Chase Wealth: Zero to One

Goal

Put investing inside the bank: checking, savings and portfolio as one institution, for a first-time investor and an advised household alike.

Problem

Tens of millions of digital customers, almost none investing with the firm. Wealth was several products — self-directed, managed, digital advice, advisors — built under different regulators, each with its own idea of an account.

Constraints

• Regulatory: suitability, disclosure and supervision, by account type.
• Tech: brokerage, banking and advisory platforms with different data models.
• Org: business lines with their own P&L, none reporting to the experience.
• Trust: no beta audience. Every release lands on people’s savings.

Options Considered

1. Option A: a separate investing app. It re-creates the distance the strategy exists to close.
2. Option B: investing inside the banking app, one account system for every holding. Hardest; the only one that keeps the promise.
3. Option C: partner or acquire. Fastest, and someone else’s product at the center.

Decision

Option B, built on an account grammar, not screens. Every way to hold money resolves to one tile — same anatomy, same actions; differences disclosed, shape constant. New account types then arrived as instances for years.

The Mechanism

Metrics

• Primary: banking customers becoming investing customers.
• Guardrails: suitability and disclosure integrity, funding reliability, advisor adoption.
• Strategic: account types absorbed per release without redesign.

Risks & Mitigations

• Advisors read digital as competition → build the handoff first.
• Compliance discovered late → risk and legal in the room from concept.
• One grammar flattens real differences → standardize shape, never substance.

What Changed

• Investing became native to the banking relationship.
• New account types arrive as instances, not projects.
• Digital and human advice run as one service at national scale.