ABOUT ANNA
Numbers have always been my first language.
Accountant.
Consultant.
Coach.
Intuitive.
Yoga teacher.
Master Face Reader.
The bridge between the spreadsheet and the soul.
30+
YEARS
ACCOUNTING
15+
YEARS ENTREPRENEUR
15+
YEARS
CONSULTING
10+
YEARS
COACHING
THE BEGINNING
I knew I wanted to be an auditor at eleven years old.
My mother still laughs about it. She had no idea where I'd even heard the word or how I knew what an auditor was. But numbers made sense to me in a way that little else did. There was a beauty to them, a logic, a kind of music. When I started studying accounting at fifteen, something just clicked. By seventeen I was working professionally, already in love with the craft of debit and credit and the elegant flow of what the Italians called la partita doppia - double-entry bookkeeping.
That love took me to the Stockholm School of Economics, into investment banking, and through thirty years of deepening my knowledge of the craft of accounting as well as over fifteen years of corporate consulting. I have sat at the tables of companies worth billions. I have helped small business owners understand their numbers for the first time and watched something shift in their eyes - the moment money stops being a source of shame or confusion and starts being a tool they actually know how to use.
Along the way I also became a trained coach, a yoga teacher, and a certified Master Face Reader. I have run a yoga studio and a membership teaching accounting to entrepreneurs. I have raised two children on my own while building a business. I have lived a full life - the kind that comes with real stakes, real losses, and real comebacks. And through all of it, one thing has remained constant: the belief that the numbers are never really the problem.
The one thing I didn't do, however, was to become an auditor.
EDUCATION
MSc, Stockholm School of Economics
CERTIFICATION
Master Face Reader
The Lotus Institute
TRAININGS
ACC Coach
Yoga teacher: Yin, Restorative, Yoga Nidra
EXPERIENCE
30+ years in accounting
15+ years entrepreneur
15+ years consulting
"The numbers are never really the problem"
- Anna Arnetz
THE BRIDGE
Most people in this space are one thing or the other.
They are the strategy person - the spreadsheets, the P&Ls, the five-year plans. Logical, structured, precise. Or they are the energy person - the frequency, the mindset, the inner work. Intuitive, expansive, feeling-led. I have never been able to choose.
I hold an MSc from Stockholm School of Economics and over thirty years of hands-on financial experience. I also trust my intuition completely, read faces using ancient Daoist wisdom, and know in my bones that how you feel about money matters just as much as what you do with it.
This is not a contradiction. This is the whole point. The women I work with are tired of being told to pick a lane - to either get serious about the numbers or do the inner work.
They want both.
They deserve both.
And that is exactly what I offer.
Your relationship with money tells you everything about your relationship with yourself.
The inner work and the outer strategy are not separate things.
Women deserve to be wealthy -
freely, joyfully, unapologetically wealthy.
Trust is a practice, not a feeling. You build it like a muscle.
BEYOND THE WORK
Who I am when I'm not in an office.
I live just outside Stockholm with my two teenagers: my sixteen-year-old son who loves numbers as much as I do and my nineteen-year-old daughter who is about to leave for university - a milestone I am simultaneously fiercely proud of and quietly dreading - her boyfriend, and a Japanese Spitz who keeps us all grounded.
I have been a single mother for thirteen years. I have built my career and my life on my own terms, through recessions and pandemics and every kind of uncertainty life can offer. I know what it means to trust yourself when there is no safety net.
I lift heavy weights - my personal best is a 120kg deadlift, and I have the slightly unhinged idea of competing one day. I study Turkish, just because I can. I love fine dining, champagne, Bridgerton on Netflix, and travelling to visit friends in corners of the world I haven't seen enough of yet.
My closest friends say I walk into a room and something shifts. One of them used to joke that my slogan should be: spend time with me and find yourself. I think that's probably the most accurate description of what I do - in business and in life.
MY TRUTH
What I actually believe.
I believe that your relationship with money tells you everything about your relationship with yourself.
I believe that the inner work and the outer strategy are not separate things. They are the same thing, approached from different angles.
I believe that women deserve to be wealthy - not just comfortable, not just surviving. Wealthy. Freely, joyfully, unapologetically wealthy, in a way that gives them choices, security, and the freedom to live fully.
I believe that trust is a practice, not a feeling. That you build it the way you build a muscle - slowly, under resistance, over time.
And I believe that the most powerful thing you can do for your business is to become the kind of person your business can trust.
WHAT THEY SAY
Words from clients.
My clients come to me for many different things. Some want to understand their numbers for the first time. Some want strategy, structure, and someone to hold them accountable. Some want to go deeper - into the beliefs and patterns and inherited stories that have kept them playing small with money for years.
What they tend to say afterwards is some version of the same thing. That something became clear. That they felt seen. That they walked away knowing what to do next - and actually trusting themselves to do it.
Here is some of what they've shared:
"Working with Anna is soft and at the same time very powerful. It's like a big warm embrace that at the same time invites me to let things go."
"It's calm, allowing, and encouraging. The questions are completely fantastic - it feels like everything becomes crystal clear, so obvious."
"This is nothing short of magical. Beyond words. All the joy, everything beautiful. The inspiration for what wants to emerge. Thank you for the door you opened for me. I'm beginning to feel ready to take flight."
"A big reason I am finding clarity and direction is this space - being able to think out loud with you and receive your input. It has been so effective and extraordinary."
"You are fantastic and this feels like a warm embrace that also gives energy to dare to try, in love and trust."
"Brave Anna who goes ahead of us, with us. Step by step. This is only the beginning for all of us."
"I love your demystifying approach to sales and marketing!"
"Your session went straight into my heart."
"You gave me a new and healthier way of thinking about pricing. What an eye-opener."
"You are both wise, inspiring, and so wonderfully warm."
"I walked in the forest today listening to you. I carry with me your open approach - the reminder that it doesn't have to be all or nothing, that this isn't my last chance. Thank you for that insight and everything else you share."
"Every cell in my body vibrates with the truth your words convey."
"This is like stepping into somewhere luxurious and knowing I can take what I want. You open and show so many beautiful things. Something is beginning to blossom."