A unit-trust subscribe flow is not a shopping cart

Retail checkout wants speed. A first unit-trust subscription wants the applicant to meet a product highlight sheet, a risk profile, and a cooling-off reminder without feeling tricked. When a finance app borrows cart language — “proceed to pay,” a persistent mini-basket, a countdown to “complete order” — the applicant smells a sale and leaves, even if the fund was their own idea.

The questionnaire as a public exam

Risk questions that score in real time, with a red bar and a label such as “conservative,” make some first-time investors feel graded. They close the session to “think,” which often means they never return. The same questions, asked as a form to be reviewed with a summary at the end, finish more often in the walkthroughs we run. The content of the questions does not change. The theatre around the score does.

Documents that open in a second browser

If the product highlight sheet launches a download that Android files away without opening, the applicant is left on a dimmed overlay with no document. They cannot honestly tick “I have read.” Honest applicants stop. Less honest applicants tick anyway, which is a different problem your compliance team already dislikes.

Keep the document in the same webview or in-app reader, with a scroll that can be completed on a phone in a bus queue in Kota Kinabalu, not only on a desktop in KL Sentral.

Cooling-off is not a footnote under Pay

Placing cooling-off after the payment instruction, in eight-point grey, treats a legal pause as decoration. Applicants who notice it late feel they have already committed. Applicants who never notice it are not “converted.” They are uninformed. A funnel review flags placement. It does not draft a new prospectus.

When we map an investment path, we refuse the cart metaphor in the findings language as well. We write “first subscription,” “risk profile,” and “highlight sheet,” because those are the objects in the room.