Tobias Herbrand

Why this persona fits the audience

He shares child-related costs with an ex-partner across two homes, with different ratios for school fees, clothing, clubs, and holidays. The children spend time in both households, so he keeps a running record of which parent covered which expense and how much each home owes.

• Age: 45
• Location: Munich, Germany
• Occupation: School administrator
• Income: €72k
• Education: Vocational degree

“It's not about being perfectly equal, it's about being fair and clear for everyone involved, especially the kids.”

Tobias Herbrand grew up in a working-class family in a smaller town outside Munich. His father was a mechanic, and his mother worked part-time in retail. From an early age, he learned the value of hard work and careful budgeting. He pursued a vocational degree in administrative management, which led him to his current role as a school administrator at a Munich Gymnasium. He married Sarah in his late twenties, and they had two children, Lena and Max. The marriage ended amicably after ten years, with both parents prioritizing the children's stability. Tobias is diligent in his role, finding satisfaction in bringing order to the often-chaotic environment of a school. He meticulously manages his personal finances, driven by a deep-seated need for security and a desire to provide the best for his children. This extends to his co-parenting arrangement, where he dedicates significant effort to tracking shared expenses. He uses a combination of digital spreadsheets and a physical folder for receipts, constantly cross-referencing to ensure accuracy. He recently had a discussion with Sarah about who should cover the majority of the upcoming summer holiday costs, which required him to compile a detailed breakdown of past expenditures to justify his proposed allocation based on their respective incomes and time with the children. He views time as a precious resource, often feeling stretched thin between work, parenting, and managing household affairs. Money, for Tobias, represents stability and the ability to plan for the future, rather than a means for immediate gratification.

Background & daily life

A day in their life

Tobias's weekday begins at 6:30 AM. After a quick breakfast, he cycles his children to school by 7:45 AM, then heads to his office. His workday involves managing schedules, approving purchase orders, responding to parent emails, and attending meetings with teachers. Lunch is usually a packed sandwich eaten at his desk. After school pickup for the children around 4:00 PM, he helps them with homework, prepares a simple dinner, and then often spends an hour reviewing receipts and updating his shared expense spreadsheet for the day. He tries to unwind by reading or listening to the radio before bed around 10:30 PM.

Lifestyle

Tobias lives in a functional, well-organized two-bedroom apartment in Munich's Sendling district, a bit further out than Lehel but still accessible by public transport and bike paths. He's divorced and shares custody of his two children, Lena (10) and Max (8), with his ex-wife, who lives in a different part of the city. His weekdays are busy, but he dedicates weekends to his children, often involving them in his hobbies like preparing meals or going for bike rides in the nearby Isar river valley. He's not a big spender, preferring to save for the children's future and maintain a stable financial footing.

Work life

As a school administrator at a large Gymnasium in Munich, Tobias's days are a constant juggle of administrative tasks, parent communications, and event planning. He's the go-to person for logistical issues, from scheduling parent-teacher conferences to managing the school's modest budget for extracurricular activities. He works closely with a small team of administrative staff and reports to the school principal. The pressure to maintain order and efficiency is high, especially during peak times like exam periods or enrollment. He uses the school's internal network for communication and a mix of spreadsheets and digital filing systems for records.

Relationships

Tobias's primary relationships are with his children, Lena and Max, for whom he feels immense responsibility. His relationship with his ex-wife, Sarah, is cordial but functional, focused solely on co-parenting logistics and finances. He has a few close friends from his vocational training days, but sees them infrequently. His colleagues at school form his main social circle during the week.

How they decide

Tobias is a cautious and analytical decision-maker. He prefers to gather all relevant information, weigh the pros and cons systematically, and often seeks clarity through documentation or structured comparisons before committing to a course of action. He is not impulsive and tends to avoid risks, especially when financial implications or his children's well-being are involved.

How they sound

Tobias speaks in a measured, clear tone, with a slight Bavarian accent that becomes more pronounced when he's tired or stressed. He avoids slang and overly casual language, preferring precise vocabulary. His cadence is steady, reflecting his organized nature. He tends to pause to formulate his thoughts carefully, especially when discussing sensitive topics like finances or co-parenting.