Twenty-five years of finance, spent in the room.

I started West Mids Finance because good businesses were making expensive decisions with incomplete numbers.

West Mids Finance is deliberately a one-person practice. I do the work myself, from the first conversation to the board pack: no junior team, no subcontracting and no account manager in between. That is why the client list stays small.

That view comes from the inside. I have held senior finance roles in high growth businesses and family owned companies, worked with private equity backed boards, and been brought into highly distressed situations, either to turn the business around or to deliver a successful sale. I have also been the person the bank called when the covenant test got close.

The pattern was consistent. A capable founder, a decent accountant, a growing team, and no one whose job it was to look forward. Pricing set by habit. Cash managed by watching the bank balance. A fundraise attempted with a spreadsheet that fell apart in the second meeting.

A full-time CFO was too expensive and, in many cases, too early. A bookkeeper could not answer the questions the board was asking. The fractional model sits exactly in that gap: senior experience, two to six days a month, and accountability for the outcome rather than the output.

The work is not glamorous. It is a forecast that holds, a pack that gets read, a pricing decision taken with evidence, and a difficult conversation had early. Done consistently, that is what changes a business.