Cable

From one feature, to an acquired platform.

Banks are required to prove their financial crime controls work. Cable was the first to automate that proof, but couldn’t sell it. So it went out free, in exchange for feedback. I took that insight and shaped it into a product banks paid for.

0 → 1POC, TO SUITE

1 → 2flagships

10built features

$0 → PaidFREE, TO FIRST SALE

Founding Designer. The whole product surface, from a single feature to a compliance suite. 2020/2022, London, remote.

diagnosis

The product was built from user feedback, and that was the problem.

Pilot users translated their manual work into feature requests, and those shipped as direct requirements.
The product answered everything and solved nothing.
Its real anchor, Paper Trail (the record of accounts, reviewers, and decisions), was buried under features built on top of it.

strategy

I rebuilt around Paper Trail, and read feedback for needs, not inputs.

Paper Trail got a home page, a page of its own, and a dependable list of account IDs the controls run on.
Changes shipped one decision at a time, in the order engineering could afford.
With a coherent product to react to, users stopped prescribing steps and started asking for outcomes.

growth

I grew the product into an eleven-feature suite with a second flagship.

Clear user needs let me spot opportunities and turn them into shippable features.
Oversight, the second flagship: sponsor banks running the same checks on the fintechs on their charter. One interface, different data.
Fast iteration outgrew the original structure; the next job was rebuilding that foundation as an industry benchmark.

Cable went out free because it couldn’t be sold: feedback was the only currency its users paid in. By the rebuild’s end the equation had flipped: fully featured, coherent, mature enough to earn its keep. The question was no longer what to build for feedback. It was what a bank would pay for.

impact

First sale, then 50+ clients, then acquisition by Synctera.

The rebuild landed alongside the first sale: our free pilot partner became our first paying client.
Three more clients followed, taking Cable from the UK to the US, past 50 banks and fintechs.
Cable became a standard in its industry, and was acquired by Synctera in 2026.