The Founders
The women building
the structure.
HerTerms is built by two operators who have spent their careers at the intersection of regulated systems, institutional partnerships, and the gaps that compound when women's wealth is left unstructured.
Kristin Garces de Marcilla
Co-Founder, Market Strategy, Operations & Wealth Management
A co-founder and operator with more than a decade of experience turning complex, under-addressed problems into fundable strategies, institutional partnerships, and operational solutions.
An institutional career
She holds a Master's from New York University, with most of her career based in Miami across healthcare leadership, entrepreneurship, research, policy, and institutional operations. Her work has extended across the US, Africa, Asia, and the Caribbean, including work with governments, universities, healthcare organizations, nonprofit institutions, funders, and cross-sector partners.
A commercial view of regulated systems
Through family interests connected to Medicare Advantage healthcare businesses, she developed a practical understanding of regulated healthcare, managed care structures, service delivery, quality systems, patient experience, operational performance, compliance, and financial sustainability. That exposure gave her a commercial view of healthcare: how complex regulation is translated into service models, how quality is built operationally, and how institutions must align standards, staffing, reimbursement, and execution to perform at a high level.
Executive leadership across the full life of an organization
As Chief Operating Officer of the Florida Institute for Health Innovation, she functioned across the full executive life of the organization: budgets, program funding, grants, audits, funder and board relations, staff leadership, project execution, and multi-institutional initiatives with governments, universities, nonprofit institutions, and healthcare partners. She operated where strategy, funds, governance, research, and execution converge, carrying complex work from concept through financing, implementation, evaluation, and institutional adoption.
Research discipline, operational discipline
Her research background trained her to define problems precisely, test assumptions, synthesize complex information, and translate findings into frameworks that could inform institutional strategy. Her executive work required the corresponding operational discipline: structuring the funds, relationships, personnel, governance, and implementation pathways required to make those frameworks real.
The premise behind HerTerms
That combined experience informs her work at HerTerms. She understands that life outcomes are often forged by the systems and products available at the moment value is created, transferred, allocated, documented, or left unstructured. The structure that is most intuitive, most available, most credible, and most repeatable often becomes the structure that compounds. For women, wealth-building too often depends on exceptional self-advocacy at every inflection point. HerTerms is built from the opposite premise: contribution, ownership, allocation, documentation, and stewardship should be embedded into the product experience itself.
Her focus at HerTerms
She has studied the scale of women's wealth, the amount of female-controlled, female-earned, and female-influenced capital, and the degree to which that capital remains under-structured by existing financial products. The opportunity is not simply to offer another account, but to create the financial infrastructure through which women can organize, grow, and govern capital across family systems, businesses, life stages, and jurisdictions. At HerTerms, she leads strategy, operations, and client intelligence. Her focus is to translate a large, under-built market into a financial product with institutional credibility, commercial logic, practical utility, and the capacity to become the default structure for women building and stewarding wealth globally.
Shubi Marcout
Co-Founder, Fintech, Strategic Partnerships & Brand Strategy
Chief Innovation Officer and Managing Partner of RELOPAY.IO, a fintech company working across payments, relocation, cross-border financial infrastructure, and global mobility.
Fintech leadership across borders
Shubi Marcout is Chief Innovation Officer and Managing Partner of RELOPAY.IO, a fintech company working across payments, relocation, cross-border financial infrastructure, and global mobility. In this role, she has brought direct experience in financial technology, commercial partnership development, and the operational realities of building trust-based systems for people, capital, and services moving across jurisdictions.
Two decades across the Gulf, Europe, and Southeast Asia
Her career spans more than two decades across Dubai, Abu Dhabi, London, Singapore, and Thailand, moving between fintech, fashion, media, commercial production, and cultural platform-building. Across this work, Shubi has developed long-standing relationships with founders, designers, patrons, principals, and cultural figures across the Gulf, Europe, and Southeast Asia.
Building Dubai's creative capital
Before RELOPAY.IO, Shubi founded Desert Fish Studio, a Dubai-based production company serving international advertising, fashion, publishing, and commercial media clients. Through Desert Fish Magazine, she helped create one of Dubai's early independent creative platforms, championing original concepts, regional creative identity, and the city's emergence as a serious creative capital. She also founded The cARTel, a gallery and showroom concept for wearable art and emerging international designers, bringing global creative talent into the Middle East's cultural and commercial landscape.
A persistent gap in women's financial services
Across industries, Shubi has seen a persistent gap in women's financial services. Women are addressed constantly as consumers, yet remain underserved by wealth-building products designed around ownership, participation, documentation, mobility, family responsibility, and long-term capital formation. Often, women carry substantial family, relational, operational, and reputational responsibility without formal mechanisms that recognize, structure, or grow the value they help create.
Her focus at HerTerms
At HerTerms, Shubi helps define and commercialize that gap. She brings fintech leadership, market fluency, strategic relationship development, and cultural intelligence to the creation of women's wealth infrastructure. Her work supports the development of a platform designed to help women build, organize, grow, and steward wealth across borders, life stages, and family systems.