Our story
Born from a gap in the market.
M&S Analytics was founded by Katie Bee Marshall and Leila Shaw — two professionals who know firsthand how advisors providing personal bookkeeping services are underserved by the software available to them.
Existing bookkeeping tools are built for accountants, not advisors. They are rigid, unscalable, and disconnected from the realities of advisory practice. They don't connect with the every day lives of individuals and families. We set out to change that.
The result is Cloé — the first personal bookkeeping platform built from the ground up for the personal bookkeeping advisory industry, designed to scale with the advisors who use it.
The founders
Meet the team behind M&S Analytics.
Katie Bee Marshall
Co-Founder
Katie Bee began her career in investment banking at Deutsche Bank Securities in New York. She went on to serve as a Senior Investment Analyst at Investure, an outsourced CIO for endowments and foundations, and then as Managing Director of Anderson Growth Partners, a multi-family investment office in Birmingham, AL. Katie Bee is currently a Co-Founder of Marshall & Shaw. She holds a BSE in Civil Engineering from Princeton University.
Leila Shaw
Co-Founder
Leila began her career at Mountain Financial Services in Greenwich, CT, a firm specializing in personal bookkeeping services. After moving to Birmingham in 2003, she worked in public relations and advertising, and managed the homeowners association at Shoal Creek, overseeing financial statements, payroll, and weekly cash balances. Leila is currently a Co-Founder of Marshall & Shaw. She is a cum laude graduate of Bowdoin College.
Our mission
Precision software for a complex world.
We believe financial professionals deserve software built to the same standard as the work they do — rigorous, elegant, and designed to grow.
We build platforms that are rigorous, elegant, and designed to grow with the advisors who rely on them.
Our flagship product
Cloé is the first scalable personal bookkeeping software platform built for advisors. It brings next-generation financial clarity to advisory practices of every size — from independent advisors to large firms.
Visit cloe.one→