How Alien Designed Simplinvest with Aditya Birla Capital Digital

When Fintech Meets Thoughtful Design

Some product launches feel like a formality. Others feel like a turning point. The debut of Simplinvest at Global Fintech Fest 2025 was firmly the latter. Watching a feature go live in front of an audience of fintech leaders, knowing our team had shaped every screen and interaction, was one of those moments that reminds you why design work matters.

Simplinvest is a new investing feature within the Aditya Birla Capital Digital app, built to make diversified investing more accessible and goal oriented for everyday users. It supports investments across mutual funds, ETFs, and more, all within a unified experience. For our team at Alien, it was also the result of months of close collaboration, careful iteration, and a shared belief that finance can feel simple without feeling shallow.

Starting With What Users Actually Need

When the Aditya Birla Capital Digital team first reached out, they came prepared. Their in-house product and research teams had already conducted thorough user and market research, which gave us something invaluable: a clear picture of who we were designing for and what was getting in their way.

Rather than starting with blank wireframes, we immersed ourselves in that research. We…