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Shifting from B2C to B2B, Flow discovered a new path to growth—and we helped them design it.
When Flow realized their consumer-focused product wasn’t capturing its full potential, they partnered with us to explore what could be next. Together, we embarked on a product discovery journey that led to a new B2B proposition. Here’s how we helped them uncover new opportunities, realign their strategy, and turn insight into action.
Flow is a fintech application designed to help users automate their finances with smart, rule-based money flows. Originally built for consumers, Flow enables effortless budgeting, saving, and cash management—now reimagined for the needs of modern businesses.
Flow had a clear vision since the moment we started to work together: to give users more control over their finances through automation and smart money flows. At the time, their focus was primarily on the B2C market. However, they had begun to sense that their greatest impact—and growth potential—might lie elsewhere. Our goal from the beginning was to understand the essence of Flow’s vision and help them explore how that vision could scale in a new context.
With that foundational understanding in place, we helped them with the discovery process, which was aimed at identifying untapped opportunities. Through in-depth interviews, competitor research, and desk research, we uncovered a significant pain point: small businesses and freelancers were struggling to manage cash flow and automate financial operations. Unlike typical consumers, these users had more complex needs and workflows—but they also stood to benefit the most from Flow’s smart financial tools.
With these new gathered insights, we worked closely with the Flow team to reframe their product around a B2B proposition. We mapped out the legal and technical requirements, researched possible solutions and prioritized features tailored to the needs of small businesses and solopreneurs. The collaboration was highly iterative and agile, blending strategic design sprints with regular alignment sessions to ensure we were moving in the right direction.
Once the vision was realigned and validated, we transitioned into product design. Our team helped translate Flow’s B2B strategy into a tangible user experience, with a clear focus on usability, scalability, and brand adaptability. We re-adjusted onboarding flows, transaction overviews, and automation settings to match the needs of professional users, validating our approach with leads, BAs and developers. The result was a refined product that positioned Flow as a new player in the B2B fintech space—while staying true to its mission of helping people take control of their financial lives.
Whether you're launching something new or reevaluating your current direction, product discovery is the key to unlocking meaningful growth. By understanding your users, market dynamics, and business potential, we help turn vision into value.
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