Meet Asha Cooper, a trailblazer whose journey from rural Australia to the bustling creative hub of southeast Queensland is nothing short of inspiring. After balancing the rigors of Year 12 exams with the demands of modeling, Chigozie made a daring move to pursue her dreams of becoming a creative entrepreneur. Her experiences navigating the challenges of content creation and battling burnout led her to create Urflo—a platform designed to revolutionize how creatives manage their brand collaborations. Through Urflo, Chigozie is not only simplifying the administrative side of creativity but also fostering a supportive community where like-minded individuals can connect and thrive. Join us as we dive into her incredible story, explore the impact of Urflo, and discover how Chigozie’s passion for community and innovation is transforming the creative landscape.
1. Can you tell us about your journey from rural Australia to starting Urflo? What inspired you to make such a significant move?
In my final years of high school, I started modelling, balancing Year 12 exams with driving four hours each way to get to photoshoots. It was tough, but I knew that if I wanted to make my dream of becoming a creative happen, this was the way to do it. Growing up in rural Australia gave me a drive and a perspective that if you want something, you have to work for it. The long hours on the road gave me time to think, and that’s where I dreamed of a future where I was my own boss. Unfortunately, in Australia, much of the creative work is based on the east coast, so I realised I needed to make a big move to make my dream a reality. The day after I graduated, I packed up my childhood room and moved to the city in southeast Queensland. During that transition, I often felt like I was ten steps behind other creatives who had been in the city building connections for years. Moving made me realise how important having a creative community is—to have people who are advocating for you in rooms where you’re not and helping you secure consistent work. This was one of the inspirations behind Urflo, not only to create a tool that reduces the stress of the admin side of being a creative (something I was not prepared for and had to learn the hard way) but also to help creatives build a community of like-minded people, something I realised I needed in pursuit of my creative dreams.
2. How did your experiences with burnout and the administrative side of content creation shape the development of Urflo?
When I first started out as a creative, I had to learn a whole new skill set. There’s so much in this industry that you can only learn by being in the thick of it and through a lot of trial and error. Especially when it comes to being a content creator, there are so many nuances in the process of collaborating with brands that can either make things harder or lead to missed opportunities. A few years into my content creation journey, I was struggling massively with burnout. Ideas weren’t flowing, my work felt stagnant, and I was finding it difficult to keep up with managing my collabs. What had once felt like a freeing creative outlet was slowly becoming something I dreaded. Despite securing some incredible collabs, I was seriously considering leaving the industry altogether. I decided to take a hiatus for a few months to regroup, realign, and reconsider. During that hiatus, I spoke with my creative friends and realised I wasn’t alone in struggling with the admin side of content creation. I was recommended a ton of different organisational tools that were supposedly designed for content creators, but they were all so rigid and didn’t adapt to the way I collaborated with brands—a process I had refined over the years to suit me. Not to mention, these tools weren’t even created by content creators, which felt like a slap in the face. So, one day, fed up with the industry-standard solutions, I set out to create something that would not only support myself but every other creative.
3. Urflo was created to support content creators with brand collaborations. How do you envision it transforming the way creators manage their work?
What I love most about the creative community is that every creator has a unique way of working with brands. No two are the same, and the tools they use should reflect that. I envision Urflo as a content creator’s creative best friend, there to support them in doing what they do best day to day, but in a way that is flexible to their needs and creative process. Right now, the status quo involves sifting through endless email threads, uploading content through various software platforms, sharing links, forms, and so much more. Urflo will help content creators manage their collabs from start to finish in one place. It offers a simple way to stay organised, know exactly what needs to be done each day, track the progress of each collab, collaborate on briefs and script generation, upload content, receive clear and actionable feedback, and, of course, handle payments. So much time that could be spent creating is currently wasted on the inefficient ways we collaborate. Urflo is here to change that, freeing up time for creators to focus on what they truly love—creating.
4. You mentioned the importance of a creative community during your hiatus. How does Urflo foster a sense of community among its users?
At Urflo, creators are at the heart of what we do! We’ve been sharing the whole build process on Instagram and even specific designs with our waitlisted users. This was so important to me because the creators are who we’re building Urflo for! Within Urflo, we also have our podcast, Friends in Flo, which uplifts the voices of creatives within the community. I ask them about their journey, advice, and tips for other creatives as well. It’s all about having real talk and sharing those industry insights that you just wouldn’t get unless you’ve been through the thick of it. Alongside that, we host in-person meetups, and an official event is on the horizon too! This provides a space for Urflo community members to connect in real life, expand their friendships with like-minded people, and build that support network that is so important as a creative. I truly believe that we have so much to learn from each other, and Urflo is a platform where I can support creators in doing that while staying organised!
5. Balancing professional responsibilities with personal interests can be challenging. How do you manage your time between running Urflo and pursuing your passion for psychology and research?
