Consumer Fintech · AI · Personal Finance
A consumer money OS for everyday financial decisions
Product strategy for a personal-finance app that turns transactions, goals and intent into intelligent, on-time financial decisions — with AI used to assist users, not replace their judgement.
Product Strategist · AI Product Lead
- Industry
- Personal Finance
- Project Type
- Consumer Fintech
- Product Scope
- Mobile · AI · Budgeting · Savings
- Role
- Product Strategy · AI Product
In production·Full case study publishing soon. Preview below.
Request the long-form deck →The problem
What this project set out to solve
Most personal-finance apps surface charts, not decisions. The brief was to design an app that helps everyday users understand their money in plain language, set realistic goals, and act on small, well-timed nudges instead of overwhelming dashboards.
Approach
How the work was structured
A pragmatic sequence — diagnosis through to build-ready specifications.
User research into how non-experts actually think about money and goals.
Defining the core jobs: see, plan, save, decide, adjust.
Mapping where AI usefully adds judgement vs. where it should stay out of the way.
Designing primary journeys: onboarding, monthly plan, goal tracking, decision moments.
Trust, safety and disclosure model for AI-assisted financial guidance.
MVP definition and a phased capability roadmap.
Scope
What was in scope
- Consumer segmentation
- Core jobs-to-be-done
- AI use-case framework
- Primary user journeys
- Trust & disclosure model
- MVP and roadmap
Deliverables
What the client received
Product thesis
Segmentation
AI use-case map
Core user journeys
Trust & disclosure framework
MVP definition
Roadmap
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