investor conversion

ISA Investing
Starter Course

A structured learning path that takes workplace pension holders from zero investing knowledge to their first ISA investment, one level at a time.

6 Levels
25 Modules
6 Actions
Worth discussing
We can build a course for any product you want to cross-sell into — GIA, Junior ISA, pension top-up, protection, or anything else. The structure, modules, and actions would be designed specifically around that product and its user journey. This needs to be scoped together.
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ISA Investing Starter
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First draft

Every course is built
from scratch for your bank.

What you see here is a starting point, not a finished product. The ISA Investing Starter course was shaped around Scottish Widows' specific user type (workplace pension holders), the activation flow you already have, and the products you offer. Before launch, every module, level title, action, and communication trigger gets co-designed and compliance-reviewed together with your team.

In this draft
All actions point to one place
Every level completion currently triggers the same action: open the ISA. That's because we're assuming a single deep link is available from your side for now.
No segmented entry points
We're assuming there's currently no way to land a user directly into the risk questionnaire, goal-setting flow, portfolio selection, or any other specific screen inside your app — and that one link does everything. If that's not the case, the course actions can be made much more precise from day one.
Module content is illustrative
Module titles and structure are directionally right, but the actual content, quiz questions, and tone get finalized with your compliance and content teams before anything goes live.
What unlocks with richer deep links
Risk questionnaire deep link
After Level 4 (risk and time horizon), the action lands the user directly inside your risk profiling flow, not just the app home screen. Completion becomes measurable.
Investment goal setup
After Level 1, the user is ready to set a target amount and time horizon. A direct link into your goal-setting screen turns the learning moment into a tangible commitment.
Portfolio explorer
After Level 3 (what's inside an ISA), a deep link into your Ready-Made Portfolio view lets users explore what they're about to own before committing. Reduces drop-off at the ISA open step.
Direct debit setup
After Level 5, the natural action is not just "open ISA" but "set up a monthly contribution." A direct link into your standing order or direct debit flow closes the loop in one tap.
ISA top-up for existing holders
For users who already have an ISA, actions can route to a top-up screen rather than the open flow. The course detects product state and adapts the CTA accordingly.
The more entry points you can give us, the more precisely we can time the action to the learning. A user who just learned what a risk profile is and lands directly in the questionnaire converts at a fundamentally different rate than one who lands on the app home screen and has to find it themselves. This is the integration work we do together in the onboarding phase.