// London, UK — Open to opportunities

Rajni
Rughwani

Lead Product Analyst · Product, Growth & AI

Turning product behaviour into decisions that drive growth
and better AI products.

I use experimentation, customer behaviour and decision science to understand what users need, where products succeed or fail, and what teams should build, change or prioritise next.

Increasingly, I’m applying that thinking to AI-native products focusing on activation, retention, product quality, human-in-the-loop workflows and measurable customer value.

View My Work Download CV
Product Analytics Decision Science Experimentation Growth AI Product
Rajni Rughwani
🏆

Hackathon Winner

Predictive model in production

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01 About

From product behaviour to better decisions.

I’m a Lead Product Analyst with 6+ years of experience using customer, product and commercial data to understand why users behave the way they do, and what businesses should do next.

My work spans the full decision cycle: identifying friction and opportunities, analysing customer journeys and cohorts, forming hypotheses, designing experiments and translating evidence into product, growth and commercial decisions.

I work closely with Product, Operations and senior leadership on problems across growth, retention, pricing, acquisition and customer strategy. Increasingly, I’m applying the same approach to AI, exploring how we measure product quality, adoption and value, and where AI can meaningfully improve customer and operational experiences.

My edge is being able to move between data, product thinking and execution: from finding the signal in the data to helping teams decide what to test, change or build next.

LinkedIn GitHub
02 Proven Impact

Numbers that matter.

£240M+
Transfer-ins Influenced
Product journey, consolidation and growth interventions across the end-to-end transfer experience.
£6–7M
Monthly Inflows Recovered
Identified ~40% transfer-in rejection and helped shape a Support-led recovery workflow.
£5M
ARR Opportunity Identified
Customer segmentation and pricing analysis informing commercial strategy.
~2×
Transfer-in Rate
Incentive-led experiment versus email-only communication for pot consolidation.
90 Days
Transfer-out Risk Prediction
Predictive model identifying four actionable member segments for proactive retention.
2×
Best Performer
Smart Pension Spot Bonus, Q2 2025 and Q1 2026.
03 Selected Work

From signal to decision.

A few examples of how I turn customer behaviour, experimentation and commercial data into product decisions and measurable outcomes.

£240M+
Annual transfer-ins influenced

Transfer Journey Growth

Challenge
The transfer journey had multiple points of friction, but it wasn’t clear where customers were dropping out, why transfers were failing or where consolidation opportunities were being missed.
What I did
Mapped the journey end-to-end across funnel behaviour, rejected transfers, pot consolidation and transfer-out destinations to identify where customers, and assets, were being lost.
Impact
Insights shaped product, operational and growth interventions across the transfer journey, contributing to £240M+ in annual transfer-ins.
Funnel AnalysisCustomer JourneyGrowthProduct Strategy
£6–7M
Monthly inflows recovered

Recovering Rejected Transfers

Challenge
A significant proportion of transfer-in cases were failing, creating friction for customers and leaving substantial inflows unrealised.
What I did
Identified that approximately 40% of transfer cases were being rejected, analysed where and why cases failed, and helped design a Support-led recovery workflow to resolve eligible cases.
Impact
The intervention now helps recover approximately £6–7M in transfer inflows each month.
Root-Cause AnalysisJourney OptimisationWorkflow DesignCommercial Impact
~2×
Transfer-in rate

Pot Consolidation Experiment

Challenge
Many members held pension pots elsewhere, but standard communications were not driving enough consolidation.
What I did
Segmented eligible members and designed an A/B/C experiment comparing different communications and incentive-led interventions.
Impact
Members receiving the incentive transferred in at approximately twice the rate of the email-only group, with statistical testing supporting the difference.
ExperimentationA/B TestingSegmentationGrowth Analytics
Retention → Strategy
Differentiated propositions

Retention & Wealth Strategy

Challenge
Retention behaviour varied significantly by wealth segment, acquisition source and customer profile, but the proposition did not sufficiently reflect those differences.
What I did
Combined transfer-out behaviour, asset values, competitor destinations and propositions, wealth segmentation and organic-vs-acquired cohort analysis to understand where retention risk was concentrated and why.
Impact
The findings influenced a shift towards more differentiated propositions by member segment and informed longer-term retention and product strategy.
RetentionWealth SegmentationCompetitor IntelligenceDecision Science
04 AI & Product Lab

Building, testing and shipping with AI.

