AMA Conference 2020

Sarah Thelwall



Sarah is a sailor, strategist and maker of mischief. Her speciality subjects are the structure of the contemporary art market and making the potentially dry topics of financial management, business processes and marketing interesting and accessible to micro and SME businesses.

Sarah founded MyCake in 2007 – an online toolkit to help organisations manage their business finances simply and easily – in response to the lack of financial management tools on the market designed with creative people and organisations in mind. MyCake provides online finance toolkits for two specific client groups: creative entrepreneurs and arts and cultural organisations.