Who we are
Not Just Business was founded by Ruth Efue, the founder of Task Genie, after making the leap from corporate life to running her own business. As she began networking to grow Task Genie, she quickly realised how powerful networking can be — but also how overwhelming and awkward it often felt, especially as an introvert.
Wanting a space that felt more comfortable and inclusive, Ruth created Not Just Business — where every voice is heard, meaningful conversations come before business cards, and the wellbeing of business owners is woven into what we do.
Through intentional events, thoughtful collaborations, and wellness-led initiatives, Not Just Business is for business owners who want to grow with others in low-pressured environments.
Our Values
Inclusive
Everyone deserves a seat at the table. We create welcoming, diverse spaces where all voices are heard.
Intentional
We’re intentional about how we show up—for ourselves, each other, and our community. Every detail is shaped with care to foster real connection.
Collaborative
We believe success is abundant—and collaboration unlocks more of it. By working together, we create greater opportunities for growth.