Case Study
Elevating Business Success: Achieving a 40% Surge in New User Acquisition and a 52% Revenue Increase and a Remarkable 174% growth in Profit
Elevating Business Success: Achieving a 40% Surge in New User Acquisition and a 52% Revenue Increase and a Remarkable 174% growth in Profit
Denum
ABOUT THE PROJECT
The product is a B2C fintech platform operating in a competitive, price-sensitive market with high customer acquisition costs and strong pressure on unit economics.
By the start of the project, the business faced several critical challenges:
The company’s strategic objective was not only growth in users and revenue, but sustainable profit growth, achieved through product-led improvements rather than increased marketing spend.
By the start of the project, the business faced several critical challenges:
- Stagnating new user acquisition
- Inefficient conversion funnel
- Rising operational costs impacting profitability
- Limited product differentiation in a crowded fintech landscape
The company’s strategic objective was not only growth in users and revenue, but sustainable profit growth, achieved through product-led improvements rather than increased marketing spend.
Problem Statement
Despite stable traffic and brand awareness, the product demonstrated:
- Low conversion from visitor to registered user
- High drop-off during onboarding
- Suboptimal monetization mechanics
- Weak alignment between product features and core user needs
Solution
Primary Goals
Goals & Success Metrics
I led a product-led transformation focused on simplifying the user journey, realigning core features with high-value user needs, and optimizing monetization and cost structure. By redesigning onboarding, reprioritizing the feature set, and refining pricing mechanics, we unlocked scalable user growth while significantly improving revenue efficiency and profitability.
- Increase new user acquisition
- Improve revenue performance
- Achieve significant profit growth
Key Metrics (KPIs)
- New users (registrations)
- Conversion rate across the funnel
- Revenue
- Profit margin
- Conducted qualitative interviews with active and churned users
- Analyzed behavioral data across the funnel (activation, engagement, drop-off points)
- Reviewed competitor positioning, pricing models, and onboarding flows
- Users struggled to understand the product’s core value proposition within the first minutes
- Onboarding was overloaded and poorly sequenced
- Pricing and monetization were not aligned with perceived value
- Several high-cost features delivered low actual user value
Based on the discovery, I formed several key product hypotheses:
- Simplifying onboarding and clarifying the value proposition would significantly increase activation and registration rates
- Reprioritizing features around core user jobs would improve engagement and willingness to pay
- Optimizing pricing logic and monetization flows would increase revenue without increasing traffic
- Reducing operational complexity would positively impact profit margins
- Rebuilt onboarding flow with a focus on time-to-value
- Reduced the number of required steps to reach the core product action
- Introduced contextual guidance instead of static explanations
Result: measurable improvement in registration and activation rates.
Result: higher engagement with fewer but more valuable features.
- Audited existing features based on usage, cost, and business impact
- Deprecated or deprioritized low-value, high-cost functionalities
- Enhanced features directly linked to user retention and monetization
Milestone 1: Funnel & Onboarding Redesign
Milestone 2: Core Feature Prioritization
MFO
Market Position / Ratings
Interest Rate / APR (PSK)
Product & Functional Features
Product & Functional Features
MoneyMan
Top-ranked MFO, strong brand recognition
~0.5–0.8% per day (approx.)
