I’ve been doing this work for sixteen years, an eternity in the online world, and long enough to know the fundamentals never went anywhere. They were just less profitable to sell you.

I’ve seen the insides of more than 110 female-owned and led businesses. I know what’s happening backstage — money walking in the front door and slipping out the back, the owner doing the most and pocketing the least, and a Jenga tower of ‘great ideas’ that made everything harder and almost nothing work better.

My slightly unhinged delight in financials is where I become your best investment. While everyone else is looking at your content calendar, I’m three layers into your numbers, working out what’s earning and what’s costing you. The spreadsheets, the margins, the unglamorous detail — I love it, so you don’t have to.

And underneath all of it, I do this because I’ve watched too many brilliant women run themselves into the ground trying to keep up in a society built for men. Doing it with kids in the mix is harder than anyone gives you credit for. You don’t need fixing. You need the numbers on your side, and someone who knows how to put them together.