Our founder didn’t come from money.
In fact, money was a contentious issue in Eleanor’s house growing up. But after winning a funded place at a private school, she saw the freedom it can buy: the experiences, the opportunities, the security. So she decided she wanted to make it herself.
Eleanor took on extra A levels so she could study Economics at Bath University. Having experienced a year in industry at The Bank of England during her course, after graduating she was headhunted to lead the European division of stores at Victoria’s Secrets.
Eventually, her career led her to work for Coutts private bank and wealth management as a portfolio manager, gaining IAD level 4 and PCIAM level 6 and being shortlisted for Rising Star of Investment Banking Under 30 along the way. But during her five years at the firm, she became increasingly aware of wealth inequalities.
Eleanor decided to do something about it. She launched Instagram account @sqHERmile to empower women to learn and talk about money. Every day she got dozens of messages asking her where to start with investing… The seed was planted.
But it wasn’t until she was looking for a Junior ISA for her son that the idea for Where To Start really came together. Despite her experience and expertise, Eleanor found herself confused by the many different account features and benefits. Perhaps it was sleep deprivation… But if she found it challenging, how must others feel?
That was the push she needed. Based on the hundreds of questions she’d been asked through @sqHERmile, she built a comparison tool that would help anyone and everyone decide on the best investment options for them – no matter your gender, age, race, background, or how much money you have.
Her vision? To make sure anyone who wants to invest knows where to start
Follow me on socials!