Embedded Product Lead
Hanna-Mari, Embedded Product Lead. Big ideas.Lots of moving parts.That's my kind of thing.
I partner with ambitious founders and executives to turn bold digital product ideas into successful launches.
Sound familiar?
I know what I want to achieve, but I can't keep explaining it to five different people.
Our team can build almost anything now. But who's making sure it all adds up to the right product?
Every week we have another discussion about priorities.
I need someone who gets the bigger picture without needing me in every meeting.
I want to focus on growing the business, not managing product delivery.
When the product matters too much to leave to chance, bring in someone who's done it before.
I get the whole picture. Then I get things moving.
I connect the dots between business, technology and people, turning complexity into clear decisions and tangible progress.
Close to the strategy, hands-on day-to-day, and accountable for the journey from idea to launch.
Backed by over 13 years of experience in launching and scaling ambitious products in regulated industries.
Hanna-Mari gets things done
“Hanna-Mari gets things done. She played a vital part in taking a new digital bank from concept to launch in under a year, against the odds. But what sets her apart is the combination of technical depth, creative problem-solving and exceptional emotional intelligence. She knows when to challenge, how to build trust and how to keep people moving, even under intense pressure. I would work with her again in a heartbeat. Any team building something new would be lucky to have her.”
Chris Wordsworth
Head of Product, UK digital bank
Selected work
From “we have this idea" to “it's live.”
- 01Monese
Zero-to-one · Mobile banking · Launch
From pre-seed idea to European fintech scale
Joined as the first non-founder hire and later led the company's first product launch. Took on product, engineering and operational leadership as Monese grew to hundreds of thousands of customers and around 300 employees.
Read the case study → - 02Bigbank
MVP · Mobile banking · Product leadership
First mobile banking app, launched in four months
Led product delivery from early scope definition through MVP launch, balancing speed, customer experience, technical dependencies and business priorities.
Read the case study → - 03UK Mobile Bank
Banking · Cross-functional delivery
Complex mobile banking delivery
Led mobile product delivery as part of an outsourced development team, bringing clarity to evolving requirements, dependencies and stakeholder decisions across a multi-party banking programme.
Read the case study → - 04Hubpay
Remittances · KYC · Payments
Financial products built around real customer needs
Led product development across KYC and international payments for a UAE fintech serving migrant workers, navigating regulation, complex FX integrations and real-world usage conditions.
Read the case study →
Right now
What I'm currently working on
Messaging, cryptocurrency and digital banking
I'm leading product development for a complex platform combining messaging, cryptocurrency and digital banking, working across mobile and backend engineering, design, analysis and QA. It's in progress.
AI across the software delivery lifecycle
Alongside it, I'm leading AI adoption strategy across the software delivery lifecycle: identifying high-value opportunities, prioritising implementation and coordinating practical improvements with delivery teams.
Speed is a tool.
Not the objective.
It's never been easier to turn an idea into something tangible.
AI is transforming how we design, prototype and build. Small teams move faster, ideas get tested sooner, and months of work can sometimes take days.
I find Lovable more addictive than chocolate these days.
But building something quickly and building something that works are two different things.
Great products depend on thousands of interconnected decisions. What to build first. Where to compromise. How to balance today's speed with tomorrow's scale.
Those decisions involve people with different expertise, priorities and pressures. And they need to add up.
I embrace AI wherever it helps us move faster. But the real advantage is turning that speed into a coherent product that's worth building and built to last. And that's what will continue to need human judgement.
That's also the work I love doing.
Got a complicated one? Excellent.
If you have a complex product and something important to get to market, let's talk. I work as an Embedded Product Lead, primarily remotely across European time zones, with occasional travel for workshops and kickoffs.