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Every successful business has one thing in common that customers rarely see. Behind every invoice paid, client served, meeting scheduled and deadline met are the systems, processes and people working behind the scenes to keep everything running. Nicole Abrahams has built an entire business around making those invisible functions work seamlessly.

Through VA Lookup, her virtual business support company established in 2021 and based in Mossel Bay, Western Cape South Africa, Nicole enables entrepreneurs to spend less time managing administration and more time growing the businesses they set out to build. That commitment to operational excellence recently earned Nicole first place in the Operational Excellence Award category of the Women Creating Wealth Financial Services Growth & Impact Challenge, along with R200 000 to accelerate the next phase of VA Lookup’s growth. “Winning this award validates the work we’ve been doing behind the scenes,” Nicole says. “It shows that building strong systems, investing in people and delivering consistent value to clients really does matter.”

For Nicole, entrepreneurship has never been about providing administrative support alone. It has always been about creating the conditions that allow other businesses to thrive. Through VA Lookup, she provides virtual administration, financial administration, executive assistance and marketing support. She works with entrepreneurs and businesses that need professional operational support without the cost of building large internal teams. By taking care of the operational demands that often consume entrepreneurs’ time, Nicole helps her clients focus on strategy, growth and serving their customers. “You can’t do everything yourself forever,” she explains. “If you want your business to grow, you have to build systems that allow other people to contribute and succeed alongside you.”

That mindset became even stronger after Nicole applied to be part of the Women Creating Wealth programme,  where she expected to strengthen her business skills. However,  the programme transformed how she thought about leadership and business growth as well. Instead of focusing only on delivering excellent services, Nicole began intentionally building a business capable of growing beyond her. “The programme challenged me to work on the business instead of only working in it,” she says. “It helped me think differently about leadership, operational systems and long-term sustainability.”
Nicole strengthened the company’s internal processes, improved operational efficiency and built a stronger foundation for sustainable growth. As VA Lookup continues to grow, Nicole has created opportunities for young professionals and women to gain practical workplace experience while building meaningful careers. For her, operational excellence has never been about efficiency alone. It is about building a business where clients receive exceptional support, employees continue developing their skills and opportunities are created for others to succeed.

Speaking about what the funding means for the future of her business, Nicole says: “This funding allows us to invest in the resources and capacity we need to grow. It means we can strengthen our operations, support more businesses and create even more opportunities for people to grow with us.”

Looking ahead, Nicole’s vision extends well beyond business growth. She wants VA Lookup to become a trusted business support partner for entrepreneurs across South Africa while continuing to create meaningful employment and professional development opportunities for others. “When entrepreneurs have the right support behind them, they have the freedom to focus on building successful businesses,” she says. “If my business can help make that possible while creating opportunities for others, then that’s the impact I want to leave.”

Nicole’s journey continues to gain visibility beyond the Women Creating Wealth programme.

In a recent interview with SABC’s Channel Africa, she shared more about her entrepreneurial journey, the growth of VA Lookup and her vision for creating opportunities through business. Watch the interview to hear more from Nicole about her journey and the impact she hopes to create through her business.