Talking Money, Confidence, and Wisdom Capital with the Finance Cafe
Did you know we’re hosting a 3-part workshop series with The Finance Cafe?
Even the most seasoned business advisors benefit from stepping back and looking at the fundamentals through a fresh lens—especially when those fundamentals are changing for today’s women entrepreneurs.
That’s why we’re bringing you WEOC X: A 3-Part Financial Workshop Series with The Finance Cafe, designed exclusively for advisors supporting women-led businesses. This isn’t your typical finance 101—these sessions are rich with real-world insights, practical frameworks, and tools you can immediately apply to elevate your support.
Recently, we had the pleasure of hosting Shauna Frederick and Shannon Pestun from The Finance Cafe for a lively and heartfelt conversation. From financial literacy to personal growth, their insights reminded us that money isn’t just about numbers – it’s about people, purpose, and powerful stories. Here’s a snapshot of our chat.
Q: Why create a financial literacy program just for advisors?
Shannon: We realized that advisors, like entrepreneurs, often struggle with confidence and capability around financial decision-making. I remember being thrown into business banking with no formal training and feeling terrified that my gaps could negatively impact the entrepreneurs I worked with. That’s a common story, and one we wanted to help change.
Shauna: Our programs for advisors aren’t just about teaching them to read statements—they’re about helping them ask better questions, recognize their own biases, and support clients with empathy and context. Every entrepreneur is different, and that means our approach as advisors needs to be tailored and thoughtful.
Q: What sets the Finance Cafe apart from traditional financial education?
Shannon: We go beyond the numbers. Yes, we teach about profit, cash flow, and balance sheets—but we also address mindset, confidence, and systemic barriers, especially for women. Financial wellness is holistic. It’s not about turning people into accountants; it’s about helping them feel safe, confident, and in control.
Shauna: Exactly. We talk openly about the emotional side of money—the anxiety, the shame, the fear of judgment. Many women feel more comfortable talking about anything else before they talk about money. We create spaces where these conversations can happen safely.
Q: How do you keep evolving as a business and as co-founders?
Shauna: We’re constantly learning—from each other and from our community. Shannon and I come from different backgrounds, and that diversity of thought pushes us to challenge assumptions and rethink how we teach. We met just a few years ago after I cold-messaged her on Twitter. Our connection was immediate, and we’ve been building ever since.
Shannon: We also take feedback seriously. With over 2,000 participants through our programs now, we’re always asking: what’s working? What’s not? What could be more helpful? That feedback drives our evolution. And our relationship as co-founders is rooted in deep respect—we make time to talk, reflect, and grow.
Q: What advice do you have for advisors and entrepreneurs struggling to talk about money?
Shauna: Meet people where they’re at. When I worked in public practice, I saw how differently men and women approached financial conversations. Women often came in sharing stories before numbers. That’s not a delay—it’s context. You can’t force someone into a financial conversation before they feel ready.
Shannon: And remember: money is deeply personal. Everyone carries a money story shaped by culture, family, trauma, and opportunity. As advisors, our own experiences color how we guide others. That awareness is key to building trust and helping clients thrive.
Q: Final thoughts?
Shannon: Comparison is the thief of joy. In a culture that glorifies unicorns and hustle, we lose sight of what really matters. Success looks different for everyone. Our job is to help clients define success on their own terms—and align their finances to support that.
Shauna: There’s no such thing as “normal” in business. The real power comes from understanding your own goals, owning your story, and building a plan that fits your life—not someone else’s highlight reel.
The WEOC Cafe series is made possible through the generous support of TD Ready Commitment
