Yoann Pavy has built his career transforming how consumers interact with some of the UK's most innovative brands. As a growth and marketing leader at companies like Deliveroo, Depop, and PerkBox, he's helped scale multiple billion-pound consumer businesses. Now, as Chief Growth Officer at AI Apply, Yoann is tackling one of the most stressful consumer experiences: job hunting. AI Apply is an AI-powered job search platform that helps people land interviews faster by creating tailored CVs, cover letters, and applications in seconds. Launched just two years ago with a lean team of four people, the platform has already attracted over 1 million users who are tired of the endless grind of job applications. The company embodies a consumer-first philosophy in a market traditionally dominated by B2B recruiting tools, flipping the script to empower individual job seekers rather than hiring managers.

Episode Highlights:

• The application pain point: Job hunting isn't just hard because of market conditions—it's the tedious application process that makes people procrastinate for weeks instead of applying tonight like they promised themselves
• Speed matters: AI Apply generates a complete "job application kit" (CV, cover letter, and follow-up email) in seconds, helping users get from job discovery to interview prep at lightning speed
• Going viral as a science: The team generated 52 million organic impressions in just 30 days with a blended CPM of just £0.05—proving that "going viral" isn't luck, it's a deliberate, engineered strategy
• The Moneyball approach to content: Success comes from finding 10, 20, or even 100 creators who can post compelling product demos daily—it's a numbers game where volume and consistency beat viral lottery tickets
• Product as acquisition tool: Great consumer products aren't just functional—they're designed to be visually compelling when someone films them for a 10-second TikTok or Instagram Reel
• Fighting fire with fire: Since recruiters already use AI to filter candidates, AI Apply gives job seekers the tools to level the playing field in an increasingly automated hiring process
• The death of the CV: Yoann envisions a future where recruiters can see your entire digital footprint—every project, podcast, and YouTube video—creating a richer, more authentic profile than two paragraphs on a page
• Channel + content + product fit: Profitable growth isn't about spending more on ads; it's about finding the perfect equation where your content format matches your product and fits the channel you're distributing on

If you've ever felt overwhelmed by job applications, wondered how tiny teams build million-user products, or want to understand how consumer brands actually grow in 2025, this episode is for you. Yoann reveals modern growth tactics that most marketers keep secret, sharing exact strategies (and real numbers) that turned AI Apply from a four-person startup into a rapidly scaling consumer platform.

Listen to the full episode now to discover how the job search is being revolutionized and what it means for your career.

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Kevin Xu quit his engineering job at Google and Stripe to solve a problem millions of Americans face: how to invest wisely without getting scammed or losing money to Wall Street insiders. After teaching himself to trade through Reddit forums and turning $35,000 into $8 million during the GameStop saga, Kevin founded AfterHour—a social platform where everyday investors can see exactly what successful traders are buying and selling with their real money. Unlike traditional investing advice where you never know if the "expert" actually follows their own recommendations, AfterHour requires users to connect their actual brokerage accounts, so you can see proof of their positions. The platform has attracted over $500 million in verified trading accounts, creating a transparent community where regular people can learn from traders who put their money where their mouth is. Kevin's latest innovation, Alpha AI, aims to be like having a knowledgeable investing friend available 24/7 to answer questions and explain market movements in simple terms.

What You'll Learn:

• Why investing feels so intimidating - How Wall Street deliberately keeps regular people out and confused
• The real story behind GameStop - Kevin's firsthand account of spotting the opportunity before it exploded
• How to spot fake investment advice - Red flags that separate real traders from internet scammers
• Smart money habits - Kevin's simple "all-in" strategy that made him millions
• Free investing education - How social platforms can teach you more than expensive courses
• AI as your investing buddy - Why chatbots might be the future of financial advice for beginners
• Protecting yourself from scams - Warning signs of pump-and-dump schemes and market manipulation
• Building wealth on any budget - Why you don't need to be rich to start investing successfully
• The psychology of money - How emotions and community sentiment drive market movements
• Taking on Wall Street - Why regular investors can compete with hedge funds and win

Why This Episode Could Change Your Financial Future

If you've ever felt locked out of investing or intimidated by financial jargon, this conversation is for you. Kevin breaks down exactly how he went from knowing nothing about stocks to making millions, and more importantly, how he's building tools to help regular people do the same. You'll discover practical strategies for researching investments, learn how to avoid common beginner mistakes, and understand why transparency and community might be more valuable than any expensive financial advisor. Whether you're investing your first $100 or looking to level up your existing portfolio, Kevin's insights on social trading and AI-powered education could be the key to finally building the wealth you deserve. This isn't just another finance interview—it's a roadmap for taking control of your financial future.

