Mastermind Member Feature: Kristen Selby, founder of Timely Executive Assistance
Helping Leaders Reclaim Their Time and Focus
At Founding Females®, we love to spotlight all female founders, but especially the roughly 20% who have grown a business large enough to employ a team. Our mastermind member, Kristen Selby, is doing exactly that.
As the founder of Timely Executive Assistance, Kristen and her team help entrepreneurs, executives, nonprofit leaders, and growing teams reclaim their time through fractional executive assistant support that creates more ease, flow, and sustainability in business.
Building a Business Rooted in Support and Strategy
Kristen’s journey into entrepreneurship was built on nearly two decades of experience in the assistant world. Her career began at a private family office in Central Texas, where she launched the lifestyle management branch and became the dedicated assistant for 12 multi-generational, high-net-worth families.
Through that work, she discovered something powerful: when leaders are freed from the constant overwhelm of administrative tasks and operational details, they’re able to thrive in their zone of genius.
When her three children reached school age, Kristen felt called to create a business that delivered that same high-level support in a more modern, flexible way.
“I noticed that most business owners felt like they only had two choices,” Kristen shared. “Either hire a virtual assistant juggling many clients or bring on a full-time, in-house executive assistant with all the overhead and liability that comes with it. I wanted to bridge that gap.”
In March 2021, she officially launched Timely Executive Assistance, creating a hybrid approach to executive support that combines professionalism, flexibility, systems, and relationship-driven care.
Today, Kristen leads a talented team of women who bring wisdom, expertise, and personalized support to every client they serve.
Helping Entrepreneurs Focus on What Matters Most
Kristen loves partnering with ambitious entrepreneurs, solopreneurs, nonprofit leaders, and small teams who are ready to grow but feel buried beneath the weight of daily operations.
Her clients aren’t just looking for someone to check tasks off a list. They want strategic support from someone who can anticipate needs, create systems, and help them operate at a higher level.
From calendar management and project coordination to email management and operational support, Timely helps business owners create margin so they can focus on leadership, creativity, and growth.
And the transformation is often immediate.
“One client shared that before partnering with Timely, their days were consumed by meetings and overflowing inboxes,” Kristen said. “With our support managing schedules across time zones, handling client communication, and proactively moving tasks forward, they were able to reclaim their time, improve responsiveness, strengthen client relationships, and grow their business.”
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Creating Opportunities for Women Along the Way
While Kristen is proud of the impact Timely has on clients, she’s equally proud of the culture she’s created internally.
“I’m proud to have built a business that’s both professional and personal,” she shared. “Timely not only gives clients exceptional support, but also creates flexible, meaningful roles for women who want work that fits their lives.”
The company’s culture is rooted in ease, respect, trust, and sustainable growth. These are values Kristen intentionally prioritizes as both a leader and entrepreneur.
Rather than building a business centered on hustle culture, she’s committed to scaling in a way that allows both clients and team members to thrive.
Entrepreneurship, Growth, and Letting Go of Perfectionism
Like many founders, Kristen says entrepreneurship has been one of the most refining personal growth journeys of her life.
“Business ownership is so refining — second only to parenting,” she laughed.
Through entrepreneurship, she’s learned patience, confidence, self-trust, and the importance of authenticity. She’s also learned the value of delegation, boundaries, and building a business aligned with her values.
One of the biggest mindset shifts in her journey has been overcoming perfectionism.
“Action beats inaction every time,” Kristen said. “Embracing 80% versions, running small experiments, and taking informed risks has helped me grow with confidence.”
That mindset has allowed her to continue evolving both personally and professionally while building a business designed for long-term sustainability.
Why Kristen Joined the Founding Females® Mastermind
Kristen joined the Founding Females® Mastermind to connect with ambitious, values-driven women who understand the realities of entrepreneurship.
“I wanted a space where I could grow alongside women who are equally committed to building businesses that are successful and sustainable,” she shared.
As someone passionate about women’s leadership, emotional intelligence, growth mindset, and values-based work, she deeply values being part of a community where collaboration and authenticity are prioritized.
She’s also a longtime fan of Brené Brown and credits Brown’s work on courage, vulnerability, and leadership as a major source of inspiration throughout her entrepreneurial journey.
The Vision for Timely Executive Assistance
Looking ahead, Kristen’s vision is clear: continue helping leaders reclaim time, gain margin, and focus on the work only they can do.
She also hopes to continue growing a collaborative, talented team while establishing Timely as a trusted resource for fractional executive assistant support throughout the Midwest and beyond.
“At the heart of my vision is helping leaders create more space for what truly matters,” Kristen shared. “Whether that’s growing their business, leading their team, or making a greater impact.”
Connect with Kristen
LinkedIn: Kristen Selby on LinkedIn
Instagram: @timely.ea on Instagram
Join the Women’s Business Mastermind
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P.S. Here are some of my top favorite female small business resources:
Dream, Build, Grow Free Resource Suite - free business templates for your business plan, marketing plan, ideal client persona, financial statements, and more!
Founding Females® Community - an online female mastermind space for entrepreneurs to connect, support, and get inspired
Dream, Build, Grow: A Female’s Step-by-Step Guide for How to Start a Business - a guided how-to handbook including everything you need to know from business idea to launch to profiting and scaling your business.
Free Downloads for Female Entrepreneurs
Free PDF Download: 25 Ways to Market Your Business (Aside from Social Media)
Free PDF Download: 33 keys to Business Success
Free PDF Download: SEO Tips for Entrepreneurs
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About Founding Females®
The mission of Founding Females® is to help women build thriving businesses. We create safe spaces for women to share business challenges and receive peer support.
In addition, Founding Females® offers an online female business mastermind, a how-to guidebook for female entrepreneurs called Dream, Build, Grow: A Female’s Step-by-Step Guide for How to Start a Business, and in-person events, like an annual women’s business conference and local Founding Females® Meet Ups.
Founding Females® was founded by small business educator, Francie Hinrichsen. She believes anyone with a dream on their heart can pull up a seat to change the world through entrepreneurship. Click to learn more about working with Francie.
Helping Leaders Reclaim Their Time and Focus: Meet Kristen Selby, founder of Timely Executive Assistance. Click to view…