Managing my time between Urflo and my studies has been a challenge. I think, in general, as young adults, it can feel like we’re meant to just do one thing and stick to it, but I seem to be pulled in so many directions because, well, I love them both so much! I am so passionate about Urflo and how it’s helping the creative community that I feel like I live and breathe it every day. Being so passionate about something can be all-consuming, but I am also equally passionate about my studies and pursuing further research. For me, I have to live my life by my calendar and really set aside time blocks for focusing on Urflo and then my studies. This allows me to be all in on whatever I need to focus on and stay laser-focused on my long-term strategic goals.
6. Can you share any specific struggles or obstacles you faced while building Urflo and how you overcame them?
Imposter syndrome is something I am quite open about experiencing, and it’s been one of the biggest challenges I’ve faced while building Urflo. As a young female founder in the tech space, there are moments when I find myself questioning if I’m really meant to be doing this, if I deserve to be in the rooms I’m entering and the fear that people might not take me seriously. In those moments, I remind myself of the dreams I had as a little girl. I always envisioned myself as a leader—whether it was as a marine biologist, a lawyer, or a psychologist. I believed wholeheartedly that I could make any of those dreams a reality. Little me was fearless, with an unwavering drive and not a drop of doubt in her abilities to bring her dreams to life. So, whenever I feel that wave of self-doubt creeping in, I try to channel that version of myself—the one who believed that anything was possible.
It’s also been incredibly important for me to surround myself with a supportive community. I’ve leaned on mentors, friends, and fellow creators who understand the ups and downs of this journey. Their encouragement and belief in me have been invaluable. I’ve also learned to celebrate the small wins and acknowledge my progress, no matter how minor it may seem. Building Urflo has been one of the most challenging yet rewarding experiences of my life, and it’s taught me so much about resilience, self-belief, and the importance of staying true to my vision.
7. How do you prioritize your mental health and well-being amidst the demands of running a startup and staying engaged with your personal interests?
Running a startup, especially in the early days, is incredibly challenging, and prioritizing my well-being has become a non-negotiable for me. As we are a small team, I know that if I don’t show up fully for Urflo, it’s not just the company that suffers, but also our users who rely on us. That’s why I make it a point to set aside time for myself, even when it feels difficult to step away from the endless to-do list. One day a week, usually on a Sunday, I try to disconnect from work and spend quality time with my friends or engage in activities that bring me joy. It’s so easy to fall into the trap of thinking you can’t afford to switch off, especially when you’re wearing all the hats, and it feels like there’s always something urgent that needs attention. But through my experiences as a creative and my studies in psychology, I’ve learned that downtime is crucial. It’s during these moments of rest that our brains have the space to foster creativity and process new information. While it might feel counterintuitive, taking time off actually makes you more efficient and creative in the long run. I’ve embraced the mantra, “It’s okay to have a day off—your best ideas may be waiting for you there.” This reminder helps me give myself permission to rest, knowing that by doing so, I’m investing in my ability to lead Urflo and continue pursuing my passions effectively.
8. What are some of the most rewarding aspects of your work with Urflo?
One of the most rewarding aspects of my work with Urflo is the deep connection I’ve been able to build with our community. As a creator myself, I’ve always felt that the creative journey can be isolating at times, filled with unique challenges that not everyone understands. But through Urflo, I’ve found a way to turn my personal experiences into something that can uplift and support others. Every time a creator reaches out to share their own story, ask for advice, or simply to say, “I’ve been through this too,” it reaffirms why I started Urflo in the first place. There’s an incredible sense of fulfillment in knowing that I’ve helped to create a space where people feel seen, heard, and supported. Whether it’s through a podcast episode, an in-person meet-up, or a simple interaction online, these moments of connection are what fuel me. It’s not just about providing tools and resources; it’s about fostering a sense of belonging. I believe that the creative process is deeply personal, and it’s important to have a community where you can share your highs and lows, your successes and your struggles, without fear of judgment. That’s what Urflo aims to provide—a safe space where creators can come together to learn from each other, lift each other up, and grow both personally and professionally.
9. In what ways does Urflo support the mental health of content creators and creatives?
At its core, Urflo was created to alleviate the mental load that often comes with being a content creator. We all know that behind the scenes, there’s a mountain of administrative tasks that can quickly become daunting, overwhelming, and time-consuming. Many creators step into this world to live out their passions, to create, to share their unique voice with the world—but they often find themselves bogged down by the back-end work that comes with it. Urflo is here to take that weight off their shoulders, to help streamline those tasks so that creators can focus on what they love without getting lost in the stress of managing it all. Beyond just organization, Urflo is about creating a space where mental health is prioritized. We’re not just helping with the workload—we’re helping creators maintain their passion, their drive, and their well-being by giving them the tools to manage their careers more effectively. Whether it’s through our platform features or our community support, Urflo is dedicated to fostering an environment where creators can thrive both creatively and mentally
10. How do you handle setbacks or moments of self-doubt in your professional journey?
Setbacks and self-doubt are inevitable, especially in the world of entrepreneurship. For me, it’s been a journey of learning to embrace those moments rather than shy away from them. I think it’s so important to recognize that self-doubt doesn’t mean you’re on the wrong path—it just means you’re pushing boundaries and challenging yourself to grow. When I face those moments, I always go back to my “why.” I remind myself of the vision behind Urflo and the impact it’s meant to have on the creative community. I’ve also learned to lean on my support system during these times. Whether it’s talking things through with my team, getting advice from mentors, or simply taking a step back to gain perspective, I’ve found that these moments of reflection can actually become turning points. They force me to re-evaluate, adapt, and ultimately come back stronger. And of course, I always keep that little girl version of myself in mind—the one who dreamed fearlessly and believed anything was possible. She keeps me grounded and gives me the courage to keep moving forward, no matter the obstacles.
