Trusty Customer Discovery
“The research changed the trajectory of the product. It wasn’t just about features - it changed the purpose.”
- Randy Frisch, Trusty Founder
PMF Studio Case Studies
Trusty Product Discovery: From product idea to market-aligned purpose
When Randy Frisch (cofounder of Uberflip) began building Trusty, he had a bold idea but needed help to test assumptions, validate direction, and move fast with clarity. PMF Studio led a Product Discovery engagement focused on crystallizing market opportunities, deep user research, and strategic advisory.
“I was looking for someone I could trust to help me shape the direction of the business and the product. That’s the role PMF Studio played.” - Randy Frisch
Through user interviews, PMF Studio uncovered that users were looking for a more meaningful approach to legacy and self-expression than how social media is currently being used. That shifted the product vision from social flexing to human-first estate planning, with features like personal video messages for loved ones.
Beyond research, PMF helped recruit key design and engineering partners and kept the work structured and fast-paced.
Today, Trusty continues to evolve and scale, referencing back to many foundational decisions made during our Product Discovery engagement.
PayEvo Product Discovery & Prioritization
“I’d definitely recommend PMF Studio to anyone struggling to understand if they’re building the right thing. It's easy to believe all your ideas are great, but PMF will find out if your customers agree. They really put in the legwork and critical thinking that we all wish we had time for, but never do.”
— Richard Switzer, Product Team Lead
PaymentEvolution (PayEvo), a leading Canadian provider of cloud payroll and financial services for SMBs, had developed over a dozen promising new revenue ideas - but lacked clarity on which to pursue. PMF Studio led Product Discovery to validate opportunities, avoid costly distractions, and focus the team’s product roadmap.
Through thousands of employee surveys and interviews with clients, PMF Studio was able to identify which ideas really resonated with users, and importantly, which high-potential services could actually alienate employers and hurt retention.
PMF Studio guided PayEvo to focus on earned wage access and international remittances for employees, opening new lines of revenue that deeply align with user demand and business goals. PMF Studio's research enabled rapid partner selection based on values like fee transparency and financial empowerment.
PayEvo continues to build on these insights, using them to inform new offerings and guide communication strategies.
“We were able to get objective data and a positioning strategy that showed us a clear path forward. We’re still going back to that research today. It redefined our product roadmap.”
Results: A focused suite of customer-aligned low and no-cost financial services form the PayEvo portfolio.
Deeleeo Ideal Customer Persona Identification
“Right away, we could tell where to spend time and energy. It just made everything more efficient. I’m a big believer that luck is when preparation meets opportunity. This work helped us be ready.”
— Jackson Payne, Founder, Deeleeo
Deeleeo was growing well —on track for $1.6M in annual revenue—but lacked clarity on who their best customers were. PMF Studio led an Ideal Customer Profile (ICP) discovery sprint to refine focus, sharpen messaging, and boost efficiency in their sales efforts.
Through interviews with 15 existing customers and outbound experiments with 30 prospects, PMF Studio surfaced clear customer patterns and identified Deeleeo’s most promising segments. “Those two activities were like lightbulb moments.” - Deeleeo
Armed with messaging frameworks and clear prioritization tactics, Deeleeo quickly aligned its outreach and referral strategy to drive faster growth. The result? A sharper go-to-market engine and a tripling of revenue.
“The value of working with PMF Studio is very high. With them, the ROI will be there.”