Why You’re Still Avoiding the Numbers—And How to Fall in Love with Them Instead

I hear it all the time:

“I’m just not a numbers person.”
“Looking at my finances makes me anxious.”
“I let my bookkeeper handle it.”

But here’s the truth: Avoiding your numbers doesn’t make the stress go away—it just makes it louder in the background.
 

For women business owners, money avoidance is often rooted in deeper beliefs: perfectionism, fear of making the wrong decision, or old narratives that tell us money is “too complicated.”

It’s time to change that story.

Money Is a Relationship

Think of your money like a relationship. If you ignore it, it gets disconnected. But if you nurture it, build trust, and stay curious—it becomes a powerful source of support.
 

The goal isn’t to become an accountant. It’s to become a confident financial leader in your business.

Here’s How to Start:

1. Use the Profit First Method to Create Simplicity

This system removes guesswork and makes your finances visual and accessible.
Start by opening 3–5 separate bank accounts:

• Income (where all deposits land)
• Owner's Comp (you get paid!)
• Profit (your reward for taking the risk)
• Taxes (so they don’t sneak up)
• Operating Expenses (what’s truly available for the business)

Listen to my Masterclass: Women-Owned, Profit-Driven: Master Your Financial Flow

2. Partner With a Certified Financial Planner®

A CFP® may help you bridge your personal and business finances with a strategic plan.
We’ll look at your goals, tax situation, investments, and make sure your business is helping build personal wealth—not just paying bills.
You deserve more than generic advice—you deserve a plan built for a business owner like you.

3. Keep Your Bookkeeper… But Don’t Outsource All the Understanding

You don’t need to categorize every transaction. But you do need to understand:
•    Your monthly profit & loss
•    What you’re spending money on
•    What your business can actually afford
Schedule quarterly meetings with your bookkeeper—even 30 minutes. Turn it into a CEO money date.

4. Create a Money Routine

•    Weekly: Log into your business accounts, look at balances, and note any upcoming expenses.
•    Monthly/Quarterly: Review your income, expenses, and transfer money according to your Profit First plan.
•    Semiannually: Meet with your advisor and bookkeeper to assess big picture goals.

Fall In Love With Clarity

Instead of “I’m bad with money,” 

Try:
•    “I’m building confidence with money.”
•    “Every small step brings me closer to freedom.”
•    “I don’t have to do it alone—but I do deserve to understand it.”

You are already the heart of your business. Now it's time to become the financial leader of it too.

Every investor's situation is unique and you should consider your investment goals, risk tolerance and time horizon before making any investment. Prior to making an investment decision, please consult with your financial advisor about your individual situation. You should discuss any tax or legal matters with the appropriate professional. 

The foregoing information has been obtained from sources considered to be reliable, but we do not guarantee that it is accurate or complete, it is not a statement of all available data necessary for making an investment decision, and it does not constitute a recommendation. Any opinions are those of Natasha Palmatier and not necessarily those of Raymond James. 

 Securities offered through Raymond James Financial Services, Inc., member FINRA/SIPC. Investment advisory services are offered through Raymond James Financial Services Advisors, Inc. Sunstone Wealth Management is not a registered broker/dealer and is independent of Raymond James Financial Services.