Seedwell
A fintech company behind two related financial products: Seedwell, an employer-sponsored financial wellness and automated banking platform, and LegacyAI, a direct-to-consumer extension for individuals outside the employer-benefits channel.
One benefit, two sides of the experience
From an employer benefit to a direct consumer product
Financial advice nobody acts on, benefits nobody uses
Employers were buying financial wellness as education: webinars, articles, a portal nobody returned to. Employees needed the opposite — money moved before they could spend it, and an account that made saving the default rather than a monthly decision.
That meant designing one system across two audiences: a member app tied to payroll, and an employer portal that made a benefits team confident in the program they had bought. Both sat on compliance-sensitive ground, which shaped the product as much as the design did.
Five years of owning the surface people actually touched
Automation, not advice
Making automated money movement understandable
Built for the teams sponsoring the benefit
The tools behind the experience
Taking the model directly to consumers
The Seedwell team later developed LegacyAI as a separately branded B2C extension for people outside the employer-benefits channel. I carried the product, brand and front-end thinking into a direct-to-consumer journey while adapting the experience for users who no longer entered through an employer program.
The product retained financial-management concepts such as account and payroll connections, automated money allocation and goal-based structures, while reframing onboarding, positioning and the overall user journey for direct consumer access.
The allocation engine gave the product its name. Rather than asking someone to budget, it reads the available balance against their goals and connected accounts, then proposes a split across spending, saving, investing and debt repayment. One action commits it: the money moves to the right accounts, and each run is recorded so the reasoning stays inspectable rather than opaque.
Product, brand and sales had to speak the same language
One system across three product surfaces
The Seedwell member app, employer portal and internal tools shared a common component system and front-end architecture. For a small team, reuse was essential: it kept the experience consistent, reduced implementation overhead and gave developers established patterns to build from.
Designing the system meant building it too
Building the product while growing the team
As Co-Founder & Head of Engineering I mentored up to two interns and junior-to-intermediate developers at a time, coordinated implementation priorities and sprint planning, and worked alongside backend, financial-services, sales, partnerships and compliance stakeholders.
Seedwell moved through product validation into late-stage pre-launch development, producing a relatively complete product before operations ended. The employer and benefits-partner pipeline carried 14 partner pilots and seven signed contracts. I graduated from NEXT AI as the company's technical co-founder.