Bruna de Guimaraes

Who is Bruna de Guimaraes?

Bruna de Guimaraes is the Founder and Chief Product Officer of BeBold, a product-focused operator who has built a reputation for turning retention into a discipline rather than a hope. She works at the intersection of product management and growth, where the questions are rarely about flashy new features and almost always about whether customers stay, keep using a product, and find enough value in it to renew. At SaaStock Europe 2024 she stepped on stage to make an argument that many SaaS teams know intellectually but struggle to operationalize: that the product itself is one of the most powerful levers a company has for keeping customers around.

Her perspective is shaped by a conviction that churn is not a single dramatic event to be fought with last-minute discounts or save offers, but the accumulated result of many small frictions, missed value moments, and gaps in the experience. As she framed it in her 2024 SaaStock session, reducing churn is a game of inches, where small incremental improvements compound over time to deliver outsized results. That framing positions her less as a firefighter and more as an engineer of retention, someone who breaks the problem down into measurable pieces and builds repeatable systems around them.

As CPO at BeBold, Bruna brings the product organization directly into the retention conversation, treating the product as a vehicle that can both reduce voluntary churn and lift performance across the board. Her SaaStock talk was structured as a practical playbook rather than a motivational keynote, walking the audience from what a solid churn-reduction strategy looks like to how to build their own concrete plan. This page collects her recorded SaaStock talks with transcripts, so founders and product leaders can revisit her framework for using product to protect and grow their customer base.

About BeBold

BeBold is the company Bruna de Guimaraes founded and where she serves as Chief Product Officer, focusing on the craft of product strategy and customer retention in SaaS. The work centers on a deceptively simple idea: that the most durable growth comes not from constantly acquiring new customers to replace the ones leaking out, but from systematically reducing the leaks themselves. In that sense BeBold sits in the category of product-led retention, where the product experience is treated as the primary mechanism for keeping customers engaged and renewing.

The themes Bruna brought to SaaStock Europe 2024 reflect how BeBold approaches its work. Rather than treating churn as a customer-success or pricing problem to be solved at the moment of cancellation, the approach starts upstream, inside the product, where value is either delivered or quietly lost. Her session laid out five ways to reduce customer churn via the product, breaking down what a solid churn-reduction strategy looks like and then helping teams build their own plan around it.

Central to the BeBold philosophy is the distinction between voluntary and involuntary churn, and the belief that the product can directly attack the voluntary kind while simultaneously boosting broader product performance. The emphasis on incremental, compounding improvements over big-bang fixes suggests an operating style rooted in measurement, iteration, and discipline. For SaaS teams wrestling with retention, BeBold represents a point of view that the answers are usually already inside the product, waiting to be found through small, deliberate steps.

Key lessons from Bruna de Guimaraes's talks

Treat churn reduction as a game of inches. Bruna's core message at SaaStock Europe 2024 was that retention is won through small, incremental improvements that compound over time rather than through any single heroic fix. The implication for teams is to stop waiting for a silver-bullet feature and instead build a habit of continuous, measurable refinement that adds up to meaningful results.

Use the product itself as your churn lever. Rather than outsourcing retention entirely to customer success or pricing, she argues that the product is one of the strongest tools a company has to keep customers. Her session focused specifically on ways to reduce churn via the product, reframing retention as a product responsibility and not just a downstream support function.

Target voluntary churn deliberately. Bruna draws attention to voluntary churn as a category that product work can directly influence, where improving the experience and the value customers feel reduces the reasons they choose to leave. The lesson is to diagnose why customers actively decide to go and to address those causes inside the product.

Retention work lifts the whole product. A recurring theme in her talk is that the same product improvements aimed at reducing churn also boost product performance across the board. Building a deliberate churn-reduction strategy, she suggests, is not a defensive cost but an investment that strengthens the product for every customer who stays.