Thomas Navin


Roadmap to Success: 7 Steps to Prioritize Your Product Goals

When working on a product team, there is a lot that can get lost in the shuffle. Being busy with projects is great, but how do you ensure your process isn’t failing? Does a process even exist? Are you leading a team and need to bring some focus and order, but aren’t sure how?

Well, you’ve come to the right place. Even prides itself on a rigorous and collaborative approach to product development.

I’ve been leading product teams for roughly a decade and have learned that the most important thing a leader can do is create a process for generating, prioritizing, and maintaining a product development roadmap. A disorganized approach to product development can have far-reaching negative impacts on your organization. However, by following a set of key steps, you’ll be able to fix your roadmap development and prioritization, with wide-spreading impact on company objectives.

The hardest part of this process is getting started. As the project leader, you need to understand your company and how to work with internal and external stakeholders in order to get them bought into the product development process. Typically, once you’ve conveyed that you want them to influence the roadmap, they’ll get very excited. And sometimes, you’ll just need to show them how impactful the process will be.

With that, here are 7 steps that can help any team create and define the ideal product roadmap.

1. Get All of Your Ideas in One Spot

You’d be surprised how many product teams attempt to function without a working roadmap backlog. In most cases, they end up building the initiative that addresses the item seemingly most on fire. The initiative is likely prioritized by the squeakiest wheel in the company (usually the CEO or Head of Sales) and ignores the needs of other parts of the organization ― and probably the clients as well. So the first step in making sure you’re building the right roadmap is to get all of your ideas in one spot, via a backlog or any other type of task manager. At Even, we use Airtable to log our roadmap and I love the flexibility and filtering features it provides.

2. Ask Your Stakeholders What They Want

This is where the important stuff starts happening. Asking your stakeholders (clients included!) about their product development priorities is foundational to the roadmap. This ensures that you’re able to understand the priorities of all parties involved and how their needs overlap. Most importantly, by engaging these stakeholders in the process early and often, it reinforces that their insights and perspectives matter.

How you achieve this is dependent on your company's needs; however, I always try to include as many people as possible. Even if some individuals aren’t contributing much, they’re still going to gain valuable insights about our product development process. At Even, we have multi-departmental project teams who meet on a weekly basis. The teams are structured around their own product, clients, resources, and roadmap. This creates cross-team cohesion that ensures all stakeholders and representatives have their voices heard.

3. T-Shirt Size The Work

Understanding how much time and effort a project is going to take is essential. The value of an idea must be weighed against the cost of completing the work. More often than not, you’ll get more value out of completing a few small-to-medium sized tasks versus one large project. This must be considered and understood by stakeholders as well. If a single idea is going to take two quarters (6 whole months!) to complete, and in that same time you can get 35 other ideas released, you need to seriously consider the tradeoff compared to the value of those projects.

At Even, t-shirt sizing our work really runs the gamut ― we use sizes from XS (extra-small) to XXL, as we found it accommodates our broad needs. XXL-size projects don’t receive any value in our prioritization scoring (we’ll talk about that next), whereas XS-size projects are worth quite a few points. So for something that is XXL, like our new partner portal called Control Center, it needs to be mission critical to get prioritized. If a project is going to require a large number of resources for a long period of time, it needs to be worth the effort to build.

4. Use a Prioritization Scoring System

There are a wide range of methods for creating a prioritization scoring system (e.g., RICE Scoring, MoSCoW Scoring, Kano Model, etc.). When choosing, you should pick the scoring system that best prioritizes the aspects of the work that are most important to your business. A great way to figure out how to score priorities is by looking at company OKRs, strategies, and other metrics.

No matter what model you choose, make sure you evaluate how each idea will advance your company's initiatives. If you’re ignoring company goals in your prioritization, it’s likely you won’t be able to hit those goals. You’ll also need to explain to your stakeholders what your prioritization system takes into account and how the scoring works. Oftentimes, their feedback will make your scoring stronger.

Here’s a simple scoring example. I’ve set up four attributes below. Each idea in your roadmap will receive a score for each attribute. In this case we’ll use a 1-4 scale. (1 for low, 2 for medium, 3 for high, 4 for XL. Just remember to reverse the scoring for “Level of Effort.” You’ll want to attribute the highest score for the lowest level of effort.)

  • Customer Value
  • Revenue Generated
  • Confidence in Success
  • Level of Effort to Develop

Simply go through each item in your roadmap and assign a score for each attribute and then add the scores together. After that, rank the items by highest to lowest.

