Head of Growth at ICONOMI | AI and Growth Marketing guy | E-commerce & Ad Scaling Specialist | Driving Growth & Building High-Performance Teams

I help fintech + investment products grow without hype by turning trust, onboarding, and distribution into compounding advantages.

With over 10 years of experience in strategic marketing and growth, I possess key skills in growth marketing, SEO, paid social media management, team leadership, and data analysis. My industry experience in Web3, fintech, and e-commerce allowed me to grow a Fintech B2B portfolio by 300% in 1 year by implementing lead generation content, thought leadership, PR, and PPC strategies.

Responsible for designing, approving, and managing advertising/marketing campaigns that are compliant with the financial promotion regime in the UK and Europe (FCA and MICA).

Matic Jug

We're expanding our marketing team at ICONOMI 😎 

We’re looking for two roles:
- Senior Media Buyer 
- Lifecycle Growth Manager

Type of work: Hybrid (work from home & office presence in Ljubljana required)

Apply here:
https://lnkd.in/dqYvv3HU
https://lnkd.in/dMCmuGZk

#job

Growth Strategist for Fintech & E-commerce – I help digital finance platforms scale trust and revenue (Head of Growth @ ICONOMI, +300% B2B growth)

E-commerce can ship 12 landing page variants in a week. Fintech debates button copy for a month.

I watched this pattern repeat a lot.

The e-commerce company would A/B test checkout flows, messaging, offers—sometimes multiple experiments running simultaneously. 

The fintech team would schedule meetings about meetings to discuss whether changing "Start investing" to "Get started" required legal review.

Same hunger for growth. Completely different velocity.

Here's what's actually happening:
The feedback loop is the product and e-commerce optimizes for purchases. You change something, sales go up or down, you know in 48 hours. Fintech optimizes for deposits, which happen after onboarding, after ID verification, after the user reads 47 pages of disclosures they didn't want. By the time you get signal, you've forgotten what you tested.

Fear masquerades as diligence, where e-commerce assumes the customer will complain if something breaks. Fintech assumes the regulator will. So every change gets reviewed by compliance, legal, sometimes product counsel. Not because it needs to be—because nobody wants to be the person who didn't ask.

The infrastructure punishes iteration. E-commerce runs on Shopify, Webflow, whatever. Non-technical people can ship. Fintech runs on legacy banking rails where changing a form field requires a deploy, a staging environment, and three engineers who are already underwater. The tools make speed impossible.

What fintech can steal:
- Build compliance review into templates, not every decision. If the message structure is pre-approved, you can test variants inside that structure without asking permission seventeen times.
- Shorten the loop. Test microcopy, social proof placement, reassurance elements—things that don't touch regulated disclosures but still move conversion.
- Stop conflating risk with perfectionism. Most things you're afraid to test aren't actually dangerous. They're just unfamiliar.

What's one experiment you wanted to run this quarter but didn't—and what stopped you?

Most fintech products confuse friction with fear. That's why their onboarding "works" but users still ghost them.

If you ask your growth team how many users who finish KYC actually deposit, will you get an answer?

Turns out many of "activated" users never fund their accounts. The real drop-off isn't the registration form. It's what comes after.

Here's what we usually miss:
Friction = "This is annoying" 
Too many steps. Confusing copy. Slow load times. Users complain. But they finish anyway if they trust the outcome.
Fear = "This feels unsafe" 
Unclear what happens to my money. No idea who sees my data. Can't tell if this is reversible. Users don't complain. They just leave.

Your KYC flow can have low friction. Upload ID, selfie, done in 90 seconds.
But the deposit screen? If there is no explanation of where funds go. No visible security signals. Generic "Add money" CTA with no context about limits, timing, or protection.

That's not friction. That's fear wearing a clean UI.

What can you change: Add three lines of copy above the deposit button. Bank-level encryption. Insured. Funds available instantly.

Deposit rate will go up in two weeks. I guarantee. Same flow. Same steps. Different trust layer.

You can smooth out every click in your funnel. But if users don't believe their money is safe, they won't move.

Where in your product are you optimizing friction when the real problem is fear?

Ryan Purvis

🚀 Expertise & Skills
Digital transformation strategist with a strong focus on AI-driven user experience innovation.
Experienced technology leader, CISSP-certified, with deep expertise in cybersecurity and information security.
Proven ability to translate complex concepts into scalable, user-friendly solutions.
Business development and leadership experience across multiple industries, including finance, maritime, and SaaS.
Specialist in IT consulting, cloud application development, and enterprise content management.
Extensive experience in no-code/low-code SaaS development, enabling non-technical entrepreneurs to launch digital solutions.
Passionate about solving real-world business problems through AI and automation.
🌍 Professional Goals
Driving AI and cybersecurity advancements that empower businesses to operate securely and efficiently.
Expanding Valuu AI’s capabilities to transform industries through AI-powered solutions.
Helping organizations navigate digital transformation with minimal friction and maximum value.
🏆 Key Career Achievements
Founded and scaled Valuu AI, a pioneering AI-driven platform for value realisation
Served as Chief Information Officer at HiLo Maritime Risk Management, leading digital and security transformation in the shipping industry.
Led digital strategy initiatives at UBS, JPMorgan Chase, and Lakeside Software.
🎯 Services & Areas of Focus
AI & Automation: Developing AI-driven solutions that enhance decision-making and business processes.
Cybersecurity & Information Security: Helping businesses implement best-in-class security strategies.
Digital Strategy & Transformation: Guiding organizations in adopting the latest digital innovations.
No-Code & SaaS Development: Enabling businesses to build scalable solutions without deep technical expertise.
Enterprise IT & Cloud Management: Optimizing cloud applications and IT infrastructures for performance and security.
Mentorship & Leadership Development: Coaching business leaders on growth, technology adoption, and resilience.
🎯 Personal Interests & Hobbies
Passionate about AI, cybersecurity, and the future of digital transformation.
Enthusiastic podcaster and content creator, sharing insights on technology and entrepreneurship.
Avid reader and continuous learner in AI ethics, digital security, and business innovation.
Committed to fitness and personal well-being, balancing work with an active lifestyle.
🚀 Let’s Connect! Open to discussions on AI, cybersecurity, fintech, and digital transformation. Always excited to collaborate on innovative projects!

Packt Tech Advisory Board Member

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