Fully online application, instant card disbursement, loyalty programs
Simple onboarding, wide customer reach
~0–0.8% per day
(product-dependent)
(product-dependent)
Flexible terms, extensions, automated decisioning
Intuitive UI, strong personal account experience
Fast approval, low friction onboarding
Instant online loans, minimal requirements
Transparent terms, promotional offers for new users
Clear UX, high perceived fairness
Straightforward interface, quick access to funds
Fast application processing, core online lending features
~0–0.8% per day
Often 0%
for first-time borrowers
for first-time borrowers
Comparable to market average
Top-3 by volume, consistently high ratings
Frequently ranked high in user reviews
Strong customer loyalty, high review scores
Regularly appears in MFO rankings
Zaymer
Webbankir
Turbozaim
eKapusta
Project Duration
12
month
My Role
Discovery & Research
Product Strategy & Prioritization
UX & Funnel Optimization
Monetization
& Cost Efficiency
& Cost Efficiency
1
2
3
4
Analyzed the full acquisition-to-monetization funnel
Conducted qualitative user interviews
Performed competitive and market analysis
Defined a growth-focused product strategy
Made trade-off decisions to deprioritize low-value, high-cost features
Led a redesign of onboarding and activation flows
Worked closely with design and engineering to optimize key conversion points across the journey
Stage 1: Discovery & Research Phase
Stage 2: Strategy & Hypotheses
Stage 3: Execution & Key Milestones
Results & Impact
Key Learnings
Optimized pricing and monetization mechanics based on user behavior
Improved upgrade moments and plan clarity within the product
Reduced product and operational complexity
User & Market Research
Key Insights
Result: significant uplift in revenue per user.
- Revised pricing structure based on user segments and usage patterns
- Improved visibility and clarity of paid plans
- Optimized upgrade moments within the user journey
Milestone 3: Monetization & Pricing Optimization
Result: disproportionate growth in profit compared to revenue.
- Simplified product logic and internal processes
- Reduced maintenance and operational overhead
- Improved cross-team alignment (product, engineering, marketing)
- Sustainable growth in fintech is driven by clarity of value, not feature volume
- Profit growth can significantly outpace revenue when product decisions are cost-aware
- Data-driven prioritization is critical in high-competition markets
- Simplification is often the strongest growth lever
Quantitative Outcomes:
+40% increase in new user acquisition
+52% revenue growth
+174% growth in profit
+40% increase in new user acquisition
+52% revenue growth
+174% growth in profit
Qualitative Impact:
- Clearer product positioning
- More scalable and maintainable product architecture
- Stronger alignment between product, business goals, and user needs
Milestone 4: Cost & Efficiency Optimization
Reprioritized the roadmap
Case Study
Elevating Business Success:
Achieving a 40% Surge in New User Acquisition and a 52% Revenue Increase and a Remarkable 174% growth in Profit
Elevating Business Success:
Achieving a 40% Surge in New User Acquisition and a 52% Revenue Increase and a Remarkable 174% growth in Profit
Denum
ABOUT THE PROJECT
The product is a B2C fintech platform operating in a competitive, price-sensitive market with high customer acquisition costs and strong pressure on unit economics.
By the start of the project, the business faced several critical challenges:
The company’s strategic objective was not only growth in users and revenue, but sustainable profit growth, achieved through product-led improvements rather than increased marketing spend.
By the start of the project, the business faced several critical challenges:
- Stagnating new user acquisition
- Inefficient conversion funnel
- Rising operational costs impacting profitability
- Limited product differentiation in a crowded fintech landscape
The company’s strategic objective was not only growth in users and revenue, but sustainable profit growth, achieved through product-led improvements rather than increased marketing spend.
Problem Statement
Despite stable traffic and brand awareness, the product demonstrated:
- Low conversion from visitor to registered user
- High drop-off during onboarding
- Suboptimal monetization mechanics
- Weak alignment between product features and core user needs
Solution
Primary Goals
Goals & Success Metrics
I led a product-led transformation focused on simplifying the user journey, realigning core features with high-value user needs, and optimizing monetization and cost structure. By redesigning onboarding, reprioritizing the feature set, and refining pricing mechanics, we unlocked scalable user growth while significantly improving revenue efficiency and profitability.
