Circle by CRED: Finding Product-Market Fit Through Conversations
Leads an early-stage consumer app by pairing acquisition experiments with rapid product learning.
Shubham Choudhary
Builder
From their time as
Product Leader
CRED • May 2025 – Present
Overview
Shubham leads Circle by CRED, a new chat app connecting users with experts across money, careers, relationships, and wellness. The current mandate is to build awareness, prompt meaningful chats, and use those interactions to find product-market fit.
The Story
Shubham leads Circle at an early stage, when the category and user behavior are still taking shape. The product gives users access to expert residents across money, careers, dating, relationships, and wellness.
His immediate objective is learning. He is shaping acquisition around chat consideration, bringing relevant users into the app and observing what prompts them to begin a conversation.
That requires performance marketing, remarketing, push notifications, and owned media to work as learning channels. The strategy changes as the team sees what happens on the platform.
Shubham stays close to the details because the product is young. He frames problems collaboratively, moves quickly into execution, and gives the person closest to the work ownership once the direction is clear.
Ownership Snapshot
Broad role
Leads a new consumer initiative within CRED.
Goal
Find product-market fit for expert-led conversations.
Direct ownership
Shapes the product and growth approach for Circle.
Team execution
Works closely with collaborators, then gives owners room to execute quickly.
Topics
- Zero-to-One Products
- Product-Market Fit
- Consumer Growth
- Category Creation
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