Why Sheena Burce Built fireyfemmes for Ambitious Women

By Sheena Burce

On the fireyfemmes website, Sheena Burce lays out both the platform she has built and the thinking behind it. The site describes fireyfemmes as a modern wealth platform for ambitious women globally, offering podcasts, blogs and community support directed toward financial independence. Based out of a Sydney HQ, it brings together media and practical tools for women working to build long-term financial security.

Sheena explains that the idea for fireyfemmes came from her time in a VC accelerator, where she saw a crisis taking shape around midlife burnout, unmanaged taxes, stalled earning potential, grey divorces, and women approaching 50 without financial security. That observation became the foundation for the platform's focus. Rather than treating financial independence as an abstract goal, Sheena's work centres it on the specific pressures she believes many women face at the points where career, money and life stage intersect.

The website sits at the centre of a broader body of work. The fireyfemmes podcast, which Sheena created, began releasing episodes in June 2025 and has grown to roughly fifty episodes. Alongside it, the platform runs a 2026 Money Salon dinner series, described as curated wealth-and-career dinners for high-earning women in tech, offered as a turnkey experience that companies can sponsor. Together, these strands extend the platform's mission from online content into live, community-based settings.

Sheena's own background informs the perspective she brings to the platform. She has roughly a decade of commercial and technology sales experience at companies including LinkedIn, Zoom, Gartner and Revolut, holds an RG146 Tier 2 qualification in financial services, and is studying toward becoming a financial planner. That mix of commercial experience and financial study shapes how fireyfemmes approaches its audience.

What the fireyfemmes website ultimately presents is a platform shaped around a clear reading of who it serves and why. Sheena sees an opportunity to meet ambitious women where financial decisions are most consequential, and fireyfemmes is her attempt to build the media, community and conversations to support them.