Now look at your priority list. Does this order feel right to you and your stakeholders? If not, maybe you need to add new attributes or weigh your scores by making some values worth more or less. The goal should be to have the scores reflect the importance of each item in the roadmap to your organization.

5. Review the Prioritization

No matter who was involved in the scoring process, it’s important to review the prioritization of ideas with all interested stakeholders. This sounds obvious, but it’s critically important and too often forgotten or not done in a continuous manner. Some people will be frustrated that their ideas aren’t prioritized highly enough. In this case, they’ll need to provide evidence that the priority should be increased or accept that the idea might not be the most important item for the company at that moment. Having these discussions in an open forum is where the magic really happens, as the team ideally coalesces around the roadmap.

6. Publish Your Results

Make sure you post the finalized prioritization list somewhere where everyone can track progress. In short, publish your roadmap. Also, remember that you’ll need to reference this roadmap frequently. If you roll it out just once per quarter people will forget what was agreed on and backslide. The list is your north star. Use it frequently to guide you or you’ll end up going the wrong way.

Here at Even, we reference our roadmaps incessantly. We have weekly meetings with our leadership teams to review them, we send out internal newsletters with updates and changes, and we review and maintain them in our weekly project team meetings.

7. Be Prepared For Last-Second Changes

Even if you follow all of the above, something will come up that wasn’t accounted for — it always happens. It might be a critical issue that needs to be resolved immediately or an opportunity that is too good to put on hold. Within the framework you already created, you can score this item and look to see where it fits in priority-wise. If you need to immediately start work on the item because it’s that important, you can now show your stakeholders how it impacts your roadmap. As a result, other items might move down in priority and timelines will need to be adjusted. It may upend things a bit, but at least you were prepared for it and managed the stakeholders’ expectations accordingly.


If you follow the steps above, all told, you’ll have set the foundation for a well-functioning product organization. It will take the cooperation of others to stay on track and follow the foundation established, but you will always have these steps to fall back on for future roadmaps. It may take a while, but as long as everyone buys in, your product team will function more efficiently and cohesively, for years to come.

Read More

Disclaimer: The material provided on this site is not intended to provide legal, investment, or financial advice or to indicate the suitability of any Even Financial product or service to your unique circumstances. For specific advice about your unique circumstances, you may wish to consult a qualified professional. Any information or statistical data sourced by Even Financial through hyperlinks, from third-party websites, are provided for informational purposes only. While Even Financial finds these sources to be accurate, it does not endorse or guarantee any third-party content.



