- Usability testing
- User research
- Banking
- + 2
UX Research & Usability Testing for European Neobank
PRODUCT MARKET FIT CONSULTING
Product-market fit services to validate ideas, features, and pricing
Need proof before launch? Our PMF research agency supports data-driven decisions on market demand,
target segments, product scope, pricing, and more.
target segments, product scope, pricing, and more.
PROVIDE THE CUSTOMER
WITH A SOLUTION
Exactly what I needed
Exactly what I needed
Product-market fit services
Mitigate risk, validate demand, and prove adoption
MVP validation & Demand signals
We use AI-assisted prototyping to generate and iterate product concepts quickly, allowing fast validation cycles without full development. This reduces time-to-insight and limits costly build-first decisions.
Pricing models & Monetization
We test how much customers are actually ready to pay. Using pricing experiments, Van Westendorp models, feature trade-off testing, and simulated purchase decisions, we identify the best pricing points to maximize revenue.
Market sizing & Share simulation
How big is the opportunity, really? We calculate realistic TAM, estimate attainable market share, and simulate real-world customer choices between your product and competitors. We forecast expected market share under different pricing models and feature combinations.
Value proposition testing
We test whether your product solves a problem people care about. Through message testing, design experiments, concept validation, and structured interviews, we conduct both quantitative and qualitative assessment of product perception. We measure clarity, relevance, and perceived differentiation.
Learn more
Segmentation & Target audience modelling
Not every user is your user. We identify high-value segments based on behavioral patterns, needs, and willingness to adopt. The outcome is clarity on who converts faster, who stays longer, and where your product should focus.
Segments & SCOPE
We focus on (but not limited to)
Customer segments
- Retail banking
- Premium / HNWI segment
- SME / Corporate banking
- Credit unions
- Neobanks
- Institutional investors
- Insurance policyholders
- Wealth management clients
- Fintech startups
Product types
- Core banking
- Budgeting & Personal finance apps
- Loan & Mortgage platforms
- Insurance apps & Companies
- Cryptocurrency wallets & exchanges
- Payment & Money transfer services
- Investment & Trading platforms
- Wealth management service providers
- Tax management software
Validation areas
- Purchase intent measurement
- Pricing sensitivity & willingness to pay
- Value proposition clarity
- Adoption & retention signals
- Segment-level traction
- Monetization logic
- Retention & repeat usage signals
- Competitive substitution risk
Capabilities & Methods
Structured approach to product-market fit
Capabilities
WHAT WE DO
- International and niche recruiting
- C-level and B2B sourcing
- Qualitative & quantitative research methods
- Multilingual surveys & structured interviews
- AI-assisted rapid prototyping
- Quantitative modelling
WHAT YOU GET
- Access to hard-to-reach target segments
- Statistically reliable validation data
- Structured insights ready for investor or board discussions
- Faster validation cycles before engineering investment
Problem validation
WHAT WE DO
- Desk research and competitive landscape analysis
- In-depth user interviews and ethnographic research
- Concept testing and early value-proposition validation
- Smoke tests to measure real interest signals
- Kano analysis to identify core vs optional product value
WHAT YOU GET
- Evidence that the problem is real and meaningful
- Clear articulation of the customer need
- Early demand signals before product investment
- Reduced risk of building features nobody needs
Product validation
WHAT WE DO
- Moderated and unmoderated usability testing
- 5-second tests for message and concept clarity
- Guerrilla testing for fast feedback cycles
- Eye-tracking usability analysis
- Accessibility evaluation
WHAT YOU GET
- Clear understanding of product comprehension
- Identified UX friction and adoption barriers
- Prioritized usability improvements
- Real product engagement data
Profit validation
WHAT WE DO
- Conjoint analysis for feature and pricing trade-offs
- Van Westendorp price sensitivity modelling
- Market share simulation under different scenarios
- Competitive substitution analysis
- A/B testing of monetization strategies
WHAT YOU GET
- Quantified willingness-to-pay ranges
- Forecasted market share across pricing scenarios
- Evidence of monetization viability
- Best monetization strategy for your idea (transactional, ads-based, marginal, commission-based)
Validate if your product can
win its market
win its market
Validate if your product can
win its market
win its market
PROCESS
Our path to product-market fit – together
PMF is not a single insight – it’s a structured validation process. The stages below reflect a full research process but the exact scope varies depending on your validation goals.
