Busy professional
Headspace is their scarcest resource. They’re not afraid of investing, they just need it to run smoothly without taking up too much time. Watching their money make money makes them feel good because it buys them time back - and something extra for themselves later. For them it’s less about specific goals and more about mindset. They want to be agile in an emergency and ready to say yes when the fun stuff comes up. They’re fiercely independent, but even the savvy need a soundboard so long as there’s no jargon in sight.
Key characteristics
Risk level: Moderate to high
Invested: £10K–£50K (40-60% of net worth)
Non-negotiables: Liquidity, minimal admin, meaningful growth
Life context: On standby to transfer money to a solicitor for a property purchase.
How Sidekick helps a busy professional
Creates a high-performance setup that runs quietly in the background - combining access, automation and long-term growth.
Uses a low-risk, high liquidity managed portfolio, to stay liquid when life throws a curveball.
Holds larger balances securely by spreading deposits across three banks - tripling their FSCS protection, while keeping their money within reach.
Achieves global market performance at a low-cost, whilst shielding gains from tax within an ISA.
Personalises their exposure to the S&P 500 while staying hands-off - so they’re not doubling down on their employer stock.
Long-term investments that stay in the background - for when something piques their interest and they're comfortable locking it away. Exclusively available to eligible investors.
Important Information
The customer personas and asset classes described on this page are provided for illustrative purposes only. They do not represent real individuals, and do not constitute investment advice, guidance, or a recommendation to engage in any investment activity.
References to asset classes such as private markets are generic and not linked to any specific product or investment opportunity. Any investment decision should be based on your individual circumstances and, where appropriate, with advice from a qualified financial adviser.
Investing puts your capital at risk - the value of your investments may go down as well as up, and you may not get back the amount you originally invested.
Family planner
School fees, university expenses or helping their kids into their first home - they’re juggling a lot. But they also want to protect their future: a comfortable retirement, quality time with their partner and the freedom to make family time happen once the kids have flown the nest. They may even be thinking about your finances as a unit - theirs and their partner’s - navigating different risk appetites. Knowing there’s a plan in place brings comfort, and they’ve worked hard to make sure there is one. Now, their provider should reward that with rate stability and trusted long-term growth.
Key characteristics
Risk level: Moderate to high
Invested: £50K–£100K (15-40% of net worth)
Non-negotiables: Timeline clarity, tax efficiency, household planning
Life context: Covering education and living costs now, but planning for lifestyle and retirement later
How Sidekick helps a family planner
Maps savings and investments across different timeframes, so they can meet today’s costs without compromising tomorrow.
Uses a low-risk, high liquidity managed portfolio, which stays accessible for bigger upcoming expenses.
A smaller savings pot kept aside for peace of mind - there when they need it, no notice required.
Achieves global market performance at a low-cost, whilst shielding gains from tax within an ISA, helping their future stay as strong as their present.
A lower-risk ISA with bond exposure for their partner - doubling their household’s tax shelter while accounting for different risk appetites.
Important Information
The customer personas and asset classes described on this page are provided for illustrative purposes only. They do not represent real individuals, and do not constitute investment advice, guidance, or a recommendation to engage in any investment activity.
References to asset classes such as private markets are generic and not linked to any specific product or investment opportunity. Any investment decision should be based on your individual circumstances and, where appropriate, with advice from a qualified financial adviser.
Investing puts your capital at risk - the value of your investments may go down as well as up, and you may not get back the amount you originally invested.
Goal achiever
They’re ambitious and eager to reach what’s next: starting a family, upsizing their home or launching a new venture. They’ve built savings, started investing and are always on the lookout for the best rates across both. News of volatile markets is disheartening, but knowing their financial core is stable gives them the confidence to take bigger, smarter risks. They want to be sure they’re accessing the best opportunities, with a provider that’s discerning in what they offer - not just listing everything that’s out there. They love the sweet feeling of momentum and the win that comes when their next milestone becomes real.
Key characteristics
Risk level: Low to moderate
Invested: £10K–£50K (40-60% of net worth)
Non-negotiables: Best available rates, adaptable setup
Life context: Saving up a deposit for a bigger property; wants a hard-working platform
How Sidekick helps a goal achiever
Delivers a structure with strong savings rates and low-volatility investments - letting them build at their pace, without missing out on returns.
