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Ana Justo believes that she can bring meaningful change to the lives of her clients and employees.
She is the founder and CEO of Infinnum Incorporated. Her company works with innovative and progressive family businesses looking to professionalize and transform the family business as the new generation of owners take on the role of their parents in managing the business. Infinnum focuses on introducing and implementing processes and systems to help the client manage business growth and challenges through advisory, installation, and implementation of management and operating standards and systems to mitigate moments of hyper growth or crisis.
Ana also believes that there is more to accounting than numbers and spreadsheets. One of her goals at Infinnum is to help professional accountants and other professionals find their purpose while delivering meaningful and fulfilling client work.
Ana credits her passion for working with family businesses to a specific experience and opportunity her mentor offered her. "Once in my life, someone trusted me, a simple management accountant and CFO, to go beyond what these roles were known for. This mentor pulled out every potential in me and showed me that family businesses could become professional, progressive, and not filled with drama," she recounts. Her mentor gave her the opportunity to join Boysen, a family-owned business that also happens to be the leading paint manufacturer in the Philippines. Boysen trusted Ana to work with the family to innovate and transform its operations into a more professional and sustainable business.
She credits that specific opportunity as the seed of her transforming family businesses.
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I want to expand, build an organization, and give opportunities to all the professional accountant's and family businesses I've worked with to transform, make a difference in their lives, and contribute to the community.
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This enthusiasm grew into the start of Infinnum.
Her mentor initially discounted Ana's drive to build an organization aiming to work with family businesses because she needed the trust of these companies. Family businesses were utterly different from the multinational companies that Ana had previously worked in. The landscape of family businesses offered unique challenges because she and her Icons were facing business challenges and also needed to navigate any family dynamics involved. "I had to ask myself, 'What is trust?' I learned to equate trust with integrity and pinpointed the other values that are key to Infinnum's practices,' she details.
Building a team rooted in integrity was crucial because how else would company executives and owners trust Ana and her team with their family issues and financials?
Ana's dedication to building integrity with her clients formed the basis of Infinnum's values. The first value is "Integrity is our way of life." Ana breaks down Infinnum's definition of integrity into four values that Icons must embody: competency, fairness, accountability, and transparency.
Ana’s belief that Infinnum was more than just a solutions-provider formed the basis of the second value “We stand for meaningful change.” This value is connected to how Icons take the time to tailor their solutions and recommendations to the client’s businesses and dynamics.
The third value is “We are client-focused.” Infinnum is committed to delivering high-impact, high-purpose, and high-value to their clients, even beyond the engagement.
The final value is “We treasure our people.” Infinnum is committed to bringing out the potential in the Icons and collaborating with them to merge their personal and professional goals. These values are how Ana has built a team of like-minded people.
Infinnum has gained the trust of large, multi-million family businesses through competency, capability, and capacity and by working only with clients who share their drive for innovation. “I don’t have a sales department to sell Infinnum. The clients come to us because our service is very personalized and holistic. We really get to know the business, its purpose to the family, and the family dynamics when we work with them,” Ana clarifies.
Ana’s commitment to delivering excellent customer service is a testament to Infinnum’s success and growth.
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We cannot transform our clients if we do not transform ourselves first.
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Infinnum Icons undergo a journey of growth and continuous improvement to gain the trust of partner clients and remain at the forefront of innovation. A crucial part of employee learning and development is how Icons can work with a wide range of clients and projects to build their confidence and capabilities. This exposure is crucial because business owners and executives need to feel like they can trust Ana’s team to deliver personalized recommendations.
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I want our Icons to be challenged by different exposures and experiences because if not, who will give them the opportunity to make decisions, develop, and grow their confidence and skills and be entrusted a business worth millions or billions to them?
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Infinnum Icons receive personalized coaching sessions that integrate their personal and career goals. “I always stress that it is important for us [Infinnum] to keep our relational style of management and to be able to bridge the gap between the employee’s personal and professional goals,” Ana explains. Infinnum supports their Icons throughout their different life stages, whether it leads to a career shift, a workload adjustment, or a change in work engagements.
Ana’s commitment to building a better life for her Icons is evident from how she treasures her people. Her dedication has even resulted in former Icons building a community because the guidance and values that she has imparted continue to resonate.
Infinnum is equipped to integrate the Icons' personal and career development goals, allowing them to maintain work-life balance. Ana encourages her Icons to find a purpose, ground themselves in integrity, become well-rounded professionals, and live virtuous lives outside numbers!
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