Hello,
We are pleased to invite you to our November Meetup, which will be our last event for the year.
Our speaker will be Zaine Abidi from Sage who will be speaking about turning **Obligation to Advocacy: Turning MTD Mandates into Product Momentum**

What happens when customers show up because they *have to*, not because they want to?
With MTD for Income Tax pushing reluctant, low-confidence users into software, the challenge isn’t acquisition—it’s transformation.
This session shows how to turn a compliance mandate into product momentum: grow a high-quality free base, onboard users with mixed digital abilities, deliver fast wins that matter beyond tax, build sticky habits through real value exchange, and eventually monetise through delight and automation.

The event details are as follows:
**Date:** Wednesday, 26th November, 2025.
**Time:** 6PM-8:30PM
**Venue:** hedgehog lab, One Strawberry Lane, Newcastle upon Tyne NE1 4BX

**Speaker Bio**
**Zaine Abidi** is a Product Manager at Sage, leading Sage Individual and the Making Tax Digital strategy across Sage’s UK cloud products. Over five years at Sage, he’s worked across accounting, fintech, and Sage Copilot (AI), with a strong focus on building intuitive, value-led customer experiences. Before Sage, Zaine held product roles at BT and EE, shaping key consumer digital services.
You can connect with him on [LinkedIn](https://www.linkedin.com/in/zaine-abidi-15497110a/)

We look forward to seeing you all there! For any queries or questions about the event, please email: tolukolawole.io@gmail.com

Tolu Kolawole

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