Photograph from B1G1
Who we are
The finance team behind women and mission-driven founders.
We are Profit Reimagined, your fractional CFO and finance team, led by Christina Sjahli, CPA, CA. We work alongside you, whether you are scaling with intention or getting your finance function exit-ready.
Why we exist
Purpose sits at the centre.
Finance and operations are there to serve it.
We exist to build financially confident, purpose-driven businesses, one founder and one conversation at a time, so women-led and mission-driven businesses never have to choose between profit, impact and who they are.
Our core values
Because when people come first, impact follows.
01
Empathy
Behind every number is a person. A client navigating a hard decision, a teammate juggling a lot, a community counting on the outcome. We treat those stakes as real, not abstract, and we don't let the math override the human being on the other side of it.
02
Integrity
We tell you the truth even when it's hard. And when we get something wrong, because we're human, we own it and bring you the solution, not just the apology.
03
Collaboration
We lead with curiosity, not judgment. Growth happens when people feel safe enough to challenge ideas and be heard. We're in it for the long haul, building relationships that grow alongside your business.
04
Fairness
We stand by our clients and our people, in both good and rough times, because we're playing a longer game than the short-term revenue gain.
05
Alignment
Just as we choose our team with intention, we choose our clients the same way, and they choose us too. Not because we're the cheapest option, but because we're the right one.
Meet our founder
Christina Sjahli, CPA, CA
“I spent 25+ years inside corporate finance, where the numbers had to hold up to auditors, boards and lenders. I started Profit Reimagined because founders building something that matters deserve that same standard, without the corporate overhead.”
CPA, CA
25+ years in corporate finance
Founded Profit Reimagined in May 2022
Host of the Her CEO Journey podcast
Led the firm to B Corp certification in 2022
Meet our virtual team
We are a virtual team of financial executives working alongside you to help you build sustainable businesses.
Christina Sjahli
Founder and CEO
Jessica Pavón
Content and Marketing Manager
Letitia Da Silva
Fractional Accounting Manager
Hildegard Ellanita
Senior Accountant
Lerina Singh
Senior Accountant
Mary Cris
Junior Accountant
Our commitment
Economic power in women's hands reshapes communities.
We have been a Certified B Corp since 2022. As a B1G1 giving partner, our work with clients funds projects that outlast any single engagement.
Your mission and business matter to us.
We are able to amplify your social impact while ensuring your business is growing in a sustainable way.
Our impact goes far beyond
Giving impacts with B1G1
To address gender equality and reduce inequalities we need to give women the tools, support and help to make financial decisions.
