TechPixies: Empowering Women to Achieve Financial Independence

Joy Foster is a keen sportswoman, married to Olympic gold medallist Tim Foster MBE. But far from riding on the tails of her husband’s success, Joy has forged a career in empowering other women to follow her lead and achieve financial independence. Joy knows from experience that women require confidence in order to go back to work in fulfilling, stimulating careers, to upskill or to start a business. So, in 2016, she founded TechPixies – a multi-award-winning social enterprise dedicated to empowering women through online training in life coaching, social media coaching and business coaching. Since its inception, TechPixies has upskilled more than 14,000 women across the UK, helping them pursue fulfilling careers or launch their businesses. Belle spoke to Joy to find out more…

What made you want to start your own business?

My journey into entrepreneurship began when I was living in Switzerland. I went for a job interview and as soon as I asked about maternity leave the interviewer walked me to the door at the back of the office and said, “I can’t help you anymore.” At that point on my way home I realised I needed a new plan that there must be other people like me.

I started a website for the expat community, connecting English speakers. It was my way of helping people, and unexpectedly, it turned into a business. I learned German and built the website, adding features like playgroups when I became pregnant. Without realising it, I was learning how to build a business from scratch.

Later, when we moved to England, I realised I could use the skills I’d learned to help young people build websites. We worked with young people “Not in Education, Employment, or Training” (NEETs), typically between 16 and 24, who were disengaged from formal education and the workforce. We helped 18 young people, and I loved it. However, I wasn’t generating enough income. When I was speaking to investors, many of them said, “My wife needs these skills.” I saw potential in helping highly educated women who had lost confidence after stepping away from the workforce. I even received a letter from a mother saying, “I need this as much as my son.” 

So, I set up a business to help women develop website skills. It was completely accidental, but I wanted a career, and I knew I had to build it.

Why did you launch TechPixies?

The main reason was to be around my kids. I wanted to be there if they needed something. I’m not a homemaker, but I like being available for them. I also wanted total freedom with my time—to work when and where I wanted. In the beginning, I worked all the time, but now I’ve become more disciplined.

Income freedom was key too. I noticed that women’s salaries in the UK weren’t at the level I wanted for the life I envisioned. Working for myself gave me more control over my income, and I’ve made more money doing that than I ever did working for someone else.

What challenges have you faced in launching a business?

Funding was a big challenge. I started with grants, then moved to loans. After the first loan, I promised myself I wouldn’t take on another, but as the business grew, I did.

One book I recommend is Profit First—I wish I had read it earlier, as I would have set up my business differently from the start. I also didn’t know I had ADHD, which made managing finances more difficult. I could back every investment, but if I had known, I would have brought in someone to help with financial management.

I’ve always been strong with numbers, and I check them every day. A lot of women avoid this, but I believe it’s a mistake.

Who has inspired you?

Dame Stephanie Shirley, a child refugee who came to the UK on the Kindertransport, built an incredible business and contributed a lot to autism research. I had the privilege of having dinner with her once. We were the last ones in the restaurant, and her stories normalized the idea of business for women. She didn’t feel secure in herself until her 50s, which gave me confidence. She also loved computers, and I do too. She’s a true inspiration—creating a business with women working from home.

What’s the best piece of advice you’ve been given?

“Fear is not the boss of you.” Confidence comes from doing things you’ve never done before and realizing you won’t die. My mentor, Amy Porterfield, also said, “If you don’t have the confidence, grab the courage.”

Another piece of advice I love is from Henry Ford: “If you think you can, or you think you can’t, you’re right.” For a long time, I didn’t understand this, but now I do.

What is TechPixies and who is it for?

TechPixies is an online training company specialising in social media, life, and business coaching. Since 2016, we have empowered over 14,000 women to upskill with social media, enabling them to return to work, pursue fulfilling careers, or start their own businesses. Our comprehensive programmes are designed to equip women with the skills and confidence needed to thrive in today’s digital world, whether launching or growing a business, becoming a social media manager, or exploring new opportunities.We’re also a social enterprise with a “pay it forward” scheme for underrepresented groups.

How did you raise funding to launch TechPixies?

We started with grants and then moved on to funding, I was at a “back to business” event, I met a woman in the speakers’ lounge, and after I explained what I did, she said she wanted to help me raise funds. She was just starting her fundraising company, and it was amazing timing. Networking is incredibly beneficial.

How would you describe your work/life balance?

Much better now than when I started. Every morning, I meditate, journal, and vision for the next day. I keep my computer off by 6 PM. I also take an hour break for lunch and go on dog walks, which keeps me focused.