Hard work got you here.
But, it won't get you paid properly.
That takes something different.
You've done the work.
More of it than anyone should have to.
You've invested in yourself — the coaches, courses, programs with the beautiful sales pages and the before-and-after testimonials. You've had the moments where it clicked. The clarity that arrived on a Tuesday at 2pm and made you think: this time it'll be different.
But things didn’t change. It wasn’t because you weren't paying attention, it was because there was nothing holding your clarity in place when life — the difficult client, slow month, the family situations — came back.
So you went back to running on gut feel and adrenaline. Making financial decisions at midnight. Avoiding the numbers when anxiety got loud. Repricing through desperation instead of data.
The problem isn’t you.
The financial industry designed itself around a client it had already decided wasn’t you.
The financial industry wants clients with at least a million dollars in revenue each year. Tax accountants record what happened last year and file the receipts — and hand it back to you as if that was ever going to help you build something.
Nobody in those rooms was building your future with you at 11pm when you were staring at your bank account balance, trying to decide whether to take that client – or hold out for a better one.
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The finance industry has deliberately kept women-in-business in the dark.
The result for women in business is predictable. And the data confirms it:
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Financial stress is the number one barrier to growth reported by female entrepreneurs under $1M turnover. (Women's Small Business Initiative, AU, 2022)
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The biggest cause of burnout among women business owners is constant decision-making under uncertainty. (Deloitte Women @ Work Global Survey, 2022)
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Only 24% of women feel confident making long-term financial decisions for their business. (Commonwealth Bank Women in Business Insights Report, 2023)
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Only 1 in 4 women-led businesses pay themselves a regular wage. (COSBOA and Xero)
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Women don’t have a financial literacy problem. We have an (dis)empowerment problem. And a support problem. And an industry that was never designed to fix either.
The financial industry wants clients with at least a million dollars in revenue each year. Tax accountants record what happened last year and file the receipts — and hand it back to you as if that was ever going to help you build something.
Nobody in those rooms was building your future with you at 11pm when you were staring at your bank account balance, trying to decide whether to take that client – or hold out for a better one.
The women who retain more profit aren't working harder than you. They just have something the industry never offered you.
These have ongoing expert support, an embedded financial rhythm, and someone in their corner who actually stays.
They have Shaye (me). Today.
There is a world where you are clear, calm and confident about your pricing because it’s based on data and knowledge, not emotions and guesswork.
There is a world where a slow month is just a slow month to you, not an emotional spiral.
There is a world where when a big client pushes back on your rates - you hold, without compromise.
There is a world where twelve months from now, you look back at a business that paid you — not just once, not just in the good quarter, but consistently.
The industry kept this from you on purpose. You can take it now.
The
Profit Lab
Because owners who work with a CFO take home more pay. Every month. Ongoing.
Profit Lab is the advisory circle for service-based founders who are done flying blind.
CFO-level support used to require a million in revenue and a minimum $5K monthly retainer. Profit Lab exists because the women who need this most are exactly the ones the industry designed itself to exclude.
Inside the Profit Lab, you will keep more of what you make with a CFO in your corner, a room full of women doing the same work, and the financial mastery to steer your own ship.
Done-with-you so you build your financial power, not hand it to someone else.
Already read the Profit Blueprint page? Jump straight to what's inside.
New here? You're in exactly the right place. Keep reading.
Real financial clarity happens when you have financial mastery.
Most financial professionals are take-and-do. They take the problem, handle it, hand it back solved — and you're none the wiser about what to do when it happens again. That's not an accident.
Profit Lab is built on a different premise.
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You learn as you build. You leave with more capability than you arrived with
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The rhythm holds, even through the hot mess Monday when the week the kids are sick, and the difficult client emails at 6pm
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Your decisions stop feeling like emergencies because your capability is higher. You can see the cash flow concern three months out instead of two days ahead.
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You’ve stopped pretending. The question you've been sitting on for three years gets asked on a Tuesday afternoon and answered by a Fellow Chartered Accountant who's heard it asked a hundred times and doesn’t think less of you for asking it.
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"Finance Friday has stopped me from panic-transferring money between accounts at 11pm."
Profit Lab Member
"I feel more financially empowered in 10 weeks than in 10 years of running my business."
Anonymous, Group Coaching
This is what changes when you stop going it alone.
