George Ponderevo

George grows up on a rich estate as the son of the housekeeper, Mrs. Ponderevo. She dies after George leaves the estate and goes to live with other family members. He first lives with Nicodemus Frapp, who is a baker in the slums. The religious man sends George away when he finds that the boy isn't religious. George then goes to live with his uncle. He experiences a series of financial ups and downs, gets married and divorced, reconnects with his childhood love, but is never able to achieve the level of social status and wealth he would need in order to marry her. After his uncle's businesses fail, George decides to design destroyers.

Beatrice Normandy

When she and George meet, her Nannie tells her that she can talk to George but that she shouldn't talk too much. Her reasoning is that George is a servant boy. She doesn't take his part after George fights with her half brother, Archie Garvell, and George is sent away. As adults, an engaged Beatrice helps nurse an injured George and the two fall for each other again. However, she still refuses to marry him.

Marion Ramboat

Marion is a shopgirl whom George marries. Like Beatrice, she's only interested in what he can provide her rather than who he is. Marion refuses to marry him until George makes a successful living. Once they're married, he comes to believe that Marion is unable to match his passion and desires. He cheats on her repeatedly, including taking a vacation with his secretary, Effie Rink. When they divorce, he lies and says he didn't hate the life they had together.

Edward Ponderevo

Edward is George's uncle. He's a chemist who loses all the money that he and George have when George goes to apprentice for him after being sent away from Nicodemus. He doesn't have many morals and is inclined to lie about the benefits and purposes of Tono-Bungay in order to make a profit. He also loses George's inheritance without his permission. However, Tono-Bungay does bring him commercial success for a long time. When it ends, he's devastated, falls into a decline, and dies in France. He's married to Susan, a kind and competent woman.