Built for ambitious e-commerce founders
We do our best work with founder-led e-commerce brands and SMEs that have real momentum and know their finances need to grow up with them.
You built the brand. We’ll build the finance function.
You know your product, your customer and your market inside out. What you probably don’t have is the time, or the desire, to also be the finance director. That’s the bit we take off your plate, so the numbers stop being a worry and start being a tool.
You might be exactly who we help
Founder-led e-commerce brands
DTC and multi-channel retailers that are growing fast and starting to feel the strain in finance and operations.
SMEs that have outgrown bookkeeping
You've got an accountant for the compliance side, but nobody giving you forward-looking financial leadership.
Brands raising or about to raise
You need numbers that stand up to scrutiny, a credible model, and someone who can hold their own in the room.
Teams drowning in data
Sales in Shopify, spend in Meta, cash in the bank, stock in a 3PL, and none of it lines up.
Support that matches your stage
The right FD input looks very different at £1m than it does at £15m. Here's roughly how it tends to map out.
Getting the basics right
Clean reporting, a first proper cash forecast, and a clear view of what's actually making money.
Scaling with control
Margin discipline, working capital planning, and the systems to grow without losing your grip.
Board-level leadership
A senior finance partner for funding, expansion, exit planning and the bigger decisions.
And when we’re probably not the right fit
Being honest up front saves everyone time. If any of these sound like you, we’ll happily point you towards a better option.
- ·You just need year-end accounts filed, in which case an accountant is a better bet
- ·You want the cheapest possible bookkeeping and nothing more
- ·You're not quite ready to look honestly at the numbers yet
What clients say
The numbers matter, and so does how it feels to work together. Here’s what some of the people we’ve worked with have said.
“Dealing with e-commerce FD has been amazing and I highly recommend using them if you're a start up or established online business.”
“Dan has been a great help to our team, providing expert insight on a variety of financial matters. I would highly recommend Dan to any business.”
“Great working with Dan, really gets behind the numbers to drive performance. A must have for my e-commerce business. Highly recommend.”
“It's rare to find someone so knowledgeable about finance and accounting who also understands marketing.”
“Dealing with e-commerce FD has been amazing and I highly recommend using them if you're a start up or established online business.”
“Dan has been a great help to our team, providing expert insight on a variety of financial matters. I would highly recommend Dan to any business.”
“Great working with Dan, really gets behind the numbers to drive performance. A must have for my e-commerce business. Highly recommend.”
“It's rare to find someone so knowledgeable about finance and accounting who also understands marketing.”
Sound like you?
Let’s have a relaxed chat about your business and see if we’re a good fit for each other.