The New F*Word (F for Fractional Finance) – Details, episodes & analysis

In this episode, I am joined by Daniella Wainwright (Wainwright Consulting), an inspiring fractional CFO who left the corporate grind to build a successful consulting business based on authenticity, mindset work, and a balance between business and well-being.

Daniella’s journey is incredible—starting as a trainee accountant at 16, managing multi-million-pound businesses, and eventually shifting to fractional finance work. We talk about her growth, the power of networking, and key lessons she’s learned about marketing and personal branding, especially on LinkedIn.

What really stood out to me was her focus on health and balance in a demanding industry. Daniella also shares how she built a collective of fractional CFOs, offering candid insights into the challenges and rewards of growing a service-based business.

This conversation left me feeling inspired, and I think it’ll do the same for you.

In this episode, I sat down with Rachel Marshall, founder of Magic Digits, an accounting firm for creative industries. Rachel’s story really resonated with me—she built her business from the ground up during the chaos of the pandemic, balancing career growth and family life.

Rachel shared what it takes to scale a business, the challenges she faced, and how she went from being a one-woman show to building a team. She also gave us a peek into the details of business growth, from managing hiring and cash flow to creating a remote team that fits her lifestyle.

Having transitioned from freelance to running her own company, I found Rachel’s lessons incredibly insightful—especially when it comes to making tough decisions, managing expectations, maintaining client relationships, and adapting as your business evolves.

What if there was a better way for small businesses to manage their finances without hiring a full-time CFO?

In this episode, Colin sits down with John Dalrymple from Ferrock Finance to explore how fractional finance is reshaping the financial landscape for growing companies.

John shares how Ferrock Finance, led by Scott Willis, saw a gap in the market for fractional finance roles and how they’ve been helping a diverse range of clients—from established SaaS companies to emerging startups.

We explore the benefits of fractional CFOs, especially for companies on the brink of growth. John offers an inside look at how fractional services can provide high-level financial expertise without the hefty price tag of a full-time hire. He also addresses the common hesitations around making the switch, including how to mitigate risks while balancing career and family life.

John dives into the unique value Ferrock Finance brings to the table, sharing insights on maintaining personal client relationships and avoiding common pitfalls in financial modeling and pitch presentations.

As we assess the current market landscape, John discusses the tightening of capital availability and why it’s more important than ever for businesses to demonstrate financial competence.

The New F*Word is produced and managed by Urban Podcasts.

Is your business missing out on the financial expertise it needs to grow?

In this episode, I sit down with Marc Obrart, co-founder of fin-house, to explore how fractional finance is revolutionising the way startups and SMEs approach their financial strategies. 

Marc shares how fin-house is shaking up the traditional finance model by offering tailored, agile finance teams—delivering high-impact CFO services without the full-time commitment. We explore the gaps in conventional accounting, why proactive financial guidance is critical for scaling, and how fractional CFOs are helping businesses make smarter decisions.

From streamlining day-to-day operations to navigating high-level strategy, Marc’s insights provide a fresh look at the evolving role of finance professionals.

The New F*Word is produced and managed by Urban Podcasts.

How well do you really know your business’s financial health?

In this episode, we dive into the world of financial literacy for small to medium-sized enterprises (SMEs) with seasoned financial consultant Craig Rattray. With over 30 years of experience, Craig shares invaluable insights from his Know Your Numbers programme, breaking down the critical financial concepts every business owner should understand, including profit and loss statements and cash flow management.

Craig shares the risks of neglecting your finances and why regular engagement with financial metrics is key to unlocking growth opportunities. He also offers practical tips on balanced cash flow forecasting to help business owners make smarter, more informed decisions. Craig’s mission? To empower entrepreneurs to navigate their finances with confidence, turning financial literacy into a powerful tool for sustainable business success.

The New F*Word is produced and managed by Urban Podcasts.

