Healthy finance for health brands.
Fractional CFO support for founder-led UK health optimisation brands, so you can see the real numbers and plan with confidence.
CA(SA) · FCMA · CGMA · CIMA Member in Practice · Xero Partner · A2X Certified
Most founder-led brands between £1m and £5m have outgrown their bookkeeping but are nowhere near needing a full-time CFO. They want to know which products actually make money, whether the cash will hold, and what the business is worth building towards.
The finance function, in-house or outsourced, keeps the records. What is usually missing is the strategic insight on top: the judgement a leadership team gets from a CFO. Phoenix Advisory brings that, at a size and cost that makes sense for a founder.
Three outcomes for founders.
Profitability by product, channel and customer.
Seeing the real numbers.
Predictable cash flow.
Healthier margins and fewer surprises.
A long-term plan you trust.
A business that funds the life behind it.
A deliberately narrow practice.
We focus on founder-led UK Ltd businesses with revenue between £1m and £5m. Based in London, working with founders across the UK.
Health optimisation brands
UK Ltd e-commerce brands selling products that help people live, move and feel better: natural sports nutrition, clean food and drink, supplements, recovery and apparel. Multi-channel businesses across DTC, Amazon and wholesale.
Professional services firms
A smaller number of Ltd consultancies, agencies and specialist advisory firms where the founder wants senior finance partnership and the brief fits.
Senior finance judgement, right-sized to where your business actually is.
There comes a point when bookkeeping is no longer enough, but a full-time CFO still makes little sense. A Fractional CFO gives you senior financial judgement for the time the business needs.
Protects accuracy.
Records the numbers properly. The foundational layer most £1m–£5m businesses already have in some form.
Protects control.
Keeps the operating finance running: month-end, reporting, controls. The middle layer.
Protects judgement.
Asks the right strategic questions and acts before problems arrive. The layer most businesses are missing.
Every engagement follows the same path.
We take on a small number of founders at a time.
Discovery Call
A free 30-minute conversation to understand the business, your goals, and whether we're the right fit.
Diagnostic Review
A focused, fixed-fee assessment of the business, covering profitability, cash, reporting, controls and operating rhythm, with a written report and a clear set of priorities.
Fixed-fee projects
Where helpful, scoped pieces of work to put the foundations in place: reporting and KPIs, cash flow forecasting, budgets, pricing or process improvement.
Fractional CFO retainer
Where it makes sense, senior finance partnership on a monthly retainer, scoped to where the business actually is.
Compliance services (bookkeeping, VAT, payroll, annual accounts and corporation tax) can run alongside any of the above, where consolidating them simplifies the picture. See full services →
Prefer email? hello@phoenixadvisory.co.uk
Common questions.
What does a Fractional CFO do?
Gives you senior finance judgement for part of the month: reporting that answers the right questions, cash forecasting, pricing and margin work, and support on the bigger decisions, without the cost of a full-time hire.
Who do you work with?
Founder-led UK Ltd businesses with revenue between £1m and £5m, primarily health optimisation e-commerce brands, and a small number of professional services firms.
How does an engagement start?
With a free 30-minute Discovery Call. If there's a fit, the next step is a fixed-fee Diagnostic Review with a written report and clear priorities.
Do you replace our accountant or bookkeeper?
Usually not. We work alongside your existing accountant, bookkeeper or finance team, and can take on compliance where one team simplifies the picture.
Sport and finance, for me, are closer than they look.
Phoenix Advisory is led by Ross Radford CA(SA), FCMA, CGMA, a Big Four-trained Chartered Accountant and Chartered Management Accountant with 20+ years' experience across finance leadership, FP&A, corporate finance and audit in regulated, high-growth and professional services businesses. Most recently Finance Director at Redington Ltd.
Outside work I run ultra trails: the Dragon's Back Race is behind me, Ultra X Madeira and Ultra X South Africa are ahead. I'm the customer these brands are trying to reach. I train seriously, I care about what I put in my body, and I think hard about the products I buy.
If you want sharper numbers, steadier cash and a senior partner for the bigger decisions, let's talk.
A free 30-minute Discovery Call. No obligation, no sales pressure.
Prefer email? hello@phoenixadvisory.co.uk