Mert Can Elkaya

Contributor

"Welcome to smarter, more confident online shopping"

I'm Mert Can Elkaya, a product builder who has spent the last decade turning messy, ambiguous problems into products people actually use. I studied Industrial Engineering in the United States and Turkey, and I've worked across the full startup spectrum—from B2B martech at Insider, to early-stage venture capital at ScaleX Ventures, to leading product at the proptech platform Tapu.com, where I built a real-estate CRM from the ground up and grew a brand-new business unit from zero to multi-million revenue.

Along the way I co-founded Herm, a fintech tool that turned confusing financial KPIs into something founders could actually understand and act on, and spent time as an Entrepreneur in Residence at Antler. What ties it all together is a fascination with the intersection of product, fintech, and growth—helping teams figure out what matters and helping people make smarter, more confident decisions with their money. That same curiosity is what I bring to writing about safer, smarter online shopping.

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