Stop winging it with your finances
Get control. Build predictable profit. Create wealth. Without the pressure to scale.
Finance is probably the "guessy bit" of your business - the part you don't feel in control of. That keeps you awake at 3am doing the maths in your head and making critical decisions half blind.
You’re working hard but you don’t really know where you stand. You want financial security but you’re done with the hustle treadmill and the burnout that comes from chasing someone elses version of success.
There IS another way.
I’m Serena Humphrey; part CFO, part coach, and your fierce financial bodyguard.
I’ll help you build the foundations to stop winging it - so you can create consistent, predictable profit and build real wealth
You're winging it because you don't have the right foundations
Most business owners are flying blind with their finances. Not because they're bad at business - but because they don't have the building blocks in place.
You're probably missing:
Financial information you can trust and actually understand
Systems that show you where you're heading, not just where you've been
Clear revenue visibility - knowing the next few months are in the bag
A plan for what you actually want (not what you think you should want)
Weekly tracking so you can spot problems early and course-correct fast
Without these foundations, you can't build wealth. You're just hoping it'll all work out.
I build these foundations with you - so you can stop hoping and start knowing.
From winging it to wealth building
When you have the right foundations in place:
- You know exactly what financial success means to you, and have a plan to get there
- You know exactly where you stand financially. No more guessing, no more 3am anxiety.
- You can see months ahead - your revenue forecast shows you what's coming, so you can make confident decisions.
- You understand your numbers. No jargon, no confusion - just clarity on what's working and what needs fixing.
- You're building consistent, predictable profit and cash. This lets you invest in your pension every month and watch your wealth grow.
You feel in control. Safe. Confident about your future.
That's what having the right building blocks creates. That's what we build together.
There are 3 ways we can work together
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.
Facing a decision that's keeping you awake. Something broken and you don'know how to fix it?
Maybe you just need someone to tell you if you're thinking about this the right way.
We dive straight into your challenge, I’ll diagnose the real problem and you get clear actionable advice on what to do next.
You get: Confidence to move forward, knowing you've got expert insight behind your next move.
Framework setup; I build it, you run it
For when you want proper systems without ongoing support costs
You know you need proper financial systems. You're tired of the chaos, but you don't need someone holding your hand forever.
What happens:
We 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 trust. You'll know where you stand, you'll be able to see months ahead, and finally have that certainty you've been missing.
Strategy + framework set up + CFO wealth building coaching
Where the magic happens! This is where you build your wealth, one month at a time.
This is the full transformation. Not just fixing the numbers - but 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?
Then - we build your financial foundations; accurate systems, clear forecasts, predictable revenue models, management accounts you can actually understand.
Ongoing support is designed around you and your budget.
Me as your CFO: Reviewing your numbers monthly, spotting red flags, looking ahead, keeping your business safe. We’ll fix the root cause of your financial stress; sort the profit leaks, build your profit and cash reserves, get predictability into your pipeline and revenue, and make your business financially resilient.
Me as your coach and cheerleader - quarterly strategic planning and accountability making sure you hit your wealth goals
Me as your financial bodyguard: Bringing sharp commercial insights, spotting blind spots, connecting dots, protecting your wealth and future
You get: Month by month wealth building. Control, Clarity. Confidence. And 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, working with hundreds of small comapnies.
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.
So I built my own financial freedom a different way - by building a highly profitable business, with consistent revenue, regular investing and paying down my mortgage.
At 52 I was mortgage-free in my dream home, debt free, and financially secure with a year's overheads in the bank.
I combine CFO expertise + wealth coaching + fierce protection for your financial future.
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
I know finding the right help can be daunting, especially when it comes to your finances.
Let me make it easy for you.
Book a call with me
We'll talk through what's worrying you and I'll help you see what needs fixing and where to start. Even if we don’t work together you’ll leave with clarity and next steps
After our chat, you'll have:
Clarity on what's actually going on and what's possible
Relief that someone finally gets it
Clear next steps to move forward
No more lying awake wondering if you're doing this right.
Serena
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“Serena has a real talent for spotting opportunities and roadblocks you may have overlooked and is brilliant at helping you see what’s right in front of you when you’re too close to the day-to-day.
You leave her meetings feeling clearer and more upbeat, even when things are tough. She doesn’t sugar-coat anything, but her outside perspective cuts through the emotion and puts everything into focus.”
Richard Stinson - MD of Brookstone Creative Ltd