Winging your finances month to month → a consistent rhythm that keeps you close to your numbers, even when life gets messy
Making decisions in isolation → You’ll have me, Shaye, in your corner — 20 years as a CFO, zero tolerance for women being kept small
One good quarter followed by a panic → stable, predictable take-home pay that doesn't depend on a perfect month
Undercharging because it feels safer → profitable pricing you can defend, hold, and build on
Implementing alone and losing momentum → done-with-you execution that builds your mastery as you go
Expert financial support costing $5K a month → a CFO advisory circle built for the business you're running right now
This is for you if:
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You're tired of the cycle of having one great quarter, then a dip, then panic, recovery – on repeat
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You make real decisions about real money every month and you're done making them alone
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You want financial mastery that's yours — not borrowed clarity that evaporates when the support disappears
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You're ready for a CFO in your corner on an ongoing basis — without the $5K monthly retainer
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You’re ready to show up daily, yes, even on the hot mess Tuesdays
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The CFO who left the boardroom to build this
I'm Shaye Thyer. Consulting Chief Financial Officer (CFO) for female founders who want to earn F*ck-You Money.
I’ve spent twenty years in rooms where the numbers shared the story of profitability, sustainability, whether a business was working – or just performing the appearance of working. I was the CFO for companies building family wealth and some even preparing to go public on the stock market.
My experience developing frameworks which are now used by consultants and advisers across the country, for businesses from $50K to $8 million in annual revenue, means I know exactly what the difference looks like between a business that pays its owner – and one that demands way too much of her.
For most of that career I watched the same model play out: the professional arrives, takes the problem, solves it, hands it back. The client is grateful – and the problem recurs six months later.
The professional returns, fees continue, and nobody thinks to ask whether the goal should be to transfer the capability — so the client needs the professional less, not more.
I got tired of this inefficient system, and the deliberate systematic exclusion of women from these rooms.
So I built Profit Lab.
Profit Lab is an ongoing advisory circle where wisdom transfers month-on-month — you build your capability, and the support is still there next month, when the next hard thing arrives.
At age 30, I started again from zero. I left a disastrous marriage with two babies and no money. I know with bone-deep certainty that financial independence isn't a luxury — it's the only way for women to stay safe.
I built Pallas because the financial industry failed to design itself for you. Profit Lab exists because you deserve the knowledge and infrastructure to thrive in your business, even if the rest of the industry could care less.
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"Spending that time with you unpacking my numbers, pricing, and value stack was a complete game-changer. I've already implemented some of the shifts we discussed, and I feel so much more in control of my financials — like I actually know what my numbers are telling me. You made what can feel intimidating feel clear and doable, and I walked away knowing exactly where my time and energy needs to go."
Mel Stibbs, ADHD Village
Build something they cannot take.
"I can actually see how my business can pay me properly now. I'd never seen it like that before."
Karen Moloney, Blue Bean Media
Here's what's inside:
The financial and business intelligence you actually need — delivered by experts who've earned the right to be in the room.
Each month brings a focused masterclass from Shaye, or a guest expert with complementary expertise. You’ll learn the kind of real-world knowledge that changes how you run your business. Pricing models. Cashflow mechanics. Capacity planning. Legal, marketing, operations — always through the lens of what it means for your profit and take-home pay.
You keep building your financial and business intelligence in real time — with expert voices that expand what's possible, not tickle you with what’s safe and comfortable.
Bring your real numbers. Leave with your next move.
Every call opens with a focused teaching on the financial mechanics that actually move the needle — grounding you in what matters this month before we go live. Then we do hot-seat coaching on the real-life implementation of your Profit Playbook. We talk about the pricing decisions that are keeping you up. The cashflow question you've been circling. The capacity problem you can't quite name yet.
I work through it with you, in the room, in real time — and the women around you are usually working through a version of the same thing.
Reset. Recalibrate. Keep building.
Every quarter, Profit Lab members join a Profit Blueprint day — IRL in Melbourne or online — to revisit and evolve their Profit Playbook as their business grows. We're designing a profitable future, not reacting to past financials.
The model you built six months ago is doing a different job now. Come back and update it.
Available separately. Learn more here.
Ask your profit-provoking question. Get a real answer.
Send in your question — pricing, cashflow, a client situation, a decision you've been circling for three weeks — and get grounded, strategic feedback from Shaye. Voice-note style, CFO-grade. You’ll get an actual answer, from a CA whose seen behind the curtain of hundreds of businesses, and knows the difference between a structural problem and a bad month.
