Bourgeois Bohème (BOBO) is a financial platform for ultra-high-net-worth individuals and family offices, providing high-value transactions and 24/7 assistance. Pulse 2.0 interviewed BOBO co-founder and Chief Business Development Officer (CBDO) Katherine Maslova to learn more about the company.
Katherine Maslova’s Background
What is Katherine Katherine’s background? Katherine said:
“My career started in banking — I worked in both retail and investment banking — and gradually climbed up the ranks. I gained tremendous experience in key areas — strategic consulting, digital transformation, market expansion, and M&A, which led me to leadership positions such as Senior Vice President and Deputy Head of Retail Business at some of the top regional banks. At the same time, I pursued and completed an Executive MBA in Leadership and Digital Transformation from IMD — which really helped me bolster my managerial skills.”
“At some point, I felt my journey in banking was coming to an end, and I made the strategic decision to pivot and become a co-founder. We launched a startup that was powered by Mastercard, and I became the Deputy CEO — with a key focus on business development. We were focused on developing smart analytical tools and offering financial advisory services to help people achieve their financial goals. It was empowering and thrilling, and that laid the foundations for where I am now.”
“I feel that all I learned during that process led me to this project, known as Bourgeois Bohème. We’re creating a global financial and lifestyle platform for HNWI and (U)HNWI, all while also revolutionizing the family office sector — which has a huge tech debt — and creating a community of like-minded individuals and successful entrepreneurs. We’re bridging the digitization gap, and it is super exciting — I feel grateful that my passion for innovation, cross-industry collaborations, and aesthetic beauty all aligns seamlessly with our mission of delivering truly bespoke and tailored services.”
Pivoting To Entrepreneurship
What motivated your pivot from traditional banking to entrepreneurship? Katherine shared:
“I had a defining moment at a board meeting when we were debating two major expenses: installing accessibility rails for people with disabilities and sponsoring a million-dollar theater production. The rails were declined, but the sponsorship passed. It hit me hard. I left that meeting, handed in my resignation a few months later, and knew it was time to do something bigger, something more meaningful.”
“Another driving force was my passion for innovation. I was becoming increasingly frustrated with the outdated systems and conventional thinking. I wanted to build something more dynamic, flexible — and be surrounded by ‘young souls,’ like-minded individuals eager to reinvent the financial world for the new generation of entrepreneurs, especially Millennials and Gen-Z clients. That’s when I made the leap into entrepreneurship.”
Formation Of The Company
How did the idea for the company come together? Katherine noted:
“Bourgeois Bohème was founded in 2018 by the Würms family, with strong roots in private banking and multi-family office management across Europe and Latin America. Alongside them was Gregor Anton Piëch, whose family’s legacy in automotive engineering is synonymous with precision and innovation.”
“The vision for BOBO today was crafted by our founding team: myself, Hugo Gomez (our CEO), and Simon Isaev, our Board Member. Hugo, with over 15 years of banking experience, and Simon, an IT expert, brought their expertise to the table. Together, we saw a gap in the market. High-end clients were craving more than traditional banks could offer — agility, privacy, customization, and speed, and legacy systems couldn’t keep up.”
“That’s when we decided to merge luxury with fintech, creating a platform that caters to ultra-high-net-worth individuals (U)HNWI in ways no one had imagined. What started as a platform for a select few quickly gained traction, and since our soft launch in mid-2024, we’ve onboarded over 400 affluent and (U)HNWI clients and garnered more than 3,000 registrations on our waiting list. We’re poised to keep growing.”
Target Audience
Who is the company’s target audience, and what are their key characteristics or traits? Katherine explained:
“Our target audience are Ultra-High-Net-Worth Individuals (U)HNWI or High-Net-Worth Individuals (HNWI) who seek a holistic approach to managing their household, financial and lifestyle well-being. These individuals typically possess investable assets exceeding $30 million (U)HNWI or $1 million (HNWI) and have diverse family and household expenses as well as geographically dispersed assets.”
“If we dive further, it’s the tech-savvy, digitally fluent, and globally connected Gen Z — the next generation that includes successful tech founders, venture capitalists, digital influencers, and beneficiaries of the great wealth transfer.”
“They have entirely different expectations when it comes to wealth management and lifestyle services, demanding speed, hyper-personalization, privacy, and bespoke experiences. Addressing these needs, providing exceptional support and exceeding expectations is what Bourgeois Bohème stands for.”
Core Products
What are the company’s core products and features and how do they address clients’ pain points? Katherine replied:
“Bourgeois Bohème is the first platform to integrate tailored secondary accounts and household expense tracking into one seamless solution. This makes managing family and staff finances a breeze for high-net-worth individuals.”
“Our multi-tiered cash-flow platform allows clients to create secondary accounts for family members and staff, complete with customizable spending limits. Whether it’s by amount, location, or category, they can manage spending with flexibility and precision. For example, they can create an account for a driver, allocate a fixed amount for spending and limit this by a geographical location. This ensures that the money goes where it is supposed to be and that staff does not exceed its limits. Furthermore, the platform provides a comprehensive overview of transactions, making household decision-making simpler and more efficient.”
“We also offer high-limit card transactions up to €1 million, eliminating the delays and support calls typical with traditional banks. Plus, we issue premium payment devices, like metal or jewelry cards and bespoke wearables. Clients enjoy 24/7 tailored support, lifestyle concierge services, and exclusive networking opportunities — all designed to make their lives easier and enhance their lifestyle.”
Differentiation From The Competition
What differentiates the company from its competitors? Katherine affirmed:
“Unlike traditional banks and mass-market neobanks, Bourgeois Bohème offers a bespoke ecosystem specifically designed for high-net-worth clients and their households by enabling high-limit card transactions and integrating tailored secondary accounts and household expense tracking into one platform, streamlining family and staff financial management for high-net-worth individuals.”
