You have the expertise and your clients get real results. So why does growing your business still mean more hours?
In 2026 I closed all of my programs and rebuilt my own business with AI at the core. Now I help women experts do the same: more of the right clients, and a business that keeps growing in the weeks you are busy with clients.
Here is how I got here- 229,426trained women
- 13years online business
- 9,621paying clients
- €23Mtotal revenue
As featured in
EY Entrepreneur of the Year Hall of Fame Switzerland 2022 · 6 Stevie Awards
The Journeyto a 7-figure CEO
1980s
The Influential Years
When I was 9 years old, Vigdís Finnbogadóttir became the first woman President in Iceland, and the first female to be elected head of state in the world.
At 16, I joined a sewing class with 50- and 60-year-old women. I was shocked to hear their unfulfilled dreams because they got married, had children, had no time, no education, no skills, no money. I was furious about the inequality.
I decided to never let a man or children stop me from following my dreams.
And I committed to doing my part to improve gender equality.
1991—2000
The Academic Years
A lifelong learner, I achieved my first Master’s Degree in Architecture in 1999, followed soon after by 2 more Degrees.
- 1999 — Master’s Degree in Architecture, Karlsruhe Institute of Technology
- 2000 — Master’s Degree in Computer Aided Architectural Design, ETH Zurich
- 2006 — Master’s Degree in Computer Science, University of Iceland
2000—2008
The Turnaround CEO Years
When I graduated as an architect I decided to work in a software company and started to study computer science on the side.
When the software company was suddenly sold, I got the crazy idea that I could become the CEO. I wrote a 2-page memo and sent it off. The new owner was so inspired by my bold action of asking for the job that he hired me.
Turns out that the software company had been losing money for years, I turned it around and doubled the value in 3 years. Then I led a merger with another company.
In late 2004, I was also appointed CEO to help the difficult turnaround of Taeknival, the 4th largest IT hardware company in Iceland. The company was ultimately sold to new investors 15 months later.
Hear more about my journey to CEO on this podcast episode
2006—2008
More School!
2006—2008 Executive MBA, London Business School
This was a time of growth, discovery and personal development.
As social rep for my class, I created an event and community website, very similar to early Facebook!
My thesis explored creative mastery and personal development – I closely studied Brian Tracy and Tony Robbins and how their personal brands supported business success.
Years later, I would infuse these teachings into my mentoring and online programs.
2008—today
The Love Years
I attended a Tony Robbins seminar in London. Tony talked about the 6 human needs, including connection/love, which was missing from my life. The next day I met my future husband, sitting next to me at the seminar.
After 7 months, I took a leap of faith and moved to Switzerland to be with my love.
Along with Martin came 2 bonus sons, who all make my life richer. My husband is my biggest supporter and toughest critic. He supports all my dreams, even the crazy ones.
2010—2012
The Sick Years
In Switzerland, I was in love but unemployed. I eventually became managing director of business development for a medical tech company. I worked long hours, with almost no breaks.
After 15 months, I experienced severe headaches, and excruciating back and ear pain.
The long hours and poor office set up made me sick.
I was bullied and eventually fired for being sick. I couldn’t work for another 7 months while I healed.
I found another job, but it wasn’t a great fit and the position was relocated to another country.
2012—2013
The Overthinking Years
After 3 years of declining health and recovery, I knew I needed a remote business that gave me flexibility to look after my health and my family.
I had always dreamed of having my own business one day.
But I spent a LOT of time overthinking about a good business idea.
I considered selling Icelandic home accessories, writing travel books for families, photography, and dozens of other pretty bad ideas.
I eventually realised I wanted to become a business coach and help women start and scale their online businesses.
Though my process was long, I figured out how to create a shortcut to help women discover their passion and build a business around it.
2014—today
The Online Business Years*
After running other people’s businesses successfully for a decade, it was time to start my own. I was great at giving business advice so I began helping women start and scale online businesses.
Where other business programs left a lot of women disappointed, my no-bs, straightforward style helped them take action and get results.
