To make that translation possible, we needed to know how advisors leveraged an incredibly vast pool of available financial data. This led our 0-1 experience at Altruist being unique: we leveraged brand design to build a captive audience before building the product. In execution, this meant creating a brilliant brand site that spoke the core desire all RIA's shared: having a toolset that reflected the value they were providing to their clients. In terms of design goals, our first step was to capture a dynamic waiting list that could be shuffled based on best fit as we began to shape our initial features. Users were motivated to answer our weekly product ideation surveys because survey engagement helped move up their place on the list.