At Holistic Money, our team is the heart of what we do. We combine expertise with genuine care—listening, guiding, and celebrating alongside our clients. Your success is our success, and we approach every business with the same dedication as if it were our own.

Meet the Team Behind the Numbers

Our Promise To You

At Holistic Money, we promise more than accurate books—we promise a partnership built on care, clarity, and trust. We know the challenges of growing a service based business can feel overwhelming, which is why we meet you with understanding, not judgment. Our commitment is to guide you with the same dedication we’d bring to our own business, so you feel supported, confident, and empowered at every stage of growth.

Meet The Founder

Whitney Morrison, CFP


At 12, I knew I wanted to be a financial advisor. Weird, right?

While most kids my age dreamed of becoming astronauts or rock stars, finance fascinated me. Money wasn’t just a currency—it was at the heart of my family’s struggles, from my parents' divorce to my father’s gambling addiction. That fueled my determination to understand its grip, leading me to pursue personal finance straight out of college, earning my Series 7, Series 66, and Certified Financial Planner® credentials. Yet, despite my expertise, I still found money incredibly triggering.

It wasn’t until I started doing the deeper work—untangling my beliefs around worth, scarcity, and success—that everything changed. That mindset shift, combined with a sharp financial strategy, helped me grow my net worth from -$40K to millionaire while building my business from scratch.

Today, I serve as a CFO and strategic financial advisor to female entrepreneurs who are growing service-based businesses. I help them understand their numbers, design profitable business models, and use financial data to make smart decisions—without losing sight of the life they want to live. My work blends strategy with soul, empowering women to pay themselves well, grow with confidence, and build wealth in a way that’s both sustainable and satisfying.

Because money isn’t just about spreadsheets—it’s about creating a business that actually supports your life.

Meet the Team

  • Elizabeth Michelle

    MONEY COACH

    Elizabeth works with women who are accomplished in many areas of their lives, yet secretly feel behind when it comes to money. They’ve built careers, relationships, and achievements they’re proud of.

    After two decades in tech consulting, Elizabeth left the corporate grind to do work that felt deeply personal: helping women trust themselves with money and create the financial security to make choices based on what they want, not what they fear they can’t afford.

  • Norie Gaviola

    EXECUTIVE ASSISTANT

    I focus on supporting the backend operations of Holistic Money to make sure everything flows smoothly for both our team and our clients. I also handle internal coordination, client communication, and follow-ups to ensure no detail is overlooked, forgotten, or left undone.

  • Dan Caing

    BOOKKEEPER

    With 7 years of experience in accounting, I enjoy bringing clarity and structure to financial records. I support the team by carefully organizing, categorizing and reconciling transactions. With a solid understanding of accounting processes, I strive to provide accurate and timely records that assist both my colleagues and our clients in making informed decisions.

  • Craig Pothier

    THE DATA GUY

    At Holistic Money, Craig specializes in building the data systems and tools that drive accuracy and efficiency. He transforms raw financial data into clear, reliable insights so clients can make confident, informed business decisions. His expertise ensures Holistic Money delivers both precision and clarity at every stage of growth.

What Our Clients Say

“Working with Whitney as our fractional CFO has been transformative for my practice. She helped me create clear budgets and projections that give me confidence in every financial decision. With her support, I’ve been able to step back from being so hands-on in the day-to-day while still maintaining strong profitability. Whitney doesn’t just run the numbers—she helps me see the big picture of how to grow a sustainable business that also gives me more balance in my life.” – Dr. Ashley Maltz MD, West Holistic Medicine

Ready to know your numbers?

Let’s explore how Holistic Money can support your growth. Book a complimentary Profit & Cash Flow Analysis and take the first step toward clarity and confidence in your finances.

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