Product Strategy
Hadley — Social 529 Education Savings Platform
Hadley transforms education savings by turning 529 accounts into a social experience — making it as easy for friends and family to contribute as sending money via Venmo. The app was selected to present at TechCrunch Disrupt 2024.
The Challenge
Most Americans don't know what a 529 savings plan is. Those who do still struggle to get others to contribute — the process involves explaining the account, navigating administrative hurdles, and hoping the other person follows through. The friction is enormous for something that should feel like a gift.
Our Approach
Dan collaborated with the founder to develop wireframes and design standards for a fully functional mobile app prototype. The core design challenge was making a complex financial product feel like a social one — with streamlined onboarding, easy 529 plan discovery, and contribution flows that felt as natural as a payment app. The goal was a product the founder's vision could be recognized in, but better.
The Outcome
Hadley was selected to present at TechCrunch Disrupt 2024 and was featured on CBS and in the Los Angeles Business Journal. The platform is now offered as an employer benefit alongside 401(k) programs — a validation that a genuinely user-centric approach can change how people engage with financial products.
"They were able to take all my inputs, apply their own best industry practices knowledge, and create something that aligns 1:1 with my brain. But they made it even better by proactively identifying and incorporating features I hadn't even thought about."
Yosh Miller, Founder — Hadley