Chelsea Murphy

CITY: brisbane

Business: Cash Full Stop & Playbook

What? We help people love their money through online finance education programs. We keep things simple, effective and relatable so people can enjoy their money and the freedom that financial focus and confidence can create.


How did the idea for your business first come about?

Cash. is our version 2.0 of financial planning. Our first version of the business was full service values based financial advice which was 100% commission free (which is really rare, and an untested business model). After 5 years we decided to specialise in money management because that’s where our clients got the most value from. We also created the new Cash. brand because we wanted it to be more relatable and we wanted finance to be a bit more fun.

When did you have a ‘f*ck-it moment’ and decide you were going to go all-in and start your business? 

Creating our second business, PlayBook, was a huge ‘f*ck-it moment’ because it meant a whole lot more work and financial risk. Having a second business (in a completely new industry), and a child under 1, was a huge leap outside of our comfort zone. We are now 3 years in to that journey of having two businesses (and two young children) and it still feels very “all-in”. 

What were some major challenges you had when starting your business? And how did you overcome them?

Our major challenge was that we were starting two businesses at the same time, so we were juggling a lot of activities but even though they were two completely different businesses we were able to utilise things that we learnt across both businesses which was good. In the really early days we bought really big post it notes, stuck them on the wall and just listed everything down. We then transferred all of that into an electronic task management tool and just chipped away at tasks each day. We planned out the big picture and then day to day just focused on every little thing that would get us to where we wanted to go. The big post it notes are amazing for big thinking sessions.

What has been your biggest “pinch me” moment?

The thing I’ve found the most fun is collaboration; working with brands that inspire me like the League, the Collective Hub, GirlBoss, Real Women Co, Collabosaurus, an Organised Life and Women’s Health Magazine has been an absolute pleasure. Probably the biggest “pinch me” moment was when we were featured on GirlBoss… I wrote a blog post for the Collective Hub which did really well so GirlBoss picked it up and featured it and then it lead to regular writing for the Collective Hub and a feature in their print magazine. It’s amazing where one blog post can lead you… To be completely honest though I didn’t really celebrate it, when I got the news I called my brother and he didn’t know who Sophia Amoruso was and I had a mountain of website testing to complete that afternoon, so I just got back to it. Sometimes I think the big milestones or achievements should feel more exciting than they actually do in the moment… 

Starting a business can be gruelling – what keeps you motivated, and keeps you going?

I’m always thinking about what’s next so that motivates me. I feel like there is a big world of opportunity and I’m always excited to start working on whatever is next. If I need motivation though I take a bit of time out of the office or invest some time in podcasts, books, magazines, Instagram or Pinterest. I keep going because my big picture is crystal clear, I think the key is really enjoying the work that you do.

How do you create a work-life balance?

Balance is something that I’m working on… The plan is to add more quality sleep, exercise and time for recharging and less working on the weekends and at night. I’m in that conundrum of being excited about everything I want to do and wanting to launch in to it all but also recognising that it doesn’t all happen at once.