Veriff

Veriff is an industry leader in online identity verification, helping businesses to build trust with their customers. 
Founded in 2015, Veriff serves a global portfolio of organizations across financial services, crypto, gaming and mobility sectors. 
Veriff’s latest $100 million C-round investment brings its total funding to $200 million and its valuation to $1.5 billion.  Our investors include Tiger Capital, Alkeon, IVP,  Accel, Mosaic Ventures, Y Combinator, and others. 
With offices in the U.S., UK, Spain and Estonia, Veriff employs over 550 people from 60 different nationalities

Growth Executive

DoubleP

Help DoubleP Consulting and its clients to grow
- Marketing and Content strategy
- Organic Growth tactics 
- CRM and email marketing (automations, lead nurturing, email sequences...)
- Paid advertising , CRO and funnel optimization

Consultant - Fractional Growth Manager

As a Consultant at DoubleP here are my principal activities:
- GTM and Business development for fintech startup and companies entering the Italian Market
- Business development & Sales for Italian fintech companies (acting as a CCO ad interim)
- Managing CRM, outreach & outbound strategies and execution
- Consulting activities on fintech, digital payments and fintech regulation (mainly PSD2)
- MVP & Startup validation
- Content creation on social media and website. Best result:+50k impressions, +130 Leads and +20 SQL with only 15 LinkedIn posts for the launch of the White Paper "The Fintech Bridge to Italy"
- Lead generation and growth strategies 
- Asking a lot of questions to Filippo and trying to make his work simpler

Junior Digital Payments Consultant

Main activities:
- Paid advertising: Meta Ads & Google Ads (managing 5-6 figures monthly), in Italy & EU
- Email marketing & automations (Mailchimp, GetResponse, chatbots, Zapier, Make)
- Data Analysis: specific reports for content & advertising (Google Analytics, GTM, Looker Studio, Spreadsheet, BigQuery)
- Organic Growth Strategies: Networks effect, growth loops, advanced Growth tactics
- Managing my team to ensure efficient collaboration with clients

What I also do occasionally:
- CRO, UX & Web design (Miro, Figma, Shopify, Wordpress, Elementor, GetResponse)
- Content creation (LinkedIn, IG, TikTok, YT) & community building
- SEO strategy & content creation (Google Search Console, Semrush & Wordpress)
- MVP and Startup Validation

Worked with ecommerce, consultancy businesses and B2B SaaS , in collaboration with Simone Dassereto (https://indie-productivity.com/)

Fractional Growth Manager / Digital marketing specialist

Hodlers Club

- Digital marketing strategy for “Hodlers Venice” (6 months), a student association in Venice, that produces content and organizes events on blockchain/ AI/ fintech 
- Created presentations (with Canva) for both intern and external shareholders
- Created Social media  content (at least 4 pieces of content a week) and copywriting for posts and website copy
- Time management and effective communication in order to manage and interact with the team (4 members)

Marketing Team

Studio De Poli - Venezia

Legal internship in one of the most relevant law firms in Venice, specialized in commercial and banking law.
Main resposnabilities:
- drafting contracts
- legal research
- helping 2 other interns
- assisting lawyers in legal and para-legal activities and acts

Legal Internship

Coldiretti Venezia

PR and external communications internship in high school.
Main resposnabilites:
- dealing with stakeholders 
- developing a new brochure
- assisting the PR team

Public Relations & Communications Intern

🙋‍♂️ Hi, I'm Francesco, I’m 25 years old and currently living in Barcelona

I’m a Growth Marketing professional with 3+ years of experience, currently working at Veriff as a Growth Executive. 
Beyond my full-time role, I work as a Fractional Growth Manager (I manage a team of 5), helping companies scale through automation, content & community-led growth and performance marketing.

