Product Marketing and Copywriting for early-stage startup

Led brand positioning, narrative strategy, onboarding redesign, offer architecture and competitive analysis for a UK-based financial planning platform. Reframed the product from a feature-heavy projection tool into a guided, educational experience focused on fast insight, trust and long-term decision clarity. Built the messaging foundation for launch, defined the Founder strategy, and aligned product flow with conversion goals.

Defined the core positioning as a UK-focused financial education tool, not financial advice

Clarified regulatory boundaries and aligned all messaging with “inform, not advise”

Articulated the core problem: helping users understand what their finances could look like in 5, 10, 20 years or at retirement

Defined target audience segments by life stage and decision type

Identified emotional blockers: trust, fear of negative outcomes, complexity

Established differentiation pillars: UK-centric, whole-of-life planning, educational framing

Rewrote the landing page narrative from feature-led to question-led and outcome-led

Structured messaging around real-life financial questions such as retirement timing, rent vs buy and saving rate impact

Built a consistent educational tone aligned with brand guardrails

Developed a clear What this is / What this is not framework to prevent mispositioning

Integrated trust messaging directly into the value proposition, including privacy, no bank login and encryption

Audited the 17-step profile setup and identified friction caused by perceived workload

Reframed onboarding from a long form into a guided learning journey

Proposed restructuring 17 steps into 5 visible phases to reduce cognitive load

Shifted the strategy from “complete profile first” to “see projections fast, refine later”

Recommended positioning Projections as the product starting point rather than a reward

Defined success state: user sees meaningful output within minutes

Clarified the core product loop: Profile → Projections → Scenarios → Financial Tools

Positioned the profile as an accuracy layer rather than a gate

Structured product hierarchy between baseline modelling, scenario comparison and deeper tools

Embedded the educational layer inside the product experience

Audited the initial Founder offer and identified value anchoring risks

Repositioned Founder plan from “free year” to structured beta with conversion logic

Designed feedback-based unlock mechanism for discounted founder rate

Created founder status states: active, unlocked, converted and cancelled

Defined beta email journey including activation, feedback prompts and conversion reminder

Protected Premium value while still incentivising early adopters

Analysed UK and international competitors including ProjectionLab, RetireEasy, EvolveMyRetirement, Lifetise, OnTrajectory and Boldin

Identified niche-first strategy as key growth lever

Extracted frictionless try-mode insight from competitors

Evaluated trust positioning and pricing psychology across the market

Defined where MFF can win and where it risks losing

Defined launch scope and ICP for UK market

Set primary goal: 150 Founder Members

Structured freemium plus Founder model

Identified need for early social proof and authority signals

Built question-led marketing angles for paid testing and organic content