In today’s ever-evolving digital landscape, understanding the junction of human experiences and fintech is crucial. Adheesha Dharmakeerthi, a digital transformation evangelist, growth hacker, consultant, and educator, has made it his mission to bridge this gap. From his early career in marketing communications to shaping fintech in Cambodia and Sri Lanka, Adheesha’s journey epitomises adaptability and innovation as a fintech marketing leader and an academic.

You are a renowned fintech marketing leader in Sri Lanka with diverse experience in tech ranging from Fintech, Edtech and Healthtech in Sri Lanka and outside. How did you converge to this point in your life?

Starting as a media strategist in 2013, I swiftly pivoted to digital marketing in 2016, driven by the digital revolution in advertising. This experience enriched my skill set in digital marketing and broadened my horizons in the digital realm.

In 2018, I made my first tech entrance into the health tech industry, but soon, I received an exciting opportunity to become a part of VallibelOne PLC, where I was invited to join the think tank of business tycoon Dhammika Perera. My time at VallibelOne was primarily dedicated to an exhilarating Edtech project, alongside several other forward-thinking digital initiatives envisioned by Dhammika Perera. This Edtech project which was launched in 2019 as “DP Education”, has grown today to be one of the largest Edtech platforms in Sri Lanka.

My tryst with fintech began with joining Wing Bank, a leading fintech in Cambodia as Digital Performance Manager (Head of Digital). Returning to Sri Lanka at the beginning of 2021, I have held leadership roles with leading fintech brands and start-ups in Sri Lanka such as Genie, and Koko (Alibaba group company) and helped them thrive in the dynamic fintech landscape. In all these brands I have made significant improvements to their Growth and Efficiency metrics despite challenges of COVID and economic volatilities.  

I’ve championed digital over cash, introducing innovations like Sri Lanka’s inaugural QR wedding gift system. These personal convictions influence my professional ventures, including revolutionary fintech marketing strategies. My academic pursuits, underscored by my MBA and ongoing DBA, emphasize my commitment to enhancing the fintech realm.

Can you describe your long-term vision for the fintech industry and what drives you as a leading fintech marketer? 

My vision is to redefine the relationship between man and money, shifting from traditional ways of mobility and management of money to more digitally enhanced experiences. In doing so, it impacts the financial ecosystem through simplification and design of relevant financial services and tools for users in their daily lives. When services are made relevant, more users start using these services.

You mentioned your goal of changing the relationship between man and money. How do you plan to achieve this? 

I am a believer in techno-animism, which proposes the imbuement of human and spiritual characteristics into tech. The best way to do this is by being closer to the human experience with money to understand first-hand, about challenges that people go through when using tech to mobilize and manage money. This can be achieved with analytics and through immersing yourself in the experience itself. For instance, I consistently opt for digital transactions over cash, a choice that frequently sparks innovation in my daily life, because I see first-hand where problems are and where tech could help to solve them. One such innovation I did in my capacity was having my wedding featured as Sri Lanka’s first Lanka QR (National QR) based gifting system, challenging traditional norms. This idea sparked because of countless times I was inconvenienced at weddings when gifting. As I don’t carry cash, numerous times I had to collect cash from friends to gift the couple and later transfer money to the bank accounts of my friends. I didn’t want anyone to go through that at my wedding. Yet, basing decisions solely on personal insights isn’t comprehensive and, these insights must be validated with data in the form of research where applicable.  In my professional capacity, through analysis of user data, I’ve spearheaded similar innovations, such as a time-sensitive QR promotion where I have run flash offers using Lanka QR on massive screens, promotion of digital instant loans (microcredit) around events and situations where users get urgent cash needs, the proposal of in-app product SKU search based on app search data for an app which has merchant level listing only.

When designing experiences and taking them to market, I leverage two core strengths:

First, by using my creativity, I aim to devise new fintech propositions and use cases that can transform how we interact with money. Drawing from personal experiences, like the QR initiative for wedding gifts, I intend to push the boundaries of what’s possible in the fintech realm. Second, beyond just introducing innovative products, effective and efficient marketing is crucial. With my expertise in digital performance marketing, I focus on optimizing product acquisition, retention and platform performance. This is especially critical in the start-up fintech world, where resources are often limited. By understanding user journeys and pinpointing where potential users get stuck in the funnel, I help fintech products and platforms grow exponentially.

What specific innovations or strategies do you believe are crucial for the growth and success of fintech companies?  

In the fintech arena, seamlessly integrating human experiences with financial transactions is paramount. The best fintech products meld naturally with user habits, leveraging precise customer data to identify valuable touchpoints.

I’m a proponent of minimal cash transactions, emphasizing the need to resonate with user behaviours. Success in fintech hinges on a dual approach: analyzing data and understanding real-world user experiences. This customer-first mindset is pivotal in shaping both product innovations and marketing strategies.

Ensuring a top-tier customer experience is imperative. The distinction between industry leaders and others often lies in their swift and effective customer issue resolution. Embracing a start-up mentality – characterized by agility, responsiveness, and a genuine appreciation for customer feedback – is essential for fintech.

Lastly, operational nimbleness is crucial. Instead of being bogged down by red tape and lengthy processes, fintech ventures should champion prompt and efficient resolutions. Otherwise, we end up “Complicating” financial services as opposed to “Simplification”, losing the differentiator of ‘fintech’ with traditional financial institutions.

How do your academic pursuits complement your practical experience in driving growth for fintech companies, and what knowledge or insights do you hope to contribute to the industry through your research? 

During my MBA project at PIM (USJP), I tackled a real business challenge of promoting digital savings features in a leading fintech app. Interestingly, my view of the problem through an academic lens reflected my professional implementations, merging theoretical knowledge with hands-on application. This careful blend of theory and practice yielded a significant increase in deposit volumes for the financial entity.

Now, as the youngest member of PIM’s inaugural Doctor of Business Administration programme, my research focuses on the motivations behind fintech app adoption. The goal is to grasp the transition from traditional to digital financial interactions and ultimately reshape the way we perceive the relationship between man and money.

My vision is to emerge as a leading figure in the global fintech space. The challenges I’ve faced, including those during the pandemic, have only sharpened my resilience and adaptability. Building on the triumphs of fintech solutions in developing nations over a plethora of use cases ranging from digital payments, savings, investments, buy-now-pay-later, on-demand delivery, gifting, loyalty etc., I’m excited to influence the industry on an international scale.