Connect with Kevin:

• LinkedIn

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Ever wonder why some brands stick with you while others are instantly forgettable? Or how a simple social media stunt can suddenly have everyone talking?

In this episode, One of One Brands founder Arnava Asen reveals the sophisticated psychological tactics that drive your purchasing decisions—often without you even realizing it. From that spontaneous shoe purchase where you later discover everyone else bought the same pair, to why you're drawn to brands that make you work a little harder, Arnava unpacks the "living brand" revolution transforming how companies connect with consumers. He explains why the era of hyper-convenience may be ending, with Gen Z actively seeking friction and authenticity over algorithmic recommendations.

Ready to Decode Your Own Consumer Mind?

Tune in to discover how the brands you love are actually influencing your choices—and why understanding these hidden mechanisms might just make you a smarter, more intentional consumer.

Interview Highlights:

• The Nike epiphany: How a simple billboard with no product—just the words "Yesterday you said tomorrow"—sparked Arnava's 20-year career and demonstrates the power of soft-selling over traditional advertising
• Living brands vs. formulaic brands: Why successful modern brands act like real people with evolving personalities, opinions, and the ability to surprise consumers, rather than following rigid brand guidelines
• The friction revolution: 70% of Gen Z now trust brands that make them work harder, from secondhand shopping to printing photos, signaling a backlash against algorithmic convenience culture
• Consumer behavior patterns: How brand strategists use data and evolutionary psychology to predict purchasing decisions, often understanding consumer motivations better than consumers understand themselves
• The pendulum effect: Why brands that feel irrelevant today have the biggest opportunities, and how cultural shifts always swing back in unexpected directions
• Creative disruption examples: From Liquid Death's provocative marketing to Bjorn Corn's roller disco strategy, how brands break through noise by doing the unexpected
• The embedded approach: Why traditional "brand bible" handoffs are dead, and how successful agencies now work alongside companies as fractional marketing teams for months
• Strategic foresight: How brand builders plan multi-campaign narratives that consumers never see coming, creating deeper engagement over time

Connect with Arnava:

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Meet Max Marchione, a remarkable entrepreneur who's already built a quarter-billion-dollar company before hitting his thirties. As president and co-founder of Superpower, Max has transformed his personal health struggles into a mission to democratize premium healthcare. After spending a decade battling chronic migraines and mysterious health issues that stumped over a dozen doctors, he discovered what he calls a "10x doctor" who changed everything. This experience sparked his belief that there's a massive gap between the healthcare available to billionaires like Jeff Bezos and what everyone else can access—and he's determined to close it using AI and technology.

What You'll Discover:

• Learn how Superpower's $42-per-month membership delivers concierge-level healthcare, including home nurse visits and 100+ blood biomarkers—five times more comprehensive than a typical annual physical
• Discover why Max believes AI doctors will soon outperform human physicians and how his company is already using artificial intelligence to create personalized health reports that make everything "click" for members
• Understand the fascinating shift in consumer behavior that made health the new status symbol, replacing traditional luxury goods as people seek to optimize their bodies and minds
• Explore Max's unconventional philosophy on building authentic personal brands, independent thinking, and why he believes most things around us are "four out of ten" when they could be perfect
• Uncover his bold vision for the future, including helping people get eight hours of sleep in just five hours and why he thinks energy healing will eventually become hard science

Max shares candid thoughts on everything from why healthcare brands should inspire the same love as Nike or Apple, to his advice for young people navigating an AI-disrupted job market. His approach to business centers on an empowering mindset: taking 100% responsibility while building something genuinely good for the world. Whether you're interested in the future of healthcare, entrepreneurship, or personal optimization, this conversation offers a fresh perspective on how technology can solve real human problems.

