Challenge
Finroy had spent two years building for accountants and small business owners without finding product market fit or investment. The company needed a strategic redirection and a story investors could back.
Approach
The engagement began with a product audit and strategic consultation that reshaped the product vision, the brand direction, and the investor narrative around small business owners. Once funding landed, the role expanded: leading product requirements, UX research and design, marketing alignment, and sourcing and managing the technology team to deliver the MVP.
Results
Finroy emerged with a clear direction and secured $1M in seed funding on the strength of the repositioning, building momentum toward launch.
Impact
A stalled product became a fundable company: an AI powered budgeting tool headed to market on a focused strategy and a foundation built to ship.
More work
Proof, by project.
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