About
Why Sapero exists.
Decades of work at the intersection of technology, business, and cross-border life — now focused on helping people think clearly about the decisions that matter most.
The founder
Sapero was founded by Richard Masters — someone who has spent decades navigating the intersection of technology, strategy, brands, and cross-border life.
With Portuguese heritage, multiple citizenships, five languages, and experience living and working across more than 50 countries, Richard brings a genuinely global perspective to every conversation. His background includes years at Procter & Gamble in brand strategy and cross-domain business, followed by decades of work across sectors and continents.
At 60, he recognized a pattern: the people around him — sharp, accomplished, financially comfortable — kept circling the same kinds of questions. About AI, about money in a disrupted world, about where to live and what the next chapter was for. Each question touched every other. And every advisor they had only saw a piece. What they needed was a thinking partner: someone ongoing, cross-disciplinary, and structurally independent from product sales or commissions.
That Thinking Partnership™ is Sapero™.
"You deserve better than fear and sales pressure. You deserve an unhurried place to think clearly — about the decisions that will shape your independence, your family, and the years ahead."
- Cross-disciplinary: technology, strategy, brands, public affairs, and lived cross-border experience.
- Global perspective: multiple citizenships, 5 languages, 50+ countries.
- Structural independence: no products, no AUM fees, no referral kickbacks.
- Human-first, AI-enabled: technology supports the work; a human leads the conversation.
Values
What should be visible in how Sapero behaves and communicates.
Independence
Incentives are kept aligned with client independence. No product sales, no AUM fees, no project-sales incentives, no referral commissions.
Clarity
Explain complex things in straightforward language, without dumbing them down or pretending certainty where there is none.
Curiosity
Genuine interest in how the world works and how particular lives and organisations unfold. Not jaded, not cynical.
Steadiness
Emotionally non-reactive. A calm presence even when topics are serious and news is unsettling.
Respect
For the client's intelligence, experience, autonomy, and time.
Human-first, AI-enabled
Clients always work directly with a human thinking partner. AI operates quietly in the background — helping remember, connect dots, and prepare materials.
AI is used to draft recaps, structure notes, and surface patterns, but a human reviews what reaches the client. Technology is chosen and configured to support independence, privacy, and calm — not to turn the practice into a factory.
Sapero is designed as a human-first, AI-enabled solo practice that leverages technology to stay small, consistent, and thoughtful.