Hi Product people,

How do you create a product strategy that is not only innovative but also deeply aligns with both business goals and client needs?

This week on Product Thinking, I had an enlightening conversation with Marco De Freitas, Chief Product Officer for the Personal Investor Business at Vanguard, and Amber Brestowski, Chief Product Officer for the Retirement Business.

Together, they shared Vanguard’s approach to digital transformation, which seamlessly integrates client-centricity with business objectives. Marco explained during our discussion:

"We have built a strong research team with behavioral science backgrounds to deeply understand our clients' motivations and needs, allowing us to innovate effectively on their problems."

This insight into Vanguard's strategy highlights the importance of continuous client research and empowerment in driving meaningful product innovation .

Marco and Amber's commitment to leveraging behavioral insights to enhance financial decision-making and support investor success is truly inspiring. Their approach underscores the necessity of aligning product strategies with actual client challenges and business goals, rather than simply focusing on new features.

Have you integrated behavioral insights into your product strategy? What challenges or successes have you encountered? I’d love to hear your thoughts.

Catch the full episode to discover how Vanguard is setting a new standard in digital financial services through strategic product management.

🎧 Listen to the full episode here: Apple | Spotify

Looking forward to hearing from you!

See you soon,

Melissa Perri

Founder Product Institute, Board Member, and Teacher

Key Moments on the Podcast to Check Out:

10:32 - Aligning Strategy with Product Execution

Amber discusses the importance of aligning product strategy with business goals at Vanguard. She emphasizes setting the right incentives and problems for product teams to solve, ensuring they focus on creating superior client experiences that drive competitive advantage.

22:56 - Experimentation in Client Modernization

Amber shares how Vanguard uses a North Star approach with key OKRs to drive outcomes. She outlines strategies for engaging clients and improving retirement readiness through behavioral finance and agile experimentation.

35:05 - Balancing Innovation and Optimization

Marco talks about Vanguard's approach to innovation, stressing the importance of client-centricity and empowering teams to innovate. He explains how a portfolio approach allows for both incremental improvements and moonshot projects, fostering a culture of continuous development.

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