Devyani Ruhela

I’m a Product & Analytics professional with 8+ years of experience, including the last five years in consumer fintech at CRED. I’ve owned products and teams across 0→1 launches, growth, and retention—running extensive experimentation, scaling based on consumer insight, and working within regulatory constraints.

At CRED, I led a team of four in Consumer-finance products including Money (Account Aggregator-based Personal Finance Management), Mint (P2P investing), and credit-score/balance checks. For Money, I translated a financial-habits survey across CRED’s 12M MAU into a behavioral segmentation and jobs-to-be-done framework, shaped the 0→1 product roadmap, and scaled the invite-only product from zero to 1M users in 4 months.

I define “activation” post-launch and optimize the customer journey for retention, identifying adoption-driving signals like Accounts + Transactions + Key-Updates to achieve 60% D1 and 80% M1 retention through UI-UX experiments and user call insights. I also drove 10x growth for BB checks (340K → 3.3M users), redesigned Mint acquisition for 3x conversion, and shipped ledger logic to improve reliability and reduce CX tickets—then coordinated a regulatory-driven wind-down of an ₹1,800 Cr book while returning ~₹270 Cr to investors in ~6 weeks. I’m intentional about learning and bringing a bias for action, strong analytical/commercial sense, and cross-functional ownership to every problem.