— ROLE
App development
Go To Market
Partnership Development
— TECH & TOOLS
Ruby on Rails
Hotwire + Stimulus.js
Astra Payments API
DigitalOcean
VPN Tunneling
Facebook Advertising
Creative Market
Photoshop
Canva
Millions of Americans don’t invest because they’re afraid to lose their money.
Odo was a startup that strategically partnered with one of the world’s top five investment banks to offer principal-protected wealth growth.
The app was designed to focus people on goals and community support, not dollars & cents, which research shows always contributes to anxiety, which leads to poor financial decisionmaking.
Design & Code
Fundraising slide, featuring screenshots of the money-moving & goal-tracking app I built from the ground up.
Go To Market
We acquired test users for the beta test in Fall 2021 largely through ads, testing our ability to build trust with people we don’t know in a marketplace of advertisers competing for their attention.
The acquisition funnel looked like this:
Social Media ad —> Email list —> Typeform Survey —> Sit on waitlist for the beta to begin (2-3 weeks for most people) —> Invite to the beta —> Sign up (create & verify user account —> Connect bank account —> Deposit Money.
Only people who got all the way “Deposit Money” counted as acquired beta customers. Those customers are what we classify as being a $34 CAC — stellar for novel consumer fintech.
Success was in the constant use of trust-building & reassuring messaging, imagery, and follow-through.
