Lead Product Designer

Secfi; Amsterdam; Hybrid; EUR 90,000 - 130,000; Full time

Benefits offered by this job

Visa sponsorship

Relocation credit

Job summary

Secfi is seeking a Lead Product Designer to own design across product and brand initiatives. You’ll be the second designer, shaping the function and setting the standard as a founding-like designer on a small, growing team. You’ll work with a remote senior designer and report to the Head of Product & Tech.

This role is roughly 90% product design and 10% brand, focusing on real product surfaces, a design system, and the website, with scope for shaping the identity during a major rebrand.

Qualifications

• Demonstrated design craft in products with strong visual and interaction quality.
• Thrives on hard, financial/technical problems within complex systems.
• Experience from 0→1 concept through shipped product in startup or scale-up contexts.
• Self-sufficient generalist who prototypes, tests, and iterates without a separate research team.
• Comfort using AI tools in design workflows and prototyping.
• 8+ years of relevant design experience, maturity in decision making.
• Fluent English for cross-functional collaboration and leadership.

Responsibilities

• Own Maeve: how customers interact with the AI planner and build trust in the interface.
• Own the portfolio value tracker surface with real‑time pricing signals and insights.
• Own the core product: equity planning tools, onboarding and financing flows.
• Lead the rebrand initiative and drive downstream design system, product surfaces, and website.

Skills

Design craft

Hard problems

0→1

Generalist

AI-forward

8+ years experience

Fluent English

Tools

Figma Make

Claude Code

Job description

Secfi is building the private wealth stack for employees with equity.

The Problem We're Solving

Private markets are where most wealth is created today, and they're notoriously hard for individuals to navigate. The best financial advice has always been a luxury, reserved for the ultra-wealthy, delivered by private bankers.

And even those who can afford an advisor often find that most have a blind spot when it comes to pre-IPO company equity & stock options. It's a black box for most in the industry.

Meanwhile, startup employees give years of their lives. Intense work, real sacrifice. Then the company finally has its exit, and they get burned.

They pay more tax than they need to. They don’t have access to private bank liquidity solutions. They mishandle their shares. They can leave millions on the table, on the single biggest financial decision of their life.

We're changing that. Secfi is putting sophisticated equity strategy in the hands of the people building the world's most innovative companies.

We work with the builders behind the best tech companies on the planet. We're doubling revenue year on year, growing AUM at over 200%, and we're trusted by employees from companies like Canva, Stripe, SpaceX, Databricks and Anthropic.

We're indirectly invested in more than half the IPOs of the biggest tech brands you know, and we help the people who built them with something deeply personal: their finances.

Why Now?

We're at an inflection point. Demand is climbing, and we're expanding fast on all fronts. A great fintech is a blend of financial products and technology, and we're pushing hard on each.

The financial products.

The financing and wealth platforms that already drive our revenue, with a fast-growing user base. Now we're deepening them. Automating what's still manual, shipping the features that turn a strong business into a category leader.

The technology.

Maeve is our agentic financial planner, and it's becoming the interface for everything Secfi does. Not a feature bolted onto the side, but the hub: the connective layer between our financing, wealth and planning products, and the way customers interact with all of it.

And the brand.

We're about to go through a rebrand with an external agency, with a lot of work downstream of it. We're also looking hard at where we go next on mobile.

Which means the person who joins now isn't inheriting years of accumulated decisions and nudging margins. There's a rare window here to shape how the whole thing looks and feels.

It's early enough that the biggest problems are still unsolved. The people who join now are the ones who’ll solve them.

About The Role

We're looking for a Lead Product Designer to own design at Secfi.

You'd be the second designer, working alongside an experienced product designer who's remote. The design function is small and still taking shape, which is the opportunity. We're not looking for a second pair of hands. We're looking for something closer to a founding designer: someone who takes the space, sets the standard, and treats the product as theirs.

You'll report to our Head of Product & Tech, who spent his career as a designer and design director before this. Design conversations here happen in substance. You won't need to translate your decisions into executive-speak to be heard, and you won't be the only person in the room who cares whether it's right.

This is roughly 90% product design and 10% brand - a landing page, a campaign visual, the occasional pitch slide. You won't be hired for brand work, but some of it comes with the territory.

And the hard part of this job isn't the pixels. Someone's single largest asset is usually a stake in a company that has no public price. Working out what to do with it means holding several things at once: what it's worth today and what it might be worth later, what it costs to exercise, what tax falls due and when (often years before any money actually arrives), and how all of that shifts if they change jobs, move country, or the company raises again. Then you have to make it legible on a screen to someone brilliant who has never wanted to think about any of it.

