What’s It All About?

As a product manager at an early-stage fintech startup, I’ve learned that having a structured approach to evaluating feature launches is key to making data-informed decisions and driving continuous improvement.

That’s why I developed an internal tool called the Feature Impact Report Card (FIRC) for fintech products (inspired by other senior product managers in different domains).

This tool helps our team stay on top of feature performance, understand user needs, and ensure we’re always moving in the right direction.

We recently rolled out an automated portfolio rebalancing feature aimed at users with larger portfolios in our robo-advisor product.

This feature is designed to help investors maintain a balanced and diversified portfolio by automatically adjusting their asset allocations based on risk tolerance and target allocations.

The FIRC has been instrumental in helping us iterate quickly and effectively, ensuring that we’re building features that truly meet our users’ needs and drive positive business outcomes.

What Did We Launch?

We launched the automated portfolio rebalancing feature for users with portfolios over $50,000. This feature automatically adjusts portfolio allocations based on the user’s risk tolerance and target asset allocation, helping maintain a diversified and balanced investment strategy over time.

Initially, this feature was available as a beta version for select users in the US, accessible through our iOS, Android, and web platforms.

The Launch in Numbers

• Active Users: 1,532 users enabled and used the automated rebalancing feature since launch.
• Adoption Score: 28% of eligible users (those with portfolios over $50,000) adopted the feature.
• Usage Frequency: Users rebalanced their portfolios an average of 1.3 times per month.
• Related Features: Users frequently combined rebalancing with portfolio performance tracking (72%) and risk assessment tools (58%).
• Impact on AUM: Users who adopted rebalancing increased their assets under management by an average of 8% within the first month.
• Portfolio Performance: Early data suggests a slight improvement in risk-adjusted returns for users who enabled rebalancing compared to those who didn’t. Further analysis is needed to confirm statistical significance.
• Bugs/Crashes: We received 12 reports of minor technical issues related to the feature, all of which have been resolved.

What Were People Saying?

Positive Feedback

• “Easy to set up and understand.”
• “Takes the guesswork out of managing my investments.”
• “My portfolio feels more aligned with my risk tolerance now.”

Negative Feedback

• “I wish I could customize the rebalancing frequency more.”
• “The explanations for why certain trades were made could be clearer.”

Feature Requests

• “Would love to see options for different rebalancing strategies (e.g., momentum-based, value-based).”
• “Please add the ability to exclude specific holdings from rebalancing.”

Key Insights & Next Steps

The automated rebalancing feature showed promising initial adoption and positive impact on user behavior and portfolio metrics. However, there was room for improvement based on user feedback.

Action Plan

Improve:

• Customization Options: Prioritize adding more customization options for rebalancing frequency and strategies.
• Transparency: Enhance the explanations provided for rebalancing trades to increase transparency.

Monitor:

• Performance Tracking: Continue tracking the feature’s impact on portfolio performance and user satisfaction.
• Feedback Loop: Gather more feedback from users to guide further iterations.

Consider:

• Beta Expansion: Expand the beta to include more users and regions.
• Additional Features: Explore additional features based on user suggestions, such as exclusions for specific holdings.

Making Data-Driven Decisions

Having a tool like the Feature Impact Report Card (FIRC) is crucial for making data-driven decisions. Let’s dive deeper into how we used it to evaluate our automated rebalancing feature.

User Adoption

We tracked how many users enabled and actively used the feature. Adoption rates give us a clear picture of how well the feature is being received by our target audience.

Usage Frequency

Understanding how often users engage with the feature helps us determine its value and stickiness. If users are rebalancing their portfolios frequently, it indicates that they find the feature useful.

Impact on AUM

We monitored the impact on assets under management (AUM) to see if the feature encouraged users to invest more. An increase in AUM is a strong indicator of user confidence in the feature and our platform.

Portfolio Performance

Analyzing portfolio performance before and after using the feature helps us understand its real impact. Early data suggests a slight improvement in risk-adjusted returns, which is promising.

Technical Issues

We tracked bugs and crashes to ensure a smooth user experience. Addressing these issues promptly is critical to maintaining user trust and satisfaction.

Learning from User Feedback

User feedback is a goldmine of information. Here’s how we used it to refine our automated rebalancing feature.

Customization Options

Users expressed a desire for more control over rebalancing frequency. We’re now working on adding these options to cater to different investment strategies.

Transparency

Some users found the explanations for trades unclear. We’re enhancing these explanations to make the feature more transparent and user-friendly.

New Feature Ideas

Feedback often includes great ideas for future features. Users suggested options for different rebalancing strategies and the ability to exclude specific holdings, both of which we’re considering for future updates.

FAQs

What is portfolio rebalancing?

Portfolio rebalancing is the process of realigning the weightings of a portfolio’s assets to maintain a desired level of risk and return.

How does automated rebalancing work?

Automated rebalancing adjusts your portfolio allocations based on your risk tolerance and target asset allocation without requiring manual intervention.

Why should I use automated rebalancing?

It helps maintain a balanced and diversified portfolio, aligning with your investment goals and reducing the risk of being overexposed to any single asset class.

Can I customize the rebalancing frequency?

Currently, customization options are limited, but we’re working on adding more flexibility based on user feedback.

Is automated rebalancing safe?

Yes, it’s designed to help you maintain a diversified portfolio and manage risk more effectively. However, it’s always important to monitor your investments regularly.

Does it cost extra to use the rebalancing feature?

No, it’s included as part of our service for eligible users.

What happens if there’s a technical issue during rebalancing?

We monitor for technical issues and address them promptly to ensure a smooth user experience. If you encounter any problems, our support team is here to help.