How I Got Started (and Why I Love What I Do)
It all started at a café in New York City, where my husband—owner of a Skinbar a NYC med spa—looked up from his espresso and said, “I need to come up with $25,000 by next Thursday to pay off the credit card.”
As a Certified Financial Planner, that sentence lit a fire in my nervous system.
He was doing what many founders do: making sales, yes, but juggling cash flow with guesswork, slashing prices just to make payroll, and making short term decisions that hurt long term growth. His talent was undeniable, but finance wasn’t his superpower. That’s where I stepped in.
At the time, I was running my own financial practice, helping individuals and small businesses with monthly money check ins, budgeting, forecasting, and strategic planning. Naturally, I started doing the same for him, because let’s be honest, our ships were tied together, and this situation was giving me hives.
In 2012, I suggested a subscription style model to stabilize cash flow. It was unusual at the time, but within a month we had over 87 members, and that stability, along with premium pricing bundles we built together, carried the business through rocky seasons and laid the groundwork for growth.
That experience changed everything.
"Logic will get you from A to B. Imagination will take you everywhere."
Albert Einstein
When I Realized What I Really Do
In 2023, while chatting with a potential client, he said, “Oh, you’re like a fractional CFO.”
I’d never heard the term before. After the call, I looked it up, and had one of those moments where everything clicks. It was exactly what I’d been doing for over a decade: building budgets, improving cash flow, designing growth strategy… I just hadn’t had the label.
It was like finding a job title for the thing I thought I made up.
Once I discovered the world of fractional CFOs, I dove in. I attended a CFO conference, met my people, and had a big lightbulb moment: if I wanted to help my clients get even better results, I needed to niche down.
That’s when it hit me: I’d been training for this all along.
"The biggest adventure you can ever take is to live the life of your dreams."
- Oprah Winfrey
Why Women Shopify Founders Are My Niche
(and My Superpower)
Shopify founders, especially women, are a natural fit for me. I know the patterns, the pressures, and the potential of e commerce. I believe creativity and profitability can coexist, and I love helping women founders build financial systems that feel empowering, not confusing.
These days, I work with brilliant brand builders who are great at driving sales, but constantly feel, “I look successful, but I feel broke”.
I help them finally get clear on the numbers, create financial breathing room, and make confident, profitable decisions that allow their businesses to scale without burning them out.
"If it doesn't scare you, you're not dreaming big enough"
Tory Burch
A Few Things About Me
I’m a Montana girl at heart who now calls NYC home, where I live with my handsome husband and our two vibrant kids. I spend summers playing golf with my family, Sunday nights playing chess with my childhood best friend, and most days grateful for the magical, serendipitous path that led me right here.
My mantra? Life—dare to live it.
And business? It’s the wildest, most rewarding adventure I know.
Professional Bio
Trice earned her B.F.A. at SCAD. She earned her Certificate of financial planning at NYU. She has been a and is a registered CFP®. She is also an Accredited Behavioral Finance Professional.
She has 16 years of professional experience helping individuals and small businesses achieve their financial goals as a fractional CFO.
She specializes in solving cash flow issues, managing cash flow, budgeting, financial modeling and projections, crafting financial strategy, and optimizing profit margins.
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