Case Studies
Each project led by outcome, grounded in discovery.
De-Risked a New Business Line by Prototyping Treasury Before the First Sprint
VoPay's CEO sponsored a new treasury business line — I prototyped the product with Claude Code and InstantDB before engineering committed.
VoPay — Canadian embedded finance scale-up · Sole product manager since 2022.
Strategic Why
VoPay's CEO sponsored treasury management as a net-new business line targeting enterprise CFOs and Treasury Managers. The challenge: commit engineering to a domain we didn't yet have deep product expertise in. I chose a prototype-first approach to validate the product shape — and the data model — before the first sprint.
Discovery & Validation
Demoed the Claude Code prototype to treasury experts first to ground the product in domain reality, then to potential enterprise customers (CFOs and Treasury Managers) to pressure-test priorities. Expert feedback defined which calculations and flows mattered most; customer demos validated the sequencing.
How I Built It
Prototyped the product end-to-end in Claude Code with no prior treasury domain expertise — learning the domain by building it. Connected the prototype to InstantDB so the data model was testable from day one; as customer feedback surfaced new calculations, I iterated the schema in real time. Engineering inherits a working reference and a validated data model, not just a PRD.
Senior PM Edge
Tradeoffs & What I Cut
We deprioritized yield/investment features for launch focus — until a Vegas demo surfaced a potential customer who saw treasury's value not as reporting on cash, but as growing cash without leaving the system. That single conversation pushed yield/investment back up the roadmap and shaped the post-launch sequencing.
Outcome
Currently in build — started mid-March 2026, delivering every 4 weeks on a 2-person team. Prototype validated product direction through expert-first then enterprise customer demos. Data model defined in InstantDB ahead of engineering commit. Target launch: September 2026.
Reduced Manual RFI by 40% with Rule-Based KYC Logic
VoPay needed to onboard business clients faster without increasing compliance risk.
VoPay — Canadian embedded finance scale-up · Sole product manager since 2022.
Strategic Why
As VoPay expanded its embedded finance partnerships in Canada, manual onboarding was creating bottlenecks — costing the sales team deals and increasing operational overhead under FINTRAC compliance load.
Discovery & Validation
Analyzed Zendesk support tickets and interviewed the onboarding team to identify the top 10 RFI triggers. Ran a data pull to quantify drop-off rates at each step.
How I Built It
Mapped every RFI trigger into a decision tree from Zendesk ticket data and onboarding-team conversations before scoping. Designed the rule logic against Transunion's verification API contract — engineering inherited a fully-specified ruleset, not a discovery brief. A v2 of this product is in flight now, where I'm prototyping the new flows in Claude Code before commit.
Senior PM Edge
Tradeoffs & What I Cut
Chose to automate only Tier 1 and Tier 2 risk clients. Tier 3 still requires manual review — a tradeoff that slowed onboarding for ~15% of clients but was the right call for regulatory safety.
Outcome
~40% reduction in manual RFI · 35% faster time-to-onboard · contributed directly to higher sales pipeline conversion. v2 currently being prototyped in Claude Code.
Built VoPay's Primary Revenue Driver with a Whitelabel Lending Collections Platform
Lenders needed flexible, branded payment collection — VoPay needed a scalable revenue model.
VoPay — Canadian embedded finance scale-up · Sole product manager since 2022.
Strategic Why
VoPay was shifting from a transaction processor to a full financial services partner. eLinx was the flagship product to prove that model — and win enterprise lending clients who needed a whitelabel-ready, API-first collections experience.
Discovery & Validation
Ran discovery interviews with 3 lenders to map their payment scheduling pain points. Designed the flexible scheduling logic in Figma and walked stakeholders through interactive flows before writing a single PRD.
How I Built It
In 2023 — before AI prototyping was in my toolkit — the build relied on heavy upfront design work. Designed the full scheduling logic in Figma (flexible schedules, retry rules, lender-branded UI) and walked stakeholders through it interactively before scoping. Engineering inherited a fully-specified design, not a discovery brief — eliminating two weeks of back-and-forth on requirements.
Senior PM Edge
Tradeoffs & What I Cut
Initially wanted to support 8 payment schedule types. After engineering scoping, launched with 4 and shipped ~30% faster — the right call to validate market fit before broadening the surface area.
Outcome
Became VoPay's primary revenue driver. Offered lenders 30% more flexibility in payment scheduling. Shortened the enterprise sales cycle by giving prospects a live demo environment.
Unlocked a New B2B2C Revenue Line for VoPay with a Whitelabel Web-App
VoPay's lenders wanted to serve borrowers beyond the loan — cPortal is their branded multi-service web-app.
VoPay — Canadian embedded finance scale-up · Sole product manager since 2022.
Strategic Why
VoPay's strategy is to consolidate financial services into one platform so customers stop stitching providers together. For lenders — a core segment — a loan-only app doesn't pay back economically. cPortal turns one-time borrowers into repeat users across wallets, international transfers, bill pay, and gift cards, while giving lenders a markup revenue stream and richer customer insight beyond the loan event.
Discovery & Validation
Prioritized four services already live in VoPay's product portfolio — Global Send, Bill Pay, Gift Cards, and wallets — to reach launch fast on proven infrastructure. An anchor lender is lined up as the first whitelabel customer at launch: VoPay sets feature priority, but launch scope was negotiated against this lender's use case in a mutual roadmap agreement.
How I Built It
Used Claude Code to prototype specific flows and validate UX decisions ahead of engineering — particularly for the integrations that touched multiple existing VoPay APIs at once. This gave engineering a working reference where integration risk was highest, without rebuilding the whole app in prototype form.
Senior PM Edge
Tradeoffs & What I Cut
Cut the direct-customer variant for launch: end-users will remain under their lender's VoPay account rather than onboarding to VoPay directly. This deferred KYC/KYB infrastructure to a future phase but let us ship on May 8 with controlled risk during a net-new product launch.
Outcome
Launching May 8, 2026, to VoPay's enterprise customers — primarily lenders, with an anchor lender as the first whitelabel customer. Scope at launch: wallets + Global Send + Bill Pay + Gift Cards, in a single whitelabel web-app. Phase 2 roadmap: expand the service catalog and harden the launch shortcuts.
Director on a 3-Person Founding Team Shipping a Cross-Platform Consumer App Outside Fintech
A part-time Director role outside VoPay: helping a 3-person founding team ship a script-practice app for actors — AI-tooled end-to-end across product and the marketing site.
Luna Lines — Independent consumer app for actors · Director, Product & Growth on a 3-person founding team.
Strategic Why
Luna Lines targets a niche consumer need: actors practicing scripts with voice playback. I joined as Director alongside the founder and co-founder, who together cover engineering, design, and product. The team committed to AI tooling end-to-end so 3 people could ship and run a working consumer product outside fintech without growing headcount.
Discovery & Validation
Interviewed 12 actors and acting coaches to validate the core use case. Tested 3 different value propositions before landing on voice playback + PDF script scanning as the primary hook.
How I Built It
Co-built product flows in Claude Code alongside the engineering co-founder; maintain the marketing site myself with the same toolchain. The AI workflow let a 3-person team ship feature parity across Android and iOS, run a paid tier, and keep the website current — without growing the team.
Senior PM Edge
Tradeoffs & What I Cut
Launched with core script-practice functionality only — deferred social features and coach collaboration tools to V2 to keep the initial build lean.
Outcome
Launched on Android first (10k+ downloads), then expanded to iOS. Paid tier (Luna Lines Pro) live with monthly and annual subscribers. Proves a 3-person founding team can ship and grow a cross-platform consumer product outside fintech with AI tooling end-to-end.