Tune in to hear how one young entrepreneur is revolutionizing healthcare by making the medicine of the elite accessible to everyone—and why his approach might just change how you think about your own health journey.

Connect with Max:

• LinkedIn

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• Curious Customer Website

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Ruth Handcock OBE, CEO of Octopus Money, has identified a massive gap in the financial services industry that affects millions of people. While wealthy individuals can easily access personalized financial planning, and basic investment platforms serve those ready to dive in, there's virtually nothing for people who simply want help creating a plan for their money. In just over two years, Ruth's innovative approach has already helped 39,000 people build meaningful financial plans, proving there's enormous demand for accessible money guidance. Her company combines human coaches with smart technology to deliver personalized financial advice at a fraction of traditional costs, making comprehensive planning available to anyone regardless of their current wealth level.

What You'll Discover:

• Learn why having a financial plan is the single most important factor in building wealth, beyond even your age or income level
• Understand the unique hybrid model that uses human coaches for guidance while letting algorithms handle the regulated advice recommendations
• Discover why starting financial conversations with "hopes and dreams" rather than budgets creates dramatically different outcomes for people
• Explore the cultural taboos around money in the UK and how they compare to other countries, plus why most people think they're "below average" at managing money
• Uncover the step-by-step process that takes someone from financial confusion to a clear, actionable plan in just two coaching sessions

Ruth doesn't just talk theory – she walks through exactly how someone with £100,000 sitting in their ISA could create a plan to buy their first home within three years. She explains why traditional financial advisors won't work with anyone who has less than £250,000 in assets, and how her team is proving that comprehensive financial planning can be commercially viable for the mass market. The conversation covers everything from the rise of DIY investing among younger generations to the role AI might play in future financial advice, while Ruth shares her ambitious vision for solving society's looming retirement crisis.

Tune in to discover how Ruth is democratizing financial planning and why she believes the first paycheck moment could be the key to transforming people's entire financial futures. This episode will change how you think about money, planning, and what's actually possible when you have the right guidance at the right time.

Connect with Ruth:

• LinkedIn

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• Curious Customer Website

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£250M of cars! Meet Aidan Rushby, the CEO and co-founder who turned his fear of car dealership rejection into a £250 million business opportunity. After experiencing the anxiety of not knowing his car buying budget, Aidan spotted a massive gap in the UK's used car market where 7.5 million vehicles change hands annually. His solution? Carmoola, a direct-to-consumer car finance provider that puts the power back in customers' hands with instant decisions and virtual payment cards. What started as a personal frustration has evolved into a tech-driven lending platform that boasts a 94% customer satisfaction score while maintaining less than 1% default rates.

What You'll Learn:

• Discover why customers buying luxury brands like Mercedes and BMW are statistically more likely to default than those choosing practical Honda or Ford vehicles—and what this reveals about human psychology
• Learn how Carmoola's 7-question application process delivers instant lending decisions while using sophisticated AI models that combine credit data, open banking information, and behavioral analytics
• Understand the company's approach to responsible lending, including built-in speed bumps that prevent impulse purchases and why they deliberately reject 65% of applicants
• Explore the gamified customer experience that includes naming your car with old English names, earning rewards for good payment behavior, and even their quirky "Courtesy Dads" service for nervous car shoppers
• Uncover Carmoola's expansion plans beyond lending into insurance, warranties, and PCP products, plus how they're disrupting traditional dealer commission models that have been "ripping customers off"

From virtual cards that make customers feel like they're walking into dealerships with bags of cash, to using behavioral economics to nudge better financial decisions, this episode reveals how a 50-person company is taking on established players in a massive market. Aidan shares surprising data about customer segments, explains why being the actual lender (not just a broker) matters, and discusses the regulatory challenges of balancing speed with responsible lending.

Tune in to hear how personal experience, smart technology, and a focus on customer empowerment are reshaping car finance—plus stick around for Aidan's unexpected app recommendation that has nothing to do with cars but everything to do with building better habits.

