Fintech · Digital Transformation · Product Strategy
Transforming Proshare from Financial Media into a Financial Intelligence Operating System
A platform modernization and monetization strategy integrating financial publishing, personalized intelligence, proprietary data, APIs, AI, and mobile experiences.
Product Strategist · Product Owner · Digital Transformation Lead
- Industry
- Financial Services & Fintech
- Project Type
- Enterprise Digital Transformation
- Product Scope
- Web · Mobile · Data · AI · APIs · Subscriptions
- Role
- Product Strategy & Product Ownership
- L01Publishing
- L02Dashboard
- L03Data & APIs
- L04AskProshare AI
- L05Mobile
Executive summary
The Opportunity
Proshare has built one of Africa's most extensive financial intelligence ecosystems, spanning market news, economic commentary, company information, regulatory insight, proprietary datasets, and historical research.
However, much of this value existed across disconnected content, data, and product experiences. The digital platform did not fully personalize the customer journey, commercialize available data assets, or provide a unified experience for investors, analysts, institutions, and financial professionals.
The transformation was therefore approached not as a website redesign, but as a platform, product, and business-model transformation.
"Proshare was not lacking information. It was lacking a unified product ecosystem capable of organizing, personalizing, and monetizing that information."
Before
- Content-led website
- Fragmented user journeys
- Limited personalization
- Underutilized data
- Limited recurring revenue
- Disconnected product ideas
After
- Financial Intelligence Operating System
- Personalized customer experiences
- Commercial data products
- AI-powered intelligence
- Mobile access
- Subscription and API revenue
The challenge
The Strategic Challenge
What was really at stake
- Customer retention
- Product relevance
- Revenue diversification
- Data commercialization
- Institutional adoption
- Competitive positioning
My mandate
My Mandate
My responsibility was to define the future-state product architecture and translate the transformation vision into an executable product roadmap.
Alero Awoyemi
Product Strategist · Product Owner · Transformation Lead
Acted as the connective tissue between strategy, product, design, data, AI, commercial and engineering teams.
Approach
The Product Strategy Process
A five-phase approach moving from current-state assessment to a phased implementation roadmap.
- Homepage and content review
- User registration
- Search and discovery
- Data presentation
- Research access
- Subscription journey
- Mobile usability
- Publishing workflows
Audience segmentation
Designing for Different Financial-Market Participants
Seven primary segments, each with distinct objectives, pain points and required platform features.
Product ecosystem
The Financial Intelligence Operating System
Five interconnected product layers — publishing, dashboard, data & APIs, AI and mobile — orchestrated as one coherent intelligence platform.
- Proshare News & Publishing: Financial news, Market analysis, Economic commentary, Regulatory updates, Research reports, Newsletters, Podcasts, Video content, Sponsored content
- Personalized Financial Dashboard: Personalized greeting, Preferred sectors, Followed companies, Saved articles, Watchlists, Market alerts, Recommended reports, Recently viewed content, Research history
- Proshare Data Infrastructure & APIs: Company data, Financial statements, Corporate actions, Sector dashboards, Market indicators, Historical datasets, Investor-relations data, Governance information, Proshare Index, API access
- AskProshare AI: Natural-language financial research, Report summarization, Company comparisons, Regulatory intelligence, Historical research access, Scenario analysis, Analyst research support
- Proshare Mobile Application: Personalized news, Push notifications, Watchlists, Saved reports, Portfolio tracking, Premium content, AskProshare access, Cross-device synchronization
Personalization
From Generic Content to Personalized Intelligence
A five-step user journey that turns first-touch visitors into a personalized, continuously-improving intelligence workspace.
- 01
User Registration
A streamlined account creation that captures only what's needed to begin personalization.
- 02
Role Selection
Users self-identify so the system can tailor content, data and tools to their workflow.
- Retail investor
- Institutional investor
- Analyst
- Executive
- +4
- 03
Preference Selection
Sectors, companies, asset classes, formats and notification cadence shape the personalized feed.
- Preferred sectors
- Companies
- Asset classes
- Content formats
- +2
- 04
Personalized Dashboard
A persistent workspace surfacing recommended content, watchlists, sector updates, saved reports and alerts.
- 05
Continuous Improvement
The experience becomes more relevant as the user saves, follows, searches, reads and interacts with the platform.
Live preview
Personalized dashboard — by persona
Recommended for you
- 01Insight: Personalized dashboard
- 02Insight: Watchlists
- 03Insight: Plain-language explainers
Watchlist
Accessible market news
Sector focus
Watchlists
Subscription
Premium Investor
Tailored to retail investor workflows.
Alerts
- · New report in followed sector
- · AskProshare summary ready
- · Index update available
Architecture
Connecting Content, Data, and Artificial Intelligence
A layered architecture moving from raw sources through structured data and intelligence to consumer and enterprise experiences.
Layer 01
Data sources
- · Financial reports
- · Market data
- · Company filings
- · Historical research
- · Editorial content
- · Sector analysis
- · Regulatory information
- · Corporate actions
Layer 02
Data layer
- · Structured data warehouse
- · Content repository
- · Metadata and taxonomy
- · Search index
- · API management
- · User preference data
Layer 03
Intelligence layer
- · AskProshare AI
- · Retrieval-augmented generation
- · Semantic search
- · Recommendation engine
- · Summarization
- · Comparison tools
- · Research assistance
Layer 04
Experience layer
- · Website
- · Personalized dashboard
- · Mobile application
- · Enterprise APIs
- · Developer portal
- · Institutional dashboards
AskProshare provides financial information and research support. It does not provide personalized financial advice.
Monetization
Designing a Diversified Revenue Model
A tiered access model spanning free, premium, professional and enterprise, complemented by additional revenue channels.