I use AI as a product-building tool, moving from problem discovery and user journeys through prototyping, human-in-the-loop design and real-world implementation.

www.getsettle.uk
Screenshot of the GetSettle move checklist dashboard
Founder Live in Production AI Product

GetSettle — AI-Powered Home Moving Assistant

6.7 million people move house in the UK every year, each facing 100+ admin tasks with no single place to manage them.

Designed and built end-to-end, from problem discovery and user journeys through to a live product used by real movers.

A Claude Vision document scanner extracts structured data from bills and letters to auto-fill tasks, and a voice assistant (ElevenLabs + Simli) guides less confident users through council tax, energy switching and NHS registration, with human-in-the-loop validation throughout.

Zero → Production Built and shipped in three months
Claude APIClaude VisionElevenLabsSimli WebRTCReactTypeScriptNode.jsSupabase
Visit GetSettle View Code →
Problem → Assess → Prototype → Govern → Measure
In Progress 2026 FCA-Regulated

AI Discovery & Workflow Innovation — Smart Pension

Where should a regulated pensions business actually apply AI, and how do you get from an idea to something governed and real?

Leading cross-functional AI discovery across Operations, Data, Governance and Commercial teams, translating operational challenges into prioritised use cases with defined value, data requirements, governance and human oversight.

Selected opportunities include AI-assisted governance and compliance reporting, and process-flow automation.

2 Days → 40 Min Process-flow preparation, across 15–20 workflows
AI Opportunity DiscoveryFeasibility & Value AssessmentGovernance & HITLAnthropic Claude
Behavioural signals → Prediction → Risk segments → Intervention
Hackathon Winner Production Decision Science

Transfer-Out Risk Prediction

Most pension providers only react to transfer-out risk after a member has already decided to leave.

A hackathon-winning predictive model identifies members at elevated risk of transferring out within the following 90 days, giving Smart Pension's product and outreach teams a window to intervene proactively.

I supported the model's progression from hackathon prototype through to production, contributing feature enhancement, data strategy and testing, and helped translate its output into four actionable risk segments for proactive retention.

90-Day Risk window, four actionable segments
PythonScikit-learnSnowflakeAWSPredictive Analytics

More experiments

AI Chief of Staff

A personal AI chief of staff built with Claude. Surfaces priorities across projects and reduces repetitive cognitive overhead in knowledge work.

Claude APIClaude CodePython

PamperPuff

An AI agent with a human-in-the-loop approval workflow for a nails, spa & wellness brand. AI drafts, a human approves, the system publishes.

Claude APIMeta Graph APIPython
GitHub →
05 Experience

Where I've worked.

01

Lead Product Analyst — Growth & Retention

Smart Technology Holdings (Smart Pension) · London, UK

Apr 2022 — Present

Partner with senior leadership, Product, Operations and Commercial teams to turn customer, product and financial data into decisions across growth, retention, pricing, customer experience and product strategy.

  • Growth & journeys — Led end-to-end analytics across the pension transfer journey, including funnel behaviour, customer friction and pot consolidation; insights and interventions have influenced £240M+ in annual transfer-ins, including a Support-led recovery workflow unlocking £6–7M in transfer inflows each month
  • Experimentation — Designed and analysed A/B/C experiments targeting members with pensions held elsewhere; incentive-led campaigns achieved approximately 2× the transfer-in rate of email-only communication
  • Retention & decision science — Lead transfer-out and wealth-segment analytics, combining customer behaviour, asset movement and competitor intelligence to shape retention and product strategy; supported development of a predictive transfer-out risk model, taking it from hackathon prototype through to production
  • Commercial strategy — Identified a £5M ARR opportunity through customer segmentation and pricing analysis, and delivered acquisition-versus-retention analysis to inform commercial decision-making
  • Executive & AI leadership — Lead cross-functional AI discovery across the business, and partner directly with senior leadership on strategic growth and retention questions, translating analysis into Board and Trustee-level decision materials
Product AnalyticsExperimentationDecision ScienceGrowthRetentionSQLPythonAI
02

