Beyond the Funnel: Building Financial Experiences Small Businesses Actually Need

For a small business owner, a financial product is never just a product. Access to funding decides whether payroll clears, whether the equipment gets replaced, whether the business survives a bad quarter. And yet the experience is still built like a funnel — acquire, convert, move them along. This session asks what changes when you design for the small business owner's actual stakes instead of your own conversion rate.