- Increase new user acquisition
- Improve revenue performance
- Achieve significant profit growth
Key Metrics (KPIs)
- New users (registrations)
- Conversion rate across the funnel
- Revenue
- Profit margin
- Conducted qualitative interviews with active and churned users
- Analyzed behavioral data across the funnel (activation, engagement, drop-off points)
- Reviewed competitor positioning, pricing models, and onboarding flows
- Users struggled to understand the product’s core value proposition within the first minutes
- Onboarding was overloaded and poorly sequenced
- Pricing and monetization were not aligned with perceived value
- Several high-cost features delivered low actual user value
Based on the discovery, I formed several key product hypotheses:
- Simplifying onboarding and clarifying the value proposition would significantly increase activation and registration rates
- Reprioritizing features around core user jobs would improve engagement and willingness to pay
- Optimizing pricing logic and monetization flows would increase revenue without increasing traffic
- Reducing operational complexity would positively impact profit margins
- Rebuilt onboarding flow with a focus on time-to-value
- Reduced the number of required steps to reach the core product action
- Introduced contextual guidance instead of static explanations
Result: measurable improvement in registration and activation rates.
Result: higher engagement with fewer but more valuable features.
- Audited existing features based on usage, cost, and business impact
- Deprecated or deprioritized low-value, high-cost functionalities
- Enhanced features directly linked to user retention and monetization
Milestone 1: Funnel & Onboarding Redesign
Milestone 2: Core Feature Prioritization
MFO
Market Position / Ratings
Interest Rate / APR (PSK)
Product & Functional Features
Product & Functional Features
MoneyMan
Top-ranked MFO, strong brand recognition
~0.5–0.8% per day (approx.)
Fully online application, instant card disbursement, loyalty programs
Simple onboarding, wide customer reach
~0–0.8% per day
(product-dependent)
(product-dependent)
Flexible terms, extensions, automated decisioning
Intuitive UI, strong personal account experience
Fast approval, low friction onboarding
Instant online loans, minimal requirements
Transparent terms, promotional offers for new users
Clear UX, high perceived fairness
Straightforward interface, quick access to funds
Fast application processing, core online lending features
~0–0.8% per day
Often 0%
for first-time borrowers
for first-time borrowers
Comparable to market average
Top-3 by volume, consistently high ratings
Frequently ranked high in user reviews
Strong customer loyalty, high review scores
Regularly appears in MFO rankings
Zaymer
Webbankir
Turbozaim
eKapusta
Project Duration
12
month
My Role
Discovery & Research
Product Strategy & Prioritization
UX & Funnel Optimization
Monetization
& Cost Efficiency
& Cost Efficiency
1
2
3
4
Analyzed the full acquisition-to-monetization funnel
Conducted qualitative user interviews
Performed competitive and market analysis
Defined a growth-focused product strategy
Made trade-off decisions to deprioritize low-value, high-cost features
Led a redesign of onboarding and activation flows
Worked closely with design and engineering to optimize key conversion points across the journey
Stage 1: Discovery & Research Phase
Stage 2: Strategy & Hypotheses
Stage 3: Execution & Key Milestones
Results & Impact
Key Learnings
Optimized pricing and monetization mechanics based on user behavior
Improved upgrade moments and plan clarity within the product
Reduced product and operational complexity
User & Market Research
Key Insights
Result: significant uplift in revenue per user.
- Revised pricing structure based on user segments and usage patterns
- Improved visibility and clarity of paid plans
- Optimized upgrade moments within the user journey
Milestone 3: Monetization & Pricing Optimization
Result: disproportionate growth in profit compared to revenue.
- Simplified product logic and internal processes
- Reduced maintenance and operational overhead
- Improved cross-team alignment (product, engineering, marketing)
- Sustainable growth in fintech is driven by clarity of value, not feature volume
- Profit growth can significantly outpace revenue when product decisions are cost-aware
- Data-driven prioritization is critical in high-competition markets
- Simplification is often the strongest growth lever
Quantitative Outcomes:
+40% increase in new user acquisition
+52% revenue growth
+174% growth in profit
+40% increase in new user acquisition
+52% revenue growth
+174% growth in profit
Qualitative Impact:
- Clearer product positioning
- More scalable and maintainable product architecture
- Stronger alignment between product, business goals, and user needs
Milestone 4: Cost & Efficiency Optimization
Reprioritized the roadmap
Case Study
Elevating Business Success:
Achieving a 40% Surge in New User Acquisition and a 52% Revenue Increase and a Remarkable 174% growth in Profit
Elevating Business Success:
Achieving a 40% Surge in New User Acquisition and a 52% Revenue Increase and a Remarkable 174% growth in Profit
Denum
ABOUT THE PROJECT
The product is a B2C fintech platform operating in a competitive, price-sensitive market with high customer acquisition costs and strong pressure on unit economics.
