Achieve
The goal
Freedom Financial (now Achieve) helps people get out of debt. The goal was growth: more people finding, starting and finishing loan applications online.
The challenge
Debt resolution runs on trust, and the competition makes borrowing look effortless. Marcus, Upstart, SoFi and Prosper all promise money in minutes. Every extra screen and confusing question costs real applicants.
My role
I led strategy, research, design and development, and owned the client relationship. That meant aligning a wide room, from legal and compliance to the CEO and several VPs, then driving the roadmap with engineering and reporting on it as we went. I ran the research readouts, turned what users taught us into new features and cleared each one with legal and compliance before it shipped.
How I approached it
We interviewed 14 loan seekers, experienced and first-time. They wanted faster and more digital. So we cut the competitors' screen and question counts down, verified income through Plaid instead of paperwork and built a proper co-applicant path.
The product cannot just function. It has to feel safe.
The result
An extra $2.3 million per month in digital loan originations. Loan margins up 110%. TCPA acceptance, the consent that lets the business follow up, up 200%.
