Meet Jamie Yuenger: Storyteller, podcast host and legacy keeper
By Kristen Oliveri
Jamie Yuenger is a storyteller with a mission: to preserve, uncover, and reimagine the narratives that shape our lives. As co-founder of StoryKeep, Yuenger leads a transatlantic team that crafts deeply personal documentaries, oral histories, and podcasts for families and leaders across the globe.
With a background that spans live TV hosting, documentary filmmaking, and her own podcast If You Knew Me, Yuenger brings both creative depth and emotional intelligence to every project. Now based in the Netherlands with her husband and business partner, Piet Hurkmans, she continues to champion storytelling as a transformative force—for connection, legacy, and personal truth.
Below, Yuenger shares her story with Wealth Reimagined’s Kristen Oliveri.
What inspired you to originally launch StoryKeep?
It started with Lou. He was my friend’s father-in-law — a big-hearted, Bronx-born guy who agreed to let me record him one afternoon. We sat in the dining room of my friend’s house, and he told story after story: growing up playing “dirt ball,” surviving the Great Depression, starting a business in China later in life. That afternoon felt electric. His family told me afterward they had never heard those stories before. I realized then that this wasn’t just a one-off experience — it was a calling. StoryKeep began as a scrappy effort to help families capture their storytellers while they were still here. Over time, it’s grown into a global creative studio. But it all started with Lou and the feeling that something essential was being saved — not for public consumption, but for the private life of a family.
Jamie Yuenger: Storyteller, podcast host and legacy keeper
You now run the business with your husband. What has the experience been like co-leading a business with your spouse?
Running StoryKeep with Piet has been a journey of transformation — both professionally and personally. Initially, I was the sole founder, the face, and the decision-maker. When Piet joined, we had to navigate the complexities of shifting from a founder-led to a couple-led business. This transition wasn't just structural; it was deeply emotional. I had to relinquish control, and Piet had to find his place in a company that already had a history. We faced challenges, but through open communication and mutual respect, we found our rhythm. Our individual strengths complement each other: my drive and instinct for people, and Piet's grounded wisdom and storytelling prowess. Together, we've built a global team of creatives who share our mission. Our partnership has deepened our understanding of the families we serve, as we've lived through the complexities of merging love, legacy, and leadership.
How have you been able to merge passion and purpose through StoryKeep?
For me, passion and purpose only really work when they’re in the same room. I love asking questions. I love helping people connect dots in their personal histories. I love the artistry of crafting something lasting and beautiful. But purpose is what fuels it — this belief that telling our stories can actually strengthen families, help the next generation feel like they belong, and remind us all that we’re part of something bigger than ourselves. That fusion is what keeps me going.
Why is storytelling such a central part of who you are, both as an entrepreneur and as a human being?
I grew up in a family with some big secrets — the kind that live under the surface but shape everything. A lot of those had to do with my biological father. From a young age, I was on a quiet quest for truth, identity, and some kind of cohesion around what “family” really meant. That search is what led me to study Scandinavia — part of my heritage — and to fall in love with folklore, language, and human expression in all its forms. Over time, I’ve come to see that this personal journey has equipped me to hold space for others in their own searching. Whether it’s a family exploring their legacy or an individual reckoning with their past, I know how vulnerable and transformative this kind of storytelling can be. I don’t just listen for information, I listen for meaning, and for what wants to be understood.
What’s next for StoryKeep? What exciting developments are on the horizon?
We’re charting some really exciting new territory. Right now, we’re developing a storytelling board game for families — especially ultra-high-net-worth families — that’s based on a fantasy sea map we created for our “Don’t Miss the Boat” campaign. It’s got wooden ship pieces, story question cards, the whole deal. We’re also expanding our private podcast and film offerings to include more intergenerational collaboration. It’s not just about preserving the past anymore — it’s about sparking new conversations and anchoring the future.
What’s a hidden superpower of yours that most people might not know about?
I have an uncanny ability to help people feel comfortable opening up — even the ones who swear they’re “not good storytellers.” I can walk into a room and sense what needs to be asked, what’s not being said, and how to draw it out with warmth and curiosity. But it’s more than just listening — it’s about holding space for witnessing. That’s a quieter superpower, but it’s at the heart of everything I do. People want to feel truly seen, not just recorded or remembered. I create the kind of space where that becomes possible. (Also: I’m excellent at finding the perfect snack to bring on a road trip. That still counts.)