Serena Humphrey
Managing Director - FCMA CGMA
For almost 30 years I've been on a mission - you could call it an obsession, to help business owners get the life they want and deserve. I’ve spent that time growing my knowledge around why, despite years of hard slog, most small businesses either fail or just survive.
In the early ‘90s 3 things happened that changed the course of my life and set me on my journey to help businesses. First I lost my home, one I’d saved hard to buy at 18. At 21, with interest rates at 15% I handed back the keys. Then the amazing business I worked for went bust overnight. Over 3 years we’d turned it into a £10m success and now I had to make everyone in the factory redundant. Finally I watched my parents lose their dream business, a hotel in Scotland, because of the recession. I needed answers. So I set out on a mission that still drives me to this day.
I want to get business owners the financial rewards, freedom and lifestyle they thought owning a business would give them, instead of a life of stress, financial worry and compromise.
I’m a Chartered Management Accountant, experienced Finance Director, and an NLP Coach with 30 years’ experience working in finance; I did my professional training with Northern Foods plc and NEXT plc. I then started and built a management accounting practice from 2000 to 2012, working with over 130 companies.
In 2012 I set up The F Word because I had to do more. I knew I didn’t want to be an accountant anymore, and that high impact training and coaching was the key to putting critical financial skills into businesses. I went on to qualify as a coach because I knew many people were held back by deep beliefs about success and money.
Now I bring all my skills and unique experience to help you understand finance and bring you close to the future you want.
In the early ‘90s 3 things happened that changed the course of my life and set me on my journey to help businesses. First I lost my home, one I’d saved hard to buy at 18. At 21, with interest rates at 15% I handed back the keys. Then the amazing business I worked for went bust overnight. Over 3 years we’d turned it into a £10m success and now I had to make everyone in the factory redundant. Finally I watched my parents lose their dream business, a hotel in Scotland, because of the recession. I needed answers. So I set out on a mission that still drives me to this day.
I want to get business owners the financial rewards, freedom and lifestyle they thought owning a business would give them, instead of a life of stress, financial worry and compromise.
I’m a Chartered Management Accountant, experienced Finance Director, and an NLP Coach with 30 years’ experience working in finance; I did my professional training with Northern Foods plc and NEXT plc. I then started and built a management accounting practice from 2000 to 2012, working with over 130 companies.
In 2012 I set up The F Word because I had to do more. I knew I didn’t want to be an accountant anymore, and that high impact training and coaching was the key to putting critical financial skills into businesses. I went on to qualify as a coach because I knew many people were held back by deep beliefs about success and money.
Now I bring all my skills and unique experience to help you understand finance and bring you close to the future you want.