Hi, I’m Jeli.

I didn’t start out in finance. My background is in technology — I spent years as a Senior Software Developer at one of the Big Four, writing code, thinking in systems, and tracing problems back to their root cause instead of patching symptoms.

I didn’t become a financial advisor because I’d always dreamed of it — honestly, I just wanted to try it. At first it was another venture, something to explore alongside my IT career out of curiosity, and a way to build a second source of income.

But somewhere along the way, I started learning — about insurance, investments, financial planning, and how differently those decisions can shape someone’s future. More importantly, I started seeing my own finances differently, and realized that earning money and knowing how to manage it are two completely different skills. I wished I’d been taught the second one earlier.

That’s when this stopped being just another venture. Most people don’t need someone to tell them what product to buy — they need to understand why financial planning matters in the first place. That’s what led me here: not to sell, but to build a system that helps people understand their own finances, instead of memorizing generic advice.