Financial Empowerment for Virtual Assistant Business Leaders with Ruth Freestone

If you've ever felt that knot in your stomach when looking at your business finances - or found yourself undercharging because you're afraid to ask for what you're worth, this episode is for you.

Today we're dropping the shame around money and getting informed about the numbers that matter in your virtual assistant business.

“If you're informed, you're empowered. If you're empowered, you make great decisions. Empowered women empower women.”

I'm joined by Ruth Freestone, founder of Root-ed Accounting, a judgement-free accountant on a mission to help ambitious women get informed, stay compliant and drop the shame around their numbers.

We dive deep into the real reasons why so many women in business feel intimidated by their finances and undercharge for their services.

Ruth shares practical advice on the first numbers every VA should get comfortable with, the financial mistakes she sees most frequently, and what healthy profit margins actually look like for VA businesses – especially if you're building an agency model.We talk about money mindset, financial empowerment and the small habits that make the biggest difference to financial clarity.

Ruth also shares the essential financial groundwork you need to lay before growing a team, the bookkeeping tools that can simplify your life and the questions you should be asking when interviewing potential accountants.

Key takeaways:

1️⃣ Get comfortable with your core numbers. Start with the basics: your revenue, your expenses, and your profit. Understanding these three numbers gives you the foundation to make informed decisions about pricing, team growth and business sustainability.

2️⃣ So many women carry shame around their finances and numbers – whether it's not earning enough, undercharging, or simply not understanding their finances. Financial empowerment means getting informed, staying compliant, and recognising that you should charge what you're worth.

3️⃣ Lay the groundwork before you grow. If you're thinking about building a team or scaling to an agency model, get your financial systems sorted first. Know your profit margins, understand your true costs, and make sure you have bookkeeping processes in place.

This week, take one small step towards financial clarity. Check your profit margin, review your pricing or (finally) book that call with an accountant you've been putting off.

Whatever it is, remember that you are the customer.

Ask questions, demand clarity, and take up space in these conversations. This is your financial empowerment.

About Ruth:

Judgement-free Accountant supporting ambitious women to get informed, stay compliant and drop the shame around their numbers.

Where to find Ruth:

LinkedIn: https://www.linkedin.com/in/ruth-freestone/

Instagram: https://www.instagram.com/ruth.freestone.accountant

Business Instagram: https://www.instagram.com/root.ed.accounting

Resources 👇

Reflect, Recharge, and Build a Growth Mindset for 2025: https://open.spotify.com/episode/4d4z9RPV6KpfJqq9K740Gy?si=89f6adfdbef346e3

One-to-one mentoring for virtual assistants: https://visionaryvacircle.co.uk/mentoring/

Get our Free mini course on Creating Solid Business Foundations: https://pages.visionaryvacircle.co.uk/scale-with-success

Hiring Associates free guide: ⁠https://pages.visionaryvacircle.co.uk/hiring-associates

Free Monthly Metrics Tracker download: https://pages.visionaryvacircle.co.uk/monthly-metrics-tracker

Find us at: ⁠https://visionaryvacircle.co.uk/