HELLO
LinkedIn Finance Hub LI is seeking ways to provide new value to Infrequent and Frequent (IM + FM) audience members, particularly Career Accelerators (CA). Career Seekers (CS) struggle to make informed decisions about financial vehicles because they lack the confidence, knowledge, and trusted resources to achieve the best outcome.
Business strategy started as pursuing ways to engage with infrequent members across all Knowledge MarketPlace audiences on the LI platform. However, the JTBD resonates with IMs and FMs, and having FMs engage with this content can help IMs see this value more clearly. There is a known opportunity with JTBD around financial security with a CA and CS audience.
Challenge
Financially-Beginner and Intermediate LI CAs or CSs are actively seeking ways to grow income and build financial stability. We are hypothesizing that an LI concept providing stock market education, updates, and opportunity to engage with others about the market in a trusted networking platform will build confidence in investing as a means of growing income and consequently, build financial stability.
Why should LinkedIn enter the Finance space?
#1 - Sizable Total Addressable Market (TAM) and people in the US are investing earlier
Why?
#2 - Finance is a powerful driver of SEO traffic
Why?
#3 - “Growing income and having financial security” is a top JTBD
Why?
#4 - Members expressed curiosity for finance content on LinkedIn
50%+ Members expressed the desire to find Business Finance insights on LinkedIn
60%+ Members want to consume these insights at least weekly
Members Pain Point
People struggle to make informed decisions on picking financial vehicles because they don’t have the confidence, knowledge, and trusted resources to get them the best outcome.
LinkedIn Finance MVP V1
LinkedIn Finance MVP Iteration V2
The team then paused on the MVP to regroup and develop a directional vision for LinkedIn Finance Hub, centered around a personalized finance feed. This feed would leverage peer comparison to help members understand their current financial standing and potential for growth across income, savings, retirement, and investments. By providing insights relative to their network, users gain a clearer picture of their financial health and are motivated to improve.
Figjam brainstorming session with leadership and stakeholders
Target Audience
Goal
Provide members a personalized place to access financial insights and engage with professional conversations about stock market, companies, investments, news, salary, career, education to grow their financial assets.
This vision also emphasizes financial literacy through diverse content offerings. Members can access news, tips, and educational resources on key topics such as retirement planning and tax optimization. Furthermore, it fosters a learning community with courses and reading groups dedicated to enhancing financial knowledge. To provide more direct support, the platform would connect users with a network of financial professionals offering services in areas like accounting and estate planning.
Vision Designs
New MVP Designs
Phase 2 Designs
All Products