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KoinBX KoinBX

Taking a new product to 30+ countries in a month

As Chief of Staff, I sit between the CXOs and every team. This is the story of one launch, the funnel behind it, and the organisation that made both possible.

Role
Chief of Staff
Dates
Dec 2025 – Present
Mandate
Revenue, Retention, Referral
Team
Horizontal role, no direct reports
₹100 Cr
Trade volume in the launch's first month
30+
Countries within a month of the India launch
8% → 15%
End-to-end onboarding conversion

Context

KoinBX is a trading platform with 150K+ verified users and ₹200 Cr in monthly volume. It acquired Assetworks AI, where I was a Product Manager, and I joined as Chief of Staff in December 2025.

The role is horizontal: no direct reports, and three KPIs — Revenue, Retention and Referral. My job is to turn leadership's priorities into work that every team can execute.

The problem

Leadership wanted to launch KoinBX Futures in India and take it international quickly. That meant seven functions — Product, Tech, Business, Operations, Compliance, Finance and Customer Support — shipping one thing on one timeline, with compliant onboarding for users outside India.

Underneath the launch sat a leaky funnel: only 8% of people who signed up made it all the way through KYC, bank verification and a first deposit to a first trade.

What I did

Launch and expansion

  • Partnered with the CXOs to launch Futures in India in August 2026, aligning all seven functions on one plan.
  • Worked with Compliance on FIU-compliant onboarding for international users.
  • Drove early volume by converting high-volume Spot traders, and launched a KYC- and Pass-gated trading contest to activate dormant users.

Pricing and monetisation

  • Designed a zero-fee Futures Pass subscription. Its waitlist drew 1,000+ sign-ups, and 30% converted to paid Pass holders.
  • Built volume-based fee-tier (VIP) ladders for Spot and Futures to reward high-volume traders.

Fixing the onboarding funnel

  • Mapped the journey stage by stage — signup, KYC, bank verification, deposit, first trade — and built automated CleverTap journeys at every drop-off stage.
  • Worked with Compliance on drop-off at the KYC vendor and proposed a manual-review fallback.
Before8%
After15%
Share of signups that go on to make a first trade.

Customer research that changed strategy

  • Ran post-launch research on traders' leverage and liquidation behaviour. It showed the Pass was missing experienced futures traders.
  • Recommended an acquisition pivot to leadership, and designed a segment-targeted Rewards program for acquisition, Spot-to-Futures conversion and token diversification.
  • Ran an outbound win-back program for 700+ churned high-volume traders to capture why they left and reintroduce the upgraded product suite.

Building the organisation

  • Designed the company's structure from scratch: the reporting lines across HR, Tech, Marketing, Finance and Customer Support.
  • Set up company-wide governance, monitoring and reporting, so the organisation runs on its own rather than through one person.

Results

  • Futures crossed ₹100 Cr in trade volume in its first month.
  • Live in 30+ countries within a month of the India launch.
  • End-to-end onboarding conversion nearly doubled, from 8% to 15%.
  • A paid subscription with 30% waitlist-to-paid conversion.

What I learned

  • A launch is an alignment problem before it's a product problem. Seven teams shipping on one date needed one plan, not seven.
  • The funnel didn't move because of one big fix. It moved because every drop-off stage was treated as its own problem.
  • Research after launch matters as much as research before it — it changed who we went after.