What if the value of your business wasn’t just in the products you sell or the clients you serve, but in what you’ve built behind the scenes? What if creating a business that could run without you was the key to building lasting value?

In this episode of The Finance Cafe Podcast, Shauna sits down with Candice Hartwell, Partner at VEER Business Advisors, to talk about business goodwill, sweat equity, and what it really takes to build a business that holds value beyond the founder.

Candice brings deep experience in sell-side advisory and internal ownership transitions, working with small- and medium-sized business owners to help them plan for what comes next. She’s an award-winning accountant, a former commercial lender with BDC, and a passionate advocate for financial wellness, especially for entrepreneurs navigating big decisions.

Shauna and Candice unpack the difference between personal goodwill and business goodwill, and why it matters more than you might think. They talk about how to start shifting value away from the founder and into the systems, people, and structures that make a business scalable, sellable, and sustainable.

This is a reminder that your business is more than just your day-to-day hustle. When you start thinking long-term - about legacy, transitions, and the ability to step away (even just for a vacation!) - you begin building something that can truly last.

https://www.veeradvisors.com/

Linkedin: https://www.linkedin.com/in/candicehartwell/