The Real Bottom Line

Episode: The Real Bottom Line with Wendy Brookhouse
Guest: Jennifer Williams, Founder of Firefly Insights

In this episode, I sit down with Jennifer Williams, founder and partial owner of Firefly Insights, to unpack one of the most exciting developments for Canadian entrepreneurs — Employee Ownership Trusts (EOTs).

If you’re a business owner starting to think about succession, exit planning, or legacy, this episode will open your eyes to a whole new way to transition your business — one that rewards your team, sustains your community, and can even save you millions in taxes.
We talk about:
  • Jennifer’s unique path from nonprofit work to social entrepreneurship and employee ownership
  • The tough mindset shift around profit versus mission
  • How to find the right scale in your business without burning out
  • The new Canadian EOT legislation and what it means for small and mid-sized companies
  • Who qualifies, how the trust is structured, and the real financial and cultural benefits
My favorite moment: when Jennifer breaks down how profit can amplify your mission rather than distract from it.
If you’ve ever wondered, “What’s next for my business when I step away?”, this conversation might just change the way you think about exit planning.

Connect with Jennifer: fireflyinsights.ca

Email: jennifer@fireflyinsights.ca

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Creators and Guests

Host
Wendy Brookhouse
The Financial Planner for ambitious growth oriented Entrepreneurs
Editor
Shaun Whynacht
I’m the founder of Blue Cow Marketing and father of an amazing little boy. helping other business owners overcome challenges is my passion.

What is The Real Bottom Line?

Welcome to The Real Bottom Line – the podcast for business owners who want to exit on their terms.

I'm Wendy Brookhouse, creator of The Exit Lab and the Business Value Amplifier. In each episode, I talk with founders and experts about what really drives value in a business – and how to build a company that's ready to sell, whether that's in 2 years or 10.

We unpack what makes a business more attractive to buyers. We tackle financials, recurring revenue, customer satisfaction, and systems that take the business beyond you. No fluff. Just real conversations, tools, and ideas you can use right now.

If you're thinking about selling – or just want more control, more freedom, and more value – you're in the right place.