Turning fintech product launches into a digital acquisition journey

Helped bring Hala's catalogue of fintech solutions, including payment terminals, expense management, online payments, and financing propositions, to market by connecting customer-focused product messaging with digital journeys and coordinated campaigns. A pivotal development was the introduction of online self-onboarding for payment-terminal customers, which supported a shift from almost no digitally acquired terminal customers to digital channels contributing more than 30% of acquisitions.

Hala serves Saudi businesses with products that sit at the intersection of payments, financial services and day-to-day business operations. Explaining these products requires more than describing features: merchants need to understand how a solution changes their cash flow, makes accepting payments easier, or helps fund their next stage of growth.

For the payment terminal, there was also a practical acquisition barrier. The website had not previously supported online self-onboarding. Marketing could generate interest, but customers did not have the same direct digital route from discovery to sign-up. Creating a stronger digital acquisition channel required both clear product communication and a functional onboarding journey.

As Product Marketing Manager, I helped shape and deliver marketing for the payment terminal, expense management, online payments and financing, coordinating inputs from product, growth, design, compliance, sales, and technology teams.

My work included:

• Product positioning and messaging: Translating technical or operational features into practical customer benefits, with English and Arabic content adapted to Saudi SMEs and freelancers.
• Launch communications: Supporting new or expanded product launches with website messaging, landing-page content, campaign assets, explanations of features, customer journeys and sales-facing materials.
• Payment-terminal acquisition journey: Helping develop the digital experience around online self-onboarding so prospective merchants had a clearer route from discovering the offer to submitting their information and beginning activation.
• Cross-functional delivery: Aligning product claims, commercial offers and compliance requirements with the customer-facing experience, and collaborating with design and development to bring pages and journeys online.
• Continuous improvement: Reviewing messaging, information hierarchy and conversion pathways rather than treating publication as the final step.

Payment Terminal. The proposition connected accepting card and contactless payments with faster access to funds, business-account benefits and merchant reporting. The online journey made the offer more actionable: users could move from reading about the product toward digital sign-up rather than relying entirely on offline acquisition steps.

Online Payments. Marketing translated a technically complex gateway proposition into accessible use cases for websites, apps, hosted checkout, and subscriptions. The messaging emphasized flexible payment options and instant settlement into the Hala account.

Business Financing. The content brought financing beyond abstract terms and eligibility requirements, connecting it with concrete SME needs such as inventory, equipment, payroll, and expansion. Clearer application steps and financing explanations helped customers understand how to evaluate and pursue the offer.

The clearest reported result was the payment-terminal channel shift: digital went from contributing almost no terminal acquisitions to accounting for over 30% of new payment-terminal acquisitions, supported by the introduction of website self-onboarding and coordinated digital campaigns.

The work also established more coherent customer-facing narratives across multiple fintech product launches and created a stronger connection between campaign messaging, product pages and acquisition journeys.

The value of product marketing lies in connecting product understanding, commercial priorities, customer needs, and operational execution. A successful launch is not only a page or campaign but an understandable proposition with a journey customers can actually complete.