Naomi Scofield is an accountant and financial strategist who helps business owners use their numbers to make better decisions. She’s been in business for nearly eight years. For most of that time, she was building the business she thought she should build. Then she asked herself a question she’d never asked before: what do I actually want?
“That was probably the first time someone had actually asked me: what do you want?”
Leap
At the end of 2024, Naomi walked away from a corporate client worth £60K a year. She had been working almost full time for them while trying to run everything else. When she sat down with her spreadsheet and worked out her new take-home pay, her stomach dropped. But she was working evenings, missing time with her three kids, and didn’t like who she was becoming. Something had to change.
“I had to back myself and trust myself that I could do it.”
Rebuild
Accountancy is still Naomi’s bread and butter, but tax returns alone felt unfulfilling. So she designed new offers that build financial strategy into her accountancy work, and then launched standalone strategy services that don’t need her to be the client’s accountant. She chose “educate” as one of her words for the year. Then she ran a project at her local primary school: Year 5 and 6 pupils started their own businesses, pitched them in a Dragons’ Den session and traded for real at the summer fair.
“I’ve just had this mindset of going after things. I’ll pitch for it and see what happens. And then people say yes!”
Breakthrough
The middle of the journey was messy and uncertain, and some months she arrived at ON IT calls feeling like she hadn’t made any progress. Instead of judging herself month by month, she zoomed out and set realistic financial goals for the whole year. Now it’s all coming together. Naomi is nearly back to her old income and on track to hit it next year, this time with free evenings, a daily walk and a business she genuinely enjoys.
“Business gets to be fun. It’s our business. We get to choose to enjoy it.”
The Role ON IT played
For Naomi, the monthly check-in kept her going through the months before the results showed up. The question each month was simple: this is what you said you wanted, so how’s it going? She says Alice’s questions are ones nobody else asks her, and they shaped her whole direction.
“Some people have one-to-one business coaches. Unofficially, you are my business coach.”
Next on her list? Big money, boring boundaries.