By the start of the project, the business faced several critical challenges:
The company’s strategic objective was not only growth in users and revenue, but sustainable profit growth, achieved through product-led improvements rather than increased marketing spend.
By the start of the project, the business faced several critical challenges:
- Stagnating new user acquisition
- Inefficient conversion funnel
- Rising operational costs impacting profitability
- Limited product differentiation in a crowded fintech landscape
The company’s strategic objective was not only growth in users and revenue, but sustainable profit growth, achieved through product-led improvements rather than increased marketing spend.
Problem Statement
Despite stable traffic and brand awareness, the product demonstrated:
- Low conversion from visitor to registered user
- High drop-off during onboarding
- Suboptimal monetization mechanics
- Weak alignment between product features and core user needs
Solution
Primary Goals
Goals & Success Metrics
I led a product-led transformation focused on simplifying the user journey, realigning core features with high-value user needs, and optimizing monetization and cost structure. By redesigning onboarding, reprioritizing the feature set, and refining pricing mechanics, we unlocked scalable user growth while significantly improving revenue efficiency and profitability.
- Increase new user acquisition
- Improve revenue performance
- Achieve significant profit growth
Key Metrics (KPIs)
- New users (registrations)
- Conversion rate across the funnel
- Revenue
- Profit margin
- Conducted qualitative interviews with active and churned users
- Analyzed behavioral data across the funnel (activation, engagement, drop-off points)
- Reviewed competitor positioning, pricing models, and onboarding flows
- Users struggled to understand the product’s core value proposition within the first minutes
- Onboarding was overloaded and poorly sequenced
- Pricing and monetization were not aligned with perceived value
- Several high-cost features delivered low actual user value
Based on the discovery, I formed several key product hypotheses:
- Simplifying onboarding and clarifying the value proposition would significantly increase activation and registration rates
- Reprioritizing features around core user jobs would improve engagement and willingness to pay
- Optimizing pricing logic and monetization flows would increase revenue without increasing traffic
- Reducing operational complexity would positively impact profit margins
- Rebuilt onboarding flow with a focus on time-to-value
- Reduced the number of required steps to reach the core product action
- Introduced contextual guidance instead of static explanations
Result: measurable improvement in registration and activation rates.
Result: higher engagement with fewer but more valuable features.
- Audited existing features based on usage, cost, and business impact
- Deprecated or deprioritized low-value, high-cost functionalities
- Enhanced features directly linked to user retention and monetization
Milestone 1: Funnel & Onboarding Redesign
Milestone 2: Core Feature Prioritization
MFO
Market Position / Ratings
Interest Rate / APR (PSK)
Product & Functional Features
Product & Functional Features
MoneyMan
Top-ranked MFO, strong brand recognition
~0.5–0.8% per day (approx.)
