Episode 84 - Motherhood, Money, and Entrepreneurship with Co-Founder and CEO of Willful Erin Bury

In this episode, I chat with Erin Bury, Co-Founder and CEO of Willful, to explore the intersection of entrepreneurship, motherhood, and financial wellbeing.

Erin shares her unconventional path into entrepreneurship, from journalism to tech startups, and what she’s learned about taking risks, validating ideas, and building a business without being a “born entrepreneur.” 

She opens up about the realities of running a company while raising two young children, including time constraints, invisible labour, and the importance of supportive partnerships, all while rejecting the myth of perfection.

Erin and I chat about: 

• Balancing leadership, parenting, and personal wellbeing
• Why modeling values matters more than doing it “all”
• The mental and emotional load mothers carry, even in supportive households
• Teaching kids about money, financial literacy, and entrepreneurship
• Practical steps parents can take to support their children’s financial futures
• Why estate planning is an act of care, and how it can bring peace of mind, not fear

This episode is a conversation for parents who are building careers, raising children, and trying to navigate it all with intention, without burning out.

Named one of The Globe & Mail’s Changemakers in 2025, Erin Bury is an entrepreneur, startup advisor. and a former marketer and technology journalist. Erin is the co-founder and CEO at online estate planning platform Willful, where she drives the company’s mission to ensure every Canadian has a will. Erin secured a deal for the company on TV’s Dragons’ Den in December 2021 Erin is also a columnist at The Globe and Mail, where she writes about parenting and personal finance. She is also a board member for Save the Children Canada. She lives in Prince Edward County, Ontario with her husband and two young daughters.

Episode Links:

• Say hi to Erin on Instagram
• Check out Willful on Instagram and on their website 

• Come say hello to me on Instagram 
• Read my books The Motherhood Reset, Nourished Mama and Mama Let It Go
• Grab my Picky Eating Guide