THE EXIT PLAN

Your step-by-step way out. From 3am worry to a real plan to take action on.

40 days to turn decades of experience into your next step.

For GenX women who know something has to change.

We start December 1. This way, you will start the new year with a real plan.

Join the waitlist to get in first, at the best price.

You’ve worked for decades. Led people, solved problems, held families together, kept companies running.

And now you’re awake at 3am doing the maths. How many years are left. What it would cost. Whether it’s too late to build something of your own.

It isn’t too late. You were never short on ambition, skill or nerve.

You were short on a plan.

TELL ME WHEN DOORS OPEN

WHAT IT IS

Dreams stay in your head. Plans go on the wall, and get built.

The Exit Plan is 40 days, self-paced, with women who are exactly where you are. I do the thinking. You do one piece a day. Each piece fills another block of your plan, until the whole thing exists.

A business. A different career. A slower life. A book. Room to breathe. Whatever yours is, day 40 you’re holding the plan for it.

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Restructured or Reinvented?

Not everyone wants to retire. Some of us are just getting to the part that's ours.

A business. A different career. A slower life. A book. Room to breathe. Something with your name on it, while there's still plenty of time.

You were never short on ambition. Or skill. Or nerve.

You were short on a plan.

That's what The Exit Plan is.

Forty days. I do the thinking, you take one small step. Each step fills another block, until the whole thing exists.

Day 40, you're holding it. Not a notebook of ideas. Not a course you abandoned in week two.

A plan. Yours. Ready to act on.

HOW WE BUILD IT

1. The Stocktake. You’re starting from decades of experience. We count what you actually have.

2. The Why. What you want now, said out loud.

3. The What. We pressure test your ideas until one survives.

4. The How. Money. Timeline. Runway. First moves. Where dreams become logistics.

BY DAY 40, YOU HAVE

✓ A clear picture of everything you bring with you
✓ One idea, tested and chosen
✓ Your numbers: what you need, what it costs, how long your runway is
✓ Your first moves, in order
✓ One page, on your wall, ready to act on

WHAT’S INCLUDED

✓ 40 days, self-paced. Move at your own speed and never fall behind
✓ 2 live Q&As with me
✓ A room full of women in the same place
✓ Starts December 1

THREE DOORS

Which one is yours?

You see it coming. You’ve led change for years. The restructure hasn’t been announced, but you know.
You’re already out. Severance in the account, calendar empty, everyone asking what’s next.
You’re done. Title intact, career on top, still not fulfilled.

Three doors. One question: what now?

PUT ME ON THE LIST!

Monica had already made it.

HR Manager. Successful. Ambitious enough to uproot her life and take a role at one of the world's most iconic sports fashion brands. By any measure, she was doing everything right.

But doing it right and leading from the inside out are two different things.

We worked together for over three years. On her voice. On her values. On what it actually means to lead, not from what looks good on paper, but from what is true. Slowly, something shifted.

She stopped second-guessing. She stopped performing the leader she thought she was supposed to be. She started making decisions from the gut. From the heart. From a place that was entirely her own.

That's when her career stopped being something that happened to her, and started being something she was building on her own terms.

"Working with Alexandra as my coach has been an incredibly enriching experience. Her style is both supportive and challenging, she creates a space that feels genuinely safe, which gave me the courage to step outside my comfort zones. The growth I've experienced, personally and professionally, has been remarkable. I am deeply grateful for her commitment and expertise. I recommend her warmly to anyone looking for a coach who truly makes a difference."

Linda came to me carrying a secret.

A successful project leader. Respected. Capable. By every external measure, doing really well.

But underneath the performance was a dream she had never said out loud. She wanted to work with design. To become someone she had only ever allowed herself to want in private.

We worked together for a long time. On the belief system that had kept the dream small. On what she actually wanted, not what made sense, not what was safe. And then we made a plan. A real one. Built from the inside out.

Spring 2026 Linda called me. I was the first person she told. She had just been recruited as a product developer at one of the world's most iconic home furnishing brands.

"Alexandra creates a space where everything feels permitted and no thought is wrong. She gives generously of herself and her own journey. I wish everyone who is curious about becoming a stronger, clearer leader had the chance to experience this work."

25 years in corporate, 13 of them at IKEA. Then a restructure called “Simplify.” One Monday: no job, no plan, no next week. Just a blank page.

