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Joe Wapshott
Joe Wapshott

Joe Wapshott

Head of Product at Cuvva

Hard-won lessons from a decade in Product.

About

At Cuvva, I lead a team of five across Product & Design, while staying hands-on as a PM.

The PM role is changing at pace. I believe the future belongs to builders with real product sense. This philosophy shapes how I hire and build teams.

I've spent over a decade in product, moving from enterprise (Atos) into a product studio (TAB) before finding my home for the last 7 years in fintech startups. I've been Head of Product twice: first at Nude, starting and scaling the Product function before it's acquisition by Tembo, and now at Cuvva, where we've hit 1m customers and profitability.

Outside work, I live near London with my young family and dog. I play padel competitively, and in 2025, I ran two marathons on consecutive weekends. 2026 challenge still loading...

Experience

2024 — Present

Head of Product · Cuvva ↗

Joined as first Principal PM; promoted to Head of Product. Leading product and design.

2020 — 2024

Head of Product · Nude ↗

Joined pre-product-market-fit; promoted to Head of Product. Built and led team of 3 (2 PMs, 1 designer). Acquired by Tembo in early 2024.

2019 — 2020

Senior Product Manager · Kroo ↗

Social-led challenger bank. Defined pre-banking-license product strategy and social product.

2017 — 2019

Product Manager · TAB (The App Business) ↗

Product consultancy building mobile apps for enterprise including RBS, Tesco, and Kingfisher.

2014 — 2017

Client Development / Product Manager · Atos ↗

Enterprise-scale IT. Progressed through strategy and client development into product.

Side Projects

Feb 2026

The era of the micro-tool →

Hyper-personalised automations for an audience of one

Jan 2026

Context is the unlock →

LLM-powered YouTube digest that deeply understands my context

Writing

Nov 2025

Start with the conclusion →

Your audience is already deciding. Beat them to it.

Sep 2025

Dogfooding isn't optional →

Testing checks it works. Using it tells you it's delightful.

Jun 2025

Most meetings shouldn't exist →

The problem isn't meetings. It's how they're run.

View all articles →