Fintech · International digital growth

Ria and Xe
Digital Channel

Building a digital product capability, experimentation system, and repeatable model for international expansion.

Black-and-white editorial portrait of Brad Houser

RoleDirector, Product Management

EnvironmentInternational remittance and payments

FocusProduct · experimentation · expansion

The transformation

Build the channel—and the learning system behind it.

This work demonstrates zero-to-one digital transformation, customer experimentation, and international product leadership.

Business challenge

A first digital solution existed, but not yet a strong customer channel.

The company needed a new experience, new technology, and a disciplined way to learn what would improve customer adoption and conversion across international markets.

Executive mandate

Create the product function and coordinate a distributed delivery model.

Brad built a multidisciplinary digital team and coordinated development groups in the United States, England, and New Zealand while partnering with market teams across multiple countries.

Decisions and actions

Make experimentation part of the operating model.

Replaced the original solution with a stronger technical and interaction foundation.
Built A/B and multivariate testing infrastructure for features, offers, and customer journeys.
Used behavioral segmentation to improve retention and win-back activity.
Expanded the product into additional countries and built an API-driven partner platform.

Outcome

A digital channel that became strategically important to the business.

The work materially improved digital revenue, customer conversion, and transaction speed. Detailed figures are available in recruiter conversations with the correct period and attribution.

Recruiter signal

Digital transformation that connects customer behavior, product decisions, and growth.

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