Care
You should be able to feel that a person thought about this, and about you.
About · Annie Monroe
Hi, I’m Annie.
For most of my working life I’ve done one thing, in a lot of different settings: helped capable people think clearly when everything around them feels uncertain. First in business, then through my own separation and the long rebuild after it, and now here.
The thread
On paper my path looks like several unconnected careers: sales, then international property and investment, building companies, a stretch in media and technology, and coaching. For a while it looked scattered even to me.
Looking back, there’s one thread. I’ve always ended up where people are facing something complicated and high-stakes, with far more information than clarity. My part has always been the same. Find the real problem, work out what matters, put it in order, and explain it simply enough to act on.
Before all of this
More than a decade in high-stakes business, overseas.
I spent more than a decade living and working in Hong Kong and Singapore, mostly in international property and investment. My days were contracts, negotiations, due diligence, and helping people make very large decisions inside systems they didn’t fully understand.
I didn’t know it at the time, but it was training. How to find the small detail that costs you later. How to read something dense and dull and pull out what actually matters. How to keep a person steady enough to decide well. All of it came back to me later, in a very different context.
Then my own life changed
I became a mother overseas, and in those early years my marriage ended. I came back to Australia with two very young children and started again, with very little of the life I’d expected to keep.
I won’t dress it up. It was grief and shock and legal letters and money I couldn’t make sense of, all while trying to be a steady parent on almost no sleep. I was supposedly good at complex situations, and some days I could barely decide what to make for dinner.
That’s where the idea behind this work began. I was capable — I’d always been capable. There was just far too much of it, and no shape to any of it. Then, in one clearer moment, I sat down and built myself a system: what mattered first, what could wait, where each thing belonged. Once it was on paper instead of in my head, I could think again.
What I built next
One hard chapter, turned into help for other women.
That system became Hello Mojo. In 2018 I turned it into an app and launched it in the US, the UK and Australia, so women going through separation and divorce could collect, organise and document everything that mattered in one place: the paperwork, the correspondence, the evidence they’d need along the way. Then I launched Hello Mojo magazine, to wrap the app and the experiences behind it in guidance and support.
Somewhere along the way I realised the work was never really about divorce. It was about finding your footing when the life you planned for stops being the one you’re living. Separation was just the first place I saw it clearly.
That’s what It’s Me by Design is. The same method, opened up to the other thresholds that ask who am I now? An empty nest. Work ending. A version of yourself that doesn’t quite fit any more.
In 2026 I also trained as a practitioner in Neuro Transformational Coaching, which shapes the deeper rebuilding side of what I do.
What I hold to
The standard I want you to feel.
Clarity
Confusion causes its own kind of suffering. Understanding changes how you move.
Beauty
Not decoration. Calm and dignity when everything else feels loud.
Agency
Good help hands you back your own judgement. It doesn’t make you depend on it.
Family
Work should make room for a life, not swallow it whole.
Community
Success is worth more when it lets you give something back.
A note on what I do and don’t do. I’m a founder, an educator and a coach. I’m not a lawyer, a financial adviser, a doctor or a psychologist. It’s Me by Design supports the life around that professional advice: getting ready for it, getting organised, communicating well, keeping good records, staying steady, and choosing your next step.
I’m not the hero of your story. My job is to build something good enough that you trust yourself with it.
I live in beautiful, sunny Queensland, and I’m the mother of two teenagers. My time is split between supporting women through this kind of change, wherever they are in the world, and a life that moves between a cattle property and the beaches of the Sunshine Coast — family, friends and the kids, and everything they take on. If you’d like to talk, I’d genuinely love to hear from you.