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About
Meet the founder
- Juliana Barbosa -
At B.lief, my vision is to empower responsible investors to become effective stewards and create long-term economic, environmental and social value—not just for themselves, but for future generations.
I believe in the power of effective stewardship to nurture both your investments and your family’s legacy, guiding you on a journey that honours your values and shapes a sustainable future.
"Hope," Jane said, "is what enables us to keep going in the face of adversity. It is what we desire to happen, but we must be prepared to work hard to make it so."
Jane Goodall and Douglas Abrams, The Book of Hope, 2021
My professional journey
I believe that the financial sector plays a crucial role in the urgent transition toward a more sustainable world, and that active stewardship is a powerful tool for driving this change.
- How B.lief was created -
After nearly 20 years of working with a diverse array of key international players in the financial industry—including consultancy, asset and wealth management, and most recently as Head of Stewardship—I felt called to create my own platform B.lief in June 2024, with the goal to share my passion and expertise in stewardship and sustainable finance.
In a short time, this vision evolved into expanding my commitment to empowering investors to become effective stewards to also supporting committed families in redefining their wealth legacy - a step which is fully aligned with my previous experience as wealth planner of high net worth clients and my passion for family legacy topics.
In April 2025 B.lief was officially born as a consultancy firm dedicated to helping responsible investors become effective stewards of their investments, as well as supporting committed families in redefining the principles of their legacy.
"As a mother of two small girls, I care about the world my daughters's generation will inherit.
My personal mission is to live a purposeful life and be an actor of change."
Juliana
My educational journey
Law is my background education, and throughout my career I've developed strong academic records, which includes an LL.M from Queen Mary University of London and several certificates.
My extensive education in sustainability, sustainable finance and stewardship include the completion of the following studies:
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Oxford Certificate “Stewardship and Engagement Leadership Programme” (2024)
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CSRD Fundamentals Certificate, CSRD Institute (2024)
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CFA Certificate in ESG Investing (2023)
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Sustainable Investing in Wealth Management Course by CSP University of Zurich (2022)
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Oxford Certificate “Leading Sustainable Corporations Programme” (2021)
I hold relevant wealth planning certifications and my expertise in this field includes international tax law and succession planing,
private investment structures, family governance, and trust management.
As an advocate for inspiring leaders, in 2020 I completed the Oxford Certificate "Women's Leadership Development Programme".
I'm a lifelong learner, an advocate for inspiring leaders and a passionate supporter of a more sustainable world.
Guided by my strong belief in kindness and my sense of responsibility, I'm a visionary strategic thinker who enjoys building meaningful relationships, and envisioning a better future. My natural ability to connect with others and my forward-thinking approach enable me to inspire and lead those around me towards positive change.
The values behind B.lief
