My role
Product Strategy
Product Design
User Experience
User Interface
Company
Tide.co

Tide's a London based scale-up that offers all-in-one finance platform to 800,000+ micro businesses. I've been leading the design direction of Tide's tax and reporting product.

I've been collaborating with leadership, PMs & engineers to launch the product; and grow it to 10,000+ paying subscribers & $12M ARR. Along the way, we enabled micro businesses to track their financial performance, manage bookkeeping and submit tax reports stress-free.

0 - 10,000
subscribers
Ran 15+ usability tests and repeatedly achieved 86+ SUS/UMUX scores.
0 - £12M+
in ARR
Exceeded revenue targets and contributed to our objectives by shaping the product experience.
1x
Company award
Recruited a team, executed, and won 1st price among 35 competing teams with my innovative idea.
The Mission Control

Tide helps 10,000 micro businesses save time and stay organized with their finances. A score to keep an eye on your books. Tide reminds you about important dates like tax filing. Easily see how your business is doing with reports from Tide.

The Insights

Enabling micro enterprises to back business decisions and track the financial health of their business with comparisons, trends, and breakdowns of profitability indicators. Serving for key accounting operations through downloadable P&L, Balance Sheet and Trial Balance statements. Owning the experience in a capacity of a product manager and designer.

The accounting product WIP

Unlike traditional accounting software, Tide accounting does not require prior knowledge of accounting concepts, provides real-time insights, makes extensive use of automation and is deeply connected with your business banking.  

5 etoiles trustpilot
21.12.2023
Icone Google Review

I'm thoroughly impressed with my account at Tide Bank, I'm a small business owner and find the tools available, such as accounting, very useful and time-saving. The ease at which I can categorise my income and outgoings makes filing my return a breeze and keeps me on top of my cash flow. It's very simple to use, always a bonus, and thus far I've had no issues whatsoever. I'd recommend to any small business owner.

Neil
5 etoiles trustpilot
16.01.2024
Icone Google Review

The ease of using tide has been fantastic for me and my business. I would highly recommend Tide for any business setting up. With 4 accounts under one this also allows you to follow a 'profit first' structure well for cashflow. It also feeds in to all the accounting software that I require. Thanks Tide I really appreciate how you make it easy to manage my business accounts.

David Mihele
5 etoiles trustpilot
15.01.2024
Icone Google Review

"I really like tide accounting..I can really to all my transactions easy and keep an eye on all my spendings without any headaches,and Sony was really helpful and he did explain everything properly."

Nejib
Digidop
Special Shoutouts
Owen Bennett, the coolest manager
Ruth Broderick, the nurturing Head of Product
Lazar Toshkin, the insightful Product engineering lead