You'll need to open the model and understand the maths. If numbers and spreadsheets make you want to leave the room, this won't be the role for you. If the opposite is true, there aren't many problems this good.

What You'll Own

• Maeve. How customers interact with our AI planner - how it shows up, when it speaks, and how trust gets built into an interface where an LLM is advising on money. Still being defined. You'll define a lot of it.
• The portfolio value tracker. Our flagship surface, moving from a static valuation view to a live one: real-time pricing signals, market news, AI-generated insight. The problem is making an increasingly rich stream of information legible instead of overwhelming. Information design meeting financial UX.
• The core product. Equity planning tools, onboarding and financing flows used by tens of thousands of people. Keeping them sharp matters as much as shipping new things.
• The rebrand, and everything downstream of it. A new identity is coming, and a lot follows it - the design system, the product surfaces, the website. You'll take the lead on bringing it through into the product, and own the relationship with the agency alongside your manager.

Experience You Need

• Design craft people notice. You've shipped products where the visual and interaction quality is part of why people choose them. Consumer or B2B, what matters is that the experience feels polished, immersive and considered right down to the detail. Think Miro, Linear or Framer. Your portfolio should make that obvious at a glance. If your work has mostly been optimising conversion in e-commerce, or designing tools where the look and feel was an afterthought, this won't be the right fit.
• Comfort with hard problems. Financial, quantitative, technical - the domain matters less than the evidence that you thrive working with difficult problems, and that you can hold a complicated system in your head and make it simple on screen.
• 0→1. Initial concept through to detailed design and shipped product. This usually means recent startup or scale-up experience, or a key feature launch within a larger business.
• A strong generalist. You do your own prototyping and your own user testing. If you've always had a research team to hand work to, this will feel like a shock.
• AI-forward. You already use AI in your own workflow and you're fluent in what's currently possible - Claude Code for prototyping, Figma Make, wiring prototypes back into Figma. You tend to find the new tool before the team does.
• Around 8 years' + experience. We're less interested in the number than in the maturity: how you approach the work, the team, and reason.
• Fluent English. You'll be discussing design decisions with engineers, PMs and executive layer.

Bonus Points

• Financial product experience. Brokers, fintech, trading. We don't expect you to arrive knowing equity, vesting or tax, most of our team didn't. But if you've designed for money before, it helps.
• Mobile app design. Our platform is web-based and responsive today, and mobile is somewhere we're actively looking. We rate a mobile lens highly regardless: designers who've worked with less real estate tend to simplify rather than fill.
• Design system experience. You'll own and evolve ours. Having built one from scratch is a plus; being comfortable improving one matters more.
• Brand and marketing range. Plenty of product designers can make a system-compliant screen and then produce an ugly landing page. We try to add a tasteful layer to everything, and we'll be looking for evidence you can too.

Practicalities

Location - Amsterdam, 3 days a week (Monday, Tuesday, Thursday)

Contract - 1 year Dutch contract, indefinite thereafter

Eligibility - We sponsor work visa, process 30% ruling & relocate (relocation credit provided)

What’s In It For You?

• A manager with design background. Your manager was a designer before he ran product and technology. For an experienced designer this is the difference between defending your work and discussing it. Feedback here is specific, and craft is understood rather than reacted to.
• A rebrand. Most senior design roles are maintenance dressed up as ownership. This one isn't. You'll arrive right as the identity changes, with the product surfaces, the design system and the website all to be brought through it.
• Ownership, and room to shape the function. You'll own real surfaces from day one and help define how design works as the team grows. No layers, no committee, no design-by-consensus.
• Users who'll make you better. Founders, executives and early employees at the best tech companies in the world. They put craft into their own products and they expect it back. They notice.
• A problem worth solving. Equity, tax, valuation and financial planning, wired into an agentic product where the answer has to be right every time. It's hard. That's the appeal, and it's also the filter.
• A business that's working. Profitable, doubling revenue year on year with 60k+ users. You're building from strength, not sprinting ahead of a runway.
• How we work. Amsterdam office 3 days a week with your product and engineering teammates. Up to 4–6 weeks fully remote a year. Lunch on office days. Company trips. High trust, high standards. We iterate fast, we're not afraid to kill ideas, and we work hard. But we look after our people; this isn't a place that mistakes long hours for good work.

Hiring Process

• Step 1: 30 minute call with our internal Talent Partner
• Step 2: 45 minute call with our Head of Product & Tech
• Step 3: Panel style design session with some of our team
• Step 4: Final convo with our CEO to ensure all questions are answered & offer