Stop winging it with your money
Get clear on the life you want.
Then build the wealth to live it, through a business that finally works for you. That’s what we’ll do together.
I’m Serena Humphrey; part CFO, part coach, and your financial bodyguard. I help business owners take back control, build real wealth, and finally feel calm about the money.
Are you running a business that looks successful from the outside, but secretly feels chaotic underneath?
And working harder and harder, hoping into the future... but not sure what you even want?
You're flying blind with no clear visibility of what's ahead, and you're scared of making the wrong move.
You don't trust the numbers, don't really know what they mean, and that constant low-level anxiety never really goes away.
You're guessing when it comes to your money, and your brain won't shut up about it:
Am I making enough money? How is AI going to impact me? How much is my tax bill? What if I lose that client? Is cash flow okay? Why don't my accounts make any sense?
The questions never stop.
And then there’s the bigger question that hits you at 3am:
Is this even making me happy?
Nobody's ever shown you how to manage your finances, told you the rules, or helped you plan your future - in a way that makes sense to YOU.
It IS possible to actually understand what's happening with your money, where you can make confident decisions, and where your business consistently builds your wealth - not just pays your bills.
I'm Serena Humphrey, and I help ambitious business owners stop flying blind and start building real wealth.
What do you actually want your life to look like?
So many people are building a business but don't know what goal they’re working towards.
They're stuck on the treadmill, working harder and harder with no destination.
What does it mean to you to be financially free? No one else’s version of success, just yours
And what's your number? The one that lets you live that life?
I’ll help you work backwards from what you want . We’ll figure out your number, then engineer your business to get you there - tying your numbers into your goals.
Because every decision needs to move you closer to that life.
You have to have an end goal and to know that your business is helping you to get there - otherwise what is the point?
Forget the risky scale-and-exit gamble that everyone else is pushing.
80% of small businesses never try to sell. And of the 20% that do, only a fraction sell successfully.
I'll help you get control of the chaos first, fix what's broken and start building your financial strength.
And when you can finally think straight, we'll get clear on what you actually want your life to look like, and engineer your business to get you there. Then using your profits to invest consistently, time and compound interest does the heavy lifting to build your wealth, while you keep control of your business and your life.
No exit required. But building financial strength will make your business more valuable, so you may still sell.
But you won’t have gambled your entire future on it
Step 1 - Find clarity
I’ll stop your head from spinning and uncover what's really going on financially.
You’ll have numbers you can trust, a clear picture of where you stand, and the financial foundations you can't build wealth without.
No more chaos. No more flying blind.
Just facts… and a plan.
Here's how we do it
Step 2 - Fix what’s broken
We’ll find and and fix the root cause of your financial stress.
I'll help you fix the profit leaks, build your profit and cash reserves, and make your business resilient.
We’ll bring the calm back to your business; you’ll feel in control again.
Step 3 - Fuel your freedom
This is where we build
We’ll define what success and financial freedom means to you, the life you want to live, and the money you need to live it.
We’ll create your financial plan to get you there, and design your business to make the profit and cash to get you there.
You'll start building real wealth that doesn't rely on selling your business.
Why work with me?
I'm a Chartered Management Accountant, experienced CFO, a wealth and mindset coach, and business owner of 25 years working with hundreds of small businesses. I've built my own freedom using my business profits, instead of chasing the scale-and-exit dream.
I combine CFO expertise + wealth coaching + fierce protection for your financial future.
While accountants do your books and coaches work on mindset, I'll help you fix the whole system. I see the whole picture when everyone else is looking at fragments. I'm not a distant advisor - I'm the person at your side, getting to the heart of the issues.
I'm really good at helping you connect to the life you really want, then translating that into: “what do I need to do now?”
Every decision becomes easier because you know where you're going
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.
What my clients say
"OMG, I feel like I can breathe for the first time in years."
"Serena has changed the way we get out of bed in the morning."
"I finally feel like I'm not flying blind."
My clients go from winging it to being in complete control.
They sleep better, make confident decisions, and actually enjoy running their businesses again. More importantly, they're building real wealth while living the life they want.
Ready to stop flying blind?
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
A sense of what's possible for your business
The next steps to get started
No more lying awake wondering if you're doing this right.
Serena
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