TL;DR
- Led complete rebuild of Cotality's flagship RP Data platform, owning an enterprise-scale P&L
- Drove 20% MAU increase, 730% mobile DAU growth and significant CSAT improvement
- Architected tiered pricing delivering significant ARR uplift and reduced churn by more than 30%
The Problem
RP Data is Australia's dominant property analytics platform, used by real estate agents, valuers, mortgage brokers and banks. The platform had grown through acquisition and organic feature accretion over many years. The result: fragmented user experience, aging technical architecture, limited mobile capability and pricing structures that didn't reflect value delivered.
With thousands of active enterprise seats across Tier 1 clients (CBA, NAB, ANZ) and a diverse SMB real estate customer base, modernisation couldn't be a big-bang rewrite. It had to be incremental, commercially sound and done without disrupting revenue.
The Approach
I structured the modernisation around three parallel workstreams: experience redesign (UX/UI rebuild), commercial restructure (pricing and packaging), and operational improvement (churn reduction and utilisation tracking). Each workstream had its own metrics, its own cadence, and clear interdependencies. Many of the adoption lessons from this rebuild fed into my enterprise AI adoption playbook.
Key Decisions
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Build in-house UX from zero. The organisation had no dedicated UX capability. I built a team from zero to six designers, embedding them in product squads rather than creating a centralised design team. This was critical for quality and speed.
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MAU-to-seat utilisation as the north star. Enterprise contracts are measured in seats. If seats aren't being used, renewals are at risk. We tracked utilisation obsessively and designed features to drive daily active usage, not just monthly logins.
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Mobile as a growth lever. The existing mobile experience was an afterthought. We rebuilt it as a first-class channel, targeting use cases where agents are in the field (property inspections, client meetings). Mobile DAU grew 730%.
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Tiered pricing aligned to value. Restructured pricing from a flat per-seat model to tiered packages aligned to user segments and usage patterns. This drove significant ARR uplift without increasing headline prices.
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Closed-loop churn feedback. Operationalised a churn feedback system that connected cancellation reasons to product priorities. This was tactical but effective: churn dropped by more than 30%.
Results
- 20% MAU increase
- 730% mobile DAU growth
- Significant CSAT improvement
- Material ARR growth through pricing restructure
- More than 30% churn reduction
- MAU-to-seat utilisation exceeded target benchmarks
- In-house UX capability built from zero to six designers
- Two Senior PMs mentored into leadership roles
What I'd Do Differently
- Push harder for API-first architecture from the start to accelerate third-party integrations
- Invest in customer success tooling earlier to complement the churn feedback loop
Tech Stack
Leadership scope: Enterprise-scale P&L, 21-person cross-functional organisation
Product: RP Data web and mobile platforms
Clients: CBA, NAB, ANZ, thousands of active enterprise seats
Methods: Outcome-based delivery squads, closed-loop feedback, utilisation tracking