in consumer applications for financial services


consumer profiles generated


applicants routed monthly



Read all about it!
MoneyLion Completes Acquisition of Even Financial, the Category Leading Embedded Finance Marketplace
NEW YORK, NY, February 17, 2022--(BUSINESS WIRE)--MoneyLion Inc. (“MoneyLion”) (NYSE: ML), the award-winning digital financial platform, has completed its acquisition of Even Financial Inc. (“Even”), the category-leading embedded finance marketplace. The acquisition strengthens MoneyLion’s platform by improving consumers’ abilities to find and access the right financial products to help them manage their financial lives through Even’s network, spanning over 400 financial institution partners and 500 channel partners and covering a breadth of financial services including loans, credit cards, mortgages, savings and insurance products. The acquisition increases MoneyLion’s distribution capabilities, diversifies its revenue composition and is expected to be accretive to MoneyLion’s earnings, with Even expected to add positive EBITDA in 2022, excluding synergies. “With this transaction, we have combined MoneyLion’s powerful first-party products and open architecture marketplace with Even’s dynamic recommendation engine and expanding partner network to broaden the range of products and services within the MoneyLion platform,” said Dee Choubey, co-founder and CEO of MoneyLion. “In doing so, we have enhanced our product leadership to position MoneyLion as a ‘must have’ consumer finance product for hard-working Americans. Together, MoneyLion and Even will improve existing consumers’ financial lives and expand our aperture to service a new segment of consumers. Together with our current capabilities, we are well positioned to advance our leading position in hyper-personalized lifestyle content and financial recommendations.” Phillip Rosen, founder and CEO of Even commented, “At Even, our vision has always been to revolutionize how consumers receive recommendations for financial services. Through a combination of machine learning expertise and our trusted user experience, Even has helped over 400 financial institution partners find and connect with consumers. Going forward, we are excited to play an integral role in powering MoneyLion’s fast-growing Marketplace and offer MoneyLion’s suite of products to our channel partners.” MoneyLion and Even have completed the first phase of their product integration, with over 60 solutions providers from Even’s network now represented in MoneyLion’s Marketplace across personal loans, life insurance, auto insurance, homeownership and other services. Even will continue to operate as an independent subsidiary of MoneyLion, led by Even’s current management team. Phillip Rosen will continue in his role as CEO of Even and will join MoneyLion’s executive committee. Evercore served as financial advisor and Davis Polk & Wardwell LLP as legal advisor to MoneyLion. Broadhaven served as financial advisor and Goodwin Procter LLP as legal advisor to Even. For additional information about the acquisition, please review the investor presentation. About MoneyLion MoneyLion is a mobile banking and financial membership platform that empowers people to take control of their finances. Since its launch in 2013, MoneyLion has engaged with millions of hard-working Americans and has earned its members’ trust by building a full-service digital platform to deliver mobile banking, lending, and investment solutions. From a single app, members can get a 360-degree snapshot of their finances and have access to personalized tools, content and offers designed to improve their financial lives. MoneyLion is headquartered in New York City, with offices in Sioux Falls and Kuala Lumpur, Malaysia. MoneyLion has achieved various awards of recognition including the 2020 Forbes FinTech 50, Aite Group Best Digital Wealth Management Multiproduct Offering, Finovate Award for Best Digital Bank 2019, Benzinga FinTech Awards winner for Innovation in Personal Finance 2019 and the Webby Awards 2019 People’s Voice Award. For more information about the company, visit For investor information and updates, visit and follow @MoneyLionIR on Twitter. About Even Financial Founded in 2014, Even digitally connects and matches consumers with real-time, personalized financial product recommendations from banks, insurance and fintech companies on mobile apps, websites and other consumer touchpoints through its marketplace technology. Even's infrastructure leverages machine learning and advanced data science to solve a significant pain point in financial services customer acquisition, seamlessly bridging financial services providers (such as SoFi) and channel partners (such as TransUnion) via its industry-leading API and embedded finance marketplaces. Even enables any company to add financial products to their business, with full compliance and security at scale. Even was named one of "America's Best Startup Employers'' by Forbes for 2021 and placed in the Top 50 of the 2020 Deloitte Technology Fast 500, which recognizes the fastest growing tech companies in the world. Learn more at Forward-Looking Statements The information in this press release includes “forward-looking statements” within the meaning of the “safe harbor” provisions of the United States Private Securities Litigation Reform Act of 1995. Forward-looking statements may be identified by the use of words such as “estimate,” “plan,” “project,” “forecast,” “intend,” “will,” “expect,” “anticipate,” “believe,” “seek,” “target” or other similar expressions that predict or indicate future events or trends or that are not statements of historical matters. These forward-looking statements include, but are not limited to, statements regarding estimates and forecasts of financial and performance metrics and expectations and timing related to potential benefits, terms and timing of the transaction. These statements are based on various assumptions, whether or not identified in this press release, and on the current expectations of MoneyLion’s management and are not predictions of actual performance. These forward-looking statements are provided for illustrative purposes only and are not intended to