The posting
Syfe is APAC's largest and fastest-growing digital wealth platform, trusted with over US$10 billion in assets. We are fundamentally changing how hundreds of thousands of people across Asia-Pacific build wealth through a holistic approach to managing money rather than just pushing investment products. Backed by world-class investors and recognised as a leader in WealthTech, we are a team of passionate builders creating the future of wealth management.
The Right Profile
- Ambiguity is the job for you, not the obstacle. You take on multiple verticals at once, an idea that's new to Syfe with no precedent to borrow from, or a hard problem that cuts across verticals and belongs to no single team. You don't wait for a product definition to exist - you scope and shape the problem, decide what's worth proving, and make the case for why Syfe should care.
- You find the signal in the noise faster than the people around you. When the team is stuck arguing from opinion, you name the one question that actually decides it, run the study or the experiment that settles it, and come back with a clear read rather than a pile of findings for others to interpret.
- You set direction other senior designers then work from. Your point of view on a space becomes the thing teams design against - not because you own the org chart, but because your framing holds up under pressure.
- You run yourself. Your manager hears what you're working on from you, early enough to help - not because they assigned it to you.
- You raise the ceiling, not just the floor. You produce work that resets what people here think is possible, and you can say precisely what makes it differentiated - beyond "it's usable."
- You use AI to work smarter and solve problems faster. You don't use AI as a substitute for thinking and can tell slop from craft.
- You don't have a fixed design process. You adapt it to the problem in hand and get your hands dirty beyond design - content, research, funnels, metrics. You care about what landed, not just what shipped.
Key Responsibilities
- Own the design direction for multiple product verticals, a new-to-Syfe bet, or a problem that cuts across verticals - setting the vision, principles and quality bar that other designers and teams work from.
- Scope and frame problems before they are defined. Reframe fuzzy asks, articulate what success looks like, name what's explicitly out of scope, and secure alignment before anyone opens Figma.
- Break big work into a sequence of bets that each produces learning, so nothing you own depends on a single all-or-nothing launch. Define what each stage must prove and what would make us stop.
- Decide what the team needs to learn, then run the research or experiment that settles it. Combine qualitative and quantitative evidence and return a decision-ready read, not raw findings.
- Bring cross-functional partners along with a clear point of view. Argue hard for the user, make the trade-offs legible to Product, Engineering, Data and Business, and commit fully once the team aligns.
- Model the craft ceiling on flagship surfaces - the work people point to when they describe what good looks like at Syfe - and articulate what makes it differentiated, not merely functional.
- Raise the level of designers around you through direction-setting, critique and pairing, without taking the work off their plate.
- Work alongside engineering partners to hold design quality through implementation, and to improve how design and engineering work together.
Minimum Qualifications
- 10+ years of product design experience designing and shipping web and Android / iOS apps in eCommerce, SaaS or other online businesses, including sustained ownership of problems spanning more than one product area.
- A portfolio that shows how you operate in ambiguity - how you framed a problem nobody had defined, what you chose to prove first, what you learned, and what changed as a result. Outcomes matter more than screens here.
- Evidence that your direction has been adopted by others - designers, teams or the wider org building on a framing or standard you set.
- Strong visual and interaction design skills, with excellent judgement in typography, layout, hierarchy, consistency, and interaction details.
- High proficiency in Figma - on design and prototyping. Familiarity with AI tools like Claude, Codex, Cursor or Antigravity.
- Fluency with research and experimentation: you can design a study, read an A/B result honestly, and tell a real signal from a flattering one.
- Exceptional communication and storytelling skills - able to influence senior stakeholders without authority and to make a complex trade-off understandable in one page.
Preferred Qualifications
- Experience working within the wealth management industry, or in another regulated domain where constraints shape the experience.
- Exposure to online B2C environments, with a strong understanding of consumer digital experiences.
- Experience launching a product or business line that did not exist before, from first framing to market.
Come As You Are
We believe in the power of diversity and are dedicated to creating a welcoming and innovative environment for all our employees. So we embrace and encourage applications from candidates of all backgrounds and provide equal employment opportunities for all.
Due to the volume of applications, we regret that only shortlisted candidates will be notified.
