How Sharesies built a scalable data stack for next-generation wealth engagement

TL;DR

• Sharesies expanded from investing to a multi-product fintech platform and needed a scalable data foundation.
• RudderStack unified tracking, centralized data in Snowflake, and enabled real-time activation in Braze.
• Marketing, product, and data teams gained agility and independence from engineering.
• Governance and consistency improved, supporting compliance and innovation.
• The result: faster decisions, better personalization, and a foundation for AI-driven growth.

In the competitive fintech industry, delivering personalized experiences across multiple product lines requires a sophisticated data infrastructure that can scale without increasing engineering overhead.

Sharesies, a wealth development platform that makes investing accessible to everyone, faced this exact challenge as they expanded beyond their core investment product into insurance and savings.

Their journey to build a composable, real-time data infrastructure offers valuable lessons for organizations looking to unify customer insights, activate data across marketing channels, and enable data-driven decision-making. Let's explore how they transformed their approach to customer data.

The challenge: Fragmented data in a growing fintech platform

As Sharesies evolved from a single-product offering into a diversified financial platform, they encountered several data challenges that limited their ability to deliver cohesive customer experiences:

• Fragmented customer insights across website interactions, app usage, and financial transactions
• Disjointed customer journeys making it difficult to understand how users transitioned between products
• Engineering dependencies that slowed marketing campaigns and product analytics
• Scaling concerns as each new product launch introduced additional tracking requirements

These challenges created a perfect storm of data fragmentation that prevented teams from understanding customer behavior holistically. Product and marketing teams lacked visibility into cross-product journeys, and every new initiative required engineering support, creating bottlenecks across the organization.

Sharesies needed a more flexible, real-time data infrastructure that would empower teams to independently access insights, experiment faster, and personalize experiences without relying on engineering for every initiative.

Building a composable data infrastructure with RudderStack

To address these challenges, Sharesies implemented RudderStack as the foundation of their customer data stack. This strategic decision enabled them to:

1. Unify event tracking across all customer touchpoints with consistent schemas
2. Centralize data in Snowflake as a single source of truth for customer interactions
3. Activate real-time behavioral data in Braze for personalized marketing automation
4. Reduce engineering dependencies through streamlined data pipelines

RudderStack's cloud-native approach aligned perfectly with Sharesies' data principles: flexibility, speed, and scalability. The architecture gave them immediate access to customer data in Snowflake without syncing delays or duplication, while also supporting real-time connections to marketing automation platforms.

"The ability to track and connect customer data across our platform has been a game-changer," says Jordan from the Sharesies data team. "With RudderStack, we're building a truly cohesive customer experience."

Real business impact across the organization

Since implementing RudderStack, Sharesies has transformed how teams access and activate customer data:

For product teams: Complete visibility into user journeys across investing, savings, and insurance products has enabled them to identify drop-off points, optimize onboarding flows, and improve retention. Product decisions are now backed by comprehensive data rather than partial insights.

For marketing teams: Real-time behavioral data flowing directly into Braze has revolutionized their approach to customer engagement. The team now runs personalized lifecycle campaigns, investment-based nudges, and propensity-based offers, all triggered by actual customer behavior without requiring custom integrations for each campaign.

For data teams: Snowflake has become a true single source of truth, enabling cross-functional access to reliable analytics without blocking engineering sprints. The team builds dashboards, supports experimentation, and provides consistent metrics across the organization.

For engineering teams: The elimination of manual support for marketing workflows and data pipelines has freed valuable resources for product innovation. Data is tracked automatically, cleanly structured, and available in Snowflake without ongoing maintenance.

Why composability matters in fintech

Sharesies’ transformation reflects a broader industry move toward composable architecture, where systems are modular, interoperable, and built to evolve.

Fintech companies face unique pressures: compliance requirements, high-volume transactional data, and customer expectations for real-time, hyper-personalized experiences. A composable, cloud-native infrastructure gives them agility to adapt to new regulations, launch new products quickly, and integrate AI-driven insights without re-architecting their entire stack.

By adopting RudderStack’s composable approach, Sharesies positioned themselves to innovate without sacrificing compliance or data quality.

A foundation for future innovation

The success of their initial implementation has inspired Sharesies to explore additional capabilities within the RudderStack ecosystem. Their roadmap now includes enhancing data governance through more structured tracking plans and implementing better metadata management to ensure consistency as they scale.

The data team is also investigating advanced identity resolution and user modeling capabilities that could power more sophisticated predictive analytics. These initiatives aim to help Sharesies anticipate customer needs, identify at-risk accounts before they churn, and create even more personalized financial guidance across their platform.

Jordan from the Sharesies data team emphasizes how central RudderStack has become to their operations: "RudderStack is how we connect customer data across our platforms. It enables everything from marketing automation to advanced analytics and product insights. The flexibility and scalability have been game-changers for Sharesies."

As the fintech industry continues to evolve, organizations like Sharesies demonstrate how a well-designed data infrastructure can become a competitive advantage. By centralizing customer data while enabling real-time activation, they've created an agile foundation that supports both current needs and future innovations. And all of this has been possible without increasing engineering overhead.

The result is a more collaborative, data-driven organization where teams work from a shared understanding of the customer, enabling better product decisions, smarter marketing, and faster iteration cycles.

The takeaway

Sharesies’ success demonstrates that building a data-cloud-native customer data infrastructure doesn’t have to come at the cost of agility or control.

By replacing brittle pipelines with composable systems, they’ve created a collaborative, data-driven culture where every team operates from the same trusted foundation. The result: smarter marketing, faster product iteration, and a platform ready for the next wave of financial innovation—without adding engineering overhead.

FAQs

What was Sharesies’ main data challenge?

Sharesies struggled with fragmented data across products and channels, making it difficult to create unified customer journeys and actionable insights.

How did RudderStack help Sharesies?

RudderStack unified event tracking, centralized customer data in Snowflake, and enabled real-time activation in Braze, reducing engineering dependencies and improving campaign speed.

Why is composable data infrastructure important for fintechs?

Composable, data-cloud-native architectures give fintechs agility to innovate, maintain compliance, and deliver personalized experiences at scale without the rigidity of legacy systems.

What measurable benefits did Sharesies achieve?

Sharesies accelerated experimentation, reduced manual maintenance, and empowered teams with a shared source of truth. This improved both marketing and product velocity.

What’s next for Sharesies’ data journey?

They’re expanding governance, exploring predictive analytics, and leveraging RudderStack’s capabilities for identity resolution and AI-driven insights.