Understanding your Business Numbers in order to Thrive with Accountant Liz Stanley of SF Accounts

Be honest — when did you last look at your business numbers without a knot in your stomach? For so many professional women and small business owners, finance is the area that gets avoided, delegated, or quietly dreaded. In this episode of The True You Podcast, host Paula Burns sits down with Elizabeth (Liz) Stanley, owner and director of SF Accounts Limited, for a warm, practical, and genuinely reassuring conversation about taking the fear out of finance — and why understanding your numbers is one of the most empowering things you can do as a business owner. Liz qualified as an accountant in 2015 and founded SF Accounts Limited in 2018 with a clear mission: to help smaller and medium-sized businesses thrive by making finance feel accessible, understandable, and far less frightening. With experience across a wide range of industries, she has become the go-to accountant for business owners who want expert support without the jargon, the judgement, or the overwhelm. And when she's not helping businesses get financially confident? She's supporting local charities, spending time with her family, and being adored by her two cats — because the best accountants are also real, whole humans. In this episode, we explore: — How Liz entered the word of finance — Why so many women in business are afraid of their own numbers — and why that fear is far more common than you think — The difference between bookkeeping and accounting — and what kind of support your business actually needs — Understanding the story behind your numbers — The importance of finding the right accountant for your business — Why getting financially confident is not just about money — it's about building a business that genuinely supports the life you want Whether you're just starting out, running an established small business, or simply ready to stop avoiding the financial side of your work — Liz's warmth, expertise, and no-nonsense approach will leave you feeling capable, clear, and genuinely ready to look at those numbers. Connect with Liz: Website https://sfaccounts.co.uk/ LinkedIn   / elizabethstanleyfmaat   Facebook   / stanleyfinanceaccountant   💖Loved this episode? Subscribe to The True You Podcast on Spotify and Apple Podcasts 💖Ready to start your own journey? Grab The True You Journey Journal by clicking here https://www.paulaburns.net/product/tr... 💖Follow me on Facebook   / paula.burns.3150   @paulaburnsmentoring 💖Follow me on Instagram @paulaburnsmentoring 💖Take a look at the resources on my mentoring page here https://www.paulaburns.net/business-m...