Elyse Frisch, Founder + CEO
Elyse is a business operations strategist and accounting expert who helps founders get their back-office in order so the rest of the business can actually move. She's spent decades in both fields, holding senior accounting roles and serving as COO and Operations Director across multiple companies — including client work for brands like Nike, Red Bull, and Coca-Cola. She holds a degree in Business Administration with an emphasis in Accounting.
As Founder of Well Planned, she leads a team helping business owners replace back-office chaos with the systems, procedures, and advisory support they need to grow — through virtual accounting, bookkeeping, and fractional COO and CFO services. Elyse cares less about jargon and more about whether your numbers tell you something useful and your operations actually run. She brings an executive coaching sensibility and a wellness-minded approach to her work — because the same principles that make a business healthy tend to apply to the people running it.
I’m all about the system, the process, and getting sh!t done!
We believe we all have the ability to achieve the success we want living a life we love.
we believe ambition and drive with no clear direction or plan can be a chaotic mess.
we believe by setting a goal you create a roadmap toward success.
Dana k. Race, Director of Operations + coach
Dana brings something to Well Planned that you won't find on a balance sheet. Her background in HR shaped a people-first instinct that carries into her work today as a certified ICF coach, helping business owners with how they show up, not just how they operate. As our Director of Operations, she manages Well Planned's own finances — and steps in to assist with client bookkeeping when needed, keeping her connected to the full financial picture.
If Elyse is the head, Dana is the heart. Her coaching comes from a heart-centered approach — helping owners feel good about how they show up and operate, not just how the numbers add up. Confidence, clarity, the stories we tell ourselves about what's possible — that's Dana's territory. It's a natural complement to the financial and operational work we do, because the numbers only tell part of the story.