Daniela Idárraga

Senior Product Owner with 10+ years of experience leading complex digital product initiatives across banking, InsurTech and SaaS. Strong track record representing customer and business needs, shaping product vision and prioritized backlogs, and aligning engineering, UX, operations, risk, legal, compliance and external partners around high-impact outcomes. Experienced in regulated financial environments, strategic advisory, product lifecycle management, API ecosystems, digital transformation and data-driven decision-making.

Known for translating ambiguity and complex business problems into clear product direction, executable roadmaps and scalable client-centric solutions.

Product Owner at Equisoft (2025-08 – 2026-04)

• Owned roadmap execution and backlog prioritization for a B2B SaaS platform supporting insurance distribution, wealth management, commissions, contracting, reporting and investment operations.
• Represented client and business needs in product decisions, partnering with clients, business leaders, UX, QA and engineering to assess value, feasibility, dependencies and delivery priorities.
• Translated complex requirements into user stories, acceptance criteria, process flows, business rules and data requirements while balancing client-specific requests with long-term platform strategy.
• Led analysis of interconnected workflows and data models across advisors, clients, policies, products and commissions, developing recommendations and trade-offs for complex product decisions.
• Managed relationships with internal stakeholders and external partners through product discussions, demonstrations and feedback sessions, using client insights to refine product direction and identify adoption opportunities.
• Contributed to AI-assisted workflow and data-quality initiatives designed to reduce manual effort and improve operational productivity.

Digital Transformation Consultant – AI & Strategy at Refrimayor (2024-08 – 2025-08)

• Advised company leadership on digital transformation strategy, translating business, customer and operational needs into a phased product roadmap and prioritized initiatives.
• Conducted end-to-end diagnostics of legacy digital capabilities, sales and inventory processes; identified major pain points, dependencies and automation opportunities and recommended target-state solutions.
• Defined customer personas, journeys, information architecture, UX flows and product taxonomy to anchor the future e-commerce experience in real user needs.
• Coordinated business stakeholders and technical partners, clarifying scope, sequencing, feasibility and expected outcomes while maintaining alignment with business constraints.
• Established a unified transformation roadmap that aligned stakeholders on priorities, operating improvements and future platform development.

API Specialist Product Owner at Bancolombia (2021-11 – 2023-03)

• Led an API-first product strategy for digital credit, establishing product direction and priorities to enable banking services through third-party and omnichannel experiences.
• Owned functional definition and backlog prioritization for API products, translating customer, partner and business needs into scalable capabilities aligned with technology, risk and regulatory requirements.
• Advised business and technology stakeholders using product KPIs, customer insights and operational data to prioritize initiatives and support strategic decisions.
• Collaborated with external partners and internal teams to enable integrations, align requirements and deliver new distribution models for financial products.
• Launched 4 customer-centric API products, increased API interactions by 50% and improved operational efficiency by 40% through process simplification and automation.
• Designed and launched Colombia’s first Banking-as-a-Service BNPL API product, expanding access to credit through partner ecosystems.

Digital Transformation Product Owner at Bancolombia (2016-05 – 2021-11)

• Managed the end-to-end lifecycle of digital lending products, from customer discovery and product strategy through backlog, delivery, launch and continuous optimization.
• Led a cross-functional Agile squad and coordinated engineering, UX, legal, risk, compliance, operations, marketing and sales around product outcomes, dependencies and delivery decisions.
• Redesigned the omnichannel lending journey, enabling customers to apply for and receive loans in approximately 3 minutes across mobile, web and branch channels.
• Identified customer and operational issues using analytics, experimentation and Design Thinking; developed recommendations that improved adoption, efficiency and customer experience.
• Increased product adoption by 25% and reduced time-to-market by 25% through data-driven prioritization, UX optimization and Agile delivery practices.
• Developed an AI-powered customer rescue chatbot that reduced digital journey drop-off by 30% and improved self-service.

Business Analyst / Product Analyst at Bancolombia (2014-10 – 2016-05)

• Analyzed customer, business and stakeholder needs for personal loans and credit lines and translated them into prioritized functional requirements and user stories in a regulated environment.
• Partnered with pricing, credit risk, operations, marketing and sales to manage product performance, identify issues and recommend changes to policies, pricing and commercialization strategies.
• Built analytical dashboards and reporting for product performance, market trends, interest rates and competitive analysis, reducing recurring reporting effort from 6 hours to 1 hour.
• Improved product profitability by 20% through customer value perception analysis and data-driven product recommendations.

Master’s in Digital Business: Management and Marketing Tools for the Digital Era – Esden Business School (2019 – 2020)

Bachelor’s in International Business – University of Medellín (2009 – 2014)