Agami: From Read-Only Dashboard to 1.2M User Fintech Platform
Role
Product Manager
Timeline
2024 - 2026
Platform
iOS, Android
Scale
300K → 1.2M
Users
DAU
5K → 38K
MAU
40K → 180K
The Mandate: Turn Agami from a passive financial viewer into a daily financial lifestyle app for underserved entrepreneurs. By architecting a new core transaction engine (Agami Transaction System) and digitizing the acquisition funnel, we stopped capital leakage, reduced branch dependency, and quadrupled the user base.
The Leakage Problem
The app had reach (300K users) but no daily relevance. Users could view loans but couldn't move money digitally within the BRAC ecosystem. This created massive capital leakage toward external mobile wallets and banks, and acquiring new users required physical branch visits.
The Fintech Ecosystem Play
We shifted from a servicing dashboard to a growth engine. The core pillars: Introduce account-to-account transactions, digitize onboarding to bypass branches, build data foundations for intelligent lending, and retain capital within the BRAC ecosystem.
01. The Transaction Layer: Agami Transaction System
"The objective was not just feature expansion, but ecosystem control and long-term financial retention. The Agami Transaction System replaced passive viewing logic with a fully transactional layer inside Agami."
- Defined product requirements and transaction flows from zero to launch.
- Designed the complete UX for account-to-account transfers and real-time balance visibility.
- Built transaction approval safeguards around business-date mismatches.
- Designed error handling for branch lag scenarios.
02. Expanding the Funnel: Zero-Branch Onboarding
"Historically, applying for a loan required a physical branch visit—creating geographic friction, time cost barriers, and operational load. We digitized the top of the funnel."
- Designed a 'Non-Client' architecture allowing non-BRAC users to download the app and explore products.
- Enabled users to request membership and initiate onboarding remotely.
- Transformed Agami from a legacy servicing tool into a scalable acquisition channel.
App Redesign & Modernization
Conducted structured UX surveys to identify gaps in loan visibility, discoverability, and user comprehension. Radically modernized the Information Architecture (IA) and financial summaries, drastically reducing cognitive load to support broader product ambitions.
Modular CMS Integration
Shifted content operations from hard-coded/database-driven updates to a modular, configurable Content Management System (CMS). This reduced dependency on engineering for copy updates and massively improved agility.
Unified Analytical Dashboard
Brought together reported business data and event-based product analytics (Firebase) to move from fragmented reporting to structured, data-driven decision making.
Navigating Institutional Complexity
Agami is not a greenfield startup product; it is a fintech transformation inside a legacy-heavy microfinance ecosystem. Operations rely on complex ERP business-date constraints, manual branch closures, and backdated entries.
- Structured reconciliation logic where the Agami Transaction System uses calendar-date logic that safely reconciles with ERP business dates.
- Integrated with ERP V3, SmartMF for approvals, Ekota for lead gen, and CMS for dynamic content.
- Conducted structured UX surveys to identify friction, simplifying the homepage and reducing cognitive overload based on real evidence.
Execution & Responsibilities
As Product Manager, I defined the product vision, wrote PRDs and system requirements, conducted UX research, and coordinated Engineering, ERP, and Operations teams to balance institutional constraints with a client-first UX.