serve as, and must not be relied on by any investor as, a guarantee, an assurance, a prediction or a definitive statement of fact or probability. Actual events and circumstances are difficult or impossible to predict and will differ from assumptions. Many actual events and circumstances are beyond the control of MoneyLion. These forward-looking statements are subject to a number of risks and uncertainties, including changes in domestic and foreign business, market, financial, political and legal conditions; the inability of the parties to successfully or timely consummate the proposed transaction, including the risk that any required regulatory approvals are not obtained, are delayed or are subject to unanticipated conditions that could adversely affect the combined company or the expected benefits of the proposed transaction; failure to realize the anticipated benefits of the proposed transaction; risks relating to the uncertainty of the projected financial information with respect to MoneyLion; future global, regional or local economic and market conditions; the development, effects and enforcement of laws and regulations; MoneyLion’s ability to manage future growth; MoneyLion’s ability to develop new products and solutions, bring them to market in a timely manner, and make enhancements to its platform; the effects of competition on MoneyLion’s future business; or, the outcome of any potential litigation, government and regulatory proceedings, investigations and inquiries. If any of these risks materialize or our assumptions prove incorrect, actual results could differ materially from the results implied by these forward-looking statements. There may be additional risks that MoneyLion presently knows or that MoneyLion currently believes are immaterial that could also cause actual results to differ from those contained in the forward-looking statements. In addition, forward-looking statements reflect MoneyLion’s expectations, plans or forecasts of future events and views as of the date of this press release. MoneyLion anticipates that subsequent events and developments will cause its assessments to change. However, while MoneyLion may elect to update these forward-looking statements at some point in the future, MoneyLion specifically disclaims any obligation to do so. These forward-looking statements should not be relied upon as representing MoneyLion’s assessments as of any date subsequent to the date of this press release. Accordingly, undue reliance should not be placed upon the forward-looking statements.
Even Financial Adds Tally's Low-Interest Line of Credit to its Embedded Finance Marketplace
NEW YORK, NY, March 15, 2022 -- Even Financial ("Even"), the category-leading embedded finance marketplace and independently managed subsidiary of MoneyLion, Inc. (NYSE: ML), has announced a new partnership with Tally, a leading financial automation company, to include the company's low-interest credit offerings on its platform. "Tally has built a powerful tech-enabled system to help people solve one of the biggest financial problems today: paying off credit card debt," said Phill Rosen, Founder and CEO of Even. "We're thrilled to welcome Tally's line of credit offerings to Even's unparalleled network of financial services providers." Tally is designed to help its members pay off their debt faster and save them money on interest and late fees. Members can lower their monthly payment with Tally's lower-interest line of credit, if eligible. Typically, at least a 580 FICO score is needed. Tally's system is customized to save people as much money as possible. "Americans today owe nearly $1 trillion in credit card debt. We know from our research that many want to pay down their debt but struggle to get started. That's where Tally comes in," said Jason Huynh, VP of Credit, Analytics & Operations at Tally. "Our system combines financial automation with a low-interest line of credit to give people the help they need to get on track to pay off their credit card debt for good. We're thrilled that our partnership with Even will allow Tally to help even more people." The launch of Tally on the Even platform enables consumers to get matched with Tally's custom, low-interest line of credit accounts of up to $25,000 in just a few minutes. After getting matched, eligible consumers complete the process through the Tally app. There are no out-of-pocket costs. Tally is the latest partner to join the Even marketplace, a growing network of over 400 financial services partners and 500 channel partners covering a breadth of financial services including loans, credit cards, mortgages, savings, and insurance products. Even's marketplace technology enables any company to add financial products to its business, with full compliance and security, at scale. About Even Financial Even digitally connects and matches consumers with real-time, personalized financial product recommendations from banks, insurance carriers, and fintech companies on mobile apps, websites, and other digital touchpoints through its marketplace technology. Even's infrastructure leverages machine learning and advanced data science to solve a significant pain point in financial services customer acquisition, seamlessly bridging financial services providers (such as SoFi) and channel partners (such as TransUnion) via its industry-leading API and embedded finance marketplaces. Even enables any company to add financial products to its business, with full compliance and security at scale. Even was named one of "America's Best Startup Employers'' by Forbes for 2021 and was named to the 2021 Deloitte Technology Fast 500, which recognizes the fastest growing tech companies in the world. Learn more at About Tally Tally is a consumer financial tech company pioneering full-service financial automation to help people save money, pay down their debt and reach their goals sooner. Founded in 2015, the company built the first fully automated debt manager to help put billions of dollars back in people's pockets. In 2021, Tally was named to Fast Company's Most Innovative Companies list and to Quartz's Best Companies for Remote Workers. Previously, Tally made Forbes' Next Billion Dollar Startup list, Forbes' Fintech 50 list, and the app won Real Simple's Smart Money award. Learn more at Media Contacts
