Hey, I’m Caleb.

A product person who knows a thing or two about Financial Technology.

My Approach

Product as Narrative

My work stands out for its commitment to creating a cohesive narrative for users. Why am I doing this? Why should I care?

If your users can’t answer those questions, you may be in trouble.

Product as Behavioral Change

The narrative gives users a reason to explore further. The outcomes are what matter to you and your investors.

My first goal with any client is to define the behaviors we need users to exhibit to get the outcomes desired. We start with the big ones and break them down into smaller ones. Then we get to work.

  • Creative Leader

    Balancing the emotional and practical

  • Over 5 million users served

    Across 9 different apps

  • 12+ years of industry experience

    Serving globally recognized top FinTechs

My Work

Betterment:

  • Led Advice team for 4+ years

  • Rebuilt web and mobile experiences

  • Grew revenue from advice features by 23% during tenure

DriveWealth:

  • Saved fledgling Mutual Funds program, turning it into a major revenue driver

  • Led prioritization efforts in tandem with internal teams and Tier 1 partners

  • Launched two major integrations accelerating new products to market

Kinly (acq. by Greenwood):

  • Built financial advice e-learning module

  • Developed internal metrics program using Segment

  • Implemented financial advice and budgeting tools

My Services Include

  • UI/UX development and validation

  • User interviews and insights

  • Revenue/price modeling

  • Vendor integrations

  • Financial regulation and compliance

  • Digital financial advisory experiences

  • 0 - 1 digital investing builds

  • Behavioral science applications

  • Ask me. I’ve probably done it!

What Clients are Saying

"Caleb is the best product person I’ve ever worked with. Hands down. Anyone would be lucky to have him."

Current CPO , Growth stage FinTech startup

"Caleb is an accelerator. He gets his hands dirty wherever and whenever its needed. I’m hiring him again the first chance I get."

Serial Entrepreneur, Mainly working in Health

Get in Touch!

I’m always open for a chat. Whether you have a crazy idea, are facing a nasty roadblock, or anything in between—I can help!*

*the em dash was used by me, a human, not ChatGPT