GTM Expertise is a podcast dedicated to revealing the stories behind exceptional go-to-market strategies, hosted by distinguished experts in business growth and marketing leadership. Listeners will hear candid interviews with thought leaders, innovative founders, and practitioners sharing actionable tactics, proven frameworks, and emerging trends shaping how startups win in the marketplace. Hosted by respected industry experts and featuring high-profile guests, GTM Expertise pairs credibility with an engaging, accessible approach. Each episode is packed with practical takeaways, peer learning, and fresh inspiration for anyone aspiring to master the go-to-market journey. If you are in the early stage tech community, founders, investors, operators or aspiring to any of these, get in touch - we'd love to hear from you.
www.gtmexpertise.com (https://www.gtmexpertise.com?utm_medium=podcast)
From FX Expert to Founder: The Journey Behind CompareFX
Giles shared how a long career in FX inside a big corporate environment eventually led him to build Compare FX, a business designed to bring more transparency and trust to foreign exchange pricing. The turning point came while he and his partner stepped away from London and traveled for a year, creating the distance and clarity needed to see the industry’s pain points more objectively.
Rather than pushing rates or acting like another FX salesperson, Compare FX takes an impartial, data-led approach: users upload quotes, the team benchmarks them against the mid-market rate, and the customer gets a clear view of what they are really being charged. The business then introduces vetted providers, secures fee protection through a margin control agreement, and keeps the process human by explaining the data rather than just sending a report.
A major theme in the conversation was that strategic partnerships have become the biggest growth lever, especially with accountants, lawyers, immigration firms, chambers, and associations that can refer qualified clients while adding value to their own audience. Giles also emphasized building carefully from the ground up with his own money, learning the full customer journey manually first, and using that understanding to build a better, more scalable business later.
16 Mar 2026
How Product Led Growth and Behavioural Design Shape Human <> AI Interaction
In this episode of GTM Expertise, host Ben Morrell welcomes Manali Hanamsagar, a seasoned expert in product-led growth and behavioural design. Manali shares her journey through the marketing landscape, highlighting her transition from traditional marketing to the modern realm of product-led growth, especially in the context of AI. She emphasises the importance of understanding user behaviour and trust in AI products, explaining how the introduction of AI has shifted the activation moments for users. Manali provides insights into how companies can effectively integrate AI into their product strategies while maintaining user trust and engagement.
The conversation delves into the nuances of product-led growth versus sales-led growth, illustrating how AI can enhance these strategies. Manali discusses the significance of behavioural design in creating user experiences that foster trust and engagement. She also shares practical tips for startups on how to navigate the crowded AI landscape, emphasising the need for clear communication and realistic expectations in go-to-market strategies. The episode concludes with a focus on the importance of user feedback and advocacy in refining product offerings and driving growth.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.gtmexpertise.com (https://www.gtmexpertise.com?utm_medium=podcast&utm_campaign=CTA_1)
16 Mar 2026
How Product Led Growth and Behavioural Design Shape Human and AI Interaction
In this episode of GTM Expertise, host Ben Morrell welcomes Manali Hanamsagar, a seasoned expert in product-led growth and behavioural design. Manali shares her journey through the marketing landscape, highlighting her transition from traditional marketing to the modern realm of product-led growth, especially in the context of AI. She emphasises the importance of understanding user behaviour and trust in AI products, explaining how the introduction of AI has shifted the activation moments for users. Manali provides insights into how companies can effectively integrate AI into their product strategies while maintaining user trust and engagement.
The conversation delves into the nuances of product-led growth versus sales-led growth, illustrating how AI can enhance these strategies. Manali discusses the significance of behavioural design in creating user experiences that foster trust and engagement. She also shares practical tips for startups on how to navigate the crowded AI landscape, emphasising the need for clear communication and realistic expectations in go-to-market strategies. The episode concludes with a focus on the importance of user feedback and advocacy in refining product offerings and driving growth.
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