When Michelle Battersby launched Sunroom, she set out to change the game for women creators, building a platform where they could earn freely, safely, and on their own terms. Five years, three funding rounds and one pandemic later, she did just that. Thousands of creators made life-changing income, and Sunroom was acquired by Fanfix.

From the emotional weight of leadership to the surprising financial realities of building something from scratch, Michelle shares the unfiltered truths of the founder journey - the highs, the hard parts, and the freedom that comes with letting go. Maddy Guest, from Blackbird’s investment team and host of the finance podcast So Invested, joins Michelle to unpack what those lessons teach us about resilience, risk, and redefining success.

This is a story about ambition and endurance — and the lessons that only reveal themselves when you decide to climb.

When Lucy Liu co-founded Airwallex in 2015, she was flying around Asia opening bank accounts in person and carrying bags of security tokens. Global businesses were digital. Finance was stuck in the past.

For three years, Airwallex burned money building invisible infrastructure no one believed in yet. Her co-founder drew a “really ugly unicorn” on a whiteboard predicting ten-times growth when they had zero revenue. Everyone laughed — but kept building anyway.

That bet on infrastructure became one of the fastest-growing fintechs in the world, now moving $200 billion annually and adding $100 million in recurring revenue every quarter.

In this episode, Lucy shares why building two products simultaneously defied conventional startup wisdom, how hiring for intellectual curiosity beats credentials, and what it means to scale from zero to 1,800 people without losing speed. She also reflects on the power of ambitious predictions, staying simple at massive scale, and why resilience matters more than perfection.

Procreate co-founder James Cuda has spent more than a decade obsessing over one thing: the brushstroke. From hacking the iPad 1 to run at 60fps, to turning a side project into the world’s leading creative app, James has built Procreate on a radical philosophy: simplicity, permanence, and creative freedom above all else.

In this episode of Wild Hearts, James joins Mason to share why the company never took VC money, how “flow state” shapes everything from product design to team culture, and what it really takes to scale without losing soul. They also dive deep into generative AI, ethical data, and why Procreate’s biggest unfair advantage may simply be staying small and Tasmanian.

James also reflects on the tension between addition and reduction, the power of jam sessions, and why listening to the “little voice” is the artist’s greatest superpower.

Time Stamps

00:00 – Intro

02:05 – Why brushstrokes were the starting point

05:10 – The art of subtraction: keeping flow while adding features

07:50 – Permanence as a product philosophy

09:36 – From “an amazing piece of shit” to a world-class creative tool

12:11 – How Procreate’s archetype grew from amateurs to architects

15:01 – Listening to users without losing the soul

17:31 – Scaling creativity and protecting flow inside the team

19:51 – Jam sessions, “holy shit” moments, and making ideas real

23:31 – James’ strong stance on generative AI and ethical data

34:51 – Authenticity over slogans: building trust with artists

37:21 – Bringing artists together, online and offline

39:06 – Staying independent: why Procreate never took VC

44:01 – Simplicity vs. optionality in future workflows

46:39 – The advice James gives every artist: listen to the little voice

48:26 – Outro