General Manager, Frame

Overview

Elite financial planning doesn't scale. The best advisors in the world can serve ~50-100 households. We're fixing that by turning financial logic into code at Frame
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When we're done, the financial planning advice we'll provide won't just be static advice delivered once a quarter. It will execute, perform, and action personalized advice to each customer in a way that is simply not possible with legacy financial planning.

The CFP profession is getting completely reshaped by AI. Not in 10 years. This year.

We're building at Frame (inside Coin Tracker, $100M raised, partners include Coinbase, Turbo Tax, H&R Block) to serve the millions of Americans stuck in the gap: too wealthy for roboadvisors, not wealthy enough for $500K minimums and 1% AUM fees.

Frame is an independent product incubated within the same parent company as Coin Tracker, with the autonomy of an early-stage startup and the backing of a proven industry-leading crypto tax and accounting platform.

Enable world-class financial and tax planning for everyone.

You’ll run a startup within a startup, managing a small, highly motivated team towards product-market fit for an AI-powered financial planning and tax product.

As the Frame Lead, you will run Frame as a general manager — owning the business end-to-end and reporting directly to our CEO.

• Product: Own the roadmap and drive toward product-market fit. Talk to customers daily. Decide what to build, what to cut, and what to test

• Leadership: Manage the existing team (2 AI engineers, 1 CPA, 1 CFP). Hire and scale the team. Set operating cadence, culture, and accountability

• Growth: Own customer acquisition strategy. Build and iterate on growth motions: product-led growth, content, social, network, and partnerships. Own pricing and packaging

• AI product development: Work with engineers to improve AI agent quality, reduce human-in-the-loop dependency, and prevent hallucinations in financial advice

• Business operations: Own the Frame P&L; set goals, track metrics, and report to the CEO. Make resource allocation and investment decisions

• Customer experience: Own NPS, retention, and support quality. Ensure every customer feels like they have a world-class financial planning experience

• Impact: Demonstrated ability to drive outsized business impact

• Mission alignment: Hungry and motivated about giving everyone access to world-class financial planning through AI

• Trust: Say what you believe. Do what you say

• Communication: Able to clearly talk about the details and also zoom out to the bigger picture

• People leadership & culture: Has built and led a small, high-performing cross-functional team. Low ego, high trust

• Product vision & 0→1 execution: Has taken something from nothing to paying customers. Knows how to find product-market fit

• AI native: Deep fluency with AI tools and AI product development. Understands what AI can and can't do today

• Business ownership & GTM: Has owned revenue, growth, or P&L for a product or business. Thinks like a business owner

• Founder or early employee at a startup, with hands-on experience building a product and growing a business
• Demonstrated 0→1 and 1→n product chops
• People leadership across functions (doesn't need to be a large team, but needs to span engineering, operations, or similar)
• High agency, low ego, builder mindset
• Strong AI fluency

• Fintech or financial planning domain experience
• Technical or AI/ML background
• Consumer product experience
• Experience with product-led or content-driven growth
• Based in the San Francisco Bay Area

• Ownership: run an entire business as general manager, reporting directly to the CEO. Product, growth, hiring, P&L —…