Milford Asset Management has been a pioneer in NZ’s wealth management sector, focusing on creating digital experiences that significantly enhance the client journey. Their commitment to evolving and improving the way they serve clients is evident in a series of successful, tailored digital tools and applications.
The challenge:
Rapid growth and multiple digital deployments meant Milford needed a cohesive, richer understanding of what it truly means to be a client. They sought clarity around integrating products to deliver unified experiences, uncover existing solution gaps, and determine what digital initiatives should be developed to maximise client value and support sustainable growth
Our approach:
Purple Shirt, an Elemental Concept company, co‑developed a Client Experience Framework using a human‑centred design approach. This entailed a three‑phase process: aligning strategic intent and stakeholder interviews, conducting in‑depth client interviews to surface journey pain points, and synthesising those insights into a practical framework and horizon‑based roadmap.
The results:
- We delivered a cohesive framework that enriched client experience understanding across the business
- Introduced a shared client‑experience language
- Exposed Milford teams to human‑centred design principles
- Identified new digital initiatives to address uncovered client needs
- Strengthened Milford’s culture of continuous improvement and client‑focused innovation
“Working with the Purple Shirt team was an incredibly rewarding experience. We gained deep insights into not just what our clients want to achieve, but also what works for them, what doesn’t and the role they want Milford to play in helping them achieve their goals.
Nina Hassall
Our thinking was challenged throughout the process, and as a result, we now have a robust client experience framework, cemented in client research, to not just guide all future client experience enhancements, but also to help us prioritise which enhancements to go after first.”
Senior Manager, Client Experience
Milford Asset Management
