Episode #223: Divya Ramaswamy — Running one growth function across travel and fintech
How a lean team runs acquisition, retention, and cross-sell across a travel marketplace and a fintech suite on a single brand.
For growth leaders who own multiple products serving one customer across very different trust thresholds.
Divya Ramaswamy runs growth across travel and fintech at Super.com—acquisition, activation, retention, and cross-sell—on a lean team of around 16 people. The products span hotels, flights, cash advance, credit, cash back, direct deposits, and a new pharmacy product, built for everyday Americans that premium brands typically walk past. She explains how the Super+ membership ties these disparate products together, why turning a $79 hotel booking into a fintech relationship is the hardest conversion they face, and what building financial trust actually requires beyond performance marketing. She also walks through the company’s first major brand push—New York subway and out-of-home ads, plus becoming NASCAR’s official savings partner—and why ruthless prioritization is the underrated lever that keeps the team focused.
WHAT YOU’LL HEAR
– Why Super+ membership is the flywheel that ties travel and fintech together, not just a perk layer on top (the “house and rooms” frame)
– How the team predicts cross-product adoption using behavioral signals—booking frequency, product bundles, in-app activity like games and surveys—alongside direct user research
– Why a direct travel-to-fintech handoff doesn’t happen, and how they build the journey through “value moments” instead (cashback on headphones, gas savings on the drive to a hotel)
– How they split channels by intent—Google for demand capture, Meta for storytelling—and use quarterly OKR resets to ruthlessly prioritize on a lean team
