Private Equity Satire: Johnny Hilbrant's PE Guy Persona Gains Traction
The Winnetka native uses an exaggerated alter ego to critique wealth consolidation and industry practices through viral social media posts.
By Carlos Rousseau ·
Winnetka resident Johnny Hilbrant has created a viral social media character that mocks the habits of private equity professionals.
The persona, known as PE Guy, operates from a fictional penthouse at the St. Regis hotel in downtown Chicago. The character also claims to own summer properties on Lake Geneva and Nantucket. Hilbrant states the fictional partner has worked in the industry for 12 years and held a partnership for seven. The character describes rolling up dental and oral surgery practices across the Midwest as a method for generating high returns. The narrative suggests the doctors lack financial knowledge and sell their practices for inflated prices. The firm then optimizes the businesses to double productivity.
The alter ego details a lifestyle centered on leisure and wealth display. His wife does not work and spends time playing tennis and mahjong at the club. The family has three children named Tarantino, Montauk, and EBITDA. The character lists specific items in his daily carry, including nose strips for airflow, a copy of The Art of War, and two iPhones. He reads The Art of War twice a month and keeps a copy of Sheridan Road magazine on hand. Hilbrant notes the character follows specific Instagram accounts, including Bloomberg and one of the Hadid sisters. The fictional son, Tarantino, is four years old and holds the record for the youngest Instagram account holder.
The character consumes media at an accelerated pace and enjoys specific audio experiences. He listens to capital markets podcasts at 1.75 times normal speed. He also plays voice notes from a longevity coach. A specific playlist from a Rosewood hotel in Bermuda features in his routine. Hilbrant, who created the character to satirize the ultrawealthy, runs the account from duetomyrole.com. The project allows him to present an exaggerated version of industry culture for public consumption. The format relies on direct quotes and itemized lists to convey the tone of the fictional executive. The account serves as a commentary on the behavior of those who manage large pools of capital in the private sector.
