In response to policy changes by the FDIC regarding small-dollar lending, Plaid wanted to share guidance on how organizations and fintechs should think about the changes. I worked closely with product marketing and policy to understand both of their perspectives and synthesized the research and messaging points they had gathered into one blog post. Both partners were happy with the blog post.


Braavo developed several informative articles to help customers and prospects better understand revenue-based financing, the pitfalls of raising venture capital, and nuances to mobile app marketing. I wrote or ghostwrote the following pieces.

Council Post: Four Fundraising Myths For Tech Companies And How Revenue-Based Funding Can Work

In an industry that glamorizes unicorns, billion-dollar valuations and growth at any cost, is there room for profitable tech companies with strong unit economics? While classic VC traditionally looks for businesses with the potential for a massive payoff, other investors and alternative financing platforms are seeing opportunities for a different segment in tech. This article breaks down four assumptions about how fundraising in tech works and offers a more holistic picture of the current reality.

Council Post: Hold On To Your Equity And Consider Revenue-Based Funding Instead

In recent years, alternative financing has taken off in reaction to the difficulties and inefficiencies of venture capital, essentially disrupting the disruptors. One form in particular, called revenue-based funding (RBF), has grown in popularity. RBF is a form of nondilutive funding provided to revenue-generating businesses. Rather than taking equity, investors inject capital into a business in return for a fixed percentage of future gross revenues.

Incremental Growth 101: What Organic Uplift is and Why it Matters

Every day that you don’t spend on advertising, you miss out on installs coming from incremental growth. More critically, your ideal users who are searching for something exactly like your app are not aware of it or being reminded of it. Instead, they’re seeing ads for your competitors’ apps, and they’re installing their apps, not yours. In this article, I’ll share what incremental growth for user acquisition means. I’ll also discuss why it matters, and how it leads to organic uplift.

How Seasonality Affects Health and Fitness Apps

How can you apply insights from the gaming world to building a health and fitness app? From her days working on Angry Birds, Kaisa Soininen became an experienced product manager and user acquisition (UA) marketer for mobile games. Kaisa now leads product and operations at Yogaia, a health and fitness subscription app, as Yogaia’s COO and Chief Product Officer. In this post, Kaisa shares a few gaming UA and product insights and how she’s applied them toward developing a health and fitness app.

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