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Happy holidays! Hope it was a relaxing one.

Today I’m sharing my income report - tbh I was scared about sharing this.

It feels like I should be making way more money when I compare to other content creators.

But then I think back on my year and remember all the fun memories I had,

All because I could choose not to work when I don’t want to.

And that freedom to spend time with loved ones means more than any number.

That being said, here’s how much I made this year…

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Did I make more than last year?

Well…yes and no.

Note: all earnings reported in USD, but my business is incorporated in Canada so my financial statements are in CAD. My financial reporting period is Jun 1 - May 31. But here I just did Jan 1 to Dec 31 bc it’s easier.

2024

Full report here (last year’s post).

This is my revenue last year (in USD): $69,985.60

But I spent like 40% of that money on software and hiring (accountants, YouTube editor), so my profit (revenue minus expenses) was actually $42,652.76.

Note: these are approx numbers because it doesn’t account for refunds later on, tax, etc.

2025

What about in 2025?

As of today (Dec 26), I’ve made: $73,653.64

But I spent 50% of it (agency hiring, coaching/mentorship, etc.) so my profit was actually $37,037.38.

So while I made more revenue in 2025, I actually kept less money (spent most of it on my business).

What were my revenue streams?

2024

In 2024, multiple of my videos went viral at millions of views.

As a result, I had lots of sponsors interested in me, with the highest sponsored month being June at $6,242.85 USD from sponsors.

However, later in the year I got laid off and launched my course, which led me to my highest revenue month ever in Aug 2024 ($13,660.20).

2025

In 2025, the opposite happened.

I had a huge focus on my course in the beginning of the year, with the best cohort launch being in May at $7,336.99 USD.

However, later on in the year, a company recruited me as a coach for UGC creators. This meant I didn’t have time to post my own videos, so I didn’t go viral as much. But the creators I coached did (34 million views).

So my course cohort didn’t get as many sales (November had $2,936.47 USD, but almost everyone took a 6 month payment plan so I’ll be getting ~$1-2k a month for 6 months).

I was fine with that though, because my energy had been really depleted from October, where I worked overtime coaching 200+ creators.

Due to my overtime, the company paid me $7,215.00 USD in October (the blue bar in the graph below).

How much time did I spend on my business?

2024

962 hours - so my hourly rate is $72.75.

I don’t even remember what meetings I was in 😅 not sure if those helped me make more money?

Socials = replying to DMs and comments, which I cut down on a lot in 2025 but now I kinda miss the community + my engagement on IG isn’t as great.

2025

1108 hours (including contract work) - so my hourly rate is $66.43.

Most of that time was spent on admin work which is just me being unable to decide things and needing to re-plan stuff and un-plan and re-plan again.

Or doing emails, DMs, and literally admin. Which my ADHD brain hates.

Omg why did I spend so much time here. I should’ve hired a VA, but I need to set better expectations first.

Which brings me to my next section…

What were my learnings?

2024

Looking at 2024, I really didn’t spend that much money. This helped because I completely forgot to set aside money for taxes (I paid like $11k).

But I know if I spent money on mentorship or re-invested in my business (ads, hiring so it’s faster to launch stuff), I could’ve made a lot more.

My biggest shock this year (that I didn’t realize until 2025) was that people were already willing to pay me thousands of dollars for my coaching - I just didn’t have the confidence in myself yet so I didn’t create any high ticket coaching offers.

2025

I felt like I spent a lot more in 2025, which I thought I’d regret but I actually don’t.

Even though it cost me thousands of dollars, I’m glad I learned from hiring different people to get a sense of how I can improve as a leader.

Hiring expectations

It also helped me realize things about myself - like that I need to sleep on it before spending thousands on someone who reached out to me via cold DMs 😅 (the ADHD instant gratification rip)

While most of the people I hired were just good or okay, I learned that I need to set clearer expectations. I value proactive communication and clear deadlines, so getting alignment on that would help me find a better fit instead of feeling slightly disappointed.

Limiting beliefs and mindset

Another learning was that I really need to work on the mindset stuff.

I invested $12k in a coach ($1k a month for 12 months) and it was amazing - but I struggled with limiting beliefs so I couldn’t implement some of what he shared with me.

I see this in my coaching clients too - when I ask why they haven’t sold a digital product or course yet, a lot of the time I hear self-doubts.

But I’ve worked with enough people to know that usually, just staying stuck having those doubts is even worse than trying and failing.

I had a coaching client who thought she “failed” because she didn’t get as many students as she wanted…but when we looked at her conversion rates, they were actually very good for the amount of followers she had (around 5k).

Now that she had an amazing course built, she just needed more eyes on her website, so she can focus more on researching viral video ideas.

What about 2026?

Before I think about 2026, I remember how I felt at the beginning of 2025.

My 2025 goals

I wanted to just manifest a $1 million business. I didn’t tell that many people, but looking back, I can see in my actions that I didn’t really believe in myself.

A 7-figure business owner would not be doing the shenanigans I was doing 😅 she would not be spending 57 hours on admin work.

I remember I went to a creator event in March 2025 and actually met multiple creators who made $1 million or more from their businesses.

1. One told me she was so confident in her products that she feels bad for people who don’t purchase

2. The other told me to think 10x, not 2x (if I thought larger, none of the small stuff I was spending time on would matter much…)

3. The last one told me I asked good questions

Did I apply those learnings after March?

Not really…

I never stopped and thought about it, I guess.

That’s why I love writing these newsletters every week. It’s why I do my reflections for my personal life.

The act of tracking and documenting things helps me slow down enough to think about the bigger picture.

Because now that I’m writing this, I’m noticing that I really should’ve leaned into my strengths instead of trying to do what every other creator was doing (but I hated doing those things, like admin work).

I should’ve asked myself better questions to guide my business.

I should’ve been more confident in myself.

7 months after that creator event, I was scared I wouldn’t be able to coach some UGC creators to get more than 1 million views.

One creator told me “I know we will,” and I remember being so shocked at his confidence.

And guess what?

He hit 5 million views the next week.

2026

Now, going into 2026, I want to trust myself a lot more.

I constantly ask myself: what would the 7-figure business owner version of myself do?

And if I’m not doing what she’s doing, then I’ll be gentle with myself and figure out why - what was I scared of?

This would get me way closer to that $1 million goal than just constantly running from the hard questions by burying myself in admin…which I hate doing so idk why I was doing it 😩 these are the vibe checks I need from my life tracking.

Stay tuned for where I take my business next year 🫶 

As always, I appreciate you for reading all this and being on this journey with me.

Til next week,

Jennifer

P.S. if anything here resonates, please reply and let me know what you think! My inbox is always open for your questions - I reply to every email myself :)