Product and business turnaround for a fintech in Kenya

ndovu.co is a Kenyan investment platform that had grown to 45,000+ registered users, but fewer than 2,000 had ever made an investment — a conversion gap the CTO attributed to a sub-optimal product experience.

Reporting directly to the CEO and working directly with the other co-founders, I mined the platform's backend data to uncover usage patterns, finding that around 150 users accounted for over 80% of deposits, then audited and redesigned core flows — onboarding, direct invest and goal invest — building out a design system in the process.

Alongside the product work, I restructured subscription fees and forex mark-ups for full pricing transparency, built the company's first management dashboard (replacing six hours of manual spreadsheet-to-PowerPoint work every week), rewrote the website's content and information architecture, and rebuilt the sales team's targets, CRM and enablement tools.

Delivered over six months, the engagement led to a five-fold increase in investor deposits. According to the co-founder and COO, the pricing work “brought clarity and structure to an area we'd long wanted to improve,” and the dashboard “massively improved how we make decisions at the leadership level.”