About Firstly

At Firstly, we believe every family deserves to be happy and stable, built on a strong foundation of financial wellness that helps you thrive, even during life’s inevitable challenges. That’s why we offer smart digital products, services and content that stimulate better financial decision-making for your whole family.

Firstly is built specifically for families in the “Sandwich Generation.” Are you:

  • Providing care or support to your kids and your parents?
  • Trying to save for college and retirement at the same time?
  • Looking ahead to understand what your parents will need as they age?
  • Supporting adult children at home as they start their own lives?

Then we get you — because we are you.

Our team of experts, editors, developers and designers are all focused on creating the products, content and tools that multigenerational families need to build a path to financial wellness.

Let Firstly help you and your family so you can focus on the truly great stuff of family life.

Family memorbilia

Coming in October!

Coming to iOS, Android and desktop, the Firstly money management app helps you organize your family's accounts seamlessly — working alone or with a partner, child or parent — so you can see the big picture, set goals and achieve them. Join our waitlist now to be 1st on the Firstly app.

Meet our leadership team

headshot photo of Andy Beal

Andy Beal

Vice President, Interactive Products

Andy made it through The Sandwich Squeeze intact, but taking his father to the memory care home is the hardest thing he’s ever done. Advice and tools were sparse — which is why Firstly is now his focus: to enable better family experiences through smart planning.

Andy Beal

Vice President, Interactive Products
headshot photo of Ramy Serageldin

Ramy Serageldin

Vice President, Budgeting Products

Ramy and his wife strive to teach their three kids good financial behaviors. Ramy helps his parents navigate managing their money in retirement, making sure they don’t get caught up in any crypto scams.

Ramy Serageldin

Vice President, Budgeting Products
headshot photo of Jennifer Owens

Jennifer Owens

Director, Editorial & Digital Content

Jennifer is a working mom to a high schooler and college freshman and lends long-distance support to her mom and stepmom.

Jennifer Owens

Director, Editorial & Digital Content
headshot photo of Joe Stanish

Joe Stanish

Director, Budgeting Products

Joe and his fiancée hope to start a family soon. Joe’s parents and future in-laws live in different states, so Joe provides long-distance love and support primarily through Zoom.

Joe Stanish

Director, Budgeting Products
headshot photo of Jeff Stevens

Jeff Stevens

Director, Search & Social Media

Jeff recently bought a farmhouse. Now he and his spouse are saving for kids while taking care of their parents who live nearby.

Jeff Stevens

Director, Search & Social Media
headshot photo of John Stockett

John Stockett

Director, Budgeting Products

John and his wife spend their time trying to keep up with the school and sports activities of their five children. He also serves as executor for his parents’ trust for a large and diverse extended family.

John Stockett

Director, Budgeting Products
headshot photo of Sam Schultz

Sam Schultz

Director, Product Strategy

Sam has a 2-year old son and helps his mom enjoy retirement to the fullest, mostly by serving as her technical support.

Sam Schultz

Director, Product Strategy
headshot photo of Stacy Morrison

Stacy Morrison

Executive Editor, Content

Stacy is a mom to a son headed off to college — and a new stepmom who was lucky to inherit three bonus kids and a new set of in-laws. Stacy and her two brothers went through extreme caregiving circumstances with their parents more than 10 years ago, and they are still proud of how they worked together to be there for them.

Stacy Morrison

Executive Editor, Content
headshot photo of Jessica Torres Cooper

Jessica Torres Cooper

Executive Editor, Features

Jessica lives in a multi-generational household with her husband, two young daughters, and her mother-in-law. She also offers support to her mother and father, who live nearby.

Jessica Torres Cooper

Executive Editor, Features
Simple & flexible
family money tools
Welcome to Firstly