Inside Borrowell’s Pivot: Andrew Graham on Finding True Product-Market Fit

Welcome to the $100M Blueprint, your go-to podcast for real-world business lessons and entrepreneurial insights. Hosted by Goodfood founders Jonathan Ferrari and Neil Cuggy, it offers behind-the-scenes stories of scaling their company to $150M and beyond. Each episode features candid conversations with top entrepreneurs who’ve built $100M+ companies, delivering honest advice, leadership strategies, and hard-learned lessons for ambitious business owners. In this episode, hosts Jonathan Ferrari and Neil Cuggy sit down with Andrew Graham, co-founder and CEO of Borrowell, to talk about scaling Canada’s leading fintech platform. Andrew shares how Borrowell pivoted from lending to democratizing credit scores and driving hyper-personalized financial insights for millions. Listeners will learn strategies for identifying real product-market fit, navigating pivotal business shifts, building AI-driven personalization, and leading high-performing teams. The conversation offers actionable advice for founders, product leaders, and operators navigating growth in product-led businesses and why weak product-market fit may be the hardest challenge. Visit www.makegoodfood.ca to learn more about Goodfood, Canada's No.1 Meal Kit!

Welcome to the $100M Blueprint, your go-to podcast for real-world business lessons and entrepreneurial insights. Hosted by Goodfood founders Jonathan Ferrari and Neil Cuggy, it offers behind-the-scenes stories of scaling their company to $150M and beyond. Each episode features candid conversations with top entrepreneurs who’ve built $100M+ companies, delivering honest advice, leadership strategies, and hard-learned lessons for ambitious business owners.

In this episode, hosts Jonathan Ferrari and Neil Cuggy sit down with Andrew Graham, co-founder and CEO of Borrowell, to talk about scaling Canada’s leading fintech platform. Andrew shares how Borrowell pivoted from lending to democratizing credit scores and driving hyper-personalized financial insights for millions. Listeners will learn strategies for identifying real product-market fit, navigating pivotal business shifts, building AI-driven personalization, and leading high-performing teams. The conversation offers actionable advice for founders, product leaders, and operators navigating growth in product-led businesses and why weak product-market fit may be the hardest challenge.

What you will learn:

How to identify true product-market fit by testing
The "Pivot Framework" to know the time for product iteration versus strategic shifts
Why personalization is crucial for fintech success
How to implement AI and machine learning strategically across different verticals
The "Fly High, Dive Deep" leadership principle
How to evolve from rules-based to AI-powered customer recommendations
The blueprint for scaling a consumer fintech to a national financial platform
Why weak product-market fit can be more dangerous than no fit at all

Andrew Graham is the co-founder and CEO of Borrowell, one of Canada’s largest fintech companies, serving over two million users. Borrowell pioneered free credit scores in Canada and offers personalized products to help consumers achieve financial well-being. Under Andrew’s leadership, Borrowell has earned global and national recognition, including KPMG’s Top 100 Fintech Companies and Deloitte’s Fast 50. An EY Entrepreneur of the Year, Andrew holds an MBA from Harvard and an MA in economics from Edinburgh, and serves on several community boards.

Visit www.makegoodfood.ca to learn more about Goodfood, Canada's No.1 Meal Kit!