The internet has become captivated by a booming genre of content: corporate professionals sharing day-in-the-life TikToks that chronicle their aspirational lifestyles. Allison Sheehan pulled back the curtain on her routine, sharing videos of her mornings making elaborate cakes before her day job as a wealth manager kicked in. Her double life as the “Investment Baker” led to the end of her Wall Street career, but also marked the beginning of her next act as a founder.
It was 2024, and Sheehan was juggling her wealth-management day job at Goldman Sachs with a budding baking presence on social media. She would document the intensity of her days; 5 a.m. wake-ups leading straight into whipping buttercream, frosting tiered heart-shaped cakes, and filming content before picking up her shift at an undisclosed company. At that time, she had around 1,000 social media followers and a growing list of notable clientele—including Goop, Valentino, Love Shack Fancy, Brooke Shields, and Gigi Hadid.
