The Hidden Side of Selling: CeCe Leung on Identity, Wealth, and Life After Exiting

Want a quick estimate of how much your business is worth? With our free valuation calculator, answer a few questions about your business, and you’ll get an immediate estimate of the value of your business. You might be surprised by how much you can get for it: https://flippa.com/exit -- This week on The Exit, host Steve McGarry sits down with entrepreneur, CPA, and wealth strategist Cecilia “CeCe” Leung for a candid conversation about one of the most overlooked parts of selling a business: what happens after the deal closes. Drawing from more than 20 years of experience in finance, Wall Street, and advising founders through complex transactions, CeCe shares why so many entrepreneurs focus on valuation and due diligence while overlooking the emotional, personal, and identity shifts that often follow an exit. CeCe breaks down common mistakes founders make when preparing for a sale, from failing to think through post deal dynamics with private equity partners to overlooking succession planning and negotiating leverage. She also explores the deeper side of entrepreneurship, including founder burnout, setting boundaries, defining personal success, and why understanding why you want to sell may be just as important as the sale itself. Whether you are preparing for an exit or simply building toward one, this episode offers a refreshing perspective on creating both financial freedom and a meaningful life beyond business. Cecilia “CeCe” Leung is a CPA, entrepreneur, and founder of Rich & Sassy Wealth Strategies, where she helps founders and executives navigate high stakes moments including exits, IPOs, and major financial transitions. With more than 20 years of experience spanning Big Four firms, investment banking, and CFO leadership roles, CeCe combines financial strategy with a human centered approach to help leaders build wealth, make smarter decisions, and create success that lasts beyond the business. LinkedIn - https://www.linkedin.com/in/cscfo/ Website - https://richandsassy.com/ Key Timestamps: [00:01] Intro & Show Overview [02:58] CeCe’s Journey to Entrepreneurship [07:06] Preparing a Business to Exit [11:14] Post Deal Realities & Leverage [14:06] Purpose, Identity & Philosophical Counseling [21:13] Founder Mistakes & People Problems [23:31] Knowing Your Value & Boundaries [25:28] Rich and Sassy Vision & Close -- The Exit—Presented By Flippa: A 30-minute podcast featuring expert entrepreneurs who have been there and done it. The Exit talks to operators who have bought and sold a business. You’ll learn how they did it, why they did it, and get exposure to the world of exits, a world occupied by a small few, but accessible to many. To listen to the podcast or get daily listing updates, click on flippa.com/the-exit-podcast/