Making Profit a Priority: A Simpler Way to Manage Your Business Finances

If you’d rather listen to these insights, see episode 173 of The Powerful Content Podcast

For many women in business, managing money can feel like the hardest part.

It’s not that they’re careless. In fact, most are deeply committed to their work — showing up for clients, delivering value, creating meaningful impact. But when it comes to looking at their numbers, the avoidance kicks in.

Maybe it’s because traditional financial advice feels cold and overly complex. Maybe it’s the messaging we’ve internalised about not being “good with money.” Or maybe it’s simply that no one ever showed us a way to do it that actually feels doable.

Whatever the reason, it doesn’t have to stay that way.

I recently chatted with Holistic Business Coach and Profit First professional Annie Love, who helps women simplify their finances using a beautifully human-centred approach. She believes (and I agree) that it is possible to manage your money in a way that aligns with your values, energy, and business goals. And it starts with shifting how we think about profit.

What Is Profit First?

At its core, the Profit First system is about prioritising profit before expenses — instead of hoping there’s something left over at the end of the month.

Traditional accounting says:

Sales – Expenses = Profit

Profit First flips that:

Sales – Profit = Expenses

Which means you decide, up front, how much profit you want to take — and then allocate the remaining funds to cover your expenses. It’s a simple shift, but a powerful one. Instead of reacting to your numbers, you’re proactively working with them.

It’s Not About the Numbers — It’s About the Habits

What stood out most in my conversation with Annie is that this approach isn’t about becoming an expert in accounting. It’s about creating simple habits that help you feel in control.

One of the biggest mistakes Annie sees in women-led service businesses is avoidance. Not because you’re irresponsible, but because you often attach so much meaning to the numbers, whether it’s shame, guilt, fear, uncertainty. Annie describes this as a “dark cloud” that hangs over our businesses and drains our energy.

But when we start to look at money as data — neutral, factual, actionable — we can use it to make stronger decisions. And that’s when things begin to feel easier.

The Five Bank Accounts That Make It Work

The system itself is straightforward. Instead of having one account where all your money sits (and gets spent), you divide your income into five different accounts, each with its own purpose:

Income – where all revenue lands before being distributed

Profit – money that supports business sustainability and growth

Owner’s Pay – because yes, you should be paying yourself consistently

Tax – so tax time never feels like a nasty surprise

Operating Expenses – to cover the day-to-day running of your business

By separating your money in this way, you can see exactly what you have available — and avoid the all-too-common pattern of spending first and hoping for profit later.

Aligning Purpose With Profit

So often, purpose-led women feel torn between doing meaningful work and making money. But Annie reminds us that profit makes impact possible.

When you’re constantly in survival mode and wondering if you’ll make enough this month, worrying about bills, or feeling guilty about investing, you don’t have the capacity to fully show up for your clients or your vision. But when you’re resourced, calm, and clear about your money, you can serve from a place of strength.

In Annie’s words: “If we’re valuing the work that we do in the world, then we can go and make more of an impact elsewhere.”

Whether that means having the freedom to travel, invest in support, or simply pay yourself well, your financial systems should support the kind of life and business you want to build.

One Simple Way to Get Started

If setting up five bank accounts or tackling your finances still feels like too much, Annie suggests starting small.

Here’s a simple first step: Open one new bank account and transfer 1% of your income into it each week. Label it “Profit” and watch it grow.

You probably won’t even notice the 1% is missing, but over time, it’ll shift the way you think and feel about your money. It’s not about perfection but rather it’s about building the habit.

Finances will always be part of running a business. But they don’t have to feel heavy or overwhelming. With the right systems and support, managing your money can become something that gives you confidence, not fills you with dread.

If you’re looking for a way to manage cashflow that’s clear, values-led, and actually works for you, Annie Love’s approach to Profit First is a great place to begin.

Because your business deserves to be both purposeful and profitable. And you do, too.

Where to find Annie Love

You can find Annie over on the AnnieLove.coach website, as well as on Instagram, and Facebook. You can also listen to her podcast, The Light Seekers’ Lounge, on your favourite podcast app.

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