A growth engine for a super-app

The problem

I joined Botim as Product Manager for Growth & Cross-Sell. Botim was known as a calling app, and only 3.5% of monthly active users made a fintech transaction. More campaigns were not moving that number, so before building anything I looked for why. I found three blockers:

• Users didn't know Botim had fintech at all. User research showed this was the biggest problem. People saw Botim as a way to call home, not a place to send money, borrow or buy gold.
• Growth had no flexible levers. The promotion engine worked for one service only, there were no dynamic segments, and every campaign meant hours of setup and a long approval chain.
• Nobody could see user journeys. We knew how many people transacted, but not where they dropped off.

How I approached it

1. Fixed discovery first, by putting money moments where users already were.

• A dedicated Money tab that explains each service, with a live currency calculator for international transfers.
• For You and Discover sections on the homepage, showing the services most relevant to each user.
• Splash screens for campaigns and moments like Akshaya Tritiya gold offers.
• Interactive fintech service widgets to build discovery of fintech services on Botim.

Fixing awareness before spending on rewards was the key call: users entering fintech went from 900K to 1.9M in a month, and to 3.5M within 6–8 months.

2. Gave Growth levers they could pull without engineering.

• Boost, a reusable rewards engine (do X, get Y) for cashback, gold and VIP subscriptions, later extended into lending. See the Boost case study.
• MoEngage for segmentation and personalised in-app campaigns. Scaling it wasn't my job, but my goals depended on it, so I worked with DevOps to scale campaign infrastructure and add a queuing mechanism.
• An in-house Segment Builder after outages with the third-party tool, cutting campaign setup from 4–5 hours to under 3 minutes.

3. Made data visible across the company.

It wasn't my KPI, but I led the Amplitude rollout across 12 squads: I got the CTO's sign-off during a re-architecture, ran company-wide training and office hours, and pushed every team to track a "bad funnel" of errors, not just conversions.

Outcome

• Fintech transacting users grew from 3.5% to 8% of monthly active users in one year.
• Users entering fintech went from 900K to 1.9M in a month, and to 3.5M within 6–8 months.
• Campaign setup went from 4–5 hours to under 3 minutes.
• All 12 squads now make decisions on one analytics platform.
• My scope grew from Growth & Cross-Sell to lending at six months, and to the Chats and Homepage squads at one year.

Design