Roshni — Designing Trust Into Product-Led Growth

The product challenge

Most companies treat compliance as a gate. Growth teams optimise for conversion. Risk teams optimise for control. Operations absorbs the inefficiencies in between.

The question I ask is not how to choose between growth and compliance. It is how to design systems that make both possible at the same time.

"Compliance should be an asset, not a bottleneck."

Selected work

Work in action

Three dimensions of one capability — building products that grow the business while managing risk intelligently.

Project 01

Growth strategyPlatform vision

Compliance as a growth engine

Redesigned onboarding, KYB and KYC so controls scale with real risk instead of gating every customer — turning compliance from a tax into a competitive advantage.

4product teams led
across the organisation

19

specialists across Product, Eng, Data, Fraud & Ops

5

platforms owned end-to-end

The old model

Everyone through one heavy verification queue · value delayed until compliance is satisfied · operations absorbing the inefficiency in spreadsheets.

The new model

Progressive trust calibrated to actual risk · friction at moments of risk, not curiosity · compliance embedded in the product, auditable by default.

"Compliance should be an asset, not a bottleneck."

Project 02

Platform strategyRisk operations

Decision intelligence platform

Consolidated fraud and AML decisioning onto one observable platform — rule management without engineering overhead, plus shadow-mode and A/B testing before anything goes live.

112keuros of fraud identified
via the new platform

41.7%

detection rate on resolved investigations

18k+

live transactions processed in rollout

Centralised decision engine

All fraud and AML decisions through a single, observable layer.

Rule management framework

Teams iterate on rules without engineering overhead.

Experimentation built in

Shadow mode and A/B testing for rules before going live.

Case management integration

Decisions surfaced directly into analyst workflows.

"Risk platforms are an operating system for decision-making across a company."

Project 03

Customer trustFraud prevention

Stopping fraud at scale

Shifted from after-the-fact detection to in-the-moment intervention across account takeover and card fraud — keeping legitimate customer journeys low-friction throughout.

258keuros of ATO losses prevented
across 54 fraud events

95%

reduction in monthly fraud chargebacks

142→8

fraud cases per month, post-intervention

Magic-link protection

Suspicious-login detection with a customer challenge flow, automated account protection, and an emergency kill-switch for ops.

ATO recovery flow

Self-service recovery: log out all devices, freeze all cards, notify admins, and a fast path back to a secure account.

Card-fraud pattern intervention

Analysed 2,876 historic chargebacks (624k in fraudulent spend) and shipped targeted controls — chargebacks fell from 142 to 8 cases a month.

"Make the right thing easy for legitimate customers and hard for bad actors."

How I think

Product principles

These are not process rules. They are design decisions I make repeatedly, in different products, across different teams.

01

Trust is earned, not assumed

Not every user needs the same level of scrutiny. The cost of treating everyone as high-risk is paid in conversion and customer experience. Apply verification proportionally to the actual risk in front of you.

02

Friction is a design decision, not a compliance requirement

Every step you add to an onboarding or verification flow has a cost. The question is not whether friction exists but whether it is placed at the right moment for the right reason.

03

The operating model is part of the product

Compliance workflows that live in spreadsheets and email threads are not compliant. Policies need to be configurable. Decisions need to be auditable. Controls need to be measurable.

04

Automate the volume, protect the judgement

Analysts should be investigating exceptions, not processing queues. Automation is not about replacing humans. It is about reserving human expertise for the cases where it actually creates value.

05

Auditability is a product feature

Every decision should be explainable. Every control should be traceable. The audit trail is not added at the end because a regulator asked for it. It is designed in from the start.

06

Good metrics span both sides of the trade-off

Optimising for conversion at the expense of fraud losses is not success. Optimising for risk controls at the expense of activation is not either. The dashboard needs to show both at once.

What good looks like

The metric framework

Optimising one dimension at the expense of the others is not a win. These four groups define the full picture of a healthy platform.

Growth

Activation rate

Conversion rate

Time to first value

Risk

Fraud losses

Regulatory incidents

False positives

Operations

Straight-through rate

Analyst productivity

Review queue size

Experience

Verification completion

Customer effort score

Time to approval

About

Hi, I'm Roshni. I build products regulated businesses can grow on.

I'm a Product Lead based in Stockholm, specialising in the intersection of growth and trust. I've spent years building and scaling fraud, AML, KYB/KYC, and onboarding platforms used by millions of customers across fintech. My edge is making compliance a competitive advantage — turning friction into conversion, and risk into a product feature.

I grew up in Chennai, and somewhere between India and Sweden I developed strong opinions about product, cold-weather hiking, and the right ratio of oat milk in a flat white. I have done Spartan races, chased the Northern Lights in Abisko, and I am convinced that fika is one of the better cultural inventions of the 20th century. I share my apartment with a dog and a cat who have very different opinions about that.

I am curious by default, collaborative by nature, and outcome-driven above everything else.

"Compliance should be an asset, not a bottleneck."

Connect on LinkedIn

4+

Teams led simultaneously

19+

Specialists across disciplines

370k+

euros

Fraud losses prevented

95%

Fraud reduction on targeted attack

Based in Stockholm. Originally from Chennai.

Hiking trails, Spartan races, Northern Lights in Abisko, fika, dog and cat parent.

Product-Led GrowthKYB / KYCFraudAMLRisk PlatformsInternal ToolingFintech

Growth and risk, built to move as one

Work in action

Compliance as a growth engine

Decision intelligence platform

Stopping fraud at scale

Product principles

The metric framework

Hi, I'm Roshni. I build products regulated businesses can grow on.