From CEO to Investor: The Wealth Shift No One Talks About
Yesterday, Stephen texted me with this picture:
“We’re up 20% on our stock portfolio over the last 12 months.”
It hit me — this is what true freedom looks like.
Not another launch. Not another offer. Just the quiet power of money working behind the scenes while life keeps moving.
But here’s the thing: It didn’t happen by accident.
For years, I was focused solely on earning — scaling my business, increasing revenue, and hitting big milestones. And while I was proud of those wins, I realized something crucial:
A high-income business doesn’t automatically build wealth. Investing does.
And if we’re talking about building a Freedom-Based Business? , real freedom isn’t just about how much your business makes. It’s about how well that income works for you — so you’re not tied to the next sale, the next client, or the next launch.
That’s why I’m sharing what’s worked for me — not as financial advice (I’m definitely not qualified for that!) but as a reminder that your business can be the vehicle for freedom across the board — financially, personally, and even generationally.
1?? Pay Yourself First — Like an Investor
It’s easy to pour every dollar back into the business — team, marketing, product development — while paying yourself last.
But here’s the shift that changed everything for me: treating myself like an investor, not just an operator.
That might look like:
??Profit Allocation: Setting aside a fixed percentage of profit for personal wealth-building — before reinvesting in the business. ?
??Automated Transfers: Setting up recurring contributions so investing happens whether business is booming or slow. ?
?? Separate Accounts: Keeping business, personal, and investment funds completely distinct.
Even 5-10% of your profit consistently invested can compound into significant wealth over time.
Consider opening a dedicated “Wealth Fund” savings account to collect profits before transferring them to investments. It creates a clear separation from business cash flow and makes wealth-building feel real, not hypothetical.
2??Build a Simple, Low-Maintenance Investment Plan
This is the part where people often get overwhelmed, thinking they need to become a finance expert overnight. But honestly? The most effective strategies are often the most boring.
I don’t even look at my investment portfolio, that’s why I was so surprised to see that text yesterday. I set it and I forget it.
Some ideas to explore (again — not advice, just what I’ve seen work):
?? Index Funds & ETFs: These low-cost, diversified funds track the market and historically return 7-10% annually. The best part? You can automate contributions and forget about it.
?? Solo 401(k) or SEP IRA: Perfect for entrepreneurs. Both let you contribute pre-tax dollars, lowering your taxable income while building retirement savings. ?
?? High-Yield Savings: A safe place for cash reserves and emergency funds, earning far more than a regular savings account. ?
??Angel Investing: Higher risk, but if you love entrepreneurship, investing in startups can feel aligned with your values and long-term goals.
It’s not about complexity — it’s about consistency.
We’re in a place now where the interest generated monthly from our high-yield savings accounts pays for so many of our monthly expenses, like groceries and postmates. That feels passive!
3?? Turn Your Business into a Wealth Engine
If you run a Freedom-Based BusinessTM , you have to remember:
Your business is the vehicle, not the destination.
It generates cash flow, but true freedom comes when you turn that cash flow into assets that work for you.
Here’s how to create a business that actually fuels your personal wealth: ?
? Lean Operations: The less overhead, the more profit you can invest. ?
? Simple Offers: Core, high-value offers create more predictable cash flow. ?
? Automated Sales: Evergreen funnels mean sales keep flowing without constant launches.
? Profit Distributions: Instead of letting profits sit in your business account, schedule monthly or quarterly transfers into your Wealth Fund.
This is how a cash-flowing business unlocks life freedom — not just more work.
If you don’t already have one, working with a fractional CFO or bookkeeper can help you pinpoint opportunities to increase profit and invest more consistently.
4?? Protect Your Wealth from Taxes
Let’s talk about the not-so-fun part: taxes.
If you’re not proactive, taxes can quietly erode the wealth you’re working so hard to build. While I’m not a tax advisor, here are some strategies worth asking your CPA about:
??S-Corp Election: If your net income exceeds $75K, switching from an LLC to an S-Corp can significantly reduce self-employment taxes. ?
??Solo 401(k) or SEP IRA: Both let you contribute as an employer and an employee, reducing taxable income while building wealth. ?
?? Health Savings Account (HSA): Triple tax-advantaged — contributions, growth, and withdrawals are all tax-free when used for medical expenses. ?
?? Home Office Deduction: If you work from home, you might be able to deduct part of your housing costs. ?
?? QBI Deduction: Many business owners qualify for the Qualified Business Income deduction, which can reduce taxable income by up to 20%.
You could set up a separate “Tax Savings” account and transfer estimated taxes monthly. It keeps things clean and stress-free when quarterly taxes hit.
5??Build Cash Flow That Outlives Your Business
The ultimate goal? Passive income that covers your lifestyle, whether you’re working or not.
That might look like:
??Investment Returns: Growth through diversified investments that compound quietly over time. ?
?? Cash Reserves: At least 6 months of personal and business expenses in a high-yield savings account. ?
?? Diverse Income Streams: Ideally, ones that don’t rely on you constantly selling or launching.
It’s not about retiring early (unless that’s your goal). It’s about choice and flexibility.
We love to schedule an annual “wealth check-in” to review our investments, cash flow, and goals. It keeps everything intentional and on track.
So, what’s your next move?
If this resonates, here are three simple steps to start thinking like an investor (again — not advice, just ideas):
?? Open a high-yield savings account for your cash reserves. (Ally, Marcus, and Wealthfront are popular options.)
?? Set up an automatic transfer from your business account to an investment account — even if it’s just $500 a month.
?? Talk to a CPA who understands entrepreneurs. They’ll often uncover tax savings and strategies you didn’t know existed.
And if so much of this goes over your head (trust me, I get it) one resource I recommend to every single entrepreneur I know is The Small Business Planner. It’ll help you get all of your financial ducks in a row — I’m obsessed. (Which is why I’m also an investor).
I know this email was a little different than my usual, so I’d love to hear your thoughts? Hit reply and let me know if you want more or less of this!
XO, Natalie
We actually (silently!!) launched a brand new course, and people have been absolutely LOVING it. Reels to Revenue is designed to help you supercharge your Instagram audience growth with actual buyers.?Check it out here.
The Profit Paycheck Rule
If you want to build wealth alongside your business, here’s one simple system that can change everything:
The Profit Paycheck Rule.
Here’s how it works:
?? Personal Wealth (50-70%): Move this into an investment or high-yield savings account.
?? Business Growth (20-30%): Reinvest into your business — team, marketing, or systems.
?? Cash Buffer (10-20%): Keep this as a cushion for taxes, slow months, or new opportunities.
3. Automate It: Set up recurring transfers, so your business cash flow consistently fuels your personal wealth.
Why it works:
??It stops profits from silently getting absorbed back into the business.
??It turns your business into a wealth engine, not just an income stream.
??It creates personal financial freedom without needing another big launch or client win.
Even if you start small (example: 5% of profits) it’s the habit that moves the needle.
??The Société – Your go-to membership for building a Freedom-Based Business? with 60+ templates, weekly coaching, and a powerful community of women entrepreneurs. Join the membership here.
?? Freedom Fast Track – The 8-week accelerator to build a high-converting sales engine that generates consistent revenue. Get the proven roadmap. Join the waitlist here to claim a bonus offer when enrollment opens again in March!
???? CEO Mama Membership – A membership designed for entrepreneurial moms balancing business and motherhood with expert guidance and a supportive community. Apply to be a member.