Tier
Free
Access core financial news and selected market data.
- Public financial news
- Selected market data
- Basic newsletters
- Limited company information
- Selected educational resources
Tier
Premium Investor
Personal intelligence for active retail investors.
- Personalized dashboard
- Market alerts
- Watchlists
- Premium articles
- Selected research
- Deeper company information
- Limited AskProshare access
Tier
Professional
Deep research and tooling for analysts and pros.
- Advanced research
- Company comparison tools
- Sector intelligence
- Financial data
- Screening tools
- Historical reports
- Expanded AI access
- Export capabilities
Tier
Enterprise & API
Programmatic access and licensing for institutions.
- API access
- Data feeds
- Historical datasets
- Custom dashboards
- Institutional licensing
- User administration
- Priority support
- Custom data products
Additional revenue channels
- Sponsored intelligence
- Premium reports
- Corporate visibility products
- Investor-relations services
- Data licensing
- Events and webinars
- Research partnerships
- Newsletter sponsorship
- Multimedia sponsorship
Pricing values are intentionally omitted from this case study and are configured outside the public site.
Deliverables
What I Defined and Delivered
A spectrum of strategic, product, experience, commercial, delivery and technology deliverables produced across the engagement.
Digital transformation brief
Strategy
Current-state assessment
Strategy
Future-state product vision
Strategy
Platform architecture
Technology
Audience segmentation
Strategy
User journeys
Experience
Personalization model
Experience
Platform sitemap
Experience
Homepage strategy
Experience
Dashboard requirements
Product
Mobile application requirements
Product
DaaS architecture
Technology
AskProshare integration model
Technology
Subscription tiers
Commercial
Monetization strategy
Commercial
Product requirements
Product
Functional requirements
Product
Product roadmap
Delivery
MVP definition
Delivery
Implementation plan
Delivery
Product governance
Delivery
Product KPIs
Commercial
Roadmap
A Phased Transformation Roadmap
Switch perspectives to see what each phase delivers across product, customer, commercial and technology lenses.
- Phase 1
Platform Foundation
- Publishing
- Dashboard
- Search
+ Full feature list
- · Modernized homepage
- · Publishing experience
- · Registration
- · User profiles
- · Preference selection
- · Personalized dashboard
- · Subscription infrastructure
- · Search
- · Analytics
- Phase 2
Intelligence & Data Products
- DaaS
- AskProshare
- Index
+ Full feature list
- · Structured company data
- · Sector dashboards
- · Proshare DaaS
- · Proshare Index
- · Advanced search
- · Investor-relations data
- · Premium research
- · AskProshare
- Phase 3
Mobile & Enterprise Expansion
- Mobile
- APIs
- Institutional dashboards
+ Full feature list
- · Mobile application
- · Push notifications
- · Enterprise APIs
- · Developer portal
- · Screening tools
- · Institutional dashboards
- · Partner integrations
- Phase 4
Ecosystem Growth
- Embedded products
- Predictive intelligence
+ Full feature list
- · Third-party applications
- · Embedded intelligence
- · Custom enterprise products
- · Regional expansion
- · Predictive intelligence
- · Data partnerships
Outcomes
Strategic Value Created
Strategic outcomes achieved
- Consolidated multiple product initiatives into one ecosystem
- Reframed the initiative as a business-model transformation
- Defined the relationship between content, data, AI, mobile, and subscriptions
- Established user segments and personalized journeys
- Created a phased product roadmap
- Identified recurring-revenue opportunities
- Structured proprietary information as data products
- Produced build-ready product requirements
Target business outcomes
- Increase registered-user conversion
- Improve retention
- Grow recurring subscription revenue
- Increase utilization of historical research
- Create enterprise API revenue
- Improve product discovery
- Expand African market reach
- Improve research efficiency
- Reduce dependency on one-off content revenue
Target outcomes are presented as future performance objectives and not as completed results.
Complexity
Why This Was More Than a Website Redesign
"The work required aligning product strategy, customer experience, data architecture, artificial intelligence, commercial models, and phased delivery within one coherent transformation programme."
My role
My Contribution
Alero Awoyemi
Product Strategist · Product Owner · Transformation Lead
Profile image placeholder
I led the product thinking behind the transformation, including the platform vision, audience segmentation, product architecture, personalized experience, data-product strategy, AI integration, monetization framework, and phased roadmap.
I translated strategic objectives into structured product modules and build-ready requirements for design, engineering, data, commercial, and stakeholder teams.
- Product Vision
- Product Strategy
- Product Ownership
- Digital Transformation
- Business Analysis
- UX Strategy
- Data Products
- AI Product Strategy
- Monetization
- Roadmapping
- Stakeholder Management
- Requirements Engineering
What's next
What I Would Validate Next
The next stage should validate the highest-value assumptions before significant engineering investment, ensuring that the roadmap is driven by evidence rather than internal opinion.
- H01
Willingness to pay
- H02
Premium-feature demand
- H03
API demand
- H04
AskProshare adoption
- H05
AI answer quality
- H06
Mobile application demand
- H07
Alert preferences
- H08
Data completeness
- H09
Registration conversion
- H10
Paid-subscription conversion
Let's talk
Do you have valuable data, content or institutional knowledge that hasn't been converted into a scalable product?
I help organizations transform underutilized assets, fragmented customer journeys and complex business requirements into commercially viable digital platforms, AI products, data services and recurring-revenue models.
Alero Awoyemi
AI Product Strategist · Senior Product Manager · Digital Transformation Lead
Certain commercial, technical, and operational details have been simplified or excluded to protect confidential business information. This case study focuses on publicly shareable product strategy, transformation methodology, and deliverables.