MoreTo

Project overview

MoreTo is a Life Goal Co-Pilot that helps people achieve complex personal goals—like starting a business—by combining personal finance tools with structured journey management. Unlike traditional fintech solutions that only become relevant later, MoreTo supports users from the very beginning, providing step-by-step guidance, curated resources, and a clear sense of direction.

Targeted at high-potential millennials (ages 30–45) with above-average incomes and multiple life goals, MoreTo fills a major gap in a $1.5T underserved market. We launched with a focus on aspiring entrepreneurs in California—where business intent is high but support is limited.

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What we did

• As Co-founder & Chief Product Officer, I led the product from zero to launch and drove our early traction.
  • Conducted 90+ user interviews to identify core pain points and validate the market opportunity.
  • Pivoted from initial concept to a solution with 95% user resonance, uncovering early signs of product-market fit.
  • Defined our Ideal Customer Profile (the “Grounded Dreamer”) and strategically narrowed our initial focus to the “Start a Business” life goal.
  • Led the entire product lifecycle—from ideation to MVP launch—in under five months.
  • Built and managed a high-performing product and engineering team, working cross-functionally to deliver a polished, user-centered product.
  • Developed go-to-market strategy, defined feature roadmap, and spearheaded customer development efforts.
  • Drove fundraising efforts to support product growth and future scaling.