Empowering small business clients with a new money mindset

A version of this story first appeared in the The Net Gains newsletter. To get it in your inbox, sign up for free by clicking here.

By Janet Berry-Johnson | for The Net Gains

Many small business owners struggle with financial confidence. They might say they aren't good with numbers or avoid financial decisions until they become big problems. What if accountants could help them shift that mindset?

Ruchi Pinniger spent almost two decades as a senior executive in the financial services industry before deciding to launch Watch Her Prosper, a company dedicated to helping woman business owners get their finances in order. Here, the CEO and founder opens up about unlearning limiting money beliefs and the daily habits that separate short-term earners from long-term wealth builders. Read on for Pinniger's advice on guiding your clients toward financial confidence. -Janet Berry-Johnson

Many small business owners struggle with financial confidence. What are the biggest mindset shifts they need to make to step into financial leadership?
The biggest shift? Owning their role as the financial leader of their business—whether they feel “good” with numbers or not. Too many business owners tell themselves they’re “not a numbers person” and avoid their finances until there’s a problem. But true financial leadership starts with engagement, not perfection. Confidence comes from clarity. Encourage your clients to start by looking at their numbers regularly, asking questions and making financial decisions based on intention rather than fear. When they shift from avoidance to awareness, beautiful things happen.

You talk about the connection between learned beliefs about money and business success. What common money beliefs do entrepreneurs need to unlearn, and how can they start shifting them?
So many business owners carry old money stories—beliefs they picked up from childhood, past experiences or society. A big one? “Making money has to be hard.” Many entrepreneurs equate struggle with success and feel guilty when money flows easily. Another? “I’ll never be good with numbers.” When you tell yourself that, you give up your power. The key to shifting these beliefs is my RIR Method—Recognize, Interrupt, Reframe. Recognize the limiting belief, interrupt it by questioning its truth and reframe it with something more empowering. Money isn’t good or bad—it’s a tool. And when your clients change their money mindset, they can change the prosperity of their business.

What daily or weekly financial habits do you recommend for entrepreneurs who want to build long-term wealth, not just short-term revenue?
Building long-term wealth isn’t about big, flashy moves—it’s about consistent habits that create financial prosperity over time. I recommend business owners schedule a weekly “money date” with themselves. They can take this time to look at their cash flow, check their bank balances, review upcoming expenses and actually engage with their numbers. Automate savings—both for taxes and their future self—so they're building reserves without overthinking it. Accountants and bookkeepers can help by tracking numbers before the clients need to issue financial statements or file tax returns. The entrepreneurs I see building real wealth aren’t just making money and spending it—they’re keeping it, growing it and using it with intention.

The Net Gains is your one-stop shop for fresh, FREE accounting insights. You can reach the newsletter team at thenetgains@mynewsletter.co. We enjoy hearing from you.

Interested in advertising? Email us at newslettersales@mvfglobal.com

 If you've been enjoying the newsletter, don't keep it a secret. Share it with an industry colleague. (Copy the link here.)

The Net Gains is curated and written by Janet Berry-Johnson and edited by Bianca Prieto.