TAX GP
Designing an Intelligent UX Prototype for Inheritance Tax Planning
Green Pecan approached CEMET with a clear mission: to make Inheritance Tax (IHT) planning more accessible to the everyday person. Their new venture, TAX GP, aimed to deliver tailored tax reports while connecting users with Independent Financial Advisers (IFAs) in a digital-first environment. As a SaaS platform, TAX GP needed to combine personal financial insight with a compelling user experience that encouraged trust, engagement, and conversion.
CEMET partnered with Green Pecan to deliver an interactive UX design prototype for TAX GP’s web and mobile app—one that would guide users through complex financial data with clarity, empathy, and behavioural precision.
What Did We Do?
Working closely with Green Pecan, CEMET designed the end-to-end user experience for the TAX GP platform. We created a mobile-first, responsive prototype supported by a companion web dashboard. The entry point—a public-facing landing page—encouraged users to sign up and complete a short onboarding sequence. This gateway gathered key data to begin building the user’s personalised tax report while reinforcing early-stage commitment to the platform.
The onboarding questionnaire was carefully structured into six digestible sections. To maintain engagement, progress screens used motivational triggers—such as visual indicators and feedback loops—based on behavioural psychology principles like the Zeigarnik Effect. Each completed section added a sense of momentum, while unfinished sections encouraged re-engagement.
Once completed, users were directed to their dashboard, where a short delay in report generation created anticipation. A timed push notification and email invited users back to view their Essentials report—free, but with partially blurred content to gently guide users towards upgrading to a Premium plan.
In Premium mode, users gained access to quarterly updates, in-depth content, and direct IFA booking features. Supporting this were smart upsell triggers and a gamified “Tax Health” score, offering visual progress indicators and reward-based feedback for beneficial behaviours like re-engaging with the questionnaire or referring a partner.
The design also included a Content Hub with free and premium articles, drip-fed weekly to non-paying users to cultivate habit formation and showcase additional value. Seamless integration with IFA scheduling tools completed the loop, positioning TAX GP as a digital bridge between user and adviser.
Behavioural UX Highlights
CEMET applied behavioural design strategies to ensure the TAX GP experience was intuitive and engaging. A personalised roadmap, generated via a short onboarding questionnaire, guided users through a modular journey designed to reduce cognitive load and encourage completion. A brief delay before showing the free report built anticipation and increased return visits.
To support upgrades, blurred data and feature gating were used subtly to prompt conversion without friction. A dynamic “Tax Health” score added gamified motivation, rewarding positive behaviours and reinforcing progress. Throughout, content and features were surfaced contextually, aligning with user needs and fostering long-term engagement.
A Foundation for Growth
The work delivered by CEMET included full wireframes, illustrated design boards, promotional imagery, and a complete asset pack ready for development. The final interactive prototype now serves as a powerful engagement and pitching tool for Green Pecan, helping them secure partners, developers, and stakeholders as they move forward.
By combining financial expertise with a thoughtful, habit-forming user experience, TAX GP positions itself not just as a reporting tool, but as a trusted digital partner for financial clarity.
TAX GP is now ready to lead users towards better planning, stronger financial awareness, and real-world action—starting with a simple, empowering question: what is your IHT position today
CEMET is proud to continue to support Green Pecan through the development or this new app. To find out more about their latest work visit their website
This project is funded by the UK government through the UK Shared Prosperity Fund and supported by Swansea City Council.
