The Wealth Building membership program for small business owners
Take control of your finances and create the freedom to run your business and life on YOUR terms now, whilst you build financial freedom for the future.
Say goodbye to financial stress and worries about cash flow; find the calmer, simpler way to financial success with less hustle and less stress.
Now, can I just say, I don't think finance is the most important part of your business!
BUT when you’re confident with your finances, in control of your money, and when you’re making and keeping enough profit, you create the freedom to live life on your terms.

And when you bring vision and finance together; using our favourite planning tool, Vivid Vision, you’ll create a practical, exciting and inspiring financial plan that becomes the roadmap for your business to follow to give you that freedom.

my passion help you run your business and life on your terms
I’m Serena Humphrey FCMA, a leading finance coach in the UK, and with over 30 years of experience working in and with hundreds of small companies, I know what it takes to get amazing financial stability and the level of success you want.
But this isn’t just a business for me. For over 30 years I’ve been on a deeply personal mission.

I had a trio of financial disasters in the recession of the early 90s; 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 and oversee the heart-breaking dismantling of the most tremendous business I’ve ever worked in.

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

There and then I made it my mission to stop this happening to anyone else, and this fuels my life-long passion to help small business owners become the boss of their own money, and creator of the life, security and success they deserve, instead of the "work really hard and hope" strategy.

I'll help you become confident and inspired about your money; I’ve created a membership program that makes it easy for you to master your money, and build the right habits and mind set  to give you the financial results, security and freedom you want - all within a supportive community of ambitious business owners just like you!

A membership program to help you achieve very specific results:

•    Get control of your finances and get out of financial stress and overwhelm - no more being bewildered by accountancy and financial  jargon!

•    Build the solid financial foundations and confidence that free you to run your business and life on YOUR terms; stop being constrained by your finances

•    Master the habits, beliefs, discplines and mind set you need to create consistent financial success

•    Build long term financial freedom for your future, learning the rules and avoiding the financial tripwires that will stop you getting your dreams

•    Easily learn the essential financial skills every business owner needs to be successful

All within a supportive and inspirational community of people just like you!  Ambitious for their business and future, and determined to be a success!

How does the membership program work?

The membership program is built on our unique Financial Freedom Success Pathway, where we take you through every step you need to build solid and unshakable financial foundations, creating an exciting and powerful vision for your business and life, and supporting you every step of the way to make that vision a reality.

All you have to do is follow and trust the process, work through the lessons and put what you’re learning into your business.

You get access to everything we teach our 1:1 clients; a valuable learning centre with everything you need to master your finances, all strictly jargon and accountant-speak free!

As part of the membership we have monthly and quarterly live sessions where we come together to network, share our challenges and triumphs, get support and inspiration from each other.

And we have regular live Expert Interviews to bring you new ideas and perspectives, along with a new strategy theme every month to grow your knowledge, experience and skills.

By following the Success Pathway and being part of the community, you’ll stop spending your time and energy in overwhelm and distraction, and get super focussed on the things that make the most difference to your bottom line and future.

All you need to do to create consistent financial success in your life and business is follow our step-by-step success pathway — we clearly lay out what you need to do. Just show up consistently, trust the process and work through it.

The power of the membership community

Research shows that the people you spend the most time hanging out with determines 95% of your success or failure in life.

Being a part of the right community is crucial to building a successful business and long-term wealth. Hang out with people like you, get and give advice, share common challenges and issues, solve them together, feel supported and really feel part of something, and your business WILL be more successful!

So upgrade your business social circle and mind set; start spending time with other business owners who want what you do!

Training at your own pace, the time and space you need to learn, implement and get results
The training part of your membership is a step-by-step program, broken down into short actionable video lessons to make it easy to work through and ACTION what you’re learning.

All you have to do is follow and trust the process, work through the lessons and put what you’re learning into your business.

And you’ll feel like I'm sitting there with you the whole time!

When you apply your new shiny skills and strategies, you’ll have more breathing room in your business, and more consistent profits and cash flow.

Implement what you learn, and you’ll get results. It’s really that simple.

