It’s not because entrepreneurs do not care, but because the systems, language and habits around financial management often feel inaccessible, time-consuming or emotionally triggering.
Many business owners start their ventures because of the impact and ideas that drive the business. But to run a successful business, financial knowledge and systems that support it are essential. Unfortunately, according to a survey made by QuickBooks, nearly half (42%) of small business owners surveyed had limited or no financial literacy before launching, making money management an avoidable topic for many.
And yet, avoidance does not alleviate the pressure. In fact, for many solopreneurs, that avoidance compounds over time, building up stress, debt, disorganization or worse, the feeling that you are failing behind closed doors, even when things look good from the outside.
Read the full article on Forbes
Joyce Medeiros, cofounder of the financial automation platform Investrio, said that in her work with entrepreneurs, she sees a clear pattern: “The real problem isn’t debt, it’s that they don’t understand how their business operates,” she told me on the Brown Way To Money podcast. Her platform itself evolved from a debt reduction service into a full financial management tool for solopreneurs. “They don’t know their revenue, their true expenses or their runway. That lack of clarity creates blind spots.”
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That blind spot leads to common pitfalls: mixing personal and business expenses, letting months of bookkeeping pile up and feeling stuck, even when revenue is increasing. Charlie Taylor, a sociologist and founder of Charlie’s Toolbox, knows that spiral well. She described how financial overwhelm creeps in, even during business growth. “What triggers me the most is realizing how every task costs money. For example, I use tools for email automation, and as I gain more subscribers, the costs increase. It is a great thing to have an increase in subscribers, but when you've just paid an invoice or you are budgeting for a new product you plan on launching later down the road, it feels like an annoyance.”
Those rising costs force hard decisions. As Taylor explained: “You start to look at your budget and ask yourself: What do you really need, and what can you do yourself? Then, you begin to think about what is more important. Is it the tools, the time, the product or the money? You know this tool frees up your time, so that you can focus on things like strategy or community building, but you also know it costs money, and you need this money for a new product. It’s a balancing act and a question of priority, importance and business growth.”
While she maintains a system using tools like Honeybook and her own Excel budget tracker, she acknowledges that some weeks are more challenging than others. “I try not to postpone money management, but there are times when I am just not in the mood. So, I just don't look at my budget for about a week, maybe two if I am really going through it. It's one of those out of sight, out of mind type of strategies, but that is a once-in-a-while thing I do because budgeting is so important for the direction of my business.”
When it comes to avoidance, it is not just about the tools or a lack of financial literacy; there is also the emotional layer. Avoidance is often a financial trauma response. Many solopreneurs do not ignore their books out of laziness; they do it because facing the numbers can trigger fear, shame or the realization that things are not going as planned.
As Lisa Lane, founder of Rinseroo and post-Shark Tank entrepreneur, put it: “When you’re alone at the wheel, that volatility can feel crushing. What’s most exhausting is not the budgeting necessarily, it’s the emotional weight of every financial decision being entirely mine to bear.”
That emotional toll is something Taylor knows well. Earlier, she described how even during growth, the pressure of choosing between tools, time and future investments can lead to financial avoidance. Like many solopreneurs, she has created systems to support herself, but admits that emotional fatigue still creeps in when the numbers become too much to face.
For Lane, financial stress stems from the constant unpredictability, despite years of running a successful product-based business. “Managing money as a solopreneur is very personal and can easily keep me up at night. I am not spending someone else’s dime. I feel like I am dipping into my own pocketbook every day.” Despite strong sales and visibility, the challenges remain unchanged. “Dealing with scaling and high tariffs at the same time is a serious juggling act with cash flow. It is not easy!” she said.
Tonie Reincke, M.D., founder of medical aesthetics practice Reincke Vein Center, took a different approach to some of these challenges: She invested in support early on. “When I started, I knew I would need help. So I did extensive research and I also hired a tax CPA and a bookkeeper, who works for me weekly to ensure my ‘books’ are up to date.”
Now four years into her practice, she feels more confident managing money, but certain triggers remain: “I get the most anxious when funds fall below a certain predetermined amount or when I don’t see new patient consults on my weekly schedule. It’s a basic business principle, you need demand and a steady supply of customers.”
Whether it is the pressure to do everything alone, the unpredictability of income or the emotional burden of every financial decision, solopreneurs carry a weight that can go silent and interfere with strategic business moves.
For solopreneurs, a good system is one that adapts to your workflow, aligns with your goals and helps you make informed decisions without requiring a finance degree. As a business of one, you do not need to be great at numbers to manage your business finances. What you need is a system that shows you where your money is going, keeps personal and business expenses clearly separated and makes it easier, not harder, to plan ahead.
It should also provide you with visibility into how much money is coming in and going out, help you stay organized for tax season and support you in making financial decisions with confidence. Importantly, it should match your bandwidth. If a system is too complex to use consistently, it is not the right system for you.
When Medeiros and her cofounder launched Investrio, they were not trying to reinvent accounting. Their goal was to make the experience of bookkeeping less dreadful and more accessible for solopreneurs. “Bookkeeping sucks,” she said. “But it’s essential. So we thought: What if we could make it easier, calmer, [and] even enjoyable?”
Investrio, currently in private beta, is a bookkeeping automation tool designed specifically for solopreneurs. It allows users to track both personal and business finances from a single platform, monitor cash flow, understand their spending patterns and prepare for taxes. At the heart of the platform is Vesty, an AI-powered financial assistant being trained to help with day-to-day questions, like categorizing expenses or flagging new subscriptions. “Vesty can remind you about a new subscription, suggest expense categorizations, and eventually help with deductions,” Medeiros explained.
Every solopreneur needs a tool that works for them. Whether that is an intuitive app, a well-maintained spreadsheet or a part-time bookkeeper, your system should offer clarity, reduce mental clutter and support the decisions you make as you grow your business. A system that works is one that gives you a clearer view of your money, matches your current capacity and helps you move forward without second-guessing every transaction.
Bottom line, entrepreneurs who are a business of one do not need to become financial experts to succeed, but they do need systems that help them stay grounded, informed and confident so that they can manage and grow their business; the absence of these systems will create extra overwhelm that amplifies the emotional toll of money and entrepreneurship and minimizes the strategic direction.
Investrio is a mission-driven fintech company that empowers women solopreneurs by integrating personal and business financial management into a single platform. Designed to simplify taxes and expense tracking, Investrio helps business owners build sustainable practices and achieve financial independence. Backed by Techstars, Investrio is leading the charge in inclusive financial innovation.
For press inquiries, please contact:
hello@investrio.io
www.investrio.io
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