Challenge
Robinhood had already won the parent, but the child's account was going to Fidelity. Custodial accounts were the most-requested account type on the platform, and Robinhood didn't offer one.

Concept
Parents don't invest for their kids with returns in mind. They think about time. Every year without a custodial account is a year behind.

The Account That Was Missing

To launch custodial accounts, I created 'Invest as they grow' — the campaign line that became the spine of the landing page, product copy, social, and hero visual.

When the Research Doesn't Decide for You

Research showed all three value props resonated. I wrote three onboarding variants to test what drove the highest conversions.

Give a Head Start

I led copy for the in-app gifting experience, working alongside PMs and legal to write every screen from share link to confirmation.

Two Posts. Two Entry Points.

The landing page talked to parents already looking. Social had to find parents who weren't thinking about a custodial account — and give them a reason to.

Impact

Custodial accounts launched in March 2026. The business case projected $350M in customer net deposits in year one, growing to $1.9B by year five — with $10.6M in projected revenue to match. Every account opened was one Fidelity didn't get.