About
Meet the Founder
- Juliana Barbosa -
At B.lief, my vision is to empower responsible institutional investors and wealth holders to become effective stewards of their capital — creating long-term economic, environmental and social value, not just for themselves, but for future generations and the planet.
I believe in the power of effective stewardship to nurture both your investments and your family's wealth and 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 beyond empowering institutional investors to also supporting wealth holders in redefining their wealth and 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.
B.lief became an officially registered consultancy in May 2025, built to do both: help responsible institutional investors become effective stewards of their capital, and help wealth holders steward their wealth and legacy with the same intention.
"As a mother of two small girls, I care about the world my daughters' 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 — I hold a law degree from UNESP (São Paulo State University) and, throughout my career, I've developed strong academic records, which include an LL.M from Queen Mary University of London and several certificates.
My extensive education in sustainability, sustainable finance and stewardship includes the completion of the following studies:
I hold relevant wealth planning certifications, including STEP Diplomas and the STEP Advanced Certificate in Family Business Governance, and my expertise in this field includes international tax law and succession planning, private investment structures, family governance, and trust management.
As an advocate for developing leaders, in 2020 I completed the Oxford Certificate "Women's Leadership Development Programme."
I'm a lifelong learner 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
Partnerships & Collaborations
Memberships
B.lief is committed to fostering international standards and best practices through partnerships, participation, engagement and collaboration with local and international organisations.
As of 18 June 2025 B.lief became a Service Provider Signatory of the United Nations Principles for Responsible Investment (PRI).
The PRI is the world's leading promoter of responsible investment, with more than 5,000 investment managers, asset owners, and service providers as signatories (as of July 2025).
PRI's work is based on six principles for responsible investment, with stewardship as a core principle:
"We will be active owners and incorporate ESG issues into our ownership policies and practices".
In February 2026, B.lief joined Aliança pelo Impacto — a strategic network of organisations committed to strengthening Brazil's impact economy. I aim to collaborate and co-create within this opportunity-rich ecosystem, and to serve as a bridge between Brazil and Europe in the impact economy dialogue.
Initiaves
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Stewardship @ Breakfast
In February 2025, I founded Stewardship @ Breakfast, a community of stewardship and sustainable finance professionals in Zurich. We meet informally every two months to build trusted relationships, exchange insights, and work together on advancing stewardship across the financial industry.
Stewardship Voices Around the Globe
Stewardship Voices Around the Globe is a dedicated webinar series I founded and host, launched in 2026 to spotlight the practitioners "in the trenches."It moves beyond jargon to explore the real-world reality of responsible investment through the lens of stewardship — the first two webinars covered decarbonising Brazilian agribusiness and engagement as a tool in US High Yield bonds.
Contact me if you'd like to learn more or participate in either of these initiatives.