Here some of the stuff I do on a daily basis:
✅ Growth strategy. My main goal is to deliver scalable growth profitably via marketing, product, customer support cross- team collaboration.
✅ Performance marketing. Managing multichannel ads (Linkedin, Google, Meta, Reddit, Bing) , managing 7-figures annually .
✅ Data Analysis. Analysis of marketing, product, customer support data, using multiple tools (GA4, Looker, SQL, Python, Amplitude, Tableau, ...).
✅ Tracking and MarOps. I contribute to several projects related to Tracking (GTM, API conversions, Tag installing) and MarOps (SF, Hubspot,....)
✅Product Led growth. I am main marketing person in performing marketing tactics for Veriff's PLG product. Also contributing in UX (product interface, signup process, paywalls...)
✅AI & Automations. I am involved daily in building automations for marketing/product/ customer support via email, chatbots, AI agents, Automation flows (Zapier, Make, Hubspot...)


🧠 My approach to growth
- Fast execution & data-informed decisions → I prioritize impact over perfection, using rapid iteration to achieve measurable results.
- Scalability & automation → I build systems that grow efficiently, leveraging automation and smart marketing strategies.
- Adaptability & problem-solving → I thrive in fast-paced environments, quickly adjusting strategies to maximize opportunities.

📚 My background
- Graduated in Law (University of Padua, 110/110 cum laude, fastest of my cohort) → While studying, I self-taught marketing, data analysis & growth strategies, applying them to real projects.
- Entrepreneurial mindset → Started working in marketing during university, balancing part-time jobs to finance my studies.

🏀 Beyond work
- Sports & endurance challenges → Basketball, running, weightlifting, and long-distance biking. Once cycled from Venice to Munich in 6 days, learning firsthand how to manage people under pressure and execute plans in uncertainty.
- Lifelong learner → Passionate about UX psychology, product, marketing, startups, and decision-making. 
 - Multilingual explorer → Fluent in Italian & English, learning German & Spanish (A2).

Let’s connect & build something impactful together! 🚀

[STEAL MY KNOWLEDGE 👀] 

DO you know why 90% of digital products never make it past the first login

Amplitude analyzed 93 billion user actions across 2,600+ products.


And here’s the brutal truth.

Most products don’t fail because of bad acquisition.
They fail because USERS NEVER COME BACK.


Let’s break down what separates the top 10% from everyone else 👇

🧲 1. ACQUISTION ≠ GROWTH
Top 10% products grow 9× faster than the median (+8.7% MoM, +174% yearly !!!!!)
But there’s zero correlation between user acquisition and retention.

You can buy signups. You can’t buy stickiness.

💡 WHAT TO DO:
- Track retained users by channel, not total signups.
- Focus budget on what drives habits, not vanity metrics.
- Build lookalikes from your power users, not all users.



⚡ 2. ONBOARDING IS YOUR MAKE-OR-BRAKE 
The median product activates 5% of users.
Top performers? 21% on Day-1. 4X MORE
And by Day-14, 98% of the median group is gone.

Your onboarding isn’t just UX. It’s survival.

💡 WHAT TO DO 
- Identify your “aha moment” and remove everything before it.
- Guide users straight to value (not features).
- Analyze the first 7 days like your revenue depends on it. Because it does.



🔁 3. ACTIVATION & ENGAGEMENT. BUILD HABITS
Only 10% of products drive 79% of total engagement.
The rest? Noise.
Top players grow active users +7.5% MoM (vs 1% median). Because they design for frequency, not virality.

💡 WHAT TO DO 
- Define your natural engagement frequency (daily, weekly, monthly).
- Obsess over personalizing the experience . The more you generalize, the less you engage.
- Add motivation loops: streaks, progress bars, micro-rewards.


❤️ 4. REAL GROWTH IS RETENTION 
By Month-3, the median product loses 96% of users.
The top 10% keep 5× more.

Acquisition creates a spike. Retention creates a company. Good retention creates a unicorn.