Business Intelligence Analyst

Bounce Interactive · London, UK

Mar 2021 — Apr 2022
  • Automated SQL/Python reporting workflows, reducing manual reporting time by 30%
  • Built KPI dashboards and tracked customer journeys for product, finance and operations leadership
SQLPythonTableauKPI Dashboards
03

Business Data Analyst

Freelancer (Upwork) · London, UK

Nov 2020 — Mar 2021
  • Delivered self-serve Tableau dashboards for fintech and services clients, improving targeting efficiency by 42%
  • Achieved Top Freelancer status within 60 days
TableauAnalyticsClient Management
04

Client Relationship Manager

ICICI Prudential Life Insurance · Mumbai, India

May 2018 — Dec 2019
  • Used customer segmentation to grow monthly sales by 30%; awarded Best Relationship Manager (2019)
SegmentationClient Growth
06 Skills & Tools

My toolkit.

A mix of product thinking, analytical depth and hands-on AI building — chosen around the problem, not the tool.

▸ Product & Decision Science

Product AnalyticsGrowth AnalyticsCustomer BehaviourRetention & ChurnCustomer SegmentationPricing AnalyticsPredictive AnalyticsProduct Strategy

▸ Experimentation & Statistics

A/B TestingExperiment DesignHypothesis TestingStatistical SignificanceCohort AnalysisFunnel AnalysisBehavioural Analysis

▸ Data & Analytics

Advanced SQLPythonPandasNumPyScikit-learnSnowflakedbtETL/ELTTableauLookerPower BI

▸ AI & LLMs

Anthropic Claude APIClaude VisionElevenLabsClaude CodePrompt EngineeringAI Workflow DesignHuman-in-the-Loop AIAI Opportunity Discovery

▸ Build & Cloud

ReactTypeScriptNode.jsSupabaseAWSRailwayMCP IntegrationsWorkflow Automation

▸ Leadership & Strategy

Executive Stakeholder ManagementStrategic Decision SupportProduct Roadmap InfluenceCross-functional LeadershipData StorytellingBoard & Trustee CommunicationAI DiscoveryTeam Development
07 Recognition

Recognition that counts.

Living the Values Award — Winner

Innovate with Purpose · Smart Pension · 2026

Recognised for turning insight into practical innovation and measurable business impact across product and customer journeys. Previously nominated for Innovate with Purpose before receiving the award in 2026.

1st Place — Company-wide Hackathon

Smart Pension

Hackathon-winning predictive transfer-out risk solution that progressed from prototype into production to support proactive retention.

Rising Star of the Year — Nominee

Professional Pensions Awards · 2026

External industry recognition for contribution and impact within the UK pensions sector.

2× Best Performer

Smart Pension · Q2 2025 & Q1 2026

Awarded two performance Spot Bonuses for sustained impact across product, analytics and strategic decision support.

Best Relationship Manager

ICICI Prudential · 2019

Recognised for customer and commercial performance, including data-led segmentation that contributed to increased sales.

Gold Medalist

MSc Computer Science · Indus University

Awarded the Gold Medal for academic performance in MSc Computer Science.

What colleagues say

"Rajni is always willing to learn and takes the initiative to apply her newly acquired skills to her work. She has a strong dedication to her work and a can-do attitude that inspires those around her."

MM

Martina Megasari

Data Science & Analytics — Smart Pension

"She's a very reliable, efficient and proactive data analyst. She can communicate clearly her findings to diverse audiences and demonstrates an extraordinary desire to learn more and more."

BL

Bernardo Lima

Colleague — Smart Pension

08 Contact

Let's connect.

Open to AI product, strategy, and adoption roles — always happy to talk about building with AI.

Email

rajnirughwani@gmail.com

LinkedIn

linkedin.com/in/rajnirughwani

GitHub

github.com/RajniRughwani