And you're never on your own; you've always got access to me and my team in the Academy and in the private Academy members Facebook group.

 I'm here for you and I want nothing more than for you to SUCCEED!

Rubbish at Maths? Hate Finance?

Even if you think that’s true, I promise you that this stuff is easier to learn than you could imagine. It’s not as scary or difficult as the accountants would have us believe!

You can TOTALLY do this. Honestly it’s mainly about adding up and taking away, and just learning a few basics, knowing what information you need and how to use it.

You’ll be bossing your balance sheet before you know it!

Let's take a detailed look at what the training covers
Your membership includes the ultimate business owner financial training program, everything you need to succeed and build your business on YOUR terms
 ​FUTURE VISION; create your own clear and exciting plan you can't wait to make a reality
  • Find your Financial Freedom number
  • ​Formulate your Fabulous Vivid Vision
  • ​Future-create with your 12 quarter plan
  • ​Find out what makes your business valuable
FINANCIALLY FLUENT; easily learn the skills and understanding every business owner needs
  • Get your cash flowing easily
  • Build your buffer & investment cash
  • Get fascinated by your Profit and Loss
  • ​Get focussed on your balance sheet
  • ​Geek out on gross margin, breakeven
  • ​Make friends with budgeting & forecasting

FOUNDATIONS; create a strong base to build your financial success on
  • ​​Financial mind-set & beliefs
  • ​Time mastery & planning
  • ​Getting out of & managing stress
  • ​Consistency
FACTS AT YOUR FINGERTIPS; get the right information at the rightime
  • ​Create forward-looking financial information
  • ​Know how to use and understand your management accounts
  • Put your flash reports and KPIs in place
FORTIFY YOUR FINANCES; build & protect your profits, cash & investments
  • ​Learn the financial controls & processes you need to keep your money safe
  • Focus fastidiously on improving your profitability
Your Academy Membership Includes

Full training with step-by-step videos and downloadable notes where you'll learn everything you need to know about creating bomb-proof finances and financial freedom


We LOVE our live events! Group quarterly planning and monthly results accountability sessions hold your feet to the fire! Plus workshops, masterclasses & exclusive expert interviews

A community of like-minded ambitious entrepreneurs who will inspire, support and motivate you, sharing this journey to Financial Freedom

You'll get a certificate when you complete each module - we love to celebrate your success and progress!

Accountability is one of the most important elements in achieving anything big. We’ll keep you accountable and share your wins 

You're never alone - you can book paid coaching and implementation support from our coaching team to make faster progress
Plus a new strategy EVERY MONTH
Every month we have a new strategy theme to help you fuel your profits, get your cash flowing in the right direction and to grow the value of your business - all to give you more freedom in your life.
Access The F Word Academy anytime from any place, using your pc, Mac, tablet or phone using the desktop version or our app
But... it really isn't all about money!
Being successful is just as much about your physical and mental health, fitness, time with friends and family, and time off work. So you’ll hear me bang on a lot about freedom, health and happiness; those areas of life that give us the mental and physical capacity to be our very best.

We talk a lot about managing stress, time mastery, marketing, financial mind-set and habits, as well as all the financial geekery!

And no one cares if you’ve got the badge for working the longest hours!
What our members say...
Hear from some of our Academy members who are already using the program to take charge of their finances and get more freedom in their business.

They’re getting more traction in their business and financial goals, and have the tools, confidence, knowledge and discipline to really grow their business to the next level.

The Academy has really helped me to get traction in my business and get it to the next level.
The Academy has had a profound impact on my business and helps me be on top of my game.
The Academy will teach you to manage your money well so you achieve your financial goals.
A refreshing, invigorating experience, and helps you take the incremental steps to building financial success.
II use The Academy to educate my clients to grow their knowledge so they can build better, stronger businesses.
The planning & accountability is powerful & keeps me focussed on my goals and working ON my business. 
An amazing training resource to help you understand your numbers so you can scale your business effortlessly.
Start building your Financial Freedom
for just £49 a month
Your order is 100% Secured
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7 day free trial

£49 / month

plus VAT

Cancel anytime


7 day free trial

£490 / year

plus VAT
Save £98 over the monthly plan

Cancel anytime
I'm absolutely loving The Academy and having such an amazing resource at my fingertips. It's so reassuring to have the resources and a whole community of people helping each other. The more I use it the more confident I get and realise finance isn't scary after all!  I'm super excited about what I'm learning and I really look forward to my morning slots of finding new content and joining in the conversations.

