Client Stories
Here are few stories of clients I’ve been working with recently
From overwhelmed and confused, to in control with a plan
They came to me because they’d never understood their finances, didn’t feel they were “good with money”, and didn’t know if they were making money. Their tax bills were always a shock and they felt they were always firefighting. Their accountant couldn’t explain things in a way that made sense, and they didn’t have any information to make business decisions on.
They were feeling real pain and anxiety about the future. They deeply craved financial security but felt out of control, and just couldn’t see a way to get a handle on it.
They found me through my launch post and were immediately drawn to the idea of creating a calm, financially secure businesses on their own terms. They signed up for the full transformation program immediately.
Here’s what we did:
We started with a full diagnostic process to understand their deepest financial fears, and the stories, beliefs and habits they had around money.
Then we had our first strategy day where we found our lead dominoes to start creating the change they wanted.
We set super-clear goals for our first quarter together:
Stabilise the finances by moving to a new book keeping and accountant, moving to Xero, getting the messy data corrected, setting up a budget for the year, and automated financial reporting in Fathom – getting clarity on the financial position
Tackle personal finances; we identified over-spending patterns and dug into the root cause behind them, then set up spending budgets
Connected the dots between their personal and business finances and how the two work together to build wealth
We nailed the tax and cash flow, set up tax savings, a cash flow forecast and plan to build buffer cash
Reduced revenue risk - we identified they were too reliant on one client so we built a plan to bring in new business and track pipeline properly
Just one quarter in and ALREADY they feel in control
They’re PROUD of how they’re managing their business and personal finances, have an awesome new finance team they trust, and finally have the visibility they’ve been craving – in a format that makes total sense (including lots of pictures!)
“OMG, I feel like I can breathe for the first time in years. I’ve got a plan now. I know where I am. I’m not scared anymore. I feel proud of myself - like a real business owner!”
But, we’ve only just got started!
We’ve built the foundations and now we’re moving onto their personal plan to build the wealth they want for the future. We’ll be constantly reviewing the business model for AI opportunities and threats, and engineering their business to make that consistent profit and cash, so they can confidently load up their pension and secure their future.
I’m running 100 miles an hour in the wrong direction
This is a client I’ve worked with for a number of years, long before the launch of my current offer. Our work together has evolved over time, but the heart of it is exactly what I’m doing for my new clients; building a calm, financially solid, strategically sound business that supports the life and future they actually want.
When they first came to me they were exhausted from following “scale fast” advice, and realising the strategy was taking them further away from their families, their health was suffering, and they weren’t happy.
We’ve built deep momentum over the years. They’ve got a level of financial stability, cash, and profitability that most small businesses never reach, and we’re not done yet.
The market opportunity ahead of them is enormous. They’re well-positioned, ambitious, and increasingly aware of the potential of AI and automation to power their next chapter.
Here’s how we work together:
We run a quarterly strategy day; I facilitate the session and lead the process. We review what happened last quarter, identify the 2–3 big things that will move the needle fastest this quarter, and map out a clear focussed plan. We’re not just thinking short term, we’re keeping a close eye on long-term direction and adjusting every step of the way.
We also meet monthly, and that’s where we track progress, solve commercial challenges, and make sure the right things are actually happening. It’s not just coaching. It’s financial oversight, strategy, and practical execution support all wrapped into one.
I run a full CFO-style financial review each month, not just the numbers, but the story behind them. What they mean, what needs to change, where the risks are, and where the biggest opportunities lie.
I’m their sounding board. A core part of their strategic team, and leading the charge on how they adopt AI, improve profitability, and evolve their model for long-term success.
It’s deep, consistent work, and it’s really paying off.
They’ve moved from a place of stress and firefighting to genuine confidence and control. And now, they’re in that rare position: profitable, focused, excited about what’s coming next, and equipped to go after it with calm, strategic intent.
Full of ambition and potential but worried sick about their long term financial future
They were running an agency with a small team, and feeling completely overwhelmed. There was no financial information, no visibility, and no plan. The accountant was pretty rubbish, the bookkeeping was a mess, and the only way they had of gauging how the business was doing was checking the bank balance, but knowing this wasn’t the full story. A really scary place to be,
They didn’t know if they were making money. They didn’t even know if the business was viable. They were stuck in constant uncertainty, quietly fearing it might all collapse, and worried sick about their long term financial future.
They had no one to talk to about it and no financial support. Just deep anxiety, tangled personal finances, and a hope that maybe a big client or a lucky break would somehow fix it all.
But there was no foundation, and they were burning out.
When they found me something clicked. They wanted calm, and control. And a way to believe they could achieve their ambitions and potential.
They signed up for the transformation coaching straight away.
Here’s what we did:
We kicked things off with the Discovery process to get to the guts of the issues, then into our first strategy day to work out how to get in control QUICKLY:
Got proper financials in place, we moved accountants who took on and untangled the shocking state of the bookkeeping, and set up automated monthly reporting they could actually understand and trust.
We build a budget for the year to finally prove the viability of the business, a weekly flash report so they could see what was happening; revenue, break-even, pipeline, proposals, cash. All the things they’d wanted, laid out clearly.
Set up a cash flow forecast that was easy to keep up to date
Created order in their personal finances by setting up Monzo pots and budgets, and getting honest about the habits that were creating the chaos
Put clear boundaries in place with clients and the team to protect their boundaries and stopping the “can you just…” chaos that was draining them.
