Vestwell
Accrue Transition
Design Strategy, Communication Design
A multi-channel transition campaign designed to guide savers through a complex platform change with clarity and confidence.
About the project.
When Vestwell transitioned Accrue clients onto its platform, thousands of savers needed clear answers about what was changing and how it would affect their retirement. I led the development of a communication system that translated the complex operational change into an approachable experience for employers, advisors, and individual savers—keeping them informed and supported before, during, and after the transition.
The challenge.
A platform migration can easily erode trust if not communicated well—savers needed to understand what was changing, employers needed clear guidance, and advisors needed confidence in the process, all while timelines were still shifting.
The strategy.
Every touchpoint was structured around three simple questions: what is changing, why it's happening, and what action is needed—a framework that kept messaging consistent across channels and audiences.
Postcard + gift.
A physical postcard introduced Vestwell to transitioning employers and directed them to a landing page to learn more about the platform and select a welcome subscription gift.
Transition landing page.
A centralized landing page served as the hub for transition information, including a CEO welcome message, key resources, and next steps.
Transition guide.
A structured guide helped employers understand the Vestwell platform, what actions were required, and how the transition would unfold.
Webinar.
Webinars provided walkthroughs of the Vestwell platform and gave employers an opportunity to ask questions and gain confidence using the system.