User Engagement Platform for Subscription Brands, Scaled to Acquisition
USA
Multi-tenant SaaS
UI/UX transformation
Platform integrations
Performance optimization
Cross-functional team
Product, design, customer
success roles covered
success roles covered
Hard-to-fill roles
Tech-savvy integration &
onboarding experts
onboarding experts
Through acquisition
Supported the product from
growth through acquisition
growth through acquisition
Business context
In 2022, Redfast was a small team building for large-scale clients. Their user engagement platform was already used by brands like Paramount+ and HBO Max, and traction was accelerating. But growth exposed a constraint. The same team was responsible for both product development and client delivery, from SDK integrations to onboarding. Scaling capacity wasn’t just about adding engineers. It required people who could operate with context, ownership, and direct exposure to customers.
Redfast couldn’t afford a ramp-up curve or heavy management overhead. They needed talent who could plug into the product and contribute immediately
What stood out right away was the level of ownership. The team integrated quickly and contributed like internal hires from day one.
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Building a cross-functional team that scaled with the product
Redfast started with a frontend hire, but the need quickly expanded beyond engineering. Radency helped build a cross-functional team across product development, design, and customer-facing roles, including hard-to-fill positions that combined technical expertise with client-facing work
01
First product contribution
A frontend engineer joined to improve the UI, quickly integrating into the team and contributing from day one.
02
Raising the engineering bar
Additional engineers strengthened the team’s technical depth, setting a higher standard for quality and ownership.
03
UX audit and product redesign
A UI/UX audit led by Radency’s design lead and delivery partner Kateryna uncovered gaps in user flows and product positioning. This led to a redesign of both the product and the marketing website, improving usability and clarifying the value proposition.
04
Expanding beyond engineering
The team grew to include backend, mobile, and customer-facing roles, including integration and customer success specialists working directly with enterprise clients on onboarding and product adoption.
05
Team continuity through acquisition
The team remained in place as Redfast scaled, supporting product development, client onboarding, and integration with Recurly during and after the acquisition, with several members continuing full-time.
From first hire to a product team covering development, design, and client work
Cross-functional team in place
Started with a frontend engineer, then expanded across backend, design, mobile, and customer success, covering both product development and client-facing work.
Faster access to vetted talent
Redfast reduced hiring cycles from months to weeks by working directly with pre-vetted candidates, saving significant time for the founder and CTO.
Product and UX rethought
A UI/UX audit led to a redesign of both the product and marketing website, improving usability and clarifying the value proposition.
Stronger client experience
Product improvements, SDK upgrades, and backend optimizations enhanced performance, while CS specialists supported enterprise onboarding and adoption.
Acquired by Recurly
Radency-supported teams contributed across product and client work as Redfast scaled, with several members continuing through and after the acquisition.
From extra capacity to a team behind product and growth
Redfast came for additional engineering support, but built a team that stayed through growth, product launches, and acquisition, contributing across both product and client-facing work
Before
Core team stretched thin across product, UI, and customer onboarding
Hiring could drag for weeks, few qualified candidates
Small team under heavy delivery pressure
After
Cross-functional setup covering frontend, backend, design, and customer success
60% faster hiring process with vetted engineers and specialists
Reliable team that scaled with the company and stayed on after acquisition
Redfast (now Recurly Engage), a user engagement platform trusted by global media brands
Redfast helps brands like HBO Max and Paramount+ personalize user experiences, showing the right feature, offer, or message at the right time. It uses Kafka, Amazon SNS, and S3 to collect and process user data for cohort analysis, segmentation, and profile enrichment. Experts sourced by Radency joined the team as part of Redfast’s ongoing product development. They contributed to new frontend features, UX redesigns, and customer-facing functionality
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01
Dynamic user segmentation
Supports real-time grouping by behavior and profile data, enabling personalized campaigns at scale.
02
Prompt and offer testing
Extends the A/B testing engine for in-app prompts and offers, helping teams learn what drives retention.
03
Cross-platform consistency
UI updates and component refactors ensured stable performance across devices and browsers.
04
Third-party integrations
Supported and optimized integrations with tools like Salesforce, SendGrid, and Zendesk.
05
Low-code tools
Empowered non-technical users to design and launch personalized campaigns without developer support.
06
Analytics and reporting
Improved dashboards that visualize user engagement and campaign performance for enterprise clients.
“The collaboration with Radency has been smooth and highly productive. Through daily standups and constant communication over Slack, their team stayed aligned with our needs, delivered new features, and supported improvements across the platform while remaining easy to work with and very responsive”
Steve Mui
Founder and CTO of Redfast
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They really took the time to understand our project and asked the right questions.
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