“Private banks offer personalised services, but due to their legacy systems and slow processes, fail to deliver the agility, speed, and global accessibility that tech-savvy entrepreneurs expect. On the other hand, many fintech startups are mainly focused on mass-market solutions — they offer fast, digital banking services, but often fall short in addressing the level of personalisation and sophistication this demographic expects.”
Evolution Of The Company’s Technology
How has the company evolved since its launch? Katherine pointed out:
“Since launching, Bourgeois Bohème has evolved significantly. We started as a simple payment wallet solution but quickly expanded into a comprehensive platform that integrates financial and lifestyle services for the (U)HNWI clientele.”
“Our focus has grown to include multiple currency accounts, family-wide user access, luxury payment devices, and bespoke financial management solutions. We’ve embraced cutting-edge technology to digitize family office operations, simplifying household management and expense reconciliation. Our wearable payment devices and personalized digital tools have taken convenience and security to the next level.”
U(HNIWI) Generational Shift
What is the U(HNIWI) generational shift and what does it mean for the finance industry? Katherine answered:
“Over the next two decades, Baby Boomers will transfer an estimated $84 trillion to Millennials and Gen Zers, in what is labeled as one of the greatest shifts in economic power of our time.”
“For financial institutions, this represents both a once-in-a-lifetime opportunity and a critical challenge. The main feat is that the generation that will inherit this wealth is completely different from the previous ones — it is more socially conscious, prioritizes sustainability, and embraces digitally-native experiences. Because of this, traditional wealth management and financial institutions need to be overhauled. That’s where we step in.”
Significant Milestones
What have been some of the company’s most significant milestones? Katherine cited:
“I’m proud to say we’ve reached many key milestones since inception. Among the achievements I’m most proud of is the launch of our core payment wallet solution, with one of the highest payment limits globally, and is approved by regulators and Mastercard. We’ve also developed sophisticated back-office systems, including secondary accounts for families and staff and tools for household expense management.”
“Our expansion into lifestyle services has been another highlight, as we’ve forged partnerships with private clubs and luxury service providers to enhance the experience we offer. Additionally, securing investments from founding families has been instrumental in supporting our soft market launch and driving our ongoing growth and expansion.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Katherine assessed:
“The global market for HNWIs and (U)HNWI individuals is approximately 30 million people managing over $180 trillion in wealth. Our strategy is to focus on European and Middle Eastern markets during our first 3-5 years, which represent 30% of this total market, or around $52 trillion. Of that, about 10% is allocated to lifestyle and daily needs.”
“Our goal is to become the go-to platform for managing the lifestyle and daily needs of tech-savvy, digital-native individuals in these regions.”
Future Company Goals
What are some of the company’s future goals? Katherine emphasized:
“We’re focused on three main areas. First, we’re committed to building strategic partnerships with banks, luxury brands, and private clubs to enhance our offerings and broaden our reach. Second, we’re leveraging data-driven functionality by incorporating AI to strengthen compliance, gain deeper client insights, and deliver highly personalized advisory services. Lastly, while Europe remains our primary market, we’re preparing to take the next step in our journey by expanding into the MENA region.”
Challenges Faced
As a woman in fintech, have you faced any unique challenges, and how have you overcome them? Katherine acknowledged:
“Building a career in finance came with its challenges, and many of the stereotypes turned out to be true. But I was fortunate to have incredible mentors who guided me through the obstacles. I can name a few key strategies I learned along the way.”
“First of all, empathy is a powerful tool, particularly in male-dominated industries. It fosters better relationships, helps during times of change, and creates a more supportive, innovative environment.”
“Next, adopting a mindset of curiosity and naivety — thinking like a child — can also be invaluable. Asking the right questions, staying open to new ideas, and embracing change are all strengths that drive success.”
“Lastly, credibility should always come before image. Delivering consistent, high-quality work is the best way to gain respect, regardless of your gender. Forget about playing House of Cards-like games, what matters is what you accomplish. Actions build respect.”
Advice for Female Entrepreneurs In Fintech
What advice would you give to aspiring female entrepreneurs looking to make their mark in the fintech industry? Katherine emphasized:
“For aspiring female entrepreneurs looking to break into fintech, one of the most important pieces of advice I can offer is to build a strong network and surround yourself with the right people. It’s key to have mentors who can guide you, whether they are men or women, and to surround yourself with a supportive community that shares your vision.”
“Additionally, don’t be afraid to speak up and demonstrate your leadership qualities. In doing so, stay grounded in your ethical values and be true to yourself.”
“Last but not least, it’s essential to focus on building your personal brand, as it can be a powerful tool for establishing credibility and visibility in the industry. And believe me, your accomplishments and results will help you build this better than anything else.”
Upcoming Trends
What upcoming trends do you think will shape the future of fintech? Katherine concluded:
“Looking ahead, there are several key trends that I believe are poised to shape the future of fintech. A major development will be the growing emphasis on user engagement and innovation.”
“As fintech companies look to connect with younger wealth holders, they will focus on creating gamified educational tools, offering webinars, and curating personalized digital content to both attract and empower this demographic. At the same time, sustainability and social impact will play an even more prominent role in fintech offerings.”
“Artificial intelligence and machine learning will become increasingly integral in reshaping client profiling, fraud detection, investment strategies, and portfolio optimization.”
“Furthermore, the rise of embedded finance will continue, as financial services integrate more seamlessly into non-financial platforms, providing a frictionless user experience. As this digital transformation takes place, the need for strong cybersecurity will remain critical to protect consumer data and meet the demands of evolving regulatory standards.”