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• LinkedIn

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• Curious Customer Website

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What happens when a tech investor decides to revolutionize travel during a global pandemic? Meet Cat Jones, founder and CEO of Byway, who launched her flight-free travel company in 2020 while on maternity leave. Unlike traditional travel that treats the journey as a means to an end, Byway focuses on making the journey itself the destination—connecting travelers across Europe through trains, boats, and buses in carefully crafted multi-stop adventures. What started as a personal passion for overland travel has evolved into a rapidly growing business that's challenging how we think about holidays, combining sophisticated routing technology with deeply human customer service to create trips that customers describe as "magical."

In this episode, you'll:

• Discover how Byway's technology learns from human experts to create personalized routes that optimize for enjoyment rather than speed, and why it took 18 months before their system could beat human-planned trips
• Learn why WhatsApp support became their secret weapon—starting as a way for the founder to gather feedback but evolving into the most praised aspect of their service, with customers sharing holiday photos and building genuine connections with the support team
• Understand the psychology behind why customers are shifting from multiple short breaks to longer, more immersive journeys, and how this trend reflects a broader reaction against the pace of modern life
• Explore the infrastructure and policy challenges facing sustainable travel, from train systems designed for commuters rather than leisure travelers to government subsidies that artificially make flights cheaper than rail travel
• Uncover Byway's ambitious vision to make flight-free travel mainstream, including their expansion across Europe and North America, and how they're building both a brand and a movement that could reshape the entire travel industry

Cat's story reveals how combining technology with genuine human connection can create experiences that customers not only love but actively promote to friends and family. Her insights into customer behavior, the role of delight in business strategy, and the future of sustainable travel offer valuable lessons for anyone building consumer experiences in today's market.

Tune in to hear how one founder's belief that "if only we make it easy and tell people about it, more people will want to do it" is transforming an entire industry and inspiring travelers to rediscover the joy of the journey.

Connect with Cat:

• LinkedIn

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• LinkedIn
• Curious Customer Website

Connect with Matt:

• LinkedIn
• Curious Customer Website

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What happens when you combine a gorilla, Phil Collins, and chocolate marketing genius?

Phil Rumbol joins us to share the story behind one of advertising's most memorable campaigns. With an impressive career spanning from InBev's award-winning Stella Artois work to his groundbreaking tenure at Cadbury, Phil knows what it takes to build brands that stick. At Cadbury, he faced a critical challenge: the iconic chocolate brand had lost an entire generation of consumers, with anyone under 40 showing less affinity for the brand than their older counterparts. His solution? A seemingly random but strategically brilliant advert featuring a gorilla playing drums to Phil Collins' "In the Air Tonight" – a campaign that would become a cultural phenomenon and demonstrate the power of emotional marketing over rational messaging.

Key topics you'll explore in this episode:

• Learn why brands live in consumers' minds, not in company boardrooms, and how this fundamental truth shapes successful marketing strategies

• Discover the six-month internal battle Phil fought to get the gorilla advert approved, including how he convinced risk-averse executives after a major product recall

• Understand how to measure brand building ROI using econometrics – a statistical modeling approach that only 20% of marketers use but can prove marketing impact over time

• Explore the balance between staying authentic while remaining relevant, and why brands need to work harder than ever to earn consumer attention in today's crowded marketplace

• Uncover practical advice for startup CMOs on building charismatic brands from scratch, including when to use agencies versus building internal marketing capabilities

Phil doesn't just tell war stories – he breaks down the strategic thinking behind seemingly creative decisions. From understanding that chocolate triggers actual endorphin releases to recognizing Cadbury's "Willy Wonka" brand essence, every choice was rooted in consumer psychology and business logic. He reveals why the song choice was everything, how early social media shaped their viral strategy, and what it really takes to shift from short-term sales activation to long-term brand building. Plus, he shares his current brand crush and explains why mathematical modeling should be every marketer's secret weapon.

Tune in to discover how one of advertising's most talked-about campaigns came together, and walk away with practical frameworks for building brands that people actually care about.

Connect with Phil:

• LinkedIn

Connect with Matt:

• LinkedIn
• Curious Customer Website

Connect with Matt:

• LinkedIn
• Curious Customer Website

Don't miss an episode! Follow Curious Customer on Apple Podcasts and Spotify to get notified whenever we drop a new episode. Your curiosity deserves the latest insights!