Built for households who want to plan with evidence, not guesswork
The Profits Circle brings backtesting and predictive analytics — tools long reserved for institutional finance — to long-term household planning, so decisions can be grounded in historical data rather than assumption.
Why we started The Profits Circle
Household financial planning has traditionally relied on static projections and generic rules of thumb. We believed this approach underserved people making decisions with decades-long consequences — mortgages, retirement savings, education funding — where the gap between a rough estimate and a tested assumption can compound significantly over time.
The Profits Circle was created to close that gap. By applying backtesting methodology against historical market and economic data, and layering predictive modelling on top, we give households a way to stress-test their plans before committing to them — not after.
We remain focused on one problem: helping people see how their financial decisions would have performed historically, and what range of outcomes they might reasonably expect going forward.
Clarity before commitment
We exist to make rigorous, data-driven analysis accessible to anyone planning their financial future — not just institutions with research teams and proprietary models.
Evidence over intuition
We build tools that let households test financial assumptions against real historical data, replacing guesswork with structured analysis.
Transparent methodology
Every projection is traceable to the data and logic behind it. We favour clarity about assumptions and limitations over black-box outputs.
Long-term focus
We design for decisions that play out over years and decades, not short-term speculation, and we build the platform accordingly.
Principles that guide how we build
Rigor over shortcuts
We prioritize methodologically sound analysis, even when a simpler heuristic would be faster to ship.
Honesty about uncertainty
Backtested results describe how a strategy would have performed historically — they are not a guarantee of future outcomes, and we say so plainly.
Accessibility
Analytical tools should not be limited to institutions. We design the platform to be usable by households without a finance background.
Continuous improvement
Models and data inputs are refined over time as we learn from how the platform is used and where it can be clearer.
A small, focused team
The Profits Circle is built by a team with backgrounds spanning quantitative analysis, software engineering, and product design. We work as a single, focused unit rather than siloed departments, which keeps the platform coherent as it grows.
Modelling & data
Responsible for the backtesting engine, predictive models, and the integrity of the historical datasets behind every projection.
Platform & infrastructure
Builds and maintains the systems that make complex analysis feel fast and straightforward to use.
Experience & design
Focused on translating technical output into plans and visuals that are genuinely useful for everyday financial decisions.