* I’ve been working in online business much longer than most online business coaches today
2015
The TEDx Talk
In April 2015 I was personally invited to create and present a TEDx Talk. I had only 1 month to write and practise the script.
In May 2015, after many hours of preparation, I stepped onto the TEDx stage in Zurich to deliver my talk: Be inspired. Think big. Take action.
It now has over 200K views.
Go here to watch my TEDx Talk
2017
My First Million-Dollar Year
At the end of 2016, I was generating €300K per year. That’s when I shifted my thoughts and started to believe I could generate a million dollars in revenue. I sent an email to my list claiming I would hit the million dollar mark.
However, by August 2017 I was only a third of the way. Instead of being defeated, I started writing different ideas and mapping out ways I could make it happen. I could see it was possible, I just had to go for it. In the last quarter of 2017, I launched my podcast, had my first live event and sold as much as I could. By December 31, I made my first million!
2018—today
The SOMBA® Kickstart Years
After spending 4 years running courses to help women find their passion and create businesses, I officially launched SOMBA® Kickstart.
Thousands of students have completed the program and scaled their online business to 6 and 7 figures!
2020—2022
The Covid Years
In early 2020 I was preparing the Selfmade Summit, a 2-day conference for 1,000 people in Harpa, Reykjavik.
On March 11, 2020, I postponed the summit on my podcast, ahead of most cancellations that followed. The same month my team and I ran free events and extra coaching calls for our community, and a workshop on how to create a recession proof offer.
In lockdown I started a new program to help business owners launch and sell a scalable program, and helped many take their offline business online.
I postponed the Selfmade Summit a second time. In 2022, after the war in Ukraine broke out, I cancelled it for good and refunded every ticket. It was heartbreaking, but it was the right thing to do.
2021—2026
Million-dollar Launches!
Year after year, I refined and perfected my launch methodology. In January 2021, my SOMBA® Kickstart launch generated €1.2 Million in sales.
In January 2023, I doubled the results with a €2 Million launch! And in 2024 I hit €1.8M!
That is 6 seven-figure launches in 6 years, from 2021 to 2026.
The launch method I teach works!
2022
I Published a Book!
Inspired by the success of my Kickstart launches, I published my first book, Kickstart Your Online Business, to share the system for scaling your online business. It became an Amazon Best-Seller!
Kickstart Your Online Business
2026
The AI-First Pivot
On March 11, I decided to pivot and close everything down on April 30.
We went from 16.5 full time team members to 7.5. We created 50+ skills/agents for our clients. We built 50+ skills/agents for our team. We onboarded 500+ new clients on May 1st.
No one on my team had built agents before. No one on the team was a developer. Now everyone is building with AI.
We are not working less. But we are also not working more. We are all working very differently.
now—
The Future Years
Now I’m focused on what matters most: helping women grow their online businesses with AI, so they create independence and gender equality without adding more hours.
I love working with women from 75 countries in my programs.
My ultimate goal: to advance gender equality by empowering 100,000 women to create financial independence through online business.
Since 2014, I’ve made €23 Million and helped over 9,621 clients start and advance their online businesses.
If you’re willing to take action and get serious about business, I can show you how to quickly build an online business that creates freedom and impact, like mine.
My online business allows me to:
- Work whenever and wherever
- Take breaks throughout the day to hop on my Peloton or go for a walk to take care of my health
- Zoom around the Icelandic countryside on my motorbike - the ultimate feeling of freedom!
- Split my time 50/50 between Iceland and Switzerland with my husband
- Quietly support activists and changemakers who are disrupting the status quo in tech, politics, economics and social justice
- Travel all around the world
- Support my ageing parents or spend time with my adult step-sons
- Have plenty of time for golfing, relaxing in my rooftop hot tub or rewatching The Matrix for the 19th time!
Why I’m committed to accelerating gender equality through entrepreneurship
By helping women launch and scale successful online businesses with no-nonsense steps and systems, we unlock the entrepreneurial power of women — one business at a time.
After working with 9,621 women, and achieving a 90% course completion rate (practically unheard of in the online industry), I know what works — and what stops women from shattering the glass ceiling.
Read my philosophyWork with me
SOMBA® Advantage
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