The doors to Good Money Club are open right now. If you want practical support to make more money and manage it well, now is the time to join.

Women in business aren’t making enough money.

We need a different conversation this International Women's Day.

In this episode of Money Secrets, Fi talks about something that doesn’t get said often enough: many women business owners simply aren’t making enough money. Despite being busy, capable, and doing "all the right things”.

As International Women’s Day conversations ramp up, Fi moves beyond the usual statistics to talk about what she sees inside real businesses every day. The problem isn’t just pay gaps or access to funding. It’s that many women are undercharging, overdelivering, and carrying the weight of everyone else’s expectations. At the expense of their own income and sustainability.

Drawing on 25 years of experience working with small business owners, Fi explains why this pattern happens, how it shows up in pricing and client work, and what actually needs to change if you want a business that pays you properly.

🎧 Listen in to understand why earning more isn’t about confidence hacks or hustle. It’s about making clearer decisions, setting boundaries, charging properly, and surrounding yourself with the kind of support that helps you do the hard things that actually move the needle.

What you'll learn in this episode:

Why revenue is what most women in business need, not venture capital funding. While venture capital inequality gets attention, most small business owners don’t need funding, they need sustainable income.
The hidden “gender revenue gap”. Fi shares her perspective from decades in the numbers: women business owners earn significantly less than men, but this gap is rarely measured or discussed.
How social conditioning impacts pricing and boundaries. From a young age, many women are taught to be agreeable and accommodating. Traits that lead to underpricing and difficulty holding boundaries with clients.
Why underpricing and over-servicing go hand in hand. Working harder to avoid uncomfortable conversations may feel easier in the moment, but it leads to burnout, resentment, and unsustainable businesses.
The real cost of scope creep. Delivering more than promised (often unpaid) doesn’t just hurt profitability, it damages client relationships and personal wellbeing.
Difficult conversations are essential for growth. Raising prices, reinforcing scope, and setting boundaries are uncomfortable, but they are what create work-life balance and financial stability.
The importance of paying yourself properly, including superannuation. Many women business owners neglect their own long-term financial security, creating future inequality even when their businesses appear successful.
Strategy alone isn’t enough. Advice and plans don’t change businesses. Implementation does. And implementation often requires support, accountability, and courage.
What meaningful support actually looks like. Not cheerleading or empty positivity, but communities that challenge you, hold you accountable, and help you move through fear and doubt.
Discomfort is part of building a successful business. Growth often requires actions that feel deeply uncomfortable, but those actions create freedom, stability, and better outcomes over time.

💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact.

- Good Money Club (Doors are open now)

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We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business.

In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open.

Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money.

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Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.business

If you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here.

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This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.