Achieved $1M revenue and 2x conversions for Ray Dalio’s programme pilot, WMI’s first digital education product.
Strategic challenge: Launch a premium finance programme ($1,500+ price point) with zero historical performance data whilst navigating siloed infrastructure and a new CRM system in a competitive online education market.
Analytical approach: Integrated disparate data sources, building custom visualisation dashboards and attribution models on HubSpot and Excel (SQL), experimenting on Python (Jupyter) and Tableau. Conducted A/B testing and identified drop-off points across the customer journey through cohort analysis and funnel mapping.
Key insight from testing: Customers were attracted to Ray Dalio’s brand authority but analysis revealed strongest conversions came from educational content, not personality-driven messaging.
Strategy & execution: Restructured campaign from personality-focused positioning to investment education and actionable financial insights. Collaborated with agencies, partners and cross-functional teams to implement the repositioning across all touchpoints—adapting creative, messaging and channel mix based on real-time behavioural data.
Business impact:
- Scalable framework established for future digital launches
- $1M revenue with 448 programme enrolments at $1,500+ price point
- 2x conversion rate vs baseline projections
- 100% recommendation score from participants
Context: WMI (Wealth Management Institute) is a practise-based institute founded by GIC and Temasek, serving as Asia’s centre of excellence for wealth and asset management education. The Ray Dalio programme was WMI’s first digital education product—a premium online course priced at $1,500+ developed in partnership with Ray Dalio, founder of Bridgewater Associates (the world’s largest hedge fund) and bestselling author of “Principles.” This marked the institute’s expansion beyond traditional in-person professional development programmes into the digital learning space.
Basia 