The Profit Advisor

Femke Hogema started her career as a financial controller for large international companies. She loved figures and the clarity that figures provide about a company's health. But she also saw that entrepreneurs don't like figures, controllers, bookkeepers, or accountants. Entrepreneurs find figures boring, complicated, and theoretical. She started her company, Healthy Finance, to close this gap between entrepreneurs and figures, and to help entrepreneurs get a grip on their numbers. She gave lectures and training courses, wrote the bestseller Financiën voor zzp'ers (Finance for solopreneurs) and contributed to the Dutch edition of Profit First. Femke makes figures fun, practical, and accessible and in the course of ten years she inspired tens of thousands of entrepreneurs to build a financially healthy and profitable business. Since 2017, Femke has focused on training accountants and bookkeepers to become Profit Advisors (through Profit First Professionals Netherlands). She teaches accountants and bookkeepers so that they can, in turn, support entrepreneurs in growing a financially healthy and profitable business. Femke loves to teach clients to build their own profitable company which will yield more pleasure and satisfaction. Femke was featured as financial coach in a popular TV show on National TV. In 2019 she wrote a number one bestseller Winstgevende Plannen (Profitable Plans). The book reached a number one position in the Dutch National Management Book Top 100 within one and a half week after publication and kept that position for 28 days. She gives keynotes in both the Dutch and English language about The Profit Advisor, Profit First and Profitable Plans.