Got consistency into the marketing and pipeline process, so growth wasn’t just based on hope or luck.
This wasn’t just about the financials. It was about helping them feel calm and grounded, moving from fear and reactivity into clarity and focus.
We tackled behaviours too. The compulsive email checking, the weekend working, not taking proper time off. We set clear intentions and designed systems that supported a calmer, more intentional way of running the business.
They finally feel like they’re not flying blind. They know what’s going on, what the business needs, and how to make clear financial decisions. They know what revenue they need to make profit and they’re in control.
And they’re excited for what they know they can achieve now!
And this is just the beginning.
The foundations are in place for the business to scale. We’re working on positioning and pricing, creating a strong personal financial plan and working out what financial security looks like for them – and how their business will pay for it.
No information, no plan, and fear for the future
They’d been running their business for years, but were still stuck in the loop of not really knowing how the business was performing. There was no financial information to make decisions from, no way of seeing if the model was working, and definitely no plan for how the business would support their future.
They were juggling everything in their head and just hoping it would work out. But deep down they were anxious, they didn’t know if they were doing enough, or earning enough, or building anything solid.
They had a deep need to create a business that worked for their life and family, not one that left them burnt out on the treadmill.
They started coaching with me monthly and we’ve still made huge shifts already.
Here’s what we’ve done:
Moved them to a new accountant and bookkeeper who’ve untangled the mess, got clarity about their true position, and set up automated financial reporting that’s easy to understand
Shifted their mind set so they’re no longer ashamed or anxious about the money
Got real clarity on the profitability of the business and the viability of the model
Set up a proper cash flow forecast so they could stop juggling numbers in their head
Identified their most and least profitable clients
Increased their pension contributions and started working with a financial adviser to get a personal plan in place
Begun thinking more strategically about their long-term business direction and positioning
Raised prices to reflect the value they deliver
Set up a simple but powerful wealth tracker
Created a focused new marketing plan to generate consistent pipeline
And most importantly, they’re no longer stuck.
There’s real momentum now. A monthly rhythm. Clarity. Accountability. And the big stuff’s getting done.
After feeling lost in the weeds, they finally feel like they’re in charge of the business, and building something that will take care of their future.
Is this just a bad patch, or the beginning of the end?
They found me on LinkedIn from a post about my car. It sounds ridiculous, but something about the honesty and clarity of that post hit them at exactly the right moment.
Their business had been steadily declining. Cash reserves were dwindling and they were worried. Was this just a temporary downturn? Would things bounce back? Or was it the beginning of the end?
They didn’t know, and they didn’t have anyone to talk to. They were exhausted by the weight of it all.
We jumped on a call, and in just one conversation I helped them see what they’d been sensing all along: this wasn’t just a blip. The old model of doing business was fading, and AI was changing everything. They didn’t need to push harder at the same thing. They needed to change direction.
That one phone call lit a fire under them.
They reconnected with what they loved doing. They finally admitted how miserable the business had made them. And they realised, for the first time, that there was a way out of the chaos.
We talked about their outdated model, their reliance on transactional services, and how they’d never been able to shift into the work they really wanted to do, because they weren’t leading with it. That realisation was like flicking a switch.
In a matter of days (yes days), they rewrote their website, repositioned their offer, started showing up online again, and for the first time in ages, they were excited. Really excited.
When I met with the leadership team and they were bouncing with ideas and energy. It was like someone had turned the lights back on.
Now we have just one session month, and we’ll build it up as the business recovers, and wow are they making the most of it!
We’re not doing financials yet, we’ll get to that soon but right now it’s all about focus, strategy and execution. Using every minute wisely, and building up the pipeline
Now, for the first time in years they have a vision. And they are doing the work to make it a reality.
And when I asked what they want to be true in three months’ time?
They said: "We just want to know it’s going to be okay."
That’s what we’re building. A business that gives them that feeling that it really is going to be okay.
Can I just admit…. I’m not enjoying this anymore
They run a business with around 15 staff and came to me at a crossroads. They had some changes going in their finance department and they wanted advice on the best way to structure it going forward.
They were running on clunky, outdated systems, with slow, manual and repetitive processes were manual. People were being paid to do duplicate tasks that could be automated. They felt that there could be a better way to do things.
I reviewed the full financial setup, and gave them my thoughts for a smarter, modern system, taking full advantage of automation, and connecting them with a brilliant accountant who’s now leading the implementation.
But….this wasn’t just about tech or systems.
There was something far more human going on.
In the midst of all the change, they admitted something big: they weren’t enjoying the business. They felt deeply stuck and didn’t know what to do next. They were overwhelmed, exhausted, and quietly scared about the pace of change in the industry and the looming impact of AI.
They’d been following my content for a while, and something about the anti-hustle message really landed.
And for the first time, they gave themselves permission to say the truth out loud: “I don’t want to keep doing this the way I’ve been doing it. It’s not making me happy.”
We’re still early in the journey. So far it’s been mostly practical work; fixing the finance structure and getting new systems in place. But under the surface, a deeper coaching conversation has begun. One about what they actually want from their business. And how to create a model embraces AI, one that feels good again not just profitable.
And this I love, because the real work is about reconnecting to your vision, your energy, and your life.
And that’s where we’re heading.