Shape the future of

Shape the Future of - 2022 Survey Results started as a cycling and investing blog during the pandemic.

Raph spent 2019 cycling the world and received so much kindness that he wanted to give back. Given lockdowns, giving back took the shape of a blog by helping individual investors set up cost-efficient portfolios and promote sustainable ways of travelling. 

Since then, the blog has grown substantially. 2022 marked the second full calendar year of

To know what we do well and where we need to improve, we decided to get your feedback and launch a 2022 Year-end survey. If you missed it, make sure to keep up to date by signing to our newsletter for future updates.

Here are some takeaways from our survey. In this article, we also cover in detail parts of our plan for next year.


  • Our community comprises mainly European semi-passive investors. Many want to keep it simple by remaining fully passive, while others are intrigued by Factor Investing.
  • You love our content and would like us to cover a wide variety of topics but focus predominately on investing guides and ETFs – with more visuals.
  • Our content structure needs improvement. You would like us to focus on improving navigation as well. We got it!
  • In 2023, as much as our resources allow us, we plan to increase the frequency of content, expand our team and community, and increase our social media presence. 

Here is the full analysis

I think it's 'imperative' to scale (and make it multi-language). There are loads of high-quality content that can be helpful to millions of people.


First, a big thank you to all our community members – without you, this website wouldn’t exist. Even as a passive reader, you encourage us to carry on!

This website is about sharing different perspectives, not only investment-related but also lifestyle- related. This wouldn’t be possible without our key members – Francesca, Kathrin and Romain.

Some of you express your enthusiasm more actively. And this means a lot to us. Whether it’s through suggestions, sharing our work on social media or responding to beginners’ questions on our community forum. Special thanks to, amongst others :

Leif Dahleen, Tadas Viskanta, Ben Carlson, Rui, Maciej, Rui G., Pedro, James, WillyFog, Lorenzo, Miroslaw, Federico, Mystery Buzu, Nicola Protasoni, Indeedably, Banker on Fire, Dale Roberts, Adam Smith and Roberto. 

Thank you so much!


As of 29/03/2024, Interactive Brokers offers rates up to 4.738% (GBP), 3.445% (EUR) and 4.83% (USD) on cash. 


As of 29/03/2024, Interactive Brokers offers rates up to 4.738% (GBP), 3.445% (EUR) and 4.83% (USD) on cash. 

WHO ARE OUR READERS? Meet the community!

Where are You from?

People worldwide consult BoW for guidance, but Europe and North America are the main traffic sources.

We also get some readers from South America and the Far East.

Our strongest European footholds are:

  • The UK
  • Italy
  • Poland
  • Germany
  • France 
  • Portugal

What is your current Investing goal?

The majority of our readers have the main goal the accumulation of assets for retirement.

But a fifth, have in-parallel another goal either:

  • Large Purchase (House) or
  • Kids Education

Around 15% have short to medium-term live event goals like a wedding, travel or career change.

What is your current strategy?

Over the last couple of weeks, we have created a ‘how it works’ page that guides readers through our website. It also introduces the various types of investors we cover.

  • The Golden Retriever, aka Wise Passive Investor –  has the simplest and easiest-to-understand portfolio with minimum maintenance. Strategy is suitable for all investors.
  • The Cyclist, aka Semi-Active DIY Investor –  wants to incorporate some marginal high-level tweaks to her predominately index portfolio. Some level of knowledge is required.
  • The Banker, aka Evidence-Based Investor – Uses Equity Risk Factors. Requires substantial research.

Current Complexity of Your Portfolio

  • Golden Retrievers – About a third want to keep it extremely simple and efficient by using 1-2 ETFs for their entire portfolio.
  • Cyclists – 58% of our readers are passive but are experimenting with tweaking their portfolio, including some active bets.
  • Bankers – 12% are pretty advanced in implementing factor investing. 




How do you want to change your strategy?

1. How do Golden Retrievers want to change their strategy?

  • Remaining Golden Retrievers – Half of our readers will remain simple and efficient. These readers enjoy our lifestyle and link collection series.
  • Becoming Cyclists – The second half want to become cyclists.

2. How do Cyclists want to change their strategy?

  • Remaining Cyclists – 71% of Semi-Passive Investors want to remain as such but may want to optimize their portfolios even further.
  • Becoming Retrievers – Just over a fifth want to simplify it even further.
  • Becoming Bankers – 8% are intrigued by Factor Investing.

3. How do Bankers want to change their strategy?

  • Remaining Bankers – The most advanced group wants, for the most part (53%), to continue with factor investing.
  • Becoming Cyclists – Half want to make it somewhat simpler – this may partially be the result of factors underperforming for long periods and is the tricky part of factor investing.

