We're glad you're here.
If you’ve made it this far, something resonated. Maybe it was the idea of someone stepping in and actually owning the work — not advising on it, not assisting with it. Owning it. Maybe it was the recognition that the gap between what you’re trying to do and what you have the capability to do right now is costing you more than you want to admit.
This page is about us. But the reason we exist is you. So we’ll start with that.
I built this because I needed it.
I built a seven-figure VA agency from scratch and ran it for over 28 years. From the outside it looked like success. From the inside I was the one making every decision, answering every question, sitting at the dinner table mentally answering emails while the people I loved were talking.
I wasn’t struggling because I wasn’t good enough. I was struggling because my business had outgrown its structure, and I was still trying to keep it together through sheer force of will.
The turning point wasn’t a strategy session. It was the moment I realised I hadn’t built a business. I had built a very expensive, very exhausting job.
What I built next was different. I stopped being the answer to every question and built systems and a leadership team that didn’t depend on my being in the middle of everything. It took three years. It was worth it.
The Lever exists because I wanted to build the support I wish I’d had during that time. Not advice. Not more hands. Real partners who understand that letting go of the operational weight is as much a mindset shift as it is a systems one.
I am the founder behind every engagement. The standard I hold is the one I would want for myself.
Justine
The people behind your work.
The Lever is not one person. Justine is the founder and the standard-setter. But the people who make this work, the BOMs, the bookkeepers, the graphic designers and marketing specialists are women who have built businesses, led teams, and know what it actually costs when things don’t run.
They’re not contractors. They’re partners. And they treat your business the way they would want their own treated.
Justine Parsons
Justine sets the standard, holds the vision, and is the reason The Lever works the way it does. Every engagement is built on what she would want for herself.
The women who do the work.
Our Business Operations Managers are experienced, values-aligned, and chosen carefully for each client. We match their expertise with your business, your work style, and your actual needs.
Limara is our own Business Operations Manager. She runs the operational day-to-day which means everything we do for our clients, we test on ourselves first.
Bethany Watson
Limara Best
Anna Turbitt
Hazel Raye
The thing nobody names.
Most founders feel it. Almost none of them say it out loud.
The moment you start seriously considering operational support, something quiet happens. Relief, yes. But underneath it, a question you might not even say out loud: if I need this, does that mean I failed? Is it still my business if someone else is running it?
We’ve heard this enough times to know it’s almost universal. And we’ve learned to name it, because naming it is what makes it possible to move through it.
The answer is yes. It is still your business. You are still the founder. Handing the operations to someone who can own them is not stepping back. It’s finally stepping forward into the role you actually built this for.
We hold that carefully. Every time.
When you're ready, we're here.
The first conversation is just that. A conversation. Justine will listen to where you are, tell you honestly whether The Lever is the right fit, and if it is, show you exactly what that looks like. No pitch. No pressure.