This is not a place to hand your finances to someone else and hope for the best.
This is a place to finally understand them yourself.

I knew the numbers.

I still had to face the fear.

A woman with dark, curly hair in a ponytail, wearing a patterned blouse, sitting at a wooden table in a bright, modern room with large windows and potted plants, smiling and looking at the camera.

My Story

When I started my own business, I did the opposite of everything my parents had taught me.

I stopped looking at my numbers.

I ran free events when I should have been charging for them. I avoided pricing conversations. I spent without tracking. And underneath all of it was something I had not named yet: I was ashamed to say I did not have money.

So I acted like I did.

Here is what makes that uncomfortable to admit. At the time I had spent 15 years in corporate finance — Big 4 audit firm, ten years as CFO of an international software company, Forbes CFO of the Year 2019. I knew how to read a balance sheet before most people knew what one was. And I was not looking at my own numbers.

Growing up, money lived in envelopes. Groceries in one, bills in another, everything carefully divided and labelled. I absorbed the discipline — and the belief that being on a budget meant never having enough. I spent years trying to escape the second part. In doing so I threw out the first part too.

The irony was quiet but clear. Their respect for money was what had given me financial stability my whole life. I had mistaken caution for scarcity.

So I went back to my own numbers, named what I had been avoiding, and started doing what I had been teaching others to do. The tools worked — because the story underneath them had finally shifted.

That is the work Her Money Game is built on.

On paper, I had no excuse:

1️⃣ ACCA-qualified (yes, there was an exam. Several, actually)

2️⃣ 5 years at Ernst & Young, Big 4 audit firm (I have seen things)

3️⃣ Forbes CFO of the Year, 2019 - Planning and Budgeting (framed, obviously)

4️⃣ 10 years as CFO of an international software company (spreadsheets: mastered)

5️⃣ 15+ years in financial management (I counted)

And the one that does not fit on a CV:

I have sat with my own shame around money and done the work anyway. That is why I can sit with yours and you'll never feel judgment.

A woman with curly dark hair smiling and pointing at the camera indoors, with a potted plant in the background.

  • "You were the floating device around me - step by step. Not straight into the deep water. And then I removed it and I started swimming. I am not in the shallow anymore, but I am not in the deep yet. And I am not scared."

    — Olga Druzhinina-Kennedy, Her Money Game Member

  • "100% recommended... Eliana has taught me so much and makes finance simple. Only wish I had been introduced to her when I was setting up my business in Portugal."

    —Anna Fourie, Founder of Talent Potential and Her Money Game Member

  • "When I started with Eliana, I was overwhelmed and didn't know where to begin with my finances. Working with her brought me so much peace of mind.. I know feel clear-headed and confident making financial decisions, something I really struggled before"

    —Elisabeth Fernandes, Her Money Game Member

Most financial education hands you a spreadsheet and wishes you luck.

What I do is different:

 I combine 15 years of hard financial expertise with work on the money mindset - because the tools only work when the story underneath them has shifted.

And I show up as your accountability fairy every step of the way.

In practice that means:

assignments you actually do, personal feedback from me on your work, and group sessions where you share your progress and I root for you.

Because knowing is one thing. Doing it with someone in your corner is another.

We cover: 

  • The practical layer (your P&L, your taxes, what your accountant should actually be doing). 

  • The mindset layer (why you keep avoiding the numbers, what money means to you, where that came from). 


join her money game

Her Money Game Letter

Welcome to the finance letter that actually makes finance simple.

Every Monday morning. Less than five minutes.

  • Get the financial knowledge your accountant assumes you already have - explained clearly, without jargon, without judgment, and occasionally with a joke that lands.

  • Real talk about taxes, P&Ls, cash flow, and the questions you did not know you were allowed to ask.

  • Written for women who are running real businesses and are tired of feeling lost in their own numbers.