Haven Life’s All-Digital Life Insurance Application Experience Launches on Even Financial’s Leading Life Insurance Search Engine
Even features the industry's largest multi-carrier, all-digital life insurance marketplace New York, New York August 16, 2021Even Financial (Even), the leading search, comparison, and recommendation engine for financial services, has announced the launch of Haven Term and Haven Simple on its life insurance marketplace platform. Leveraging machine learning and advanced data science, Even solves a significant pain point in financial services customer acquisition by seamlessly bridging financial institutions and channel partners via its industry-leading API and embeddable solutions. With the addition of Haven Term and Haven Simple, Even has further expanded its extensive network of premium life insurance offerings, strengthening its position as the industrys largest multi-carrier, all-digital life insurance marketplace. Haven Life, which offers Haven Term and Haven Simple, and is backed and wholly owned by Massachusetts Mutual Life Insurance Company (MassMutual), is known for its customer-centric approach and for its commitment to making life insurance more affordable and accessible. Haven Lifes term life insurance offerings will be available on Even properties and via its wholly owned subsidiary LeapLife. "In these uncertain times, the majority of U.S. adults want the financial security of high-quality life insurance, but are often dissuaded by the complex application process and need to complete an in-person medical exam", said Phill Rosen, Founder and CEO of Even Financial. "Haven Life's groundbreaking, all-digital application experience brings tremendous accessibility and peace-of-mind to consumers. We're thrilled to welcome them to the Even platform." The launch of Haven Term and Haven Simple on the Even platform enables consumers to get matched with medically underwritten term life insurance policies that they can apply for and, if approved, purchase instantly online. While most Haven Term applicants will need to take a medical exam, Haven Simple applicants do not. Haven Life's offerings expand the variety of life insurance options already available to consumers through Even's API. "Haven Life is committed to meeting life insurance customers wherever they are — and often, it's where they are managing the rest of their financial life," said Wade Seward, Head of Distribution Strategy at Haven Life. "On the heels of introducing even more affordable pricing for the Haven Term product, our partnership with Even Financial allows us to marry that affordability with greater accessibility to offer comprehensive financial protection to shared clients with ease and efficiency. Even entered the life insurance industry in 2020 through its acquisition of LeapLife, a leading insurtech and licenced life insurance agency. Since that acquisition, Even has worked with its large network of channel partners to make the process of getting personalized life insurance fast, easy, and accessible for consumers. In addition to Haven Term and Haven Simple, products offered by leading insurance companies including Lincoln Financial Group, Pacific Life, and Mutual of Omaha are available through LeapLife, Even's life insurance platform. Companies such as TransUnion and Lantern by SoFi rely on Even's embedded finance marketplaces to power 100% digital personalized life insurance policy quotes for their customers, with live agent support. Even has continued its rapid growth trajectory in 2021 by reaching over $3 billion in consumer credit issued through its API and expanding its platform to over 800 partners. Earlier this year, Even was named one of "America's Best Startup Employers: by Forbes" for 2021 and placed in the Top 50 of the 2020 Deloitte Technology Fast 500, which recognizes the fastest growing tech companies in the world. About Even Financial Founded in 2014, Even Financial is a B2B fintech company that is transforming the way financial institutions find and connect with consumers. As the leading search, comparison, and recommendation engine for financial services, Even seamlessly bridges financial institutions (such as SoFi) and channel partners (such as TransUnion) via its simple yet robust API and embeddable solutions. Even turns any consumer touchpoint into a comprehensive financial services marketplace with full compliance and security at scale. The company is backed by leading financial services firms and VCs, including American Express Ventures, Canaan Partners, Citi Ventures, Fidelity's F-Prime Capital, Greatpoint Ventures, Goldman Sachs, LendingClub, and MassMutual Ventures. Learn more at About Haven Life Insurance Agency Haven Life Insurance Agency, LLC (Haven Life) is re-thinking how people financially protect the ones they love. Haven Life is committed to delivering exceptional products, delightful purchasing experiences, and meaningful moments of service to the modern life insurance customer. Haven Term is a Term Life Insurance Policy (ICC21 Haven Term in certain states, including NC) issued by C.M. Life Insurance Company (C.M. Life), Enfield, CT 06082. In New York (DTC-NY), and California (DTC-CA), and other states, it is issued by Massachusetts Mutual Life Insurance Company (MassMutual), Springfield, MA 01111-0001. Policy and rider form numbers and features may vary by state and may not be available in all states. Haven Term is available through Haven Life Insurance Agency, LLC (Haven Life), whose agency license number in California is OK71922 and in Arkansas, 100139527. Both Haven Life and C.M. Life are wholly owned subsidiaries of MassMutual. Please note that issuing the policy or paying its benefits depends on the applicant's insurability, based on their answers to the health questions in the application, and their truthfulness. MassMutual and its subsidiaries C.M. Life Insurance Company and MML Bay State Life Insurance Company are rated by A.M. Best Company as A++ (Superior; Top category of 15). The rating is as of June 1, 2021 and is subject to change. MassMutual has received different ratings from other rating agencies. Media Contact