You want financial security - but you're done with the growth pressure
You're a business owner in your 40s or 50s who wants to build real financial freedom.
But you don't want the aggressive growth, the hustle culture, or the constant pressure to scale and exit.
Right now, finance is probably the "guessy bit" of your business - the part you don't feel in control of. The part that keeps you awake at 3am doing the maths in your head.
I’m Serena Humphrey; part CFO, part coach, and your financial bodyguard.
I’ll help you build peace of mind and financial security using the business you've already got - without any of that scale-and-exit pressure that's exhausting you.
The pressure - you feel it everywhere
LinkedIn, podcasts, the business gurus - the message is always the same: grow bigger, scale faster, hustle harder.
And if you're not doing that? You're falling behind. You're not ambitious enough. You're playing small.
Except you're not playing small. You're just had enough of the price you have to pay
Not being able to prioritise your health. Missing time with family and friends. The hours that don’t feel worth it.
That constant gnawing feeling that no matter what you achieve, it's never enough.
You want off this treadmill.
But you don't want to give up on building real wealth.
There’s another way
You don’t have to scale to build wealth
Here's what nobody tells you: You can build real financial freedom by extracting profit consistently and investing it strategically - using the business you've already got.
You don't need aggressive growth. You don't need to scale to £5M. You don't need to gamble your future on an exit that might never happen.
It’s not about lack of ambition, or giving up on “success”
It's about defining what ENOUGH means for YOU - (not what LinkedIn says you should want!)
What's the life you actually want? What does financial security look like for you?
Not what you think you should want or feel pressured to want - but what you deeply want in your heart.
That's what we figure out together. Then we build it.
Month by month, consistently building your wealth through the business you've already got.
You’ll create peace of mind and financial security without any of the hustle.
And here's the beautiful irony: By putting these foundations in place and building a business that generates consistent revenue and profit, you make your business MORE valuable.
But you won't have to rely on selling it to feel financially secure.
The transformation
Finance is that "guessy bit" in your business - and it's keeping you awake at night
You're making decisions that affect people's livelihoods - your team, their families, your own family's security - and you're doing it half-blind.
You've been telling yourself for years it'll come. The profit The cash reserves. The safety. But one year becomes five becomes ten, and you're still winging it with the most important numbers in your business.
You're lying awake at 3am doing the maths in your head. You're working insanely hard and your business looks successful from the outside, but inside you haven’t got cash buffers, you’re constantly stressed and you're cautious about investing because you haven’t got a full grasp of your future finances.
You want to feel safe.
You want certainty - not guessing.
Here's what changes:
You’ll go from stressed to having complete financial clarity and control.
You’ll wake up with dreams instead of fears, and your business will become a pleasure again, not a slog.
Your finance systems will be set up so you can see months ahead, creating predictable revenue, profit and cash.
You’ll know exactly where you stand, you’ll feel in control. Safe. Excited!
And you'll be building wealth month by month through the business you've already got - without that scale-and-exit pressure that's been exhausting you.
There are 3 ways we can work together
All I care about is getting you the outcome you most want - in the fastest most cost effective way for you.
One-off consulting & advice
For when you need someone who can see what you can't see and tell you exactly what to do
Framework setup - I build it, you run it
You need proper financial systems and clarity, but you're ready to run things yourself once they're built properly.
I’ll set it up and train you to take the reins.
Strategy + framework set up + CFO wealth building coaching
The full transformation. We figure out what you deeply want, build your financial foundations together, and I stay by your side as your CFO, coach and wealth partner as you build your wealth month by month.
One off consulting & advice
For when you need someone who can see what you can't see
Sometimes you don't need a full financial transformation - you just need a sharp commercial brain who can look at your specific situation and tell you exactly what to do about it.
Maybe you're facing a decision that's keeping you awake. Maybe there's something broken and you don't know how to fix it. Maybe you just need someone to tell you if you're thinking about this the right way.
What happens:
We dive straight into your specific challenge
I diagnose the real problem (not just the symptom you're seeing)
You get clear, actionable advice on what to do next
No long commitment, no fluff - just straight answers when you need them
This gets you: The confidence to move forward on a specific decision or problem, knowing you've got expert insight behind your next move.
