Daniel Schulman

Focuses on growing a business by adding adjacent products, services, or partnerships that create a more comprehensive value proposition for the customer, rather than solely focusing on core product improvements. This often involves strategic acquisitions or integrations.

When to useWhen a core product has reached maturity and growth requires moving into adjacent markets, expanding customer touchpoints, or integrating complementary functionalities to increase user 'stickiness' and lifetime value, as seen with PayPal's acquisition of Honey for shopping tools or iZettle for POS solutions.

Designing financial products and services specifically to meet the needs of underserved populations, such as those without traditional banking access or with irregular income. This involves features like low fees, easy access, financial literacy tools, and transparent terms.

When to useWhen targeting new market segments, fulfilling a corporate social responsibility mandate, or addressing regulatory pressures related to access to financial services. It requires understanding specific pain points of underserved communities to develop truly impactful solutions, exemplified by PayPal's direct deposit and debit card offerings.

Treating a digital wallet not merely as a payment instrument but as a central operating system for a user's financial life, integrating payments, banking, lending, shopping, rewards, and potentially identity management into a single, seamless platform.

When to useFor companies aiming to become a primary financial partner for consumers, shifting from transactional relationships to deep engagement. This framework is applicable when competitors are siloed, and there's an opportunity to provide a consolidated, intuitive user experience across multiple financial needs.