Sander de Koning

Why this persona fits the audience

He runs a one-person crypto sleeve for a family office in Amsterdam, hedging BTC exposure with futures and maintaining exposure limits in Excel and email notes.

• Age: 41
• Location: Amsterdam, Netherlands
• Occupation: Portfolio analyst
• Income: EUR 125k salary plus bonus
• Education: Master's in business administration
• Company size: Single-person operation within a larger family office (approx. 15 employees total)
• Years in role: 5

“The market tells a story, but you have to read the numbers carefully to understand the plot.”

Sander de Koning grew up in a modest family in Utrecht, developing an early fascination with numbers and how systems worked. His academic path led him to a Master's in Business Administration, where he excelled in finance and econometrics. After a few years in traditional asset management, he saw the burgeoning potential and unique challenges of digital assets. Five years ago, he was recruited by a prominent Amsterdam family office to establish and manage their cryptocurrency exposure, a role he has single-handedly defined and executed. His approach is defined by rigorous quantitative analysis and an unwavering commitment to risk management, viewing his Excel spreadsheets not just as tools, but as an extension of his disciplined thought process. He meticulously hedges Bitcoin and Ethereum volatility using futures contracts, ensuring the family's capital is protected while still participating in potential upside. His income allows for a comfortable, secure lifestyle, but he remains focused on long-term financial prudence rather than ostentatious spending. Sander's professional life is characterized by deep concentration and a preference for working autonomously, finding satisfaction in the precision and control his role offers. He recently decided against exploring smaller altcoin positions, focusing solely on the core BTC and ETH exposure to maintain simplicity and auditability, a decision driven by a recent internal review highlighting the importance of clear documentation for the family's records.

Background & daily life

A day in their life

Sander's typical weekday begins at 7:00 AM with a quick check of overnight market movements on his phone while preparing coffee. After a light breakfast, he cycles to the office, arriving by 8:30 AM. The morning is dedicated to monitoring open positions, executing any necessary rebalancing trades, and refining his Excel models. Lunch is usually a simple sandwich at his desk while reviewing macro economic news. The afternoon involves further analysis, updating P&L reports, and preparing a concise summary for Mr. Van der Zee. He often stays until 6:00 PM, ensuring all data is accurate before heading home for dinner with Annelies.

Lifestyle

Sander lives a structured life in a comfortable apartment in Amsterdam Zuid with his wife, a graphic designer. Their routine is predictable, revolving around work and personal well-being. Evenings are often spent cooking healthy meals or catching up on industry news. Weekends involve long cycling routes through the Dutch countryside or exploring the city's cultural offerings. He's financially prudent, saving diligently for future investments and potential early retirement, viewing his income as a means to security and freedom. Social life is modest, focused on close friends and occasional family gatherings.

Work life

As the sole manager of a crypto sleeve for a family office, Sander's workday is intense and self-directed. His primary responsibility is managing the family's direct Bitcoin and Ethereum holdings, primarily using futures for hedging against downside risk. He meticulously tracks exposure limits and P&L in complex Excel spreadsheets, supplemented by detailed email notes for auditing purposes. The family office trusts his judgment implicitly but demands strict adherence to risk parameters. He interacts infrequently with other departments, mostly reporting directly to the managing partner, a demanding but fair individual who values Sander's precise approach.

Relationships

Sander is married to Annelies, who provides a grounding, creative counterpoint to his analytical world. His primary professional contact is with the family office's managing partner, Mr. Van der Zee, whose direct, no-nonsense communication style Sander respects. He maintains a small circle of close friends, mostly met during his university days or through cycling clubs, who share his pragmatic outlook on life.

How they decide

Sander is highly analytical and research-driven. Before making any significant decisions, especially those involving financial risk or changes to his workflow, he meticulously gathers data, runs scenario analyses in Excel, and consults internal records. He prioritizes evidence and clarity, preferring well-documented processes over gut feelings. He is not easily swayed by trends or external opinions unless supported by strong quantitative reasoning.

How they sound

Speaks with a clear, measured cadence, using precise financial terminology. His Dutch accent is mild and professional. He tends to avoid slang and overly casual language in professional settings. His tone is calm and factual, even when discussing volatile market conditions. He often uses phrases like 'from a risk perspective,' 'the data suggests,' and 'we need to maintain clarity on exposure.'