This talk presents the real-world story behind countX, a B2B fintech company that grew from first commit to successful private equity exit in under four years, without VC funding and with a lean, empowered team. From day one, we built on a fully serverless AWS-native architecture: Lambda, SNS/SQS, API Gateway, CloudFront, Cognito, and CDK. On top of that, we implemented a Continuous Deployment pipeline using GitHub, CodeBuild, and CodePipeline, enabling us to deploy to production dozens of times per week with high confidence and zero manual gates.
But the talk isn’t just about architecture or tooling. What made this setup truly powerful was how we paired CD with Continuous Discovery - customer interviews, fake doors, lightweight A/B tests, and KPIs tied to actual product outcomes. This combination created a feedback-driven loop that allowed us to ship fast, iterate with purpose, and align engineering with business goals.
The main takeaway: how a pure DevOps practice like Continuous Deployment, when paired with the right product mindset, can significantly increase not just delivery velocity, but team performance, product-market fit, and ultimately revenue and ROI. This is not a theoretical or aspirational talk, it’s a practical case study showing how modern SRE practices can become strategic drivers of business success.
I’m a Ukrainian entrepreneur, software engineer by background, with over 20 years of experience. I started my career in Kyiv, spent several years working in Moscow, and have spent the last decade in Berlin. Most recently, I was the co-founder and CTO of countX, a B2B fintech company that went from first commit to a successful exit in under four years. I’m also pursuing an Executive MBA at London Business School, where I’m deepening my focus on fintech, financial systems, and venture strategy.