What if the key to revolutionising your business's financial health lies in the hands of a fractional CFO?

We sit down with Lauren Harvey from Full Stop. She shares her remarkable journey from Peugeot to a passionate chartered management accountant. Lauren's path—marked by her tenure managing estates for the Crown Estate offers a unique perspective on the ever-evolving landscape of cloud accounting and financial management. Her story is a testament to the dynamic shifts in the accounting world and the growing importance of proactive financial insight, especially for SMEs navigating the post-pandemic landscape.

Lauren shares how technology and cloud accounting have empowered accountants to embrace more advisory roles, contrasting these fractional roles with traditional ones. We also explore the importance of a comprehensive finance department and the frustrations businesses often face with reactionary accounting firms.

Lauren explains how Float helps businesses manage daily cash positions while projecting future economic health, highlighting the importance of educating clients on cash flow management before financial distress hits.

The New F*Word is produced and managed by Urban Podcasts.

Have you ever wondered how a seasoned financial executive can transform your startup's growth trajectory? Meet Karen Stephens, who joins me to share her transition from the corporate world to becoming a sought-after fractional CFO. 

In this episode, Karen reveals the critical gap she identified in financial guidance for new entrepreneurs and solo founders and how she stepped in to fill it. Her unique background, shaped by Scottish roots and international experiences, has given her a distinctive edge in advising clients across the US and UK. Karen also shares her early journey on leveraging LinkedIn to build her network including her recent controversial posts challenging traditional accountant stereotypes which might have ruffled a few feathers

Together, we explore the evolving role of fractional CFOs in today’s business landscape, the pros and cons of popular accounting tools like Xero and QuickBooks, and the importance of having a CFO with FP&A and strategic partnership experience.

The New F*Word is produced and managed by Urban Podcasts.

In this episode, Kevin Steel, a fractional CFO at Claredon Finance & Strategy, shares his original mind-mapping process for uncovering clients' unique business positions. He highlights the critical importance of clean data and the essential role of skilled bookkeepers in delivering accurate financial insights.

Kevin's strategy centres on providing upfront value and smoothing out costs over the year. He stresses the importance of educating clients about cash flow and capital allocation decisions, which are vital for business growth.

Want to learn how other fCFOs are using Float Cash Flow Forecasting to enhance their services? Check out this link.

Connect with Colin on LinkedIn for feedback or questions: Colin's LinkedIn.

For more expert insights, connect with Kevin: Kevin's LinkedIn

Stacey Borrow, an agency finance specialist, to discuss her role in helping small agencies with their finances. She brings fractional financial support to agency owners, allowing them the benefit of day-to-day access to financial expertise without the cost of a full-time FD.

In this episode, she shares the typical scenarios she encounters with her agency clients, the need for better financial planning and the importance of understanding each client's unique needs and goals. Stacey underscores the value of cash flow forecasting and the benefits of using specialized software for accurate financial tracking.

Want to learn more about how other fCFOs are leveraging Float Cash Flow Forecasting to boost their offerings?
https://floatapp.com/fractional-cfos/

Connect with Colin on Linkedin to give feedback or ask him your burning questions 👇
https://www.linkedin.com/in/colinphewitt/

Connect with Stacey for more expert insights 👇
https://www.linkedin.com/in/staceyborrow

Susan Boles is a human-centred CFO at Beyond Margins. In this episode, she shares her 'accidental CFO' journey and how she helps founders build calmer businesses with comfortable margins. Join us as we uncover actionable insights and strategies that can inspire your approach to financial management and catapult your business towards its full potential.

Want to learn more about how other fCFOs are leveraging Float Cash Flow Forecasting to boost their offerings?
https://floatapp.com/fractional-cfos/

Connect with Colin on Linkedin to give feedback or ask him your burning questions 👇
https://www.linkedin.com/in/colinphewitt/

Connect with Susan for more expert insights 👇
https://www.linkedin.com/in/thesusanboles