As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Amber Duncan.
Amber Duncan is an entrepreneur, mother of five, and the powerhouse founder of Life After Debt, a financial empowerment movement helping Americans break free from the burden of credit card debt. Her journey began in 2008, when she filed for bankruptcy during the housing crash and was told by an attorney she’d “be back.” That moment sparked a mission: to dismantle the shame around debt and prove there was another way.
Since then, Amber has helped settle millions in debt, built one of the largest debt settlement companies in the U.S., and launched Life After Debt in 2023 to bring a more compassionate, modern, and edgy approach to consumer finance.
In this interview, she reveals the mindset shifts, bold moves, and lessons that helped her turn ideas into impactful online businesses.
What inspired you to start your business, and what problem were you passionate about solving?
After filing for bankruptcy in 2008, I knew the system was broken. A bankruptcy attorney told me, “I’ll see you again,” and I never wanted to feel that way ever again. I wanted to build a better path, one without shame, where people could see that debt doesn’t define them
How has your business evolved since its launch, and what key decisions have helped drive that growth?
We flipped the standard sales model. Instead of chasing people, we created free Clarity Calls where clients explain to us why they’re ready for help. That small change built massive trust and a 90%+ conversion rate.
In your view, what truly sets your brand apart in today’s competitive market?
We don’t just negotiate numbers, we dismantle shame. Life After Debt combines financial strategy with what I call “financial therapy.” We’re as much about healing relationships as we are about cutting balances
What has been your most effective marketing strategy to date, and why do you think it worked so well?
Storytelling. From TikTok debt dives to real settlement letters, showing the human side of debt makes people feel seen, and that relatability is what drives them to book a call.
How do you stay connected to your ideal audience and understand their needs or behaviors?
I talk to them directly. Every Clarity Call is market research. People share their fears, their shame, their hopes, and we build our messaging around those raw truths.
What’s one branding move or campaign that helped elevate your business to the next level?
Leaning into the conversation on financial infidelity. Money secrets are the new cheating, and when we started talking about that openly, it struck a cultural nerve.
What does success look like for you, not just in numbers, but in purpose or impact?
Success is the email that says, “You saved my marriage,” or the woman who tells me she can sleep at night again. Those moments matter more than revenue.
How do you personally define success, beyond revenue and growth metrics?
Freedom. The ability to choose how I spend my time, and to use my story to create space for others to be honest about theirs.
Can you share a challenge or setback that ultimately became a turning point for your brand?
Bankruptcy was my breaking point and my breakthrough. Losing everything gave me the clarity to build something bolder, stronger, and more compassionate.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
I treat every day like day one. I start fresh, set aggressive goals, and remind myself: $273.97/day is $100K/year. That mindset keeps me sharp and humble.
How do you approach innovation and risk in your business strategy?
I lead with truth and edge. If something feels uncomfortable to say, that usually means it’s the conversation we need to be having.
What advice would you give to someone starting a business in today’s fast-changing digital world?
Don’t wait for permission. Start messy, be consistent, and let your story be your strategy. Authenticity is your unfair advantage.
Where can our audience connect with you and learn more about your work or offerings?
Website: reducemydebts.com
Instagram: @amberdunc
