Case study
RUUT
From one money transfer product to a full digital bank, rebuilt screen by screen, and taken into the UK.
RUUT
From one money transfer product to a digital bank, and into the UK
The problem
A single purpose remittance app for Turks in Germany and Austria. The board wanted a full digital bank for the diaspora across Europe, and then the UK. That is not a roadmap item. It is a new proposition, a new product set, new partners, a new regulatory position and a new market, all at the same time.
What I did
Proposition. Turned a one product transfer app into a digital banking proposition, and worked out which products earned their place.
Experience. Rebuilt the brand and the customer experience end to end, every screen and every flow, shipped rather than presented.
Partner. Selected and managed the partners behind the new products, and held those relationships through delivery.
Expansion. Ran the UK market entry, including the partner and regulatory architecture that lets the brand operate on a distributor position while the full licence is built out underneath it.
What was delivered
A digital banking brand with cross border payments open to all EU citizens and residents, and a UK entry aimed at a Turkish community of close to one million people, with retail and business accounts, cards and remittances, on a route to a fully licensed position.
Proposition · Experience · Partner Selection · Expansion
In your team until it's live.
Not a report, not a retainer, not a subcontractor in the middle. I come in at the decision and I leave when customers are using it. The first call is free. Tell me where things stand and we will see together whether I can help. If I cannot, you will still leave with two or three things worth doing.