Case study · Fintech
NAXEX is a fintech trading platform whose customers had to download and install a Windows desktop application before they could trade. I led the product and delivery of a browser-based replacement, from research through launch. Visitor to depositor conversion improved 68%, time to first deposit fell by more than half, and acquisition cost dropped around 50%.
30 minutes. No pitch, no deck.
Three outcomes the company tracked itself. Each tile states the metric, the reading the page publishes, and what was being measured over which period.
Visitor to depositor conversion
+68%
NAXEX, fintech trading platform. Website visitors going on to make a first deposit, after the web platform replaced the desktop download.
Time to first deposit
Days to Hours
over 50% faster 50%+ faster
Elapsed time from registration to a funded account, measured against the legacy desktop application.
Customer acquisition cost
-50%
Cost to acquire a depositing customer, same period after launch.
Figures from the client's own analytics. Before readings are the trailing period prior to the engagement. Nothing is modeled, estimated or rounded.
Three facts, so you can decide in five seconds whether this is your company.
Product
A Windows desktop trading application that customers had to download and install before they could begin trading.
Team
Three frontend developers, three backend developers, a development manager, product managers, and QA specialists.
The bottleneck
New users had to complete registration, download software, install it on their computer, and learn how to use a platform designed primarily for experienced traders.
01
The desktop architecture made it impossible to track customer behavior across the full conversion funnel. The company could not identify precisely where customers abandoned the process or which onboarding steps were preventing first deposits.
Before I joined, NAXEX customers had to download and install a Windows desktop application before they could begin trading. This created significant friction at the most critical point in the customer journey.
New users had to complete registration, download software, install it on their computer, and learn how to use a platform designed primarily for experienced traders. The path from visiting the website to becoming an active, depositing customer could take days.
The company wanted a modern web platform that could eliminate the download requirement, reduce time from registration to first deposit, make trading accessible to less experienced customers while retaining advanced capabilities, and meet strict regulatory and compliance requirements. Management expected the first production version within four months.
02
I led the project end to end, from initial research through production launch and ongoing optimization, as product and delivery lead.
Decisions I owned
The cross-functional team included three frontend developers, three backend developers, a development manager, product managers, and QA specialists. I coordinated all of them.
03
The product strategy addressed three distinct challenges: removing the download barrier, serving two very different audiences, and turning compliance from a blocker into a streamlined experience.
Move one
Built the platform as a fully browser-based experience. No downloads, no installations. Register, complete onboarding, fund your account, and begin trading in one session.
Move two
Designed two distinct experiences. Simple Mode helped beginners take their first steps with guided elements and trend-following. Expert Mode retained advanced charts, signals, and full trading controls.
Move three
Designed a risk-based onboarding process that adapted verification requirements to the customer profile. Most customers completed a shorter journey without weakening regulatory controls.
Move four
Created a dedicated Scrum team working in two-week sprints with continuous delivery. Product managers worked alongside developers in the same room, using short specs and real-time decisions.
04
Visitor to depositor conversion improved 68%, time to first deposit dropped by more than 50%, and customer acquisition cost fell by approximately 50%.
The web platform launched with real customers after four months. Within six to eight months it reached full production. Over time, approximately 70% of users migrated from the legacy desktop application.
The platform grew from hundreds of early users to tens of thousands and went on to support hundreds of millions of dollars in customer funds and trading activity.
The full figures are in the results card above and come from the client's own analytics.
Three principles from this engagement that hold outside fintech. They are the part worth stealing whether or not your product looks anything like NAXEX.
01
Replacing a desktop download with a browser-based experience eliminates the single largest barrier in the customer journey.
02
Designing separate simple and expert modes matches the interface to each user's experience level instead of forcing both into a single compromise.
03
Risk-based compliance personalization reduces verification friction for low-risk customers while maintaining full regulatory controls.
A fractional CPO can lead the strategy, the team, and the delivery.
30 minutes. No pitch, no deck.
Thirty minutes with Sivan Kadosh. Bring the number that is not moving and I will tell you what I would do about it, whether or not you hire me.
Book a Product Strategy SessionClient references are published at /references/, and further references are available on request.
