From Excel templates to an actual app — how did we get here?

It started as a side project.

As a finance coach for creatives, I've spent years helping freelancers set up money systems — mostly using Excel templates, Zoom calls, and a whole lot of coffee. It worked. Clients got clarity, started paying themselves properly, and stopped dreading their bank accounts. But I could only help so many people one-on-one.

The feedback I kept getting from clients was always the same: they'd be really excited to start using the Excel templates, and then one cell would break — or the formulas got too complicated — and they'd just stop using them. So the idea started small. Like, really small. What if I could make a simple little app that does what the spreadsheet does, but without the breaking?

And then it escalated. What if the app could prompt you through the process? What if it could actually coach you? And just like that, it snowballed.

What started as "let me see if this is even possible" quickly turned into something much bigger — a full app suite designed to coach creatives through their finances. Not another accounting tool. Not a spreadsheet with better colours. An actual coaching system that helps you build money systems that work the way your brain does.

Since then, we've been deep in planning, development, and strategic thinking — figuring out how to build this properly. And one of the things that kept coming up in everything I was reading (shoutout to Rob Walling's The SaaS Playbook) is this idea of building in public. Share the process. Invite people in early. Build the thing people actually want — with their input.

So here we are. This landing page, this diary, this whole thing — it's an open invitation. Pull up a chair, follow along, and let's build a money app that actually works — for creatives, by creatives. Together.

Welcome aboard. 🎉