💡 WHAT TO DO:
- Visualize your full lifecycle funnel (signup → activation → habit → advocacy).
- Automate re-engagement loops early.
- Treat experiments like compounding interest . Small wins stack fast.


👉 THE TAKEAWAY
The best products don’t just attract attention.
They earn repetition.

✅ Deliver value in the first week.
✅ Build loops that bring users back.
✅ Obsess over retention, not reach.

Because in 2025, nobody scales just by adding users.
Onboarding and Activation is where you win.


WANT TO LEARN MORE?
If you want to learn more about onboarding, I've just published the Veriff Onboarding Toolkit (with an Onboarding guide + email templates + checklists) after 6 months of obsessing over onboarding.
Just drop a comment and I will send it your way! 


For my Italian friends, I highly suggest Matteo Aliotta and his newsletter :)
For everyone else, well Elena Verna is a must


#growth #onboarding #PLG #acquisition #activation #retention #product

Francesco  Malvestio

Growth Executive @ Veriff | Growth, AI and performance marketing | Growth Consultant for SaaS Startups and mobile apps

[FREE RESOURCE AT THE END]

I’ve spent last 6 months months studying what makes onboarding actually work.

📚 5+ books on UX and conversion
🎓 3 specialized courses
🎥 Hours of webinars/ masterclasses/ newsletters to stay up with trends
💬 Dozens of customer interviews

All to answer one question:
👉 Why do so many good products lose users at the signup stage?

After hundreds of flows analyzed, the answer came down to three principles that never fail 👇

✅ CLARITY. 
Every field should have a purpose. Simplicity = trust.

✅ CONTROL. 
Let users see progress. Break the journey into steps.

✅ CONFIDENCE.  
Design signals matter. Consistent branding builds safety.

Every extra step kills conversions.
Every clear one earns trust.

That’s why at Veriff, we turned these principles into a complete Onboarding Toolkit.
To help you reduce drop-offs and build flows that convert and comply.

Here is what inside:
✅ A step-by-step Guide to reduce friction and build trust
✅ Plug-and-play Email Templates to rescue incomplete verifications
✅ Practical Checklists for your team and your customers


Drop a comment below to get access :) 

#onboarding #growth #activation #productfunnel #CRO #growthmarketing #productgrowth #ProductLedGrowth

Sometimes the best positioning move isn’t to innovate.

It’s to subtract.

And just focus on quality of the product.

When I read about brands like Liquid Death or Gymshark, I was struck by how radical simplicity can be a moat. They stripped beverages and sportswear down to the bones and suddenly stood out in a "red ocean" .

It reminded me of a few lessons I keep coming back to in marketing and growth:

1. Focus creates clarity. The more you add, the harder it is for people to know what you stand for.
Your unique edge should be super clear.


2. Difference beats “better.” Being 10% better than your competitors is forgettable. Being obviously different is memorable.
In crowded markets, you don’t win by blending in. You win by making a tradeoff that others are too afraid to make—and then owning it loudly.


3. Your marketing has to embody your product. If your message doesn’t look and feel like your positioning, people won’t believe it.

The paradox?
What feels like a limitation often becomes the very thing that makes you stand out.

In your industry, what’s the “extra feature” everyone is chasing… that might actually be holding them back?
 
#growth #marketing #CX #Positioning #brandmarketing #performancemarketing

P.s.
Don't mind the photo, it's just me in portugal last week 🤷🏽‍♂️

“IT FEELS LIKE MAGIC"

No, I am not talking about the feeling of no slack notifications early in the morning.

👉 But about Biometrics.
Because in many ways it is magical.

👀 Thanks to AI we can use unique physical or behavioral characteristics (such as facial features or typing rhythms) to verify a person’s identity and detect fraudulent activities.

Instead of complex, multi-step identity checks, modern IDV uses what users already have in their pocket: a camera.

