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Alex Crowley

I’m a Product Manager who builds. I’ve spent six years in agencies, start-ups and scale-ups, taking products from discovery research to launch.

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Now
Product Lead, Rebelled Apps
Building
Nala · OpenStable

Products I’ve built

1 of 2

Now

Sep 2026 – now · Founder

Nala

Nala analyses customer interviews for product teams and turns them into evidence-backed cases that stakeholders can act on.

Case study
OpenStable’s homepage: search for a yard, a horse or a professional, above yards with a space right now
OpenStable’s native iOS app on an iPhone: searching for yards near GU1, with a livery card and the app’s tab bar
Now

Mar 2026 – now · Co-founder

OpenStable

OpenStable is a three-sided marketplace that connects UK horse owners, livery yards and equestrian professionals. It has about 1,000 monthly active users, with apps on iOS and Android.

Case study

Products I’ve collaborated on

Client launches at Rebelled Apps and Appfluence, and in-house work at GiveMatch and quester.io, each with the problem I faced and the call I made.

  • Two LoanPrep screens, overlapping: step 5 of 11 of the questionnaire (“And how does the pay look?”) with the answers so far in a side panel, and the readiness report that follows: “You’re in a strong position, Sam”, 2 of 2 banks ready, each bank’s quality score

    2026 · Rebelled Apps · Mortgage broking

    LoanPrep

    Problem
    Home buyers can’t tell if a bank will lend to them, and brokers spend unpaid hours finding out.
    Call
    I found 236 of 348 matches scoring 99.5, so I made the matcher score a lender’s silence as unknown.
    Result
    Live at loanprep.com.au since October 2026, matching real lender policies with live Equifax checks.
  • Healing Soul on iPhone, its paywall: Annual, Monthly and Lifetime plans, each starting with a 7-day free trial

    2026 · Rebelled Apps · Wellbeing

    Healing Soul

    Problem
    A coach’s clients paid thousands for one-to-one work that could be self-guided, and she couldn’t scale it.
    Call
    I kept recommendations rules-based and tunable by the founder, and held back AI chat over trauma-safety risk.
    Result
    Live on iOS and Android. Apple rejected v1.0 on four points; I fixed the root causes and resubmitted the next day.
  • SoloRunClubxx on iPhone: setting a 45-minute run time before a solo runSoloRunClubxx home screen: the last run, 5.2 km in 45 minutes, and this week’s milestones

    2025 – 26 · Rebelled Apps · Running safety

    SoloRunClubxx

    Problem
    Running apps make solo runners trade privacy for safety: they only protect you if they track you.
    Call
    I interviewed our beta runners and named false alerts as the biggest threat to safe runs.
    Result
    Live on both stores since June 2026. In beta, a tester missed her check-in and the app alerted her sister, who checked on her.
  • Homiezé’s intro screen on iPhone: “People don’t move into rooms. They move into households.”, with Find a Room, Find Housemates, List a Room and List a PropertyA Homiezé housemate card: Mark, 32, endorsed, looking for one housemate to secure a two-bedroom apartment near the coast

    2026 · Appfluence · Share housing

    Homiezé

    Problem
    Australians find housemates in Facebook groups, with no way to tell who they’d really be living with.
    Call
    I kept chat text-only, with no photos or voice notes, so unsolicited images can’t be sent at all.
    Result
    Live on iOS and Android, starting in Perth. Each room shows the housemates you’d live with, linked to their profiles.

    Visual design by the client’s design agency

  • A GiveMatch fundraiser page on iPhone: an appeal with its total raised, donation count and match-funding promiseGiveMatch share screen: once two people donate via your link, your donation is doubled

    2024 – 25 · GiveMatch · Charity tech

    GiveMatch fundraising

    Problem
    Fundraisers were dropping off between pages on the core journeys.
    Call
    I A/B tested those journeys and reworked the fundraising features around the results.
    Result
    +28% fundraiser engagement · 8% less drop-off between pages
  • Quester 2.0 on desktop: a directory of communities to join, and a community space with its shared items and collections

    2023 – 24 · quester.io · Ed-tech

    quester.io community

    Problem
    International students had no simple way to react to and discuss each other’s posts.
    Call
    I led content voting and nested comments from the first user interviews to launch analytics.
    Result
    +33% North Star Metric (Weekly Active Likers)

    Design by Sergio Riquelme

About me

Portrait of Alex Crowley

I take products from early discovery to launch, and I build them too.

I’ve spent six years as a product manager in agencies, start-ups and scale-ups, across B2C and B2B. My work covers the whole lifecycle: discovery and market validation, cross-functional delivery and post-launch analytics.

I design and develop products myself with Claude Code. At Rebelled Apps I’ve launched 8 products for clients, and I built OpenStable and Nala the same way, end to end.

My background is in linguistics (BA and MSc), so I start with the words customers use. I built Nala to fix a problem I hit as a start-up PM: getting a team to agree on what users do.

  • Discovery & research
  • Product strategy
  • Experimentation
  • Data analysis
  • Building with Claude Code

Work experience

  1. – now

    Founder · Nala

    Customer-interview analysis for product teams

  2. – now

    Co-founder · OpenStable

    About 1,000 MAU, three-sided marketplace

  3. – now

    Product Lead · Rebelled Apps

    8 products launched · 500k+ AUD

  4. –

    Product Growth Manager · GiveMatch

    +28% fundraiser engagement

  5. –

    Product Manager · quester.io

    +33% North Star Metric

  6. –

    Product Strategist · LAB

    +350% trader engagement

  7. –

    Product Growth Executive · Inkitt, Berlin

    NLP analysis of reader interviews

MSc Linguistics (Distinction), The University of ManchesterBA Linguistics (1st Class), Manchester Metropolitan University

Full CV

Latest writing

Nala10 min read

Why Nala asks thousands of small questions

You can analyse ten customer interviews in a minute: paste them into a chat model and ask what they say. You get a tidy summary. Ask again and you get a different tidy summary. Ask how many people found onboarding confusing and the model says “many users”. A product team can’t take “many users” into the meeting where someone decides to spend a quarter on onboarding. I built Nala to give them a number they can check.

All writing

Get in touch

LinkedIn is the quickest way to reach me. My CV has the full detail.

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