Driven professionals who are passionate about building financial independence and career success. With James in sales at a large enterprise IT Services company and Lisa as a product manager at a late-stage data & analytics startup, they are both deeply embedded in the tech industry. They appreciate digital-first platforms that offer seamless, intuitive experiences, instant updates, and concise, outcome-focused communication. Transparency, ease of use, and alignment with their values are paramount in their decision-making process, and they tend to be loyal to brands that deliver consistent, high-quality experiences. When it comes to investing, James and Lisa are motivated but still developing their knowledge base. A significant portion of their wealth is tied up in company stock, creating an over-concentration in these assets. They supplement this with ETF investments and, in James's case, a few individual stock picks. Although they aim to invest regularly, their current portfolio lacks diversification, which is leading them to consider adding less-correlated assets, such as venture capital, for better long-term stability and the potential for outsized returns.

Stephen is a customer success manager at a mid-market SaaS CRM company. He recently moved from a role as an individual contributor on the Account Management team to a manager role overseeing a team of Customer Success Reps, and is accustomed to using the best technology and tools in his day to day. While he prefers a hands-off approach to investing, opting to ‘set it and forget it’ he still appreciates clean and simple applications with a great user experience. Driven by his goals of financial security and personal growth, Stephen leads a balanced life, dividing his time between his career and a passion for fitness and self-improvement. He appreciates receiving regular updates and insights via email or app notifications, gravitating towards platforms that offer an experience that feels simple and easy to use yet secure and trustworthy. His career and ability to manage his finances effectively are important to him and he strives to feel savvy and successful in these areas. While he values material comforts he prefers investments that enhance his lifestyle and contribute to his long-term well-being. His loyalty lies with brands that are consistent, reliable, and transparent, and he appreciates platforms where the user experience feels thoughtful and not overly complicated or full of jargon.

Maria is a lead engineer at a fintech startup where her role involves constantly pushing the boundaries of innovation. In her personal life, Maria brings a similar drive for growth, focusing on building a solid financial future while pursuing her diverse interests. A pragmatist at heart, she views her finances as a way to unlock future freedom and enable her passions, such as travel and continuing education. Maria gravitates toward financial tools that offer clear insights without overwhelming detail, preferring platforms that feel modern, straightforward, and visually intuitive. Maria’s approach to investing reflects her thoughtful yet adventurous outlook. While much of her wealth is tied to company stock options and a property she bought and renovated, she aims to expand her portfolio with a mix of index funds and impact investments that align with her interests in technology and has recently started exploring alternative assets, looking for less-correlated opportunities that might offset her public market holdings. Financial security is central to her, not as an endpoint but as a means to live on her terms. She’s loyal to brands that can offer transparency and consistency, especially those that prioritise user experience and education.

A dynamic couple balancing careers, family, and a commitment to building a secure financial future. Alex, a seasoned VP of sales at an established cloud infrastructure firm, is detail-oriented and methodical, while Sofia, a marketing director for a SaaS startup, brings a strategic and creative approach to their shared goals. Both value efficiency and precision, gravitating towards tools that provide clear, actionable insights without unnecessary complexity. They appreciate platforms that offer a thoughtful and simple experience so they can feel confident in their decisions and it never feels laborious. Together, Alex and Sofia have a structured approach to investing, balancing caution with ambition. With some of their wealth concentrated in Alex’s company stock, they prioritise diversification to mitigate risk. They invest in a mix of ETFs, blue-chip stocks, and lately have an increasing interest in alternative assets such as venture capital and real estate for both stability and growth potential. For Alex and Sofia, financial security means not only supporting their children’s future but also giving them the freedom to pursue new experiences and opportunities. They are loyal to platforms that emphasise trust and reliability, helping them expand their financial knowledge while achieving their goals in a way that fits into their fast-paced lives.

When researching, we found that people who work in the tech industry are the perfect profile for Shuttle. They are tech-savvy, digitally native and tend to have invested in tech companies via their employee stock options if not also via public equities. These personas have been created based on our research and are an amalgamation of the people we spoke with. If you’re keen to learn more but are unsure whether Shuttle fits your goals, then our Founders would be happy to jump on a call with you and answer any questions you might have. Just reach out to us via chat and we’ll find some time that works for you.