Why thrive4women?

Success on your own terms

At thrive4women, we believe that when women are supported in the moments that matter most in business, they don’t just succeed - they redefine what leadership looks like.

Women remain under-represented as business owners and leaders in the financial services industry despite being a significant and growing part of the customer base. Research shows that persistent gender bias, combined with a lack of affirmation, relatable role models, and peer support - can interrupt the development of a woman’s authentic leadership identity, often just as it begins to take shape.

We see this play out every day.

Moments that should signal growth -starting or scaling a business, stepping into a new role, or leading through complexity - can instead become moments of doubt. Confidence is questioned. Decisions are overthought. And leadership starts to feel like something to prove, rather than something to own.

That’s where thrive4women come in.

A different way to lead

We don’t believe success comes from doing more, pushing harder, or following someone else’s version of leadership.

We believe it comes from making intentional choices - about how you lead, how you work, and what you say yes to - so your business or career is aligned with who you are, not in conflict with it.

Because when there is misalignment, the cost is real. It shows up as burnout, second-guessing, and a version of success that looks right on the outside but doesn’t feel right on the inside.

Our approach

thrive4women was created to offer something different: a psychologically safe, reflective space where women can step out of the noise of day-to-day demands and reconnect with how they want to lead.

Through tailored coaching, practical professional development, and a connected community of peers and role models, we support women to:

Build clarity and confidence in their decision-making
Strengthen resilience and navigate complexity with intention
Think more strategically about their business or career
Define and step into their authentic leadership identity
Make conscious choices that support performance, family and sustainability

We work with women at pivotal points in their business and professional journey - whether they are building, growing, or redefining what success looks like.

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thrive4women has been founded around the central concept of women having a safe reflective space to develop their brand and presence as a business or professional leader

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thrive4women Founder

Jane Counsel

I’m an executive, business, and self-leadership coach, and a leadership training facilitator with a deep passion for helping women lead with clarity, confidence, and authenticity.

My career began in the corporate world, including senior roles in the finance industry and as Head of Diversity & Inclusion at Westpac, where I focused on unlocking growth and innovation by creating more inclusive, high-performing environments.

In recent years, my research work with the Mortgage and Finance Association of Australia gave me a front-row seat to the real challenges women face in the finance industry - particularly when it comes to inclusion, visibility, and stepping into authentic leadership.

But beyond the research and the roles, I also understand the day-to-day reality because I’m in it too.

As a female business owner, I know what it feels like to juggle competing priorities, navigate uncertainty, and carry the weight of decisions - while still trying to build something meaningful and sustainable.

As the Founder and Chief Coach of thrive4women, I work with female business owners and professionals to help them accelerate their growth in a way that feels aligned and sustainable.

At the heart of my work is a simple belief:

When women are supported to lead in a way that is aligned, authentic, and intentional, they don’t just build successful businesses and careers.

They build ones that last.