Synergy University
Token-based loyalty ecosystem
Role
- Product Manager
Team
Loyalty Program · Product Squad · 7 members
Scope
- Product Strategy
- Referral Programs
- Fraud Prevention
- Partnership Integration
Link
Problem
Weak incentives in the referral program blocked organic student acquisition. Fraud in referral activity reduced trust. Loyalty program didn't scale to partner universities.
Solution
Analyzed referral funnel performance and identified weak incentives as the primary barrier. Designed and launched a token-based loyalty ecosystem: earning and spending rewards on tuition and partner products. Built monitoring and verification processes for referral activity. Led Alfa-Bank integration for student banking cards.
Result
Referral conversion ×2. Fraud −50%. Program revenue: 120M → 540M ₽/year. Scaled to 5 partner universities.
