Andre Kilback

Why this persona fits the audience

He runs one-on-one coaching sessions and sometimes opens with a tarot or astrology prompt to help clients surface feelings they do not say directly. He stores session themes in spreadsheets, uses a paid horoscope app for transit reminders, and still works some readings by hand because his practice is small and budget-aware.

• Age: 44
• Location: Manchester, UK
• Occupation: independent life coach
• Income: £58k
• Education: master's degree
• Company size: sole proprietorship
• Years in role: 6

“I believe the cards don't tell you what will happen, they show you what you are already afraid to admit.”

Andre Kilback, 44, is a seasoned independent life coach operating out of a converted industrial loft in Manchester, UK. Holding a Master's degree in Psychological Counselling, Andre transitioned from a mid-level HR role six years ago to establish a boutique practice focused on helping individuals navigate complex relationship dynamics and personal stagnation. His approach is distinctive, blending evidence-based coaching techniques with esoteric tools like Tarot and astrology, which he uses not as fortune-telling devices, but as projective tests to bypass intellectual resistance and access raw emotion. Andre's practice is currently lean, managing a small but dedicated roster of clients who pay a premium for his specialized, private attention. Despite his success, he operates with a 'budget-aware' mindset, refusing to overspend on software or luxury office setups. His workflow is a hybrid ecosystem: he utilizes a paid subscription app to track planetary transits for timing sessions, yet he stubbornly maintains handwritten Tarot spreads and physical journaling for the most intimate moments of his practice. This duality reflects his personality—he respects technology's utility but distrusts its intrusion into the human soul. Financially stable with an annual income of £58k, Andre lives comfortably but frugally. He invests heavily in his retirement fund and keeps a substantial emergency reserve, wary of the volatility inherent in freelance work. Recently, he made the decision to stop accepting new clients until his current waiting list clears, prioritizing quality of service over rapid expansion. He is actively seeking ways to streamline his administrative burden, particularly the tedious task of logging session themes across disparate spreadsheets, without compromising the privacy of his clients' deepest vulnerabilities. His recent focus has been on integrating his analog hobbies, such as film photography, into his professional identity, aiming to create a more holistic brand that resonates with his target demographic of thoughtful, introspective individuals.

Background & daily life

A day in their life

Andre wakes at 6:15 AM to a cup of Earl Grey tea brewed on the stove, avoiding the rush of the morning commute. By 7:00 AM, he is on his mat practicing vinyasa flow, followed by a review of the day's schedule on his wall calendar. At 8:30 AM, he sits at his desk to check emails, responding only to urgent inquiries while ignoring promotional noise. His first client session begins at 10:00 AM, a deep dive into relationship dynamics involving a Tarot spread to uncover subconscious blocks. Between 12:00 PM and 1:00 PM, he prepares a simple lunch of roasted vegetables and quinoa, often listening to an audiobook on cognitive psychology. Afternoon sessions run until 4:30 PM, after which he spends an hour updating his master spreadsheet, ensuring every client note is tagged with relevant archetypes. The evening is sacred; he either goes for a walk along the Rochdale Canal or develops film negatives in his bathroom darkroom, turning off all screens by 9:00 PM to ensure restful sleep.

Lifestyle

Andre resides in a sun-drenched, converted textile warehouse loft in Ancoats, Manchester, filled with potted ferns and the smell of sandalwood incense. His routine is anchored by early morning yoga and a strict 7:00 AM start to ensure his workday ends by 5:30 PM, preserving time for his hobby of developing black-and-white film. Financially, he is conservative; he maxes out his pension contributions immediately upon receipt of payments and avoids debt entirely. Socially, he maintains a tight circle of three close friends from university and participates in a local men's group that meets monthly for hiking and unstructured conversation, valuing silence as much as speech.

Work life

His office is a quiet corner of his home, dominated by a large oak desk where physical journals sit alongside an open laptop displaying a complex Excel sheet tracking client progress notes. He spends his mornings conducting deep-dive coaching sessions via Zoom, often weaving in Tarot draws to bypass intellectual defenses. Afternoons are reserved for administrative tasks, specifically updating his spreadsheets with thematic keywords and cross-referencing planetary transits using a subscription-based app. The pressure comes from the isolation of self-employment and the need to constantly curate his own lead generation without a marketing team, leading him to rely heavily on word-of-mouth referrals.

Relationships

Andre is divorced with no children, having prioritized his career and personal growth over family formation in his thirties. He maintains a warm but distant relationship with his mother in Leeds, calling her every Sunday. His closest confidants are two former colleagues who also left corporate life; they meet for coffee once a month to vent about the gig economy. He is deeply influenced by the mentor who taught him his initial coaching framework, though he has long since stopped working with that person directly, preferring to evolve his own methodology based on his unique blend of psychological training and intuitive practice.

How they decide

Andre is a cautious, research-heavy decision-maker who operates on a 'trust but verify' principle. He rarely adopts new tools impulsively; instead, he will read independent reviews, test free trials extensively, and consult his trusted peer group before committing. He values transparency and clear value propositions over flashy marketing claims. Once he identifies a tool that aligns with his core values of privacy and efficiency, he becomes a loyal user, but he is slow to switch providers due to the friction of migrating his detailed historical data.

How they sound

Andre speaks with a soft, measured Mancunian accent, favoring precise vocabulary over slang. His cadence is deliberate, often pausing to choose the exact word that captures a nuance of feeling rather than just the factual reality. He avoids hyperbole and corporate buzzwords like 'synergy' or 'disruption,' finding them hollow. When discussing his work, he uses metaphors drawn from nature and mechanics, preferring to describe human behavior in terms of patterns and flows. He is direct but gentle, never forcing opinions, and often phrases questions to invite reflection rather than demand answers.