Hell and heaven, same page. For the first time in 25 years, it was mine to write.

So I wrote my exit plan on it. Then I built a business, multiple six figures in three years.

Then came one reel. “The Gen X career crisis is real. Nobody’s naming it. So I will.”

Over 1.3 million views. Fifteen hundred comments, all asking the same things. I need a plan. Who am I now? Do I still have the skills? And over and over: how will I make money?

The Exit Plan is my answer. The shortcut I didn’t have, so you can do it in 40 days instead of in the dark.

WHO YOU’RE BUILDING WITH

Signed with a literary agent for my book about making an exit at 52. Sweden first, then the US, UK and Australia

At IKEA I ran production of a catalogue printed in 220 million copies

ICF certified coach since 2017

500+ leaders developed, from CEOs to whole management teams

Trusted by IKEA, MiL Institute, Svenskt Tenn, Region Skåne, SVT, Stampen Media, The Fearless Organization, Krinova Science Center, Hitachi, Woman 4 Sustainable Growth, D.E.B, Booky and more.

Keynote speaker, rated 5/5
Coaching women across Australia, Canada, Europe and the US

1,700+ women in the Obsession Series

100+ people in ongoing programs

Join the waitlist and you get
first access to best price and a
Black Friday offer when doors open.

TELL ME WHEN DOORS OPEN

Who guides you through it:

Alexandra Åbrandt. Founder of Happy Rebel. 25 years of global leadership. Someone who crashed at 50, chose her own way forward, and found what was true in the rubble.

Communication and Leadership Expert. ICF Certified Coach. International Keynote Speaker. Trusted advisor for global brands. 1000+ leaders coached across sessions, programmes, and workshops.

She is someone who has done this work — and has guided hundreds of leaders through it.

What are clients saying about UNFRAMED?

"Today, I am clearer about what is mine to carry and what is not."

I entered UNFRAMED feeling capable but overextended. I stepped in too quickly when accountability was unclear and softened feedback to avoid discomfort.

I name expectations earlier and more directly. We restructured our management meetings with defined decision roles, and escalations have decreased because ownership is clearer.

Before UNFRAMED, I was responsible and protective. Right now, I am responsible and clear.

Director, Private Sector

"Before UNFRAMED, I was capable but cautious. Right now, I am clearer and more decisive."

When I began UNFRAMED, I was performing well but operating below my capacity. I adapted frequently in cross-functional settings and spent too much time preparing to justify my perspective.

Now, I speak more directly and trust my judgement faster. I don’t replay conversations the same way. My team approaches challenges earlier, and project turnaround has improved because expectations are clearer.

Senior Manager, Private Sector

"It challenges you precisely where it matters."

When I started UNFRAMED, I was performing well externally but felt internally over-calibrated. I was filtering my message in board and executive settings more than I realised and absorbing tension in order to maintain cohesion.

Midway through, I feel steadier and clearer. I no longer over-explain decisions or pre-manage conflict. Executive discussions are more direct, and we’ve reduced decision time on strategic matters by around 30 percent because conversations are cleaner.

Before UNFRAMED, I was high-performing but constantly adjusting. Right now, I am grounded in my authority without softening it.

If you are operating at a high level but know you are holding back part of your clarity, I would recommend UNFRAMED without hesitation.

CEO, Global Organisation Director

A Note From Alex

I spent years leading from the outside in. Performing the version of myself that made sense to other people. Building a life that looked exactly right — and feeling quietly wrong inside it.

Alchemy isn't a course. It's not a challenge. It's the hour where you stop editing yourself long enough to hear what's actually true.

I built this from what I needed most. And couldn't find anywhere.

A way to name who I actually am — not who I'd become through years of adapting. That's the I AM script. Not affirmations. Not wishful thinking. A deliberate, specific act of reclaiming your own language for yourself.

A way to move. Because clarity without direction just becomes another beautiful thought you never act on. The 3 moves are exactly that — three concrete things that happen next. Small enough to do. Significant enough to matter.

And the shift. The one that happens when you finally say it out loud. When you stop thinking it and start owning it. That's not something I can fully explain here. But you'll know it when it happens.

That's what I built. Because I needed it. And because I think you do too.

$11. One hour. Your words, not mine. That's all this is. And it's enough to change the direction of everything.

Alex

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