A UK-based entrepreneur who once built a seven-figure business, "Unndr", now claims to have no money left. In an Instagram video, she opened up about how "embarrassed" and "ashamed" she feels about going from financial stability to relying on government grants. Sometimes you never know which way the wind will blow.
Sofia was a lawyer before she became an entrepreneur and founded Unndr in May 2022. It was a lingerie subscription business, and her venture led to her being featured on the Forbes 30 Under 30 List Europe for Retail and E-commerce in April 2025.
From Forbes To No Money
From building a seven-figure business to walking to the Universal Credit apartment, Sofia is living it all. "I'm on my way to my Universal Credit meeting. Yes, this is after Forbes. This is after building a 7-figure business," she said in the video. After achieving so much, today her business has left nothing for her.
Although she acknowledges that she has her personal platform and past accomplishments, the sudden absence of financial stability has taken an emotional toll on her. While still figuring out her next chapter of life, she is relying on Universal Credit for her expenses.
Universal Credit is defined as the UK government's social security welfare system. It is a monthly payment provided to help people with low income, unemployed or unable to cover basic living and housing costs.
Shame Is The Hardest Part
For Sofia, the hardest part was not shutting the seven-figure business, but the shame attached to the feeling of having moved backwards. "The embarrassment of people knowing. The voice in your head telling you that you should have it all figured out by now," she said in the video.
Sofia shared her vulnerable story after contemplating a lot. Hesitant at first, she decided to talk about her financial setback to destigmatise the term "setback." She said, "There are so many people quietly going through their own version of rock bottom right now. Losing businesses, jobs, relationships, money, confidence, or simply the life they thought they would have. I can say confidently all of those things are me right now."
Determined to never give up, she ended her post on a positive note. She said, "This chapter is uncomfortable, humbling, and sometimes heartbreaking. But it’s still only a chapter."
The closing of the Unndr has not all been bad for Sofia. Since shutting her business, some of the emails that have touched her have not been about how she built her brand, but from women appreciating her. "They've been from women telling me that watching me build Unndr gave them the confidence to start something of their own," she wrote on her LinkedIn profile.
To help such women, Sofia has opened a small number of 1:1 Founder Strategy Calls. This is for early-stage founders seeking an honest, practical conversation to build a business. "If sharing those lessons can help another woman build more confidently, avoid costly mistakes, or find clarity when she feels stuck, then I would love to do that," she concluded her post.