What about our content?

How do you like the quality of our content?

First of all, thank you so much for this overwhelmingly positive feedback –  we are thrilled to see that you love what we are producing. 

Our audience is interested in a variety of topics, and we were not expecting less! 


What Type of Content Do You Want To See?

Our priorities will align with yours – Investment Guides, ETFs and broker reviews – as these are the base to invest wisely. In addition, we will carry on reviewing documentaries and books, as we received positive feedback and since these are good ways to increase awareness.

Personal Finance is the basics to start investing – stay tuned for more content.  

I like your page and your lifestyle. I have been sailing since 2003 on my sailing catamaran around the world, and I am happy to survive. Thank you for your excellent work.

We have shared little about Lifestyle lately as we remain focused on the core part of the website , but we plan to do more in the coming months with some guides and tips to travel the less-known corners of the planet.

How Would You Like the format of our content to evolve?

We take your suggestions on board. More visuals – our loyal readers may have noticed this already in the last articles, but we will focus on it even more. Creating videos may come in due time. The length will stay similar or be shorter, and more digestible, but the content will be more interlinked to allow for expanded reading.


As of 29/03/2024, Interactive Brokers offers rates up to 4.738% (GBP), 3.445% (EUR) and 4.83% (USD) on cash. 


As of 29/03/2024, Interactive Brokers offers rates up to 4.738% (GBP), 3.445% (EUR) and 4.83% (USD) on cash. 

What about our Site Structure?

How do you like the Interface?

The interface and navigation could be more satisfactory. 

While the survey results are ok’ish, you guys are our first supporters and have known us for months (years) now. 

New users may struggle with navigation, and we need to take action.

Here are some of the things we want to focus on in 2023:
  • More intuitive structure – Adding a sitemap and reorg of key sections to make it more intuitive, especially for beginners. Less cluttered and better-organized home page.
  • Easier navigation – Especially on mobile.  
  • Title/thumbnails in our guides – To improve readability.


Here are some of the things we want to focus on in 2023:

  • Social Media – We plan to increase our presence on social media. Indeed, Social Media is not my forte. Please please do follow us for updates and content snapshots. Any help with sharing would be hugely appreciated.
  • More Frequent Content – A few of you noted the ‘irregularity’ of our posts. This is about to change! We will try to release content weekly, but as you know, our priority is always quality over quantity
  • Friday Roundups – You can expect more newsletters on Friday night with fresh weekend reading. 
  • Q&As – We are thinking about potential investing Q&A sessions. The format is yet to be defined. 
  • More Surveys – We will be using more surveys and polls to receive feedback and align content to your needs. However, we are always open to improvements, suggestions, article ideas, collaborations and just contacts, so please feel free to contact us through email or our contact form anytime.


Thanks for sharing the other websites that you consult – we can see that we are in excellent company!

A number of you only use – a special thanks for your trust :)

As you know, we promote other bloggers, the wider community and similar content in Europe. The financial media need a shake-up. If you’re a blogger, don’t hesitate to reach out.

For all our readers – we will introduce the option to submit interesting content to be promoted in our weekly roundups.

This blog started during Covid-19 to contribute to society and give back the kindness received. We dedicated 2.5 years to this endeavour.However, it reached a point where a pool of volunteers could not grow anymore.


As you see, we plan a few changes, and we hope to expand our base significantly.

This project started during Covid-19 in a way to contribute to society and give back the kindness received. We dedicated 2.5 years to this endeavour.

However, it reached a point where this very small team and pool of volunteers available could not grow anymore, and the resources risked remaining very hobby-like and infrequent.

We decided to dedicate ourselves to the website and make it grow to benefit the wider audience as much as we can.

We do that because we believe in this project and that our skills can be more impactful to wider society than in our prior careers.

Therefore we aim to introduce some revenue streams to cover the technical aspects and administrative tasks. We do it in complete transparency

This will be a very challenging task, in the middle of a bear market, and we really count on you support!

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We are very small website, but a strong and high-quality community.

In order to make wise investing more impactful, your support can be financial and non-financial.

A couple of financial support options are:

Some other non-financial contributions include:

  • Helping us spread the wise investing message on social media.
  • Giving us early feedback on our to-be-released resources and assisting new members with their questions on our community forum.
  • Signing up for broker accounts using our affiliate links, at no cost to you. 
Here is a dedicated page to how you can help! And here is how we plan to operate.

Thank you again for your support and do not hesitate to reach out privately, or on the forum!

We wish you a Happy New Year and a great start to 2023,

Raph and Team

Thank you for reading.
Good Luck and Keep’em* Rolling!

(* Wheels & Dividends)



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