Growing a capital-markets app 18×.
Over four years I grew with Deciml from CRM to Associate PM — owning the onboarding funnel, the activation loop, and retention for a 0→1 investing product in a heavily regulated space.
In fintech the funnel is the product. Every acquisition rupee is wasted if it drops at onboarding — so I found the step that gated the most value and fixed it first.
Own the funnel end to end.
Rebuilt KYC onboarding (+30% install-to-KYC), A/B-tested onboarding and notification timing (+26% activation, −20% 30-day churn), shipped 30+ features on a P1/P2/P3 roadmap, and distilled 1,500+ user interviews into launches like digital gold and RFM cross-sell campaigns adding ~₹6L AUM/day.
Where I pointed the effort.
Fix KYC first
It's the gate everything sits behind — a 30% lift there compounds through every later step.
Test, don't argue
Activation and churn are too expensive to decide by opinion — structured experiments turned debates into measured wins.
Prioritize ruthlessly
A simple P1/P2/P3 framework kept a small team shipping the 30+ things that mattered, not everything at once.
Compounding funnel wins into 18× growth.
₹25L monthly AUM added
rate
30-day churn