Easy access savings with a competitive rate, offering peace of mind while they build toward big life goals.
Uses a low-risk, high liquidity managed portfolio, which stays accessible for when they’re ready to make their next move.
Provides access to long-term market growth, boosted by the benefits of tax-shielded investing.
With their financial core in place, they feel confident taking more risk - this tool lets them tailor their exposure to reflect their values and interests.
Important Information
The customer personas and asset classes described on this page are provided for illustrative purposes only. They do not represent real individuals, and do not constitute investment advice, guidance, or a recommendation to engage in any investment activity.
References to asset classes such as private markets are generic and not linked to any specific product or investment opportunity. Any investment decision should be based on your individual circumstances and, where appropriate, with advice from a qualified financial adviser.
Investing puts your capital at risk - the value of your investments may go down as well as up, and you may not get back the amount you originally invested.
Sum strategist
Whether it was an inheritance, a bonus or a divorce settlement - life has thrown a curveball, and they now have decisions to make. They’ve looked around, but most financial advice speaks in riddles. They’re ready to allocate with intent, but only if someone understands how important that money is, helps meaningfully and respects their mindset.
Key characteristics
Risk level: Moderate to high
Invested: £50K–£100K (40-60% of net worth)
Non-negotiables: Clarity, support, strategic flexibility
Life context: Navigating big life transitions or windfalls; reassessing what matters and how to protect it
How Sidekick helps a sum strategist
Offers a clear, flexible setup and the option to speak to someone human -making it easier to turn change into progress.
Uses a low-risk, high liquidity managed portfolio, to stay liquid while they take the time to decide what’s next.
Keeps large deposits accessible while tripling their FSCS protection - ideal for holding funds safely between decisions.
A natural first step in a strong allocation plan offering long-term, tax-shielded growth with global exposure.
Because sometimes the smartest move is talking it through with someone who meets them where they are.
Important Information
The customer personas and asset classes described on this page are provided for illustrative purposes only. They do not represent real individuals, and do not constitute investment advice, guidance, or a recommendation to engage in any investment activity.
References to asset classes such as private markets are generic and not linked to any specific product or investment opportunity. Any investment decision should be based on your individual circumstances and, where appropriate, with advice from a qualified financial adviser.
Investing puts your capital at risk - the value of your investments may go down as well as up, and you may not get back the amount you originally invested.
Exited founder
They’re post-exit, well-capitalised and focused on making sure their future costs are covered, so they can free up a portion of their wealth to take bigger swings. They’re curious about investing in line with their values, industry insight or the next wave of innovation. They welcome expert insight on diversifying wisely, especially given how much of their net worth is still tied up in their former company’s stock. They’re happy to take risk but they always do their homework. It has to be with reputable fund managers and the cream of the crop when it comes to opportunity.
Key characteristics
Risk level: High to sophisticated
Invested: £250K–£1M+ (70%+ of net worth)
Non-negotiables: Access to interesting opportunities, diversification, performance
Life context: Recently exited, or liquidity event in tech/startups; looking to explore public and private markets on their own terms
How Sidekick helps an exited founder
Opens the door to private markets and personalised investments - while keeping core tools like FSCS protection and tax advantages at hand.
Uses a low-risk, high liquidity managed portfolio, keeping capital accessible while still earning on money they may need for future expenses.
Holds large deposits securely between investment rounds - providing up to 3x their FSCS protection while keeping capital accessible.
A tax efficient way to expand their existing portfolio - making the most of their allowance and adding a long-term growth engine to their strategy.
Tailors their public market exposure to complement their existing holdings - whether that’s employer stock, industry familiarity or personal values.
Uses private equity as a longer-term, higher-risk opportunity, as part of a well diversified portfolio.
Important Information
The customer personas and asset classes described on this page are provided for illustrative purposes only. They do not represent real individuals, and do not constitute investment advice, guidance, or a recommendation to engage in any investment activity.
References to asset classes such as private markets are generic and not linked to any specific product or investment opportunity. Any investment decision should be based on your individual circumstances and, where appropriate, with advice from a qualified financial adviser.
Investing puts your capital at risk - the value of your investments may go down as well as up, and you may not get back the amount you originally invested.
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