Fully online application, instant card disbursement, loyalty programs
Simple onboarding, wide customer reach
~0–0.8% per day
(product-dependent)
(product-dependent)
Flexible terms, extensions, automated decisioning
Intuitive UI, strong personal account experience
Fast approval, low friction onboarding
Instant online loans, minimal requirements
Transparent terms, promotional offers for new users
Clear UX, high perceived fairness
Straightforward interface, quick access to funds
Fast application processing, core online lending features
~0–0.8% per day
Often 0%
for first-time borrowers
for first-time borrowers
Comparable to market average
Top-3 by volume, consistently high ratings
Frequently ranked high in user reviews
Strong customer loyalty, high review scores
Regularly appears in MFO rankings
Zaymer
Webbankir
Turbozaim
eKapusta
Project Duration
12
month
My Role
Discovery & Research
Product Strategy & Prioritization
UX & Funnel Optimization
Monetization
& Cost Efficiency
& Cost Efficiency
1
2
3
4
Analyzed the full acquisition-to-monetization funnel
Conducted qualitative user interviews
Performed competitive and market analysis
Defined a growth-focused product strategy
Made trade-off decisions to deprioritize low-value, high-cost features
Led a redesign of onboarding and activation flows
Worked closely with design and engineering to optimize key conversion points across the journey
Stage 1: Discovery & Research Phase
Stage 2: Strategy & Hypotheses
Stage 3: Execution & Key Milestones
Results & Impact
Key Learnings
Optimized pricing and monetization mechanics based on user behavior
Improved upgrade moments and plan clarity within the product
Reduced product and operational complexity
User & Market Research
Key Insights
Result: significant uplift in revenue per user.
- Revised pricing structure based on user segments and usage patterns
- Improved visibility and clarity of paid plans
- Optimized upgrade moments within the user journey
Milestone 3: Monetization & Pricing Optimization
Result: disproportionate growth in profit compared to revenue.
- Simplified product logic and internal processes
- Reduced maintenance and operational overhead
- Improved cross-team alignment (product, engineering, marketing)
- Sustainable growth in fintech is driven by clarity of value, not feature volume
- Profit growth can significantly outpace revenue when product decisions are cost-aware
- Data-driven prioritization is critical in high-competition markets
- Simplification is often the strongest growth lever
Quantitative Outcomes:
+40% increase in new user acquisition
+52% revenue growth
+174% growth in profit
+40% increase in new user acquisition
+52% revenue growth
+174% growth in profit
Qualitative Impact:
- Clearer product positioning
- More scalable and maintainable product architecture
- Stronger alignment between product, business goals, and user needs
Milestone 4: Cost & Efficiency Optimization
Reprioritized the roadmap
Case Study
Elevating Business Success:
Achieving a 40% Surge in New User Acquisition and a 52% Revenue Increase and a Remarkable 174% growth in Profit
Elevating Business Success:
Achieving a 40% Surge in New User Acquisition and a 52% Revenue Increase and a Remarkable 174% growth in Profit
Denum
ABOUT THE PROJECT
The product is a B2C fintech platform operating in a competitive, price-sensitive market with high customer acquisition costs and strong pressure on unit economics.
By the start of the project, the business faced several critical challenges:
The company’s strategic objective was not only growth in users and revenue, but sustainable profit growth, achieved through product-led improvements rather than increased marketing spend.
By the start of the project, the business faced several critical challenges:
- Stagnating new user acquisition
- Inefficient conversion funnel
- Rising operational costs impacting profitability
- Limited product differentiation in a crowded fintech landscape
The company’s strategic objective was not only growth in users and revenue, but sustainable profit growth, achieved through product-led improvements rather than increased marketing spend.
Problem Statement
Despite stable traffic and brand awareness, the product demonstrated:
- Low conversion from visitor to registered user
- High drop-off during onboarding
- Suboptimal monetization mechanics
- Weak alignment between product features and core user needs
Solution
Primary Goals
Goals & Success Metrics
I led a product-led transformation focused on simplifying the user journey, realigning core features with high-value user needs, and optimizing monetization and cost structure. By redesigning onboarding, reprioritizing the feature set, and refining pricing mechanics, we unlocked scalable user growth while significantly improving revenue efficiency and profitability.
