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

Chapters

• 00:00 — Why trust in fintech can never be taken for granted (cold open)
• 00:29 — Intro: one growth function across travel and fintech
• 02:16 — What Super.com is, in one sentence
• 02:42 — The day-to-day operating model: acquisition to cross-sell
• 03:40 — Running one growth function across products that don’t behave alike
• 04:32 — The Super+ membership flywheel (house and rooms)
• 05:59 — The customer Super.com is built for
• 07:01 — Turning a $79 hotel booking into a fintech relationship
• 08:19 — Signals for predicting cross-product adoption
• 09:22 — Channel strategy built on customer context, not product category
• 10:20 — Google vs. Meta: capturing demand vs. storytelling
• 11:36 — What building financial trust actually requires
• 12:36 — The brand push: NYC subway and out-of-home
• 13:43 — Betting on quality creative and the NASCAR partnership
• 14:45 — One creative team, one brand voice across products
• 15:44 — The most underrated growth lever: prioritization
• 16:51 — Hard lessons on meaningful testing and embracing failure
• 17:57 — Advice for leading a complex product portfolio
• 18:33 — Lightning round
• 19:15 — Where to find Divya + closing takeaways

Links & resources

Guest
Divya Ramaswamy — leads growth (travel and fintech) at Super.com
Website
LinkedIn

About Frank Growth

Frank Growth is a podcast about how companies actually grow—real operators, real constraints, real decisions. Hosted by Jason Shafton.

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