Ep.31 - Prove it: Vanguard’s CX Alpha playbook - Nathan Zahm

In this episode of The Experience Edge, host Jochem van der Veer speaks with Nathan Zahm, Head of CX Alpha at Vanguard’s Personal Investor division. Nathan shares how CX Alpha - a cross-disciplinary initiative - blends behavioral science, analytics, design, and financial planning to deliver measurable improvements to client investment outcomes.

From redefining client experience as a value driver to integrating AI and robust experimentation frameworks, Nathan explains how Vanguard’s customer-centric legacy is being extended into the digital future.

Listeners will gain a front-row view into the role of journey frameworks, personalization boundaries, and the ethical use of AI in highly regulated environments. Nathan also delves into the practical structure of CX Alpha, from agile product ownership to multi-decade financial journeys, revealing why trust, transparency, and teamwork are critical to creating meaningful experiences that drive financial success.

Guest Bio

Nathan Zahm leads CX Alpha at Vanguard, where he is responsible for enhancing digital client experiences across the personal investor business. A seasoned financial expert with a background in actuarial science and investment research, Nathan previously led Vanguard’s work on goal-based investing strategies, including target retirement funds and 529 plans. At CX Alpha, he brings together analytics, behavioral science, and user experience design to deliver tangible improvements in customer outcomes. His holistic and data-informed leadership approach reflects Vanguard's long-standing mission to align client experience with long-term financial success.

Chapters

00:00 Introduction to Nathan Zahm and CX Alpha

02:15 Origin and mission of CX Alpha

04:00 Vanguard’s shift from investment-only to CX-enhanced value

06:08 Serving 9 million brokerage clients

07:09 Nathan’s journey from actuary to CX

10:58 Behavioral science and front-end experience

13:45 Team structure and disciplines in CX Alpha

16:07 Ethics in nudging vs. manipulation

19:41 Personalization vs. manipulation

21:52 Predictive modeling challenges

23:40 AI’s role in client service and infrastructure

29:15 Human vs. AI-led client conversations

32:02 Future of bot-to-bot financial interactions

34:49 Functional vs. emotional CX benefits

35:21 AI’s internal enablement of CX Alpha

40:27 Triangulating customer feedback for prioritization

43:26 Task, goal, and life-journey design

46:29 Defining moments that matter

49:11 Prioritization across CX layers

53:28 Vanguard’s client-first culture

55:48 Voice of customer in practice

58:10 The scalable future of CX Alpha

60:26 Where to connect with Nathan Zahm⁠

⁠Follow Jochem’s on LinkedIn ⁠

⁠Follow Nathan Zahm on LinkedIn