- Increase new user acquisition
- Improve revenue performance
- Achieve significant profit growth
Key Metrics (KPIs)
- New users (registrations)
- Conversion rate across the funnel
- Revenue
- Profit margin
- Conducted qualitative interviews with active and churned users
- Analyzed behavioral data across the funnel (activation, engagement, drop-off points)
- Reviewed competitor positioning, pricing models, and onboarding flows
- Users struggled to understand the product’s core value proposition within the first minutes
- Onboarding was overloaded and poorly sequenced
- Pricing and monetization were not aligned with perceived value
- Several high-cost features delivered low actual user value
Based on the discovery, I formed several key product hypotheses:
- Simplifying onboarding and clarifying the value proposition would significantly increase activation and registration rates
- Reprioritizing features around core user jobs would improve engagement and willingness to pay
- Optimizing pricing logic and monetization flows would increase revenue without increasing traffic
- Reducing operational complexity would positively impact profit margins
- Rebuilt onboarding flow with a focus on time-to-value
- Reduced the number of required steps to reach the core product action
- Introduced contextual guidance instead of static explanations
Result: measurable improvement in registration and activation rates.
Result: higher engagement with fewer but more valuable features.
- Audited existing features based on usage, cost, and business impact
- Deprecated or deprioritized low-value, high-cost functionalities
- Enhanced features directly linked to user retention and monetization
Milestone 1: Funnel & Onboarding Redesign
Milestone 2: Core Feature Prioritization
MFO
Market Position / Ratings
Interest Rate / APR (PSK)
Product & Functional Features
Product & Functional Features
Money-
Man
Man
Top-ranked MFO, strong brand recognition
~0.5–0.8% per day (approx.)
Fully online application, instant card disbursement, loyalty programs
Simple onboarding, wide customer reach
~0–0.8% per day
(product-dependent)
(product-dependent)
Flexible terms, extensions, automated decisioning
Intuitive UI, strong personal account experience
Fast approval, low friction onboarding
Instant online loans, minimal requirements
Transparent terms, promotional offers for new users
Clear UX, high perceived fairness
Straightforward interface, quick access to funds
Fast application processing, core online lending features
~0–0.8% per day
Often 0%
for first-time borrowers
for first-time borrowers
Comparable to market average
Top-3 by volume, consistently high ratings
Frequently ranked high in user reviews
Strong customer loyalty, high review scores
Regularly appears in MFO rankings
Zaymer
Web-
bankir
bankir
Turbo-
zaim
zaim
eKapusta
Project Duration
12
month
My Role
Discovery & Research
Product Strategy & Prioritization
UX & Funnel Optimization
Monetization
& Cost Efficiency
& Cost Efficiency
1
2
3
4
Analyzed the full acquisition-to-monetization funnel
Conducted qualitative user interviews
Performed competitive and market analysis
Defined a growth-focused product strategy
Made trade-off decisions to deprioritize low-value, high-cost features
Led a redesign of onboarding and activation flows
Worked closely with design and engineering to optimize key conversion points across the journey
Stage 1: Discovery & Research Phase
Stage 2: Strategy & Hypotheses
Stage 3: Execution & Key Milestones
Results & Impact
Key Learnings
Optimized pricing and monetization mechanics based on user behavior
Improved upgrade moments and plan clarity within the product
Reduced product and operational complexity
User & Market Research
Key Insights
Result: significant uplift in revenue per user.
- Revised pricing structure based on user segments and usage patterns
- Improved visibility and clarity of paid plans
- Optimized upgrade moments within the user journey
Milestone 3: Monetization & Pricing Optimization
Result: disproportionate growth in profit compared to revenue.
- Simplified product logic and internal processes
- Reduced maintenance and operational overhead
- Improved cross-team alignment (product, engineering, marketing)
- Sustainable growth in fintech is driven by clarity of value, not feature volume
- Profit growth can significantly outpace revenue when product decisions are cost-aware
- Data-driven prioritization is critical in high-competition markets
- Simplification is often the strongest growth lever
Quantitative Outcomes:
+40% increase in new user acquisition
+52% revenue growth
+174% growth in profit
+40% increase in new user acquisition
+52% revenue growth
+174% growth in profit
Qualitative Impact:
- Clearer product positioning
- More scalable and maintainable product architecture
- Stronger alignment between product, business goals, and user needs
Milestone 4: Cost & Efficiency Optimization
Reprioritized the roadmap