11. What advice would you give to other women who are aspiring to start their own creative projects or businesses?
My biggest piece of advice to any woman looking to start her own creative project or business is to trust in her vision. The world needs more women who are unapologetically pursuing their passions and bringing their ideas to life. It’s so easy to get caught up in what others might think or in the fear of failure, but the truth is, no one else has your unique perspective or your exact vision. Your unique selling point and point of difference IS your story. People want to connect with real people, so infusing you into everything in your business: whether it’s face to camera videos on you social media, sharing your founder story, sharing your drive behind your business, that is what will set you apart.
I’d also say, don’t be afraid to ask for help. There’s this misconception that being an entrepreneur means doing it all on your own, but that’s far from the truth. Surround yourself with people who believe in you, who lift you up, and who are willing to share their knowledge and experience. Collaboration is key, and there’s so much power in community.
12. How do you stay motivated and inspired during challenging times?
Staying motivated during challenging times can be tough, but for me, it always comes back to my purpose. I’m deeply passionate about what I’m building with Urflo, and that passion is what fuels me, even when things get tough. I also find motivation in the people around me—my team, our community, and the creators we’re supporting. Hearing their stories, seeing the impact urflo has on their lives, and knowing that we’re making a difference keeps me going.
Inspiration, for me, often comes from stepping away from work. I find that when I allow myself some space to do what I love — whether it’s through spending time bird watching, diving into a good book, or going to Yin yoga — I’m able to return to my work with a fresh perspective and renewed energy. I also make a point to stay curious and keep learning. Whether it’s exploring new ideas in my studies or experimenting with a new social media content style in Urflo, staying engaged with the world around me helps keep that spark alive.
13. Can you share any memorable feedback or success stories from Urflo users that particularly touched or motivated you?
I recently launched a freebie to help creators pitch to brands—something our community had been asking for advice on during our Q&As on Instagram. It was a guidebook that I poured a lot of thought and effort into, but I was so nervous to share it. I kept wondering if it was good enough, or if it would even be helpful. I was honestly battling a bit of imposter syndrome, thinking that maybe it was a silly idea.
But then, one creator sent me a DM after going through the guidebook. They said it was incredible, that it was clear, easy to understand, and exactly what they needed. Hearing that feedback was such a validating moment for me. It was a reminder that even when self-doubt creeps in, putting yourself out there can really make a difference. It reinforced the importance of listening to our community and creating resources that truly support them in their creative journeys. That message gave me the boost I needed to keep going and continue offering more value to our community.
14. How do you envision the future of Urflo and its role in the creative community?
I envision Urflo becoming an indispensable tool for creators worldwide — a platform that not only helps them manage their workflows but also empowers them to take their creative businesses to new heights. I see Urflo evolving with the needs of the creative community, offering even more tailored features, resources, and support to help creators navigate the ever-changing landscape of content creation.
My goal is for Urflo to be more than just a platform; I want it to be a thriving community where creators can connect, collaborate, and learn from each other. I see us hosting more events, where creators can network, share their experiences, and build meaningful relationships. Ultimately, I see Urflo as a revolution — one that’s about empowering creators to not only manage their work more effectively but to thrive in every aspect of their creative journey. I’m excited to continue building this vision and to see where it takes us.
15. What steps do you take to ensure a healthy work-life balance and avoid burnout?
Maintaining a healthy work-life balance is something I’m constantly working on, especially given the demands of running a startup. One of the most important steps I take is setting clear boundaries between work and personal time. I’ve learned that it’s crucial to give myself permission to switch off, even when the to-do list feels never-ending. I schedule regular breaks throughout the day and make sure to take at least one full day off each week to recharge. I also make a point to stay connected with the things that bring me joy outside of work—whether that’s spending time with friends and family, bird watching or being at pilates, or simply enjoying a quiet moment to myself. I’ve come to realise that downtime isn’t just a luxury; it’s essential for maintaining my creativity and productivity. Another key aspect of avoiding burnout is staying organized and prioritizing tasks. I live by my calendar and make sure to block out time for both work and self-care. This helps me stay focused on what’s most important and ensures that I’m not overloading myself with too much at once. Lastly, I try to remind myself regularly that it’s okay to ask for help and delegate tasks when needed. Building a supportive team around me has been invaluable in ensuring that I can maintain a healthy balance and keep showing up as my best self for Urflo and our community.
Urflo Instagram: @__urflo
Asha Instagram: @ashacoooper
@_urflo
Urflo website: www.urflo.com