Lauren Stoney - founder Lauren Stoney Lifecrafting

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

Working with Serena allowed us to unlock a level of clarity that we never imagined possible. She’s changed the way we get out of bed in the morning, how we decide to spend our day and how we make decisions around our business. Our stress levels have gone down dramatically because we aren’t worrying about something just beyond the horizon that we didn’t know about. We have a clear view of our financial goals, and a practical strategy to get there.

 Kate Rostance, Managing Director- Fat Free Media Ltd

Serena’s no-nonsense, practical approach to business finance is a breath of fresh air! She really cares about her impact in the world and her mission to give clients freedom from worry through visibility and control of their own business finances.

Darren Joint, Managing Director Viking Signs Ltd

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 Benfield - Managing Director - Refresh Business Ltd

A fantastic, practical resource that shows you exactly how to take control of your finances.  Based on 20 years of hard-won experience, 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

It's so much more than a training course. Some people are jumping straight in and working through modules and some are dipping in and out depending on their needs. It's so much more than a training tool and will make you think about the bigger things in life

Martin Horton -  Managing Director, Rivington Accounts

The academy is an incredible resource centre and community of like-minded people all working together to ensure they achieve their dreams of financial freedom. It provides training, support, and accountability from experts and is a place to share and source great ideas. I use it every day to ensure my business remains strong, and I stay on track to hit my personal financial goals.  It is now an integral part of our business and one of the best investments we’ve ever made.

What you do is literally and actually life changing. You are giving me the freedom to enjoy my life without having to be constantly worried about the finances. You are setting me free from the business so I don’t need to be in it 24/7, so that I can actually relax over the w/e knowing things are under control, so I can actually sleep at night! You enable me to actually enjoy my time off as I now know the finances are covered and I can have confidence in and plan for the future

Stuart Brook - Managing Director Blueprint Document Solutions Ltd

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Join our free Facebook group and  start your journey to more freedom until you’re ready to jump in!
Q: It’s just me in my business at the moment, is the Academy right for me?
A: Yes! It’s never too soon to get clear on your financial goals and get the right financial skills in place, and you’ll grow faster when you’ve got strong financial foundations

Q: I’ve got an accountant who prepares my management information; do I need to learn this stuff?
A: Yes you do if you want to control your future and be certain you’re getting the right information. Your accountant should be delighted that you want to get more involved and learn more about your finances. And as awesome as they might be, you can’t afford to delegate responsibility for your future to anyone.

Q: Can my book keeper or accountant be a member of the Academy?
A: Absolutely yes! Members find it very useful for their book keeper to understand what they are learning, and it helps them to improve their own skill and understanding too.

Q: If this isn’t right for me, how quickly can I cancel?
A: You cancel at any time. If you cancel before the 7 day trial ends you won’t pay a penny. If you cancel after that then your membership will end one month after your last payment. Oh, and we email a reminder to you before the free trial ends.

Q: How is the training content delivered?
A: Most modules and lessons have videos, with the transcript if you prefer to read, and downloadable notes that you can keep. Most videos are between 3 and 8 minutes long to make the training bite-sized and easy to fit into any schedule.

Q: I don’t think I can commit enough time to this – should I join?
A: Honestly? No!  Only you can decide if your future is important enough to invest your time in becoming financially skilled. The program does cover time mastery, deep work and planning where you’ll learn how to make the time. The real question is, do you want financial success enough to make the time?

If you’ve got any other questions, just drop me an email ...
Join today !
I hope I'll meet you very soon!
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INTRODUCING: The F Word Financial Freedom Academy
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