Our client is a Series B WealthTech startup based in India. Their mission? To make financial planning easy and accessible for the country’s growing base of salaried professionals, especially those in the mid-income segment.
As per Vellstone’s confidentiality policy, the company’s name has been anonymized.
Overview
A One-Stop Financial App
They had built a clean, user-friendly app that bundled multiple offerings into a single platform:
- Mutual funds
- Insurance plans
- ELSS and other tax-saving instruments
The app worked on a subscription model, helping users build good financial habits without having to jump between apps or advisors.
The Problem: Growth Was Slowing
While early adoption had been promising, the company had hit a wall.
- Customer Acquisition Costs (CAC) were rising
- Growth in Assets Under Management (AUM) was flattening
- In a crowded market full of similar apps, their brand wasn’t standing out anymore
They needed more than just marketing.
They needed a strategic growth leader who could take the business from steady to scaling.
Search for A Strategic Growth Leader
The Role They Were Trying to Fill
The company wasn’t just looking for another marketing head.
They needed a Vice President of Strategy & Growth, someone who could:
- Lead the expansion of AUM (Assets Under Management)
- Build a stronger market position in a crowded space
- Scale digital growth using data, strategy, and creative thinking
Traditional Hiring Channels Failed
They tried everything:
- Job portals
- LinkedIn outreach
- Internal referrals
But the candidates they found were either:
- General marketing professionals with no fintech background, or
- Finance people who didn’t understand digital consumer behavior
What they needed was rare:
Someone who understood fintech, user psychology, and how to scale smart.
Our Approach: The Credence Model™ in Action
What We Did Differently
At Vellstone, we didn’t just look at resumes.
We used our Credence Model™, a unique, psychology-first approach that focuses on:
- Leadership style
- Decision-making ability
- Fit with the company’s growth stage and founder’s mindset
Our goal was to find a strategic leader, not just a skilled marketer.
Casting a Wide but Targeted Net
We used AI systems to map and evaluate over 120 candidates from across three key areas:
- Fintech: WealthTech and InsurTech professionals who understood financial products
- Consumer Tech: Growth leaders from top B2C companies with strong digital funnels
- Strategy Experts: Profiles from top-tier firms like Razorpay, Groww, Paytm Money, and ETMONEY
We reached out quietly as many of these candidates weren’t actively looking.
Not on the Market, But Meant for the Role
The person we eventually placed wasn’t actively looking for a new role.
But he turned out to be the perfect fit.
- 13+ years of experience
- Started in a top consulting firm (MBB)
- Moved into growth leadership at a fintech backed by a large mutual fund
- Had built and scaled paid marketing funnels that converted users with tax-saving intent into long-term SIP investors
He had the rare mix of financial knowledge, growth strategy, and user behavior insight the company needed.
Why He Said Yes
We didn’t just pitch the role.
Instead, we had a real conversation, about his goals, values, and how he sees the future of financial planning in India.
What clicked:
- He believed in helping people build better money habits
- The company’s mission aligned perfectly with that belief
- He also respected the clarity and vision of the founder, which made the opportunity feel meaningful
The Outcome: 90 Days Later
A Fast, Focused Hire
We closed the role in just 45 days, from search kickoff to offer acceptance.
And within the first 3 months, the impact was clear.
Real Results, Fast
Here’s what changed after the new VP joined:
- Customer Acquisition Cost (CAC) dropped by 22%
- A new messaging strategy led to a 40% month-on-month increase in app installs
- The onboarding flow was reworked, which led to a 31% boost in SIP starts
In short: users weren’t just installing the app, they were investing.
From Guesswork to Growth Engine
The founder summed it up best:
“He didn’t just bring strategy, he brought certainty. We’re finally executing on growth like a system.”
The business finally had a growth leader who could turn ideas into action, and action into numbers.
A Mutual Fit
We didn’t push for a quick intro.
We waited until both sides felt aligned: on goals, values, and working style. Only then did we move forward.
The result? A leader who wasn’t just qualified. He was committed.
Finding Difference-Makers
It’s Not Just About the Role
VPs and CXOs aren’t just there to fill a position. They’re there to lead, shape, and drive real change.
The right leader can take a good product and turn it into a movement.
What We Believe at Vellstone
At Vellstone, we don’t just match resumes to job titles.
We focus on finding difference-makers, leaders who bring clarity, energy, and long-term impact.
People who fit the business, the culture, and the moment.
Stuck on a Senior Hire?
If your search is stuck, the problem may not be your JD. It might be your search approach.
Let’s talk about how we can help: quietly, carefully, and with intent.
