Challenge
Finroy, founded by Bill Murphy—well known in Canadian FinTech for scaling and exiting Wagepoint—had spent two years developing a product for accountants and small business owners but struggled to find product-market fit or secure investment. Recognizing the need for a new direction, Murphy engaged me to evaluate the product, provide a clear strategy, and help position the company for its next phase.
Objective
My role was to help redefine the product vision, align it more directly with the needs of small business owners, and guide the company toward a fundable and buildable plan.
Outcome
I began with a product audit and consultation that shaped a new brand direction and investor story. This work supported Finroy in raising $1M in funding. Following the raise, I was engaged as Fractional Product Lead to carry the vision through execution—leading product requirements, UX research, design, and marketing alignment, while sourcing and managing a technology team to deliver the MVP.
Outcome
I began with a product audit and consultation that shaped a new brand direction and investor story. This work supported Finroy in raising $1M in funding. Following the raise, I was engaged as Fractional Product Lead to carry the vision through execution—leading product requirements, UX research, design, and marketing alignment, while sourcing and managing a technology team to deliver the MVP.
Impact
Finroy emerged with a clear direction, secured seed funding, and built momentum toward launch. The company is now positioned to bring an AI-powered budgeting tool to market with a strong foundation and a focused product strategy.
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Developing AI Powered Budgeting
Finroy, founded by Bill Murphy—well known in Canadian FinTech for scaling and exiting Wagepoint—had spent two years developing a product for accountants and small business owners but struggled to find product-market fit or secure investment. Recognizing the need for a new direction, Murphy engaged me to evaluate the product, provide a clear strategy, and help position the company for its next phase.