GLOBAL COVERAGE
Validating ideas worldwide
>51M
users our work has impacted across the globe
>35K
hours of user research and UX testing
91/100
an average usability score of our UX/Ul design
Craft Innovations has diverse business and practical know-how in research and design fields. Their expertise allows Mastercard to create new product lines for their clients, addressing the needs of more than six million customers.
Elmir Huseynov
Managing Consultant, Mastercard
The project goal was achieved 100% – our team got a list of action items to enhance UX of our app. CI team did a full scope of work: recruiting, heuristic UX-audit, user-tests with eye-tracking technology, in-depth interviews, providing us with a detailed report based on qualitative and quantitative data.
Yuliya Shtypula
VP of Customer Experience, PrivatBank
The CI team showed excellent communication, attention to detail, responsiveness, honesty, and trustworthiness. The results exceeded our expectations & team always go the extra mile to meet our needs. They are A+.
Kareem El-Assal
Director of Policy & Digital Strategy, CanadaVisa
I'm impressed with how our partnership has been going. They consistently completed deliverables on time and strongly committed to meeting deadlines. Moreover, they responded to the client's changing needs, and they had exceptional communication and collaboration skills.
Yulian Borsuk
Consultant, Mastercard
We were impressed by CI’s deep UX and conversion knowledge and effort to achieve great results.
Svitlanka Sergiichuk-Romaniuk
Co-Founder at Neofin
It all starts with a consultation
Tell us about your product and we’ll help you assess its market potential.
Thank you, we got your request
Our colleague will be in touch soon
FAQ
Frequently asked about PMF consulting and services
Do you only work with fintech companies?
No. While much of our recent work focuses on financial services, we are not limited to this sector. Our team has over 14 years of experience in product research and product-market fit validation, working with companies across different industries.
Over the past 5 years, financial services have become our primary focus. However, the research methods we use apply to many types of products. If you’re trying to understand whether a real market exists for your product, we can help validate it regardless of the industry.
What markets do Craft Innovations serve?
Craft Innovation primarily focuses on the North American, European, Middle Eastern, and Northern African markets.
However, our methodologies are adaptable across geographies, allowing us to tailor solutions to your specific challenges, regardless of your target market. If your region isn’t listed above, we’re always open to exploring how we can assist you.
How much do our services cost?
The cost of our services depends on several factors, including the initial scope of work, project location, target customer segment, timeline, and specific deliverables. Let’s connect to discuss your project requirements and find the most optimal solution for you.
Do we need to provide access to our customer database?
No, you don’t need to share your customer database with us. We do understand industry regulations and data protection standards such as GDPR, CCPA, and PDPL. Our research processes are specifically designed to ensure that you don’t have to share any sensitive data.
Is product-market fit relevant if we’re an early-stage startup?
Absolutely. Product-market fit is critical for any startup – especially early on. Our consulting and services help you avoid costly missteps by validating whether your product idea solves a real problem for a real audience. You’ll get data to support decisions before investing heavily in MVP, marketing, or fundraising.
What is the service-market fit?
Service-market fit means offering a service that clearly solves a real problem for a specific group of customers – so well that they’re willing to pay for it and recommend it. It’s the service-industry equivalent of product-market fit – our agency covers both.
What is product-market fit validation for financial services?
Our focus is on determining whether a financial product (such as a banking service, investment platform, insurance policy, or fintech app) truly meets the needs and expectations of a specific target market. Given the complexities and regulatory requirements in the financial industry, product-market fit validation here involves a nuanced approach to ensure that a new financial service is not only desirable to customers but also compliant and competitive.