creditas - Managing Team Cognitive Load for a Fast Flow of Value

Founded in 2012, Creditas, a Brazilian fintech, is a consumer lending startup that operates a digital platform providing secured loans and low interest rates. By 2022, Creditas had over 3.000 employees and was serving a broad range of products related to consumer loans, with B2C and B2B2C models.

Two years earlier, Creditas started a multi-product initiative to offer a single credit card that connected multiple existing and new products, to help clients access better loans. The goal was to verify fast product market fit for those product initiatives, but things didn't go according to plan.

In this case study, we will deep drive into how we evolved from a single team with multiple products, to a full product tribe with a platform team to support internal stream-aligned teams for fast flow of value.