Fired Up, Not Burned Out: How One CEO Rebuilt After Toxic Leadership – Aubrey Amatelli

Introduction

What happens when a high-powered JP Morgan exec walks away from a toxic C-suite and builds a fintech startup in one of the riskiest industries out there? In this episode of Think Business with Tyler, I sit down with Aubrey Amatelli, CEO and founder of PayRio. Owners in the trades who want this run by a specialist start with Profit & Grit fractional CFO services.

Aubrey shares her raw and inspiring story of resilience. She left a hostile leadership environment, launched a cannabis-focused payment processing company, and hit profitability in her first year while raising three kids as a single mom. We dig into how she bootstrapped with a 1099 sales team, navigated a seven-figure loss, and built a culture that recently won “Best Place to Work.”

If you’re dealing with growth pains, broken trust, or just wondering how to rebuild something on your terms, this episode is worth your time.

About Aubrey Amatelli

Aubrey Amatelli is the founder and CEO of PayRio, a boutique payment processing company focused on cannabis, CBD, and alternative medicine. Before launching her startup, she spent over a decade at JP Morgan leading high-performing teams and supporting startups. After a toxic leadership experience pushed her out of a C-suite role, she launched PayRio with a clear mission: build a company she’d want to work for.

Today, PayRio is profitable, growing fast, and known for its inclusive culture and white-glove service in a high-risk space.

Episode Highlights with Timestamps

[9:30] – Leaving JP Morgan: How a successful career led to a toxic C-suite and the final push to start her own company
[13:10] – Harassment at the Top: Aubrey talks about being the only woman in the room and how that shaped her leadership
[20:40] – “I wasn’t ready to work for someone else”: The moment she committed to building her own company
[30:45] – Bootstrapping Smart: How she hit profitability in year one using commission-only 1099 reps
[32:30] – Treating People Right: Why she treated her sales team like full-timers and what that created
[34:10] – Best Place to Work: How she built a tight-knit culture with zero turnover
[39:00] – Building Like JP Morgan: Why her structure earned trust in a fringe industry
[43:55] – Losing Seven Figures: What happened, how she responded, and what changed
[47:40] – Thinking Long-Term: How federal legalization might change her business model
[51:10] – Words of Wisdom: Advice for founders tempted by shiny partnerships

Key Takeaways

• Aubrey didn’t leave JP Morgan to chase a dream—she left because she had to

• She built PayRio without paying herself and hit profit by structuring lean and smart

• Her culture was intentional from day one, starting with people she knew and trusted

• A failed partnership cost her seven figures, but she used it to strengthen her leadership

• Her company is built for compliance and trust, not just growth

CFO Insights from the Episode

• Platform risk is real. Visa and Mastercard disruptions nearly wiped out her revenue overnight

• Bootstrapping with 1099s can work if ROI is tracked and commissions are structured well

• Profitability in year one is rare. She hit it by keeping costs low and focusing on cash flow

• A CFO could have helped model how federal legalization might impact margins and valuation

• Risky partnerships need clear downside planning. A CFO would stress-test those early

Business Insights from the Episode

• People often leave not because they can—but because they can’t stay anymore

• Hiring slow and leaning on trusted relationships helped build a high-retention team

• Even in male-dominated industries, deep subject matter knowledge builds respect

• Being profitable without external funding gave her more freedom and control

• Running her company like a mini JP Morgan helped set her apart from competitors

Fun Facts

• Aubrey was a college soccer player and still plays in a co-ed league

• She started PayRio without taking a salary

• Her early team included her two best friends and a former neighbor she used to babysit

• PayRio was awarded “Best Place to Work” by Cannabis Business Times

• She’s built a team-first culture with near-zero turnover

Actionable Items

• If you’re bootstrapping, model zero salary for yourself and build toward profitability fast

• Treat contractors like employees if you want buy-in and loyalty

• Protect yourself against vendor or processor risk with backup options

• Don’t chase growth until your systems and culture can support it

• Make space to plan your next move before the market forces it

Maxims to Live By

• Hire people you already trust

• Run lean but lead generously

• Pay attention to your gut, not just the numbers

• Culture starts with how you treat your team, not what you post

• Keep building—but know what you’re building toward

Memorable Quotes

“I wasn’t ready to work for someone else. So I built something of my own.”
“We lost a seven-figure partnership. I didn’t fold. I got sharper.”
“I operate PayRio like a mini JP Morgan. That’s how we earn trust.”
“My why is my kids. That’s what keeps me going when it gets hard.”
“If it doesn’t feel right, no matter how big the dollar signs are, walk away.”

Tools, Books & Resources Mentioned

• PayRio.co – Aubrey’s company website

• Cannabis Business Times – Workplace recognition award

• Wallet and ATM-based payment rails – Workaround for card restrictions in high-risk industries

Connect with Tyler

💡 Connect with Tyler Martin

• LinkedIn: linkedin.com/in/thinktyler

• Website: Think Business with Tyler

Want a CFO Who Thinks Like an Owner?

I help service-based businesses make sense of their numbers, fix cash flow problems, and scale without the burnout. Let’s connect at cfomadeeasy.com

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Final Thoughts

Aubrey Amatelli’s story is a reminder that not all great businesses start with a clear plan. Some start after a breaking point. Her grit, clarity, and no-nonsense leadership have helped her build a company that balances profit, culture, and purpose. If you’re sitting at a crossroads or rebuilding after a setback, this episode shows what’s possible when you bet on yourself.

Connect with Aubrey Amatelli

• Website: payrio.co

• Instagram: @payrio_hq

• LinkedIn: Aubrey Amatelli