As part of our Leadership Lessons series celebratingInternational Women's Day, our Community and Marketing Executive Ivana Stevanovska, recently sat down with Laura Sofie, Founder of Elevate Personal Finance LTD.

Read about her career, her global experience and what inspired it all below.

Tell us about how you came to start Elevate Personal Finance?

I started Elevate with one goal: to put more money in the hands of women.
It’s a space where women can take control of their money without the jargon, overwhelm, or outdated advice that doesn’t reflect our realities.

Personally, I’ve faced several moments in the past where I realised that, contrary to popular belief, money does buy happiness. Not in the superficial sense, but money does buy options. And the luxury to choose, that is happiness. Financial security allowed me to rebuild my life on my own terms. That’s something I want for all women and why I started Elevate.

Women face unique financial challenges: the gender pay gap, career breaks, longer life expectancy, and a system that rarely teaches us how to grow wealth. And yet, personal finance is still mainly presented through a male lens.

Elevate exists because women deserve financial education that speaks to our realities, our goals, and our futures. Nothing bad happens when women have more money.

Looking back on your career, what do you consider your greatest achievement so far, and why does it stand out to you?

Funnily enough, what makes me most proud isn’t a single achievement — it was having the guts to make tough decisions based on what was right for me. Whether that was having the courage to start my first company — a carbon footprint calculator for the restaurant and events industry — or the courage to sell it after COVID, when I knew I no longer had the energy to run it, my biggest achievement has been trusting myself to pivot when necessary.

Now, I’m building Elevate, something that’s incredibly close to my heart. To me success isn’t just about pushing forward — it’s also about knowing when to step back, make space for what’s next and enjoy the process.

Was there anyone who initially inspired your career journey?

It took me a while to realise, but my mother has been a huge inspiration for me. She was a pioneer in her field, building a business in a country she wasn’t born in, navigating never ending challenges with resilience and determination.

It’s only after I became an entrepreneur myself that I realised I took after her in that way. It’s funny how we sometimes need certain events to see our parents in a different light.

As a kid I always saw my mum as hardworking, but never appreciated that she was a true entrepreneur. Now I know she created something from scratch, in an environment where she had to prove herself over and over again. I turn to her for advice and she has definitely shaped my belief that you don’t wait for permission — you just start.

What advice would you give to young professionals, particularly young women?

Always negotiate. You are not asking for too much; in fact, you’re probably already overqualified. Treat negotiating like a game — because when you do, you have a lot to win and very little to lose. Also, talk about salaries with your colleagues or fellow freelancers. Transparency is power and the only one benefitting if you don’t share numbers, is your employer.

And on top of that, don’t feel like you have to be too nice. Strive to be kind, not to be nice. There’s a big difference.

Beyond that, I’d say pick something that leverages your strengths, that you enjoy and that pays the bills. Every job, even the one you love, will eventually feel like a job. I absolutely love what I do with Elevate, but even I don’t wake up every single day excited to work. That’s normal. Don’t gaslight yourself into thinking you need to love every part of your job every single day — it’s unrealistic, and it will only make you feel like you’re failing when you’re not.

Let’s talk about the importance of women supporting women.

It’s magic when it happens. I have friends and former colleagues who I know will mention my name in a room filled with opportunities. That’s the kind of support we should all be aiming for — lifting each other up, recommending each other, creating spaces where we can all thrive.

And honestly, it’s more important than ever. I’m not one to be fearful, but the global trends we’re seeing with women’s rights being stripped away? That’s something we all need to stay aware of. We have to stand up for each other and for what we truly believe in. The world is changing fast, and if we don’t support one another, no one else will do it for us.

Any final thoughts for aspiring leaders?

I’ll quote one of my favourite authors, whose work I still reread when I need a reminder to be bold: “I’ve never done it, so I think I can probably do it.” — Pippi Longstocking (Astrid Lindgren).

That’s the attitude you need if you want to be a leader. Leadership isn’t about doing the same things over and over — it’s about daring to take the next step, even when you don’t have all the answers. And most importantly, it’s about being curious and kind while you do it.

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Want to learn more about how we can support your next project? Get in touch with Ivana Stevanovska to explore how The Work Crowd can deliver the right talent, right when you need it.