About Natalie Luneva
CEO of Great to Elite · Speaker · Builder of Businesses that Run on Systems, Tools, and People — Not Stress
The Journey
I’ve spent my career helping business owners fix the parts of their companies that no one likes to talk about — billing, payments, admin, and the office side of the business. I started in marketing, running an agency that worked with service companies across the U.S.
Later, my husband Denis and I co-founded a software company that connected payments with CRMs. Running that company gave me a crash course in the real struggles of scaling: chasing payments, fixing broken processes, and the toll stress takes when the business side isn’t working.
Through that journey I discovered a simple truth: growth doesn’t break companies — broken systems do.
Why I Do This
Trades business owners — HVAC, plumbing, roofing, electrical — are some of the hardest working people I know. But most are trapped in a cycle of chasing payments, fixing admin fires, and losing sleep over cash flow. I believe the “office work” shouldn’t be an anchor; it should be the engine that fuels growth.
And here’s the key difference in what I bring: it’s not just strategy and systems. Along the way, I’ve also built and co-built software tools that solve these problems — tools we now use with clients to:
Automate billing, scheduling, and reminders
Supercharge cash flow with smarter payment options
Streamline paperwork like insurance follow-ups and job closeouts
Lower costs on things like credit card fees and admin overhead
It’s not theory. It’s systems, expertise, a proven team — plus the very tools I helped build to make all of it faster, cheaper, and more reliable.
Today
Today I speak at conferences, appear on podcasts, and lead Great to Elite, where we work directly with trades companies to fix the “business side” so owners can get back to running crews, winning jobs, and building wealth. My focus is always practical: fewer buzzwords, more booked jobs, faster payments, cleaner books.
Beyond Business
I live in Texas with my husband Denis and our two kids, Daniel and Victoria. When I’m not working with business owners, you’ll probably find me improving one of our Airbnb properties, exploring with my family, or planning our next big adventure.
Want to work together?
- For consulting and back office services, visit Great to Elite
- For speaking or podcast bookings, get in touch.