Feli is the Founder and CEO of [WealthMeUp.ai](http://WealthMeUp.ai) (WMU), the wealth infrastructure layer for commerce.
WMU started with a simple question: why does the way we shop reward short-term behavior, when the same dollars could help people build something that lasts? Every year, brands spend hundreds of billions on discounts and points that drive a transaction and then disappear, leaving little behind for either the customer or the brand.
WMU turns that model on its head. Through its flagship product, WealthBack™, brands redirect the same promotional budget into regulated investment accounts in their customers’ names, replacing a one-time incentive with a loyalty mechanism that compounds instead of eroding margin.
At its core, WMU is building the infrastructure to make this possible at scale: a new layer that connects commerce with wealth building, turning marketing spend into customer-owned assets. WealthMeUp was selected for Bank of America’s Breakthrough Lab and has been featured in publications including Forbes and American Banker.
In parallel, Feli serves as Director of Research at the Yale Program on Stakeholder Innovation and Management, where she works with Fortune 500 CEOs and senior leaders on how companies navigate moments of disruption, from AI adoption to shifting expectations around trust, value, and growth.
Before founding WMU, Feli was Counsel and Vice President at Bank of America Merrill Lynch, advising on complex banking and capital markets transactions across London, Singapore, Luxembourg, and New York. Earlier in her career, she practiced investment management and financial regulation at Linklaters and worked with a U.S. investment bank and the European Investment Fund.
Feli holds an MBA from the Yale School of Management, where she was a Dean’s Scholar, Forté Fellow, and recipient of the Henry F. McCance Entrepreneurial Award. She also earned a Magister Juris from the University of Oxford and an LLB from the National and Kapodistrian University of Athens.
