“If you have some power, then your job is to empower somebody else. This is not just a grab-bag candy game.“

-Toni Morrison

Our Approach

We are a team of international experts in the fine arts – providing independent advisory and career development for artists and studios. From financial literacy, business strategy, and mentorship, to tutorials and academic support, our approach is rooted in three principles:

Strategic Acumen

We provide CFO-level financial expertise to the fine arts sector. From cash flow modeling and multi-year strategic planning to contract negotiation and international tax preparation, we bring analytical rigour to your practice. Our approach is grounded in decades of accounting experience, adapted specifically for the unique challenges that creatives face.

Lived Experience

We are practicing artists, studio staff, and educators who understand the creative process, the gallery ecosystem, and the financial realities of sustaining an art practice. We speak your language. We understand the tension between artistic integrity and commercial viability. We have navigated the same challenges we help you solve.

Independent Advisory

We do not earn commissions on your sales. We have no gallery affiliations. We work independently and transparently. Our advice is solely in your interest. This allows us to provide transparent, strategic guidance focused entirely on your long-term success!

Victoria Helena founded Artist Money Matters after two decades of navigating a career as both a CFO business strategist and a practicing fine artist. This unique vantage point revealed a persistent gap in our industry. Too many artists are struggling with the business fundamentals necessary to sustain their practices. The combination of artist, studio director, and CFO allows Victoria to navigate the intricate landscape of emerging and global scale art markets with a nuanced understanding and tailored approach for creatives.

They hold a Master’s degree in Fine Art – Sculpture from the prestigious Royal College of Art. They have worked with major galleries, brands, curators, and artists – such as Pace, Carpenters Workshop, Studio Wayne McGregor, BMW, ArtBasel, Frieze, Radhika Khimji, Random International, even Burning Man, and many more. They speak English, with working proficiency in Spanish, Dutch, and Polish, enabling support across international markets. They hold memberships with the Association of Women in the Arts, A-N, FRANK Fair Artist Pay, and the Art Lawyers Association.

With their unique combination of global business acumen and artistic sensibility, Victoria Helena is well-positioned to provide invaluable guidance and strategic insights to those just breaking into the international art market and those firmly established.
Their mission in founding Artist Money Matters is to provide artists with the financial literacy, strategic planning, and to help them regain agency that allows creative practices to thrive, without compromising artistic vision or conflicts of interest inherent in commission-based representation.

Loide Cardeira-Ferreira brings meticulous financial administration and bookkeeping expertise to our clients. She provides the operational foundation that allows artists and studios to maintain compliance, clarity, and control over their finances.
Originally from Lagos, Portugal, and now based in the UK, Loide has over seven years of experience providing accounting and administrative support across diverse sectors, with specialized focus on international artist studios, SMEs, and limited companies operating in fast-paced, complex environments.

For clients requiring bookkeeping, administrative studio support, financial reorganization, or systems implementation, Loide provides integrity, competency, and strategic knowledge grounded in fine art industry understanding. Her expertise encompasses account reconciliation, tax law compliance, VAT return preparation, and financial operations management, whilst ensuring accuracy and regulatory compliance across all client engagements.
Loide works in both English and Portuguese, enabling support for artists and organizations operating across UK and EU markets. She holds a Foundation Certificate in Accounting and is committed to continuous professional development, staying current with evolving tax regulations and financial best practices.

While strategic advisory provides direction, Loide ensures the day-to-day financial operations function smoothly, accurately, and in full compliance with regulatory requirements.

Kate Davis is a distinguished sculptor and educator living and working between London and Edinburgh. Davis serves as Associate Lecturer and Fellow in the Sculpture Programme at the Royal College of Art, External Examiner at Chelsea School of Art, Board member of Edinburgh Sculpture Workshop, and member of the Royal Society of Sculptors, contributing significantly to contemporary sculptural education and practice. Davis has established herself as a significant voice in contemporary sculpture through extensive national and international exhibitions.

For Artist Money Matters clients seeking creative development such as portfolio reviews, admissions guidance for advanced study, studio visits, formal tutorials, or critical feedback on their practice, Kate provides the perspective of an artist and educator operating at the epicentre of the world’s most prestigious art institutions.
Her expertise is particularly valuable for emerging and mid-career artists navigating critical transitions – applying to graduate programs, preparing for exhibitions, refining their artistic voice, or seeking honest, informed feedback on their work from someone deeply embedded in both the creative and academic art worlds.

Kate’s involvement ensures that Artist Money Matters provides not only financial and strategic guidance, but also the creative mentorship that allows artists to develop their practice with confidence and clarity.

Our Network

While our core team provides the strategy, the mentorship, and the operational support, we recognize that artists and studios often require specialized expertise beyond our direct scope such as legal counsel, insurance advisors, intellectual property specialists, international tax experts, and logistical or technical consultants.

With over fifty years of cumulative experience, we have cultivated a trusted network of professionals across the fine arts sector. Rather than attempting to be all things to all clients, our network allows us to connect you with the world’s top specialists when your needs require it.

Our network includes:

• Art lawyers specializing in contracts and intellectual property
• International tax advisors with fine arts expertise
• Insurance specialists for artworks and studio coverage
• Technical consultants for fabrication and installation
• Logistics specialists for import/export, and refined handling
• Marketing and digital strategists for artist positioning
• Grant writers and fundraising consultants for organizations

We do not earn referral fees or commissions from these connections. Our recommendations are based solely on quality, expertise, and fit for your specific needs. This independence ensures our guidance remains objective and in your best interest.
When you work with Artist Money Matters, you gain not only our direct expertise but access to a broader ecosystem of professionals who understand the unique demands of the fine arts sector.

Working With Us

When you engage with Artist Money Matters, you are not only partnering with a team that understands your world, but you also gain access to our vast network of art industry specialists. The pressures, the opportunities, the creative and commercial tensions of the fine art market are like no other industry.

Our process is collaborative. We begin by understanding your practice: your goals, your challenges, your current financial situation, and your vision for the future. From there, we develop a strategic plan tailored to your specific needs whether that’s establishing foundational systems, tax preparation, negotiating gallery contracts, planning for international expansion, or providing interim CFO/Director oversight.

We are transparent with a no nonsense approach. We will tell you when a deal is unfavourable, when your pricing is too low, when your cash flow is unsustainable, or when an opportunity doesn’t align with your long-term goals. Our independence allows us to prioritize your interests without the conflicts inherent in commission-based representation.

Our commitment is long-term. We are not interested in quick transactions. We are interested in building sustainable practices that allow you to create, exhibit, and earn a living from your work for decades to come.

Whether you are an emerging artist just learning about financial literacy or establishing your first business systems, a mid-career artist navigating gallery relationships and financial planning, an established studio requiring CFO-level oversight, or an arts organization seeking sustainability and strategic direction, we are here to provide the expertise, independence, and understanding that your art, your money, and your path deserve.

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