Product Advisor, Farewill
Head of Product, Thriva Health
Director of Product, Monzo Bank


Plum envisions a world where people effortlessly manage their money without stress or concern. Whilst keeping the users in control, their app leverages automation, smart spending analytics and budgeting tools to help them reach their goals. They have also developed a payment card and launched new services in stock trading and crypto, paving the way to becoming a one-stop service for a brighter financial future.

Search Background

Plum was growing at pace post-Series A and needed their first ever VP Product to take ownership of the product/design function, reporting into the CEO and Founder.


The successful candidate needed strong foundations in mobile product management, consumer FinTech experience, and a good eye for design/UX. Being an early-stage but rapidly growing start-up, striking a balance between hands-on execution on one hand and strategy/leadership on the other hand was essential. As the product team is set to grow rapidly in the next few years, solid cross-functional management experience was important as well.


Erevena conducted a focused search prioritising consumer FinTech talent in the UK, culminating in the introduction of Phu Ly to Plum. Phu brings 10+ years of experience in Product, UX and Design, most recently with leading consumer tech brands such as Deliveroo and Monzo where he has built products impacting millions of users. His strong track record in hyper-growth start-up environments, blend of product/design experience, regulatory understanding and passion for financial products make him well-positioned to lead Plum’s product org through the next chapter of growth.

Victor Trokoudes


Jonathan and Niklas were very thoughtful and really listened to what we needed. It felt throughout the process that they really wanted us to find what we were looking for and that was all that mattered to them. They also helped us understand what type of candidate could be the most impactful at our stage and with our needs. I was very impressed!

Our experts

Jonathan Bryant, Partner

Specialisms: Product, Engineering, General Management

Niklas Cedenheim, Principal

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