Our Story
Our Founder
Tania Piccolo is a passionate entrepreneur, life coach and financial wellness advocate devoted to helping individuals live empowered and abundant lives. Her journey is deeply influenced by her family's legacy, her parents migrated from Italy in the 1960s and built a thriving family business that stood strong for over 50 years, instilling in her the values of hard work, integrity, and building profitable and successful businesses.
With over 20 years of experience in small to medium enterprises (SME) with strong sales, business development and customer loyalty experience. As an entrepreneur, Tania has built 2 former successful small businesses in the wellness sector for 13+ years. Tania has a passion for success and is driven by helping others live abundant lives through financial management which is the foundational basis of Pennystack.
As the Founder & CEO of Penny Stack, Tania is on a mission to redefine how individuals and couples manage money through holistic financial wellness. Our market research confirms the market need for a technology application that uniquely solves this problem. The application embodies an ethos focussed on transforming our relationship with money, to break free from limitation, build healthier relationships with money, and create lasting abundance for generations to come.
Our Journey
The Founder's Spreadsheet
Was created to streamline my families finances and to simplify our cash flow.
Inception of Penny Stack
In 2022, a void was identified in the market for a holistic approach to financial wellness beyond traditional budgeting apps.
Early Development: Bootstrapped to 2025 (Pre seed capital stage) design and build the prototype bringing Penny Stack's vision to life. Currently we have a dedicated team, a validated concept, a prototype and initial market research feedback from real individuals and couples confirming demand (n=100, 3 month project).
Advisory & Partnerships: Secured advisors, built connections, and expanded networks to strengthen strategy and financial growth.
Branding and Prototype Completed
In partnership with Hyper the foundations are set to make Penny Stack a reality. Prototype was created and built.
Board Created / Investors Attained
Partnered with Benchmark Professionals - built advisory board and strategic partnerships. Pre-seed investment secured. IT Project - B2C + B2B App build.
Current Valuation: To date Penny Stack is valued at $1.8m based on the Berkus model, with expected increase to $2.5m by December, 2025. Penny Stack has also been independently assessed as Blue Ocean market, with potential valuation multipliers of x12 to x15 for an AI app in an uncontested market space.
Launch
Estimated soft launch in early 2026. Estimated hard launch before end of 2026.
Advisory Board
Tania Piccolo
CEO & Founder
20 years SME Business Management. Sales & business development (retail and wholesale). Account Management, customer loyalty, values and success driven.
Joanna Cardona
COO
Client Manager Mortgage Broking, Business/corporate lending and financial analyst (CBA, Mortgage Choice). Strong operational execution and efficiency. Highly organized, translates strategy into timely results.
Sonya Walker
CIO & Chair
20+ years Executive leader, Business & technology Adviser - IBM, Oracle. RSA, SAP. 15+ years Board Director - strategy, governance, AI, quantum, cloud computing & digital economy.
Roger Jackson
CTO
20+ years IT industry expertise. Results driven, delivery focussed. General Manager Oracle Practice at Atturra - Business Applications. IT architecture, IT financials, security.
Joanne Phillips
Advisory Board
CEO Australian Compliance Institute. Non Executive Director. Governance, risk & compliance (GRC). 15+ years business, project and change management.
Subject Matter Experts
Duncan Buchanan
Behavioural Insights Director at Adept Research
Fellow and Certified Practicing Marketer (CPM), Australian Marketing Institute. 30+ years Market Research Expert. Brand Consulting, Brand Management and Annual Audits.
Peter Strohkorb
B2B Sales Growth Advisor and Author
Sales growth advisory - Doubling Revenues & valuations for Tech & Services Businesses. CEO & Board Director with 25+ years Sales Leadership (AUS • USA).
Alistair Wardlaw
Co-Founder & Director, Simpatico Ai | Co-Founder & CEO, Mesh Assist
Agentic, Conversational & Generative Artificial Intelligence (AI). Ethical AI, Digital Mental Health.