Product Strategy
Defining vision, driving alignment, and translating analysis into outcomes
Genrea
Role: Product Manager (Strategy Focus)
Product: Shared Appreciation Mortgage Platform
Timeline: 2023–2025
Impact: Redesigned business model, launched MVP, enabled operational alignment.
Website: Genrea.com
Context
Genrea aimed to disrupt the US real estate market with a crypto-based shared appreciation mortgage.
In my role here I worked directly with the CEO to design and build a range of internal and customer facing platforms, and to rebuild the business model to realign to company focus with a more easily accessible and lucrative market segment.
Issue:
The original business model had misalignments between product, operations, and finance.
Approach
- Led a full business model rebuild using market and competitive analysis, plus internal operations mapping.
- Applied frameworks: SWOT, PESTEL, business model canvas.
- Facilitated cross-team workshops to realign design with operational and financial constraints.
Execution
- Built requirements, led user story mapping, collaborated with finance/ops/dev.
- Managed roadmap, prioritized high-leverage features for MVP.
- Designed validation tests for compliance and go-to-market.
Outcome
- Successfully aligned product features with real operational workflows and financial models.
- Enabled launch with regulatory approval and early adopter traction.
- Gained access to USD$500m investment fund with Demeter Investment Holdings.
Tools & Frameworks Used
- Excel, Figma, Mural, Jira, Confluence
- PESTEL, 5 Forces Analysis, SWOT Analysis
Capabilities Demonstrated
- Primary: Product Strategy
- Secondary: Product Ownership, Design, NPD
Key Learnings
- Early alignment between design, ops, and finance is non-negotiable for new FinTech products.