You make the decision while the window is still open. Not three weeks later.
The checklist and toolset that makes financial control a habit, not a heroic effort.
Finance Friday is a structured checklist of the essential financial tasks — every week, every month, every quarter, every year — each one paired with the tool to complete it. The actual tasks, with everything you need to do them.
It's the foundational rhythm that keeps cashflow, forecasting, and financial decision-making in order — so nothing slips, nothing builds into a crisis, and you're never staring at your numbers wondering where to start or what you missed.
The checklist and toolset are yours. The accountability and support to actually run it — week after week, season after season — comes from the group inside Profit Lab.
Only what you'll actually use.
Pricing templates, cashflow tools, communication scripts, forecasting worksheets — built for real women running real businesses. No 98-tab Notion rabbit holes. No content dump disguised as curriculum. Just the resources that have helped real women earn more, pay themselves properly, and stop winging it — pulled out when you need them, not buried in a folder you'll never find again.
Not a loud anonymous Facebook group. Not even close.
A curated, confidential space for smart, values-aligned women doing this work. The honest question — about the client grinding you down, the price you're not sure about, the month that didn't go to plan — gets asked and answered here, without judgment nor performance.
The women in this room are building something real, as are you. That turns out to matter more than you'd expect.
Plus two bonuses we added because we couldn't resist:
Each quarter, a focused challenge is built around the five most powerful numbers in your business. Complete it to go in the draw to unlock a private 1:1 session with Shaye — focused entirely on what's happening in your business right now. The women who stay close to their numbers are the ones who keep more of what they make.
Every CFO Hotline answer, plus audio versions of masterclasses — delivered through a private podcast feed. School drop-offs, the walk, the car. Strategic thinking that fits into your actual life rather than demanding screen time you don't have.
"I've never had anyone explain this to me before. Not my accountant. Not my bookkeeper. Not even in my business course."
CFO Hotline Client
"I finally have the language to talk about my value. I stopped apologising for my rates."
A Profit Blueprint Graduate
The
Profit Lab
Because owners who work with a CFO take home more pay. Every month. Ongoing.
Monthly Masterclass — $397/mth
Monthly Group Coaching Call — $497/mth
CFO Hotline — Strategic Support On Demand — $597/mth
Finance Friday — $47/mth
Resource Vault — $197/mth
Community — Priceless
BONUS: Metrics That Matter Challenge — $379/mth
BONUS: CFO Hotline Podcast — $97/mth
Total monthly value: $2,211/mth
For context: ongoing fractional CFO support typically starts at $5,000 a month — and requires a million in revenue just to get in the door.
Total value: priceless. Obviously.
Your investment: $247/month
Minimum 6-month commitment. Cancel anytime after that.
Quarterly Profit Blueprint days available to members at a members-only rate.
I've never needed fine print. I'm not starting now.
I've been a CFO for over 20 years. I have never once needed to hide behind fine print.
Inside Profit Lab, I show up. Every month, without exception — in the masterclass, on the coaching call, in the CFO Hotline. You will not buy access to me and get relegated to my team. You will not join an advisory circle and find yourself wandering around a content vault, with nobody home.
I won't sell to you. I won't hype you. I won't hand you a workbook and call it support. Every resource, every session, every answer exists to transfer capability — to build something in you that compounds long after you've stopped needing me to hold it.
What I ask in return is that you show up. Not perfectly, but with the intention to build something real.
The minimum commitment is six months together because real financial change doesn't happen in a week. Skills take time to build, practice and reinforce, and the women who get the most from Profit Lab are the ones who invest in their financial wisdom, to make it work.
Frequently asked questions
Here's what I know after 20 years of working with women in business:
The ones who kept going alone are some of the most capable women I've ever met.
They built real businesses, under real pressure, with real constraints, without a single person who understood all of it at once — the numbers and the life wrapped around them, the ambition and the exhaustion occupying the same body.
And when they finally found a room that was built for them — one that didn't require a million in revenue to walk through the door, didn't hand them a workbook and call it support, didn't disappear when the next launch dropped — something shifted. Not just in their take-home pay. In how they carried themselves. In the decisions they stopped apologising for. In the businesses they stopped shrinking.
That's what Profit Lab is for.
Not for the woman who has it together. For the woman who's been holding it together — and is done doing it all alone.
Build something they cannot take.