Master the money in your business and build financial freedom

Learn the financial skills you need to increase profitability, get better cash flow and grow the value in your business

Learn to forecast & control your cash so you never worry about cash flow or paying taxes again. Master budgeting, forecasting, pricing & margins to take control of your bottom line profit.

Increase your profitability

Find out what financial reports you need every week & month, implement our tools, checklists & routines to gain solid and predictable financial control.

Build financial resilience

Learn to read and understand your numbers so you’re always in control and reduce financial stress. Overcome your limiting money beliefs and build a financial success mind set.

Achieve your financial goals

Decide your financial goals, create an actionable plan to get there and grow the value of your business. Use our wealth tracker tools to hold yourself accountable and beat your goals.

Practical implementation

  • Get clear on your financial goals
  • Create an actionable plan
  • Track your progress
  • Ongoing accountability and support

Try the F Word Academy for 30 days - FREE

Trust me, I've done my homework

I’m Serena Humphrey, FCMA CGMA, a leading finance coach in the UK.

As a Chartered Management Accountant, experienced Finance Director, and NLP Coach, I’ve spent the last 30 years working with business owners like you, making finance simple to understand, stripping out the jargon and complexity so that anyone can “get it”.

  • Budgeting and forecasting
  • Understanding key accounting rules
  • Understanding gross margin & break even
  • How to improve your profit & stop profit leaks
  • Control & manage cash flow
  • Credit control
  • How to manage your taxes
  • How to build buffer & investment cash 

What you'll learn in The Academy

  • Financial mind set & beliefs
  • Time mastery & planning
  • Creating clear financial goals
  • The financial information you need
  • How to implement & use management accounts
  • How to tell if your numbers are correct
  • How to implement the weekly flash report 
  • Understanding your profit & loss and balance sheet

Expert coaching and support

Get expert implementation with ongoing support and training from our team of finance coaches to help you implement your training faster.

Then just £49 + VAT per month

Start my free trial

Flexible learning

  • Based on our unique milestone roadmap to Financial Freedom 
  • Over 100 bite-sized videos
  • Templates, tools and calculators
  • Learn at your own pace 
  • Or get implementation and coaching support from our expert team

Live events

  • Live, guided quarterly planning sessions 
  • Monthly live results tracking sessions
  • Live coaching and mastermind events
  • Expert interviews
  • Workshops

Community of business owners

  • Like minded ambitious business owners
  • Daily conversation and inspiration
  • Share your wins, get help with your challenges

Easy to cancel with timely reminders |  Paid securely, monthly by credit card  | Business owners only

Start my free trial

Exclusively for business owners

Dynamic online financial training with inbuilt community

Based on 30 years of financial knowledge, experience and insights, The Academy gives you access to all the
knowledge, wisdom and strategies we’ve created and teach to our clients.

The Academy Explained

Not ready to sign up yet? Head over to our 'Master the money in your business' Facebook Group to join other like-minded business owners starting their journey to financial freedom.

Join our Facebook Group

Financial routines and controls


In the recession of the early 90s I had a trio of financial disasters; my parents lost their business and home, I lost the house I’d proudly bought when I was 18 and the fast-growing £10m business I worked for as accounts manager went dramatically bust. I personally had to tell hundreds of people they’d lost their jobs.

My parents and my bosses lost everything they’d worked all their lives for.

It was a deeply upsetting and disturbing time, and I needed answers. How could this happen? How could such a vibrant business, and so many jobs just be gone? How could that much passion and hard work just be lost?

And so it became my driving force to understand what had happened and to find ways to stop it happening to other people. To help business owners like you not only survive but create the level of financial success and security I know you deserve.

As I qualified as an accountant l discovered none of it needed to happen.

It was all completely avoidable

I’ve now been running my own business for over 20 years, working in and with hundreds of small businesses. Working out what it takes for a business owner to create consistent financial success in any economy.

The F Word Ltd is a company registered in England and Wales with company number 080 14735

"For those business owners trying to pick their way through these uncertain times, I can very highly recommend the F Word Academy. Top-quality financial training, vibrant debate, emotional and mental support in a community of business people wanting to be that bit better every day."

Carl Benefield
Managing Director, Refresh Business Ltd

"A fantastic, practical resource that shows you exactly how to take control of your finances. Serena has crafted an immense pool of practical tools and guidance that will help your business build additional financial resilience to achieve that balance between short term survival and achieving your longer-term goals."

Paul Crick
Managing Director, Elevate Partnership

"The academy is unique – not only does it provide amazing finance training delivered by Serena, but it is also community of like-minded, committed business owners, all willing to share and support one another to move to the next level."

Stuart Ross
CEO, High Growth

"I’m a self-confessed procrastinator when it comes to dealing with anything ‘finance’. It’s out of my comfort zone and I just don’t get it. Being in the Academy has not only made me think about important questions I need to be asking about my business, it is making me accountable for getting things done and all championed by fellow members."

Fiona Ritchie
Director, We Love Creative Ltd

Going into the Covid crisis I knew we didn’t need to panic. Working with Serena I’ve built strong financial foundations and had all the tools I needed to remodel our finances quickly, with certainty we’d be ok for cash because of how we run the business now.

Jenny Brewer
Finance Director, Warranty Administration Services

What our members say

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