BetterHome · 2025 to now

The turnaround

I changed the direction of two products by getting closer to the people who would actually use them.

One continuous line starts as a tangled scribble and folds itself into three stacked tiers
70+
Requirements into 3 priority levels
4
Agencies observed running live identity checks
400+
Agents moved onto the new platform
10%
Estimated efficiency gains for RealNet

Situation

Two products, neither with users. The RealNet platform was in its infancy and had to carry a national franchise. BetterID had board pressure and no picture of real KYC work.

What I did

I owned the CRM roadmap and grouped 70+ requirements into clear priority levels. For BetterID I sat with agency staff and rebuilt the product around their workflows.

Result

RealNet launched on the new platform, website live, priority requirements met. I fixed about 100 issues myself in the first two weeks. BetterID now fits how agencies actually work.