Here’s how it transforms onboarding, according to what Maksim Afanasjev (Veriff Product Manager) said in the last Veriff Onboarding Masterclass 👇

😎 QUICK AND SIMPLE FOR THE END USER.
Verification is as easy as a selfie or a short video. 
No forms, no calls, no hassle for the user.

⚡ INSTANT RESULTS.
Facial matching runs in seconds against submitted IDs. 
What used to take minutes (or even hours) now happens in real time.

🛡️ STRONGER SECURITY
Unlike passwords (can be hacked) or manual checks (slow), biometrics are dynamic, hard to fake, and add a powerful layer of trust.


The result?
✅ Legitimate users barely notice it’s happening, while fraudsters are stopped before they get in.

Biometric verifications aren’t just a “nice to have”
They’re a “game changer” for delivering trust and convenience at the same time.

Curious to know more?
👉 Watch our Onboarding Masterclass.

See how to reduce drop-offs, protect your business against fraud, and design onboarding flows that convert.

#Onboarding #IDV #Biometrics #CustomerExperience #FraudPrevention #IdentityVerification

🤔 Do all your users really need to go through the same onboarding journey?

The answer is NO.


That’s where behavioral analytics comes in.

👀 It runs quietly in the background, tracking signals like typing speed, mouse movements, device consistency, and geolocation.
Without asking the user to do anything extra.

As Maksim Afanasjev said in the last Veriff Onboarding Masterclass, here are the benefits of behavioural analytics

1️⃣ LESS FRICTION.
Legitimate users enjoy a smooth, uninterrupted flow.


2️⃣ SMARTER FRAUD PREVENTION. 
Suspicious activity gets flagged early, without slowing everyone else down.


3️⃣ BETTER EXPERIENCE. 
Users feel secure and in control while fraudsters are stopped from the start.

The result?
✅ Adaptive onboarding that feels seamless for customers—and secure for your business.

Want to know more about how to improve onboarding and get more insights like this?

👉 Watch our Onboarding Masterclass  

#Onboarding #IDV #BehavioralAnalytics #CustomerExperience #FraudPrevention

⚠️ ONE BAD SIGNAL AND YOUR MARKETING COULD BE GONE.

In marketing, “bad is stronger than good.”
It’s psychology.

People remember the one friction point, not the ten things that worked perfectly.
One bad experience. 
One lazy ad. 
One cheap piece of content.

And your brand evaporates.

Because negativity bias means the human brain overweights bad impressions.

You can do everything right at three touchpoints…
and lose trust at the fourth.

Especially in high-value industries like consulting, SaaS, or B2B services.

Let me explain where this bias silently kills growth 👇

1️⃣ WHAT YOU SAY. SUBSTANCE.
When you sell expertise, every word is a signal.
I know it's not true but what the prospect see is...
Low-effort content = low-effort product.
If it doesn’t teach, challenge, or make people think, it’s better not to post at all.

2️⃣ HOW YOU SAY IT. UNIQUE MESSAGING.
Overused phrases like “innovative solutions” or “driving success.”
We are all tired of it (and if you are not tired of them, then I think it's time for self-reflection)
No clarity = no confidence. Be precise with your benefits.
If your words don’t show precision, people assume your work won’t either.

3️⃣ WHERE YOU SAY IT. THE MEDIUM
You don’t win trust by chasing it.
You win it by earning attention with ideas worth reading.
Don't annoy 10,000 people just to book 5 calls for a product that their are not interested in.
Same goes for ads, you do not need to "push the product down the throat" of your prospects if they are not interested in it

✅ KEY TAKEAWAY FOR YOU SO I DON'T WASTE YOUR TIME.
Bad impressions compound faster than good ones.
Before you hit publish, ask yourself: "Would I want to receive this as a buyer?”

If the answer’s no. Don’t send it. Don't create the ad.

Because in marketing, cheap is expensive (I am starting to feel a poet with these quotes)

#marketing #growth #messaging #positioning #performancemarketing

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