This is personal!
Snowball was founded by Emma in 2019 after she became a Mum in 2016 to Ella. She felt responsible for doing the very best she could for her, to feel like she could drop her off at the gates of adulthood with the very best possible chances in life.
Looking at life savings, she was met with corporate, masculine and difficult to understand options. Also, her family and friends wanted to contribute to Ella's savings and ended up writing her a cheque!
She worried that if she - a financially savvy person - would struggle to understand all of this, there must be others feeling the same.