Why Charging More and Earning More is Essential for Financial Empowerment (and How to Do It Right)

Let’s get real: Many women – even those who are high earners – struggle with charging what they’re worth.

And don’t just click off here, thinking this doesn’t apply to you if you’re an employee rather than a business owner.

Charging what you’re worth also includes negotiating a remuneration package that reflects your contribution to the business you work for.

Whether you’re a business owner, a professional, or renegotiating your role, the idea of asking for more can bring up waves of discomfort, guilt, or fear.

But here’s the truth: undercharging doesn’t just hold back your finances – it holds back your freedom, growth, and confidence. When you charge more, you create the space to honour your value and secure the life you want.

In my work supporting women to transform their relationship with money, I’ve seen time and again how small shifts in mindset and strategy create big results. If you’re hesitating to charge more, here are three key insights to help you make that shift – without apology or hesitation.

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1. The Price You Set Reflects Your Perceived Value

Here’s a truth many people miss: Your prices don’t just reflect the value of your work; they shape how others perceive your worth. When you undercharge, you inadvertently signal to others (and yourself) that your expertise or time isn’t as valuable as it actually is.

Let’s say you’re offering a transformational service but charging far less than competitors. Instead of being seen as “a great deal,” you risk being perceived as less credible.

Women often tell themselves, “If I charge less, I’ll get more clients.” But the reality? Charging what you’re worth attracts clients who value what you do. It positions you as the expert you are and brings in clients who recognize your expertise and are willing to pay a premium for it.

Action Tip: List all the tangible and intangible outcomes you provide to your clients or employer. What transformation do they experience because of your work? Now ask yourself: If I could truly see the power of what I offer, what would I charge?

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2. Charging Your True Worth Allows You to Serve More Powerfully

Charging more isn’t just about you. It’s about creating the space and resources to do your best work.

When you undercharge, you might find yourself overworked, resentful, and burnt out – unable to fully show up for the people you serve. But when you charge your true value, you:

• Work with clients or organisations that are invested in their results.
• Deliver higher-quality service because you’re not overextended.
• Have time to focus on your own growth and well-being.

Think of it this way: If you want to create transformation for others, you need to show up as your best self. Charging your true worth allows you to do exactly that.

Action Tip: Shift your mindset: Charging more doesn’t “take away” from others. It empowers you to deliver your best work, which benefits everyone involved.

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3. Undercharging Is Often Rooted in Fear (But You Can Reframe It)

Let’s talk about the elephant in the room: fear. Fear of rejection, fear of being seen as greedy, fear of losing clients or opportunities, or fear of what others will say about you.

For many women, these fears are tied to deeper stories about money, self-worth, or the “right” way to show up in the world. Maybe you learned that being “fair and generous” meant charging less. Or that advocating for your financial worth made you “unlikable.”

These stories aren’t your fault, but they are your responsibility to rewrite. They are limiting beliefs, often linked to what you heard and saw as a child. You’ve carried them forward as though they’re the truth, often without even realising it.

Charging what you’re worth isn’t selfish – it’s a powerful act of self-respect.

Action Tip: Next time you hesitate to charge more, ask yourself: What’s the story I’m telling myself about this? Is it true? Then reframe it. For example, “If I charge more, I’ll lose clients” becomes “If I charge more, I’ll attract clients who are committed and ready to grow.”

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Ready to Charge What You’re Worth?

Transforming your relationship with money takes time, intention, and courage. But remember this: You are worthy of financial freedom and the life you desire. When you honour your value, you create the foundation to build that life – and inspire others to do the same.

What about you? Have you ever struggled to charge more or ask for the remuneration package you know you’re worth? Or perhaps you made a mindset shift that changed everything?

I’d love to hear your thoughts in the comments below. Let’s open up this conversation and support one another to rise.