Joe Eppel

Problem. Bitcoin holders face a critical gap: without a plan, their assets become permanently inaccessible to loved ones. Xapo Bank identified this as a core unmet need for long-term holders.

Approach. Led end-to-end product definition for a secure beneficiary designation feature. Worked with legal, compliance, and security teams to design an MPC-based solution that combined Swiss vault-grade custody with a simple, trustworthy UX flow for both the account holder and their beneficiaries.

Outcome. Launched November 2024. Shortlisted as a Diamond Finalist at Money20/20 Europe 2025 — recognition from peers and press as a genuinely novel product in the space.

Problem. Xapo Bank's onboarding funnel was losing the majority of applicants before they completed KYC — a critical step in a regulated product. The drop-off points were unclear and the team lacked the instrumentation to run structured experiments.

Approach. Implemented Amplitude across the funnel to get behavioural visibility, then built an experimentation cadence of ~30 tests per year. Identified friction in the ID-verification step and redesigned the flow based on data. Made experimentation a company-wide discipline, not just a product team habit.

Outcome. Doubled overall funnel conversion rate and increased ID-verification starts by 50%. The work was featured as an Amplitude case study.

“Now, our whole company thinks about metrics, not just the product team.”— Joe Eppel, in the Amplitude case study