Helping small businesses make better financial decisions

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Small business owners in the Netherlands were underserved. Banking tools were fragmented, hard to use, and built for large enterprises — so owners leaned on accountants and support for basic tasks, a costly and slow way to work.

Rabobank saw both a customer problem and a commercial opportunity: a digital product giving owners real-time insights, less reliance on support, and the confidence to decide faster.

Owners didn't need more financial data — they needed the confidence to act. I focused the product on three things: cash flow today, what's coming next, and taking action without an accountant.

Onboarding was the biggest drop-off point, so I simplified the account-connection flow and added clearer guidance — cutting onboarding drop-off by 42%.

“The user experience was strong enough that selling the idea internally was never the hard part — it made getting buy-in from the bank straightforward.” — Senior Stakeholder, Rabobank.

After a successful beta, Rabobank rolled the validated concepts into its main Business Banking app, reaching far more customers.

The biggest insight came from observing small businesses in context rather than relying on interviews alone. Their challenge wasn’t understanding financial data — it was knowing whether next month would be okay. That reframed the product from reporting information to supporting decisions.

So I work to uncover the real problem before anything is specified, then use workshops and prototypes to get stakeholders agreeing on something they can see rather than something described on paper. If your domain is complex or unfamiliar, that’s what keeps an expensive redesign from arriving after launch.