Framework setup; I build it, you run it
You know you need proper financial systems. You're tired of the chaos, tired of winging it, tired of that uncomfortable feeling that you're making decisions half-blind.
But you don't need someone holding your hand forever. You just need someone to build it properly - so you can run it with confidence yourself.
What happens:
We’ll get crystal clear on what you need fixed and what outcomes you want
I’ll set up your financial foundations: systems that work, forecasts you can trust, reports that actually make sense and you can understand
I train you thoroughly on how to use everything - no jargon, just common sense designed for humans, not accountants
You take the reins, equipped and confident
This gets you: Professional-grade financial infrastructure you can actually trust. You'll know exactly where you stand, you'll be able to see months ahead, and you'll finally have that certainty you've been missing.
No ongoing support costs - you've got this.
Strategy + framework set up + CFO wealth building coaching
This is where you build your wealth, one month at a time. This is where the magic happens!
For when you want someone by your side who's as invested in your future as you are
This is the full transformation. Not just fixing the numbers - changing how you feel about your business and your financial future.
First - we get to the heart of it
What do you actually want? What does financial freedom look like for you? What's enough?
We’ll get to your deepest hopes, dreams and fears about money. We’ll uncover any limiting beliefs holding you back. This becomes the foundation for everything we build.
Then - we build your financial foundations
I set up everything you need: accurate systems, clear forecasts, predictable revenue models, management accounts you can actually understand.
No more chaos. No more flying blind. You'll know exactly where you stand and be able to see months ahead.
The ongoing support is designed entirely around you, your needs, and your budget.
This can include:
Me as your CFO: Reviewing your numbers monthly, spotting red flags, looking ahead, keeping your business safe
Building your roadmap to financial freedom
Fix what’s broken: Systematically we’ll find and and fix the root cause of your financial stress; fix the profit leaks, build your profit and cash reserves, get predictability into your pipeline and revenue, and make your business financially resilient.
Strategic focus: Quarterly strategic planning sessions, setting clear quarterly goals focused on building wealth and resilience
Accountability: Me as your coach and cheerleader - making sure you achieve those goals, with monthly check in calls
Financial mindset work: Tackling limiting beliefs (money is emotional, not logical)
Your financial bodyguard: Bringing sharp commercial insights, spotting blind spots, connecting dots, protecting your wealth and future
This gets you: Complete transformation from financial anxiety to wealth-building confidence. An expert by your side who cares about your future as much as you do.
Why work with me?
I'm a Chartered Management Accountant, experienced CFO, wealth coach, and I’ve been running my own business for over 25 years.
I went through a series of financial traumas in my early 20s that set me on this path and I’ve burnt out more than once chasing that scale-and-exit dream.
I decided there had to be a better way.
And so I’ve built my own financial freedom without having sell my business, by creating consistent revenue, and investing my business profits into my pension every month.
I combine CFO expertise + wealth coaching + fierce protection for your financial future.
While accountants do your books and consultants give you frameworks, I see the whole picture when everyone else is looking at fragments.
I've got a sharp commercial and strategic brain, and a gift for connecting the dots - seeing what you can’t see from inside your business.
In a world where AI is reshaping everything, I help you build wealth that's both AI-resilient and aligned with the life you actually want.
Think of me as your financial bodyguard.
I spot threats months ahead, keep you safe from decisions that could derail your future, and fight for your wealth like it's my own family's security.
Ready to stop winging it?
This is for you if:
You're turning over £250k-£2m
You're done with the hustle treadmill and want to build wealth your way, not someone else's version of success
You're tired of juggling numbers in your head, and are ready to understand what's really happening with your money
Book a strategy call with me
We'll talk through what's worrying you about your finances, and I'll help you see what needs fixing and what to tackle first.
After our chat, you'll have:
Clarity on what's actually going wrong and what's possible for your business and future
Relief that someone finally gets it
Clear next steps to get started
No more lying awake wondering if you're doing this right.
Serena
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