Anina Botha

Applying behavioral psychology to product development and strategy | Empowering foundHers & investHers

International leader

Anina is a behavioral product strategist and product leader with more than 15 years of experience helping startups and scaleups turn human insights into products people actually use.She applies behavioral psychology to product strategy and development, specializing in solving complex challenges like activation, conversion, and retention. Her work spans industries from digital agriculture and risk intelligence to healthtech, logistics, and consumer platforms across the US, EU, and MENA.Anina is the creator of Ten Slash One, a studio for early SaaS startups, and has been recognized as part of Toptal’s Top 3% of global product talent.She is also a speaker, writer, teacher, and mentor in various communities, and a product advisor and angel investor.With her new initiative, she is building a bridge between female founders in emerging regions and capital in developed markets, expanding opportunities for women-led businesses globally.When she’s not working, you’ll find her swimming in the ocean, rollerblading, practicing yoga or reading.

Deep thinking areas

  • Behavioral Economics

  • Product Psychology

  • Growth Design

  • Human center design

Communities

  • The Council angel investor & portfolio product advisor

  • Angel Investor at Lumus Collective

  • Startup Product Mentor at Growth Mentor

Thoughts

Channels

Find her on the following channels

Mentor, coach, talks & teach

Startups, product, design & remote life

Resume / CV

© Anina Botha. Product Leader