2020–today
InverCap Afore: a retirement site for people who’d rather ask in person
Many of InverCap’s clients would rather ask at a branch than go online, and in 2019 its website hadn’t changed since 2014. We listened to branch staff, promoters and clients, turned InverCap’s digital ideas into a prioritized roadmap, and rebuilt the public site and the Mi Cuenta account portal mobile-first and easy to read. We have cared for it every year since. InverCap placed 2nd in CONSAR’s +MAS AFORE service index in 2020 and 2021.
- 2nd
- InverCap’s place in CONSAR’s +MAS AFORE service index, 2020 and 2021 (4th in 2019)
- 6
- years working together, 2020–2026
- 1.8M+
- clients the site serves, per InverCap
- Client
- InverCap Afore
- Industry
- Financial Services & Insurance
- Scope
- User research · Digital roadmap · Mobile-first UX · Website & account portal · Ongoing support
- Platform
- WordPress
- Partnership
- 2020–today
Challenge
InverCap Afore manages the retirement savings of more than 1.8 million Mexican workers through 75 branches. When it came to us in late 2019, its website had not changed significantly since 2014, and its own mobile app was about to be retired, so the new site had to do everything on a phone.
The stakes were public. CONSAR, the regulator, ranks every AFORE on service in its +MAS AFORE index, which weighs the services people can use without visiting a branch. InverCap had slipped from 3rd place in 2018 to 4th.
And many of its clients are not online people. In our interviews, a branch officer who serves 10 to 15 clients a day estimated that about 30% would rather be helped in person, and that when in doubt, clients ask an advisor at a branch.
Approach
Listening first
In 2020 we interviewed branch officers, sales promoters and executives, surveyed clients on how they use technology, where they look for answers and which devices they use, and ran card sorting so the navigation follows how clients think about their AFORE.
A roadmap, not a wish list
In a digital strategy workshop with more than 30 InverCap directors and leaders, we inventoried the company’s digital ideas, from retirement and unemployment calculators to remote procedures, online complaints and content for employers, and prioritized them by value and complexity.
One experience, built for a phone
We designed the public website and the Mi Cuenta account portal as one mobile-first experience, with a simple structure, clear paths and readable type for older adults. We built it on WordPress and trained InverCap’s marketing team at launch, so they publish their own pages.
Six years of care
Since launch we have supported the site every year: content, infrastructure, platform and security upgrades (most recently the 2026 hardening), and weekly analytics reports. Today it carries the financial education InverCap offers its clients, from savings tips and webinars to a retirement calculator and “Aprende y juega con Capi”.
Impact
The new site went live in early 2021. In CONSAR’s +MAS AFORE service index, InverCap placed 2nd for 2020, one of only two AFOREs to improve that year, and 2nd again for 2021 with four stars. The ranking is InverCap’s, earned across its whole service; the website is one part of it, and the index weighs exactly the services it carries.
Six years on, we still work together.