EmpowHER: Crista Vance on Building a Business Without Losing Sight of What Matters Most

When Crista Vance began her career, she knew exactly what success looked like to her. It wasn't defined by a title or a paycheck—it was being present for her family while building meaningful work she could be proud of.

That perspective has shaped every step of her journey, from working at a nonprofit focused on web accessibility to co-founding Mobrium with her husband in 2022. Today, as Co-Founder and COO, Crista leads a growing business while continuing to prioritize what has always mattered most: her family.

Building a Career Around What Matters

Early in her career, Crista joined WebAIM, a nonprofit organization dedicated to improving web accessibility. Her role evolved over the years, giving her experience in client communication, training coordination, invoicing, accounting, and operations. More importantly, it offered something she valued just as much—flexibility.

"I began my career with the foundational belief that being a mom would be the top priority and forefront of my life."

While working at WebAIM, Crista welcomed four children ("her fifth was born after Mobrium was founded"), bringing each of them to work as infants before transitioning to a flexible work-from-home schedule. Those experiences not only strengthened her professional skills but also reinforced the idea that a fulfilling career and an engaged family life didn't have to compete with one another.

When she and her husband launched Mobrium | The Original Employer Reputation Platform in 2022, she was ready. Years of operational and accounting experience gave her the confidence to step into entrepreneurship, learning new skills along the way while helping build a company from the ground up.

Leading with Candor and Compassion

Crista describes her leadership style as "assertive, brief, and observant."

She believes in practicing radical candor—sharing feedback directly while remaining kind and respectful. She also values efficiency, recognizing that everyone's time is valuable. Whether in meetings or emails, she strives to communicate clearly and concisely.

Yet behind that straightforward communication is a leader deeply invested in people.

"I observe body language, tone, and non-verbal cues because I want to know people are genuinely doing well."

Rather than simply managing tasks, Crista focuses on understanding the people behind them. She believes listening carefully, asking thoughtful questions, and creating space for honest conversations helps build stronger relationships and healthier teams.

Learning That Balance Isn't About Doing Everything at Once

Like many working mothers, Crista knows firsthand that balancing career responsibilities with family life isn't always easy.

She manages the daily realities of raising young children while helping operate a growing business. At one point, trying to handle everything simultaneously left her mentally overloaded—and even led her to fall victim to a phishing scam.

Instead of trying to become better at multitasking, she changed her approach entirely.

"I stopped trying to juggle everything at once."

Now, when her children need her attention, she puts away her phone and laptop. When they're sleeping or napping, she gives her full focus to work. That intentional separation has improved not only her productivity, but also her mental health, her parenting, and her overall sense of fulfillment.

For Crista, mindfulness has become one of the most valuable tools in achieving balance.

Mobrium Smiles

One of Crista's proudest accomplishments isn't tied to revenue or company growth—it's Mobrium's Giving Back program: Mobrium Smiles.

From the company's earliest days, she wanted generosity to be part of its culture. Even before the business became profitable, she created a system that allowed the company to "give as we go."

The program also invites clients to participate. Each month, clients receive credits they can direct toward charitable causes ranging from providing warm meals for children to purchasing livestock for families in need.

For Crista, success isn't simply about building a thriving business—it's about creating opportunities to improve the lives of others along the way.

Finding Strength in Connection

Mentorship has played an important role throughout Crista's life, both as someone who receives guidance and someone others turn to for support.

She credits many of her sisters—both by blood and by marriage—as women she admires, while also striving to be someone they can lean on in return. Her leadership experiences through church have also broadened her perspective by connecting her with people from many different backgrounds.

"Being able to feel compassion, empathy, and love for someone who is so different from you is, I believe, why we're here."

That mindset influences every interaction, whether she's working with colleagues, clients, friends, or strangers.

Creating More Inclusive Workplaces

Crista believes women often bring valuable strengths to leadership, including empathy, intuition, and the ability to truly listen. Those qualities create opportunities to build trust, foster belonging, and help others feel seen.

"The more we relate to others and find common ground, the more positive influence we can have on each other."

Rather than focusing on differences, she encourages women to lead through understanding, connection, and optimism.

Crista Vance on Redefining Success

One of the biggest shifts in Crista's perspective has been how she defines success.

Earlier in her career, she viewed financial achievement as the primary measure. Today, her definition is much broader.

"I used to think success meant earning lots of money. While that's one form of success, it isn't the only form."

For Crista, success now includes raising a family, maintaining her health, strengthening her faith, and investing in meaningful relationships. Those are the achievements that create lasting happiness and peace.

She also carries with her one lesson from her father that continues to shape her decisions.

"When you say yes to opportunities, there is so much you can learn."

She believes that if you embrace opportunities with confidence, you can always adjust and reevaluate along the way.

Advice for the Next Generation

When asked how women leaders can inspire future professionals, Crista's advice is refreshingly simple: Listen. Offer perspective when it's welcomed. Find common ground. Lead by example. Speak with optimism—about yourself and about others.

Those principles have guided her career from the very beginning, allowing her to build a business, raise a family, and create meaningful impact without losing sight of what matters most.

Her story is a reminder that success doesn't have to fit a single definition. Sometimes, the most fulfilling careers are the ones intentionally built around the life you want to live.