Alicia Freeman, CEO of Eleven 30 Financial Group, is an IRS-registered tax professional and board-certified credit specialist dedicated to helping entrepreneurs move from surviving tax season to strategically thriving through it. With expertise in tax planning, business credit, and financial compliance, she teaches business owners to understand the “why” behind their numbers so they can stay compliant, maximize refunds, and build lasting financial success.
Alicia, take us back to the beginning—what inspired you to start Eleven 30 Financial Group, and how has your vision evolved over the past decade of serving entrepreneurs?
What inspired me to start Eleven 30 Financial Group was the simple fact that I was tired of pouring my energy into helping other people run their businesses while knowing I could be replaced at any moment. I knew I had the talent, the ambition, and the heart to build something of my own something rooted in purpose. Over the past decade, that vision has expanded beyond anything I imagined. Today, we have multiple office locations, our own tax software, and I’ve had the privilege of mentoring 100’s of women on how to start and scale their businesses the right way. What started out of frustration transformed into a mission of impact and empowerment.
You’ve often said your mission is to help business owners shift from “surviving tax season” to “strategically thriving through it.” What personal or professional experiences shaped that philosophy?
I built my philosophy around the realities I’ve seen firsthand business owners stressed, overwhelmed, and trying to “survive” tax season when they should be using it as a strategic advantage. I lean heavily on tax laws and strategic tax planning, showing clients how to stop over-exempting their withholdings and instead position themselves to keep more of what they earn. My own experiences taught me that when you understand the rules, you can use them to win. That’s what I teach my clients to do.
As both a tax professional and a business mentor, what misconceptions do you see most entrepreneurs having about taxes and financial planning when they first come to you?
The biggest misconception is simply a lack of education. A lot of entrepreneurs don’t understand tax law. They assume everyone gets a refund, but the truth is—if you don’t pay anything in, nothing comes out. Another misconception is believing there’s an “easy way” to build a business. There isn’t. There’s no elevator to success; you have to take the stairs. Mentorship, financial planning, and understanding the numbers are part of those stairs.
You emphasize helping clients understand the “why” behind their numbers. Why do you think financial education is such a powerful tool for business growth, and how do you approach teaching it in an accessible way?
Without education, growth is impossible. When you understand your numbers, you gain the clarity to improve what’s not working and strengthen what is. I break everything down for my clients in a way that’s easy to follow no jargon, no judgment. I walk them through both the right and wrong ways to approach their finances, and I use my own real-world experiences to make each lesson relatable and impactful.
What are some of the most commonly missed deductions small business owners overlook—and what systems do you recommend they put in place to capture those opportunities year-round?
Deductions vary depending on the business, but the biggest missed opportunity always comes back to recordkeeping. When business owners don’t track expenses properly, deductions get lost. The best system is consistent documentation organized bookkeeping, digital tracking tools, and year-round review so nothing gets overlooked.
Tax laws change frequently. How do you stay current, and how do you translate those complex updates into actionable strategies for your clients?
Every year, I attend IRS tax conferences and complete 18 hours of refresher courses so I stay fully informed on tax law changes. Once I understand what’s new, I break it down for my clients in a way that’s simple and actionable. My goal is to make sure they’re not just aware of the updates they know exactly how to use them to their advantage.
For business owners who feel overwhelmed by tax planning, what’s one simple mindset or habit shift that can make a significant difference in their financial outcomes?
Track everything. Keeping consistent records and making sure your bookkeeping is in order changes everything. It shifts you from being reactive to being prepared—and that one small habit leads to better decisions and better financial outcomes every time.
You’re board-certified in both credit and business credit, with FCRA and FDCPA certifications. How does this dual expertise enhance the way you help clients build stronger financial foundations?
My certifications allow me to educate clients on their rights as consumers under both personal and business credit laws. That knowledge strengthens our strategy when we’re addressing negative items or rebuilding credit. It gives clients a clear understanding of what they can challenge and how to protect themselves financially, which creates a stronger foundation for long-term success.
What’s the biggest difference between personal credit and business credit that entrepreneurs often misunderstand—and how can they leverage business credit for sustainable growth?
Many entrepreneurs don’t realize they can start building business credit without relying on their personal credit although I don’t always recommend doing it separately. Business credit is a tool that can fully fund your company when used correctly. It creates access to capital, opportunities, and growth without draining personal finances.
You’ve spoken about avoiding costly tax mistakes that impact profitability. What are a few of the most damaging mistakes you’ve seen—and how can proactive tax planning prevent them?
Two major mistakes I see are poor recordkeeping and waiting until tax season to make financial decisions. If records are messy or incomplete, clients miss deductions and increase their risk of audits. And when planning only happens once a year, it’s usually too late for credits, retirement options, or entity changes. Proactive tax planning—meeting throughout the year, projecting income, and preparing early helps avoid penalties, lowers tax liability, and protects profits.
How do you approach guiding clients who may be rebuilding their credit or recovering from financial setbacks, both practically and emotionally?
I approach credit rebuilding with a balance of strategy and empathy. Practically, I help clients understand their reports, prioritize debts, and build a plan they can stick to. Emotionally, I make sure they feel supported and never judged. Financial setbacks can be heavy, so I create a safe space where clients can rebuild confidence while rebuilding their credit.
Your workshops and mentorship programs aim to make financial topics less intimidating. What strategies have you found most effective in engaging entrepreneurs who traditionally shy away from “numbers talk”?
I keep things simple, honest, and fun. I’m approachable and direct, and I use real-life scenarios including my own and that helps people see that they’re not alone in their challenges. When entrepreneurs can relate to the examples, the anxiety around numbers disappears, and they become more engaged and confident.
What role does mentorship play in creating financially confident business owners, and how do you integrate that into your one-on-one consultations?
Mentorship is a major key play in the work that I do and it’s like having a cheat code. Someone who has already been through the fire can guide you around mistakes you don’t need to repeat. In my consultations, I go beyond giving instructions; I mentor clients by sharing what I’ve learned through experience so they can build confidence and make informed decisions.
In your experience, what are the key financial habits that separate thriving entrepreneurs from those constantly playing catch-up?
Consistency and dedication. The entrepreneurs who thrive are the ones who show up every single day and don’t make excuses. There’s no Plan B for them—they are committed to the plan they have. They don’t cut corners, and they don’t sit back waiting for something to happen. Success requires daily action.
Looking ahead, how do you see Eleven 30 Financial Group evolving over the next five years, and what legacy do you hope to leave in the financial literacy and small business community?
In the next five years, I see Eleven 30 Financial Group expanding into franchises in all 50 states. I’m building an empire rooted in financial literacy, empowerment, and economic impact. And my personal goal is to help create five new millionaires in each state outside of myself. That’s the legacy I want changing families, changing futures, and building a community of financially confident entrepreneurs.
