Steve Bull · Newcastle/Sydney · 2026

Product Management.
Wealth, Advice, Super.
Digital Innovator.

The customer-facing edge of regulated financial services, and a couple of small ventures on the side.

BasedNewcastle / Sydney · AU
FocusWealth · Advice · Super
Experience20+ years
Status● Open to chats

What I actually do.

§ 01 · About

I'm a product manager with an innovation bent, specialising in wealth management. I do the customer research, the framing, the strategy, the spec and the all important stakeholder management. Then the unglamorous work of dragging it through risk, legal, and compliance until it's a thing real people can use.

Outside of that I run a couple of ventures of my own. Same impulse, smaller stakes, more creative latitude.

The hard part of innovation inside a regulated business isn't the idea. It's shipping it without losing the spark.

Customer outcomes over output. Everything else is a means to that.

Selected work.

§ 02 · Seven shipped
Proj. 01 / Aware Super Image · swap in CMS
01AWARE SUPER · 2023 - NOW · PRODUCT LEAD

Help members retire with confidence.

Aware Super's digital advice tool. A category-defining product inside a tier-one super fund. Personalised guidance on the path to retirement, delivered at scale and inside the rules.

I led framing, strategy, spec, and the long road through risk, legal and compliance ensuring every member receives high quality and compliant advice.

Sector
Wealth · Super
Role
Product Lead
Scope
200k members
Read the case study →
Proj. 02 / Tomorrow Super
02TOMORROW SUPER · 2019 - 2023 · HEAD OF CLIENT EXPERIENCE

Every member touchpoint, owned.

Head of Client Experience at Tomorrow Super, a new entrant rethinking Australian super. Responsible for the whole member-facing surface, end to end.

Client portal, servicing, comms, retention. If it touched the customer, it sat with me.

Sector
Wealth · Super
Role
Head of CX
Scope
All touchpoints
Read the case study →
Proj. 03 / BT Financial Group
03BT FINANCIAL GROUP · 2016 · PRODUCT OWNER

A new front door to advice.

Ask a question, get a written answer from a real BT financial adviser, at no cost. A service that opened advice to a much wider audience, one question at a time.

I owned the product end-to-end. A simple interface with a complex workflow supporting it.

Sector
Wealth · Advice
Role
Product Owner
When
2015 - 2019
Read the case study →
Proj. 04 / BT Financial Group
04BT FINANCIAL GROUP · 2019 · DATA PRODUCT OWNER

One source of truth.

A different kind of product ownership. I ran the data stream of BT's advice wind-down, integrating a dozen-plus sources into a single customer source of truth.

Complex, high-stakes work with a board-mandated deadline. Not all products have a shiny front end, but this was just as important.

Scale
400k clients
Role
Data PO
Year
2019
Read the case study →
Proj. 05 / Tribe Bikes Image · swap in CMS
05TRIBE BIKES · 2020 - NOW · CO-FOUNDER

Family mobility, redesigned.

Bikes built to solve the mobility problems of Australian families. Engineered for our streets, our weather, and the parents who use them.

Co-founder, product design, support, managing cashflow. End-to-end, on the side.

Sector
Mobility · DTC
Role
Co-founder
Status
Live
Visit Tribe Bikes ↗
Proj. 06 / Siren Footy
06SIREN FOOTY · 2026 - NOW · FOUNDER

Take the stress out of game day.

An app for footy coaches built with coaches, for coaches. Calm, tap-friendly, made for the chaos of a Saturday morning at the oval.

Can you vibe code a multi-sport iOS app with built-in automated testing, integrations, all with a slick UI? Yes you can, with some core product skills.

Sector
Sport · SaaS
Role
Founder
Status
Growing
Visit Siren Footy ↗
Proj. 07 / ETF Watch
07ETF WATCH · FOUNDER · EDITOR · FOUNDER · EDITOR

The category, covered.

A website dedicated to Australia's burgeoning ETF sector. Editorial coverage of new launches, deep-dive analysis, and a screener built for retail and professional investors alike.

Founded it, ran the editorial, built the product. Commercialised through advertising and sponsorships from the issuers and platforms inside the space.

Sector
Media · FinTech
Role
Founder · Editor
Revenue
Ads · Sponsorship
Read the case study →
§ 04 · Get in touch On LinkedIn
SocialLinkedIn ↗
VenturesTribe Bikes ↗
Siren Footy ↗
LocationSydney · AU
GMT +10
StatusOpen to chats
Not actively looking