Personas

Real Life, Modeled

Follow 12 financial personas navigating life's biggest money moments. Each story is grounded in real math and real trade-offs.

👩‍💼

Debt-Burdened Debbie

Marketing Manager

Drowning in $68k of student debt, trying to build a life anyway.

Starting Out5 chapters
👨‍💻

RSU Andy

Senior Software Engineer

Tech lead with $340k in unvested RSUs and no plan for them.

Building Wealth5 chapters
👩‍👧

Single-Income Sarah

UX Designer (on leave)

New mom. One income. Trying to figure out if the numbers work.

Family & Lifestyle3 chapters
🧘

Sabbatical Sam

Product Director

Burned out. Wants 6 months off. Terrified of the financial fallout.

Building Wealth4 chapters
👨‍🏫

Late-Starter Larry

High School History Teacher

52, $38k in retirement savings, and finally paying attention.

Catching Up2 chapters
💼

Windfall Will

Regional Sales Director

Just inherited $180k. Has no idea what to do with it.

Building Wealth2 chapters
🏠

Down-Payment Dana

Data Analyst

Saving for a house in the most expensive city she could have chosen.

Starting Out2 chapters
🔥

FIRE-Chasing Fiona

UX Research Lead

On track for FIRE at 42. Or so she thinks.

Building Wealth2 chapters
⚖️

Divorcing Dana

Marketing Director (returning to workforce)

Splitting assets, rebuilding solo. The math is harder than the marriage was.

Rebuilding2 chapters
🚀

Founder Fiona

Co-Founder & CTO

$500k in startup equity. Zero liquidity. One big question: when does this become real money?

Building Wealth2 chapters
🏡

Empty-Nester Eric

VP of Operations

Kids are gone. House is paid off. Now what?

Pre-Retirement2 chapters
💻

Freelance Fran

Independent UX Consultant

Good months, bad months, and no idea how much to save for taxes.

Building Wealth2 chapters
👫

Dual-Income Dan & Dana

VP Finance & Senior Product Manager

Two high incomes, two 401(k)s, two opinions on money. Zero coordination.

Peak Earnings2 chapters
🛡️

Cautious Carla

Hospital Administrator

$800k saved. 60% in cash. Terrified of the market — and of outliving her money.

Pre-Retirement2 chapters
🔒

High-Conflict Henry

Senior Executive

Good income. Hidden account. A marriage held together by avoidance.

Mid-Life2 chapters