Who We Are and What We Actually Do

Started back in 2018 when three of us were sitting in a café in Canberra, frustrated with how business finance advice had become so disconnected from reality. We weren't happy with cookie-cutter solutions that ignored what makes each business unique.

Since then, we've worked with over 340 businesses across New South Wales and the ACT. We've seen patterns, sure. But we've also learned that every business has its own rhythm, its own challenges that don't fit neatly into textbook categories.

Our approach? Talk first, listen more, then figure out what might actually help your specific situation.

Financial planning session with business owners reviewing growth strategies

How We Got Here

The honest version? We made plenty of mistakes early on. Tried to scale too fast in 2019, learned some hard lessons about cash flow management ourselves. That year taught us more than any textbook ever could.

2018–2020

We started small, working with local businesses in Queanbeyan and surrounding areas. Those first clients took a chance on us when we were still figuring things out. Some of them are still with us today, which says something about patience and mutual respect.

2021–2023

Pandemic hit everyone hard. We pivoted to remote consultations faster than we planned. Learned that video calls can work surprisingly well for financial discussions. Also learned which businesses had resilient foundations and which ones were held together with optimism alone.

2024–Present

We've refined our methods based on what actually worked versus what sounded good in theory. Added two more advisors to the team. Expanded our focus to include succession planning after seeing too many businesses struggle with transitions.

Looking Forward

Planning to launch quarterly workshops starting September 2025. Real case studies, open discussions, no sales pitches. Just practical knowledge sharing with other business owners who are dealing with similar challenges.

What We Stand For

These aren't just words on a wall. They're principles we've developed through trial, error, and a few uncomfortable conversations about what really matters in this work.

Honest Numbers

We don't sugarcoat projections or oversimplify complex financial situations. If your numbers look concerning, we'll tell you straight up. If they're solid, we'll explain why so you can replicate that success.

Long-Term Focus

Quick fixes rarely work in finance. We're interested in building strategies that hold up over years, not months. That means sometimes recommending less exciting options that actually make sense for your situation.

Clear Communication

Financial jargon serves no purpose except making advisors feel smart. We explain things in plain language. If you don't understand something we've said, that's our failure to communicate, not yours to comprehend.

Practical Methods

Theory is interesting. Application is what matters. We focus on strategies you can actually implement with your current resources and team, not idealized versions that require perfect conditions.

Context Matters

What works for a retail business in Sydney might not work for a service business in regional New South Wales. We consider your specific market, customer base, and operational realities before making recommendations.

Measured Growth

Rapid expansion can destroy a healthy business faster than stagnation. We help you grow at a pace that your infrastructure, team, and finances can actually support without creating unsustainable pressure.

The People Behind the Advice

We're a small team. That's intentional. Allows us to maintain quality and actually know the businesses we work with.

Freja Lindgren

Senior Financial Strategist

Spent twelve years in corporate finance before joining us in 2020. She got tired of the assembly-line approach to business advice and wanted to work with clients over years, not quarters. Specializes in cash flow management and has this uncanny ability to spot financial patterns others miss.

Aoife Byrne

Growth Planning Advisor

Joined us in 2022 after running her own small business for eight years. That experience matters because she's been on the other side of the desk, dealing with advisors who didn't quite understand the daily reality of running a business. Focuses on sustainable expansion strategies and operational efficiency.

Business analysis session showing financial data review and planning

Strategic planning meeting discussing business growth opportunities

Financial consultation reviewing quarterly business performance metrics

How We Actually Work

No two engagements look identical because no two businesses are identical. But there's a general process we follow that's evolved from seven years of figuring out what works.

First conversation is always free. Not because we're generous, but because we need to determine if we're a good fit for each other. Sometimes we're not, and that's fine. Better to know upfront.

We start with a deep analysis of your current financial structure. This takes time because we're looking at historical patterns, not just current snapshots. Usually spend 2–3 weeks on this phase.

Next comes the strategy phase where we develop options based on what we've found. We typically present three approaches: conservative, moderate, and aggressive. You choose based on your risk tolerance and goals.

Implementation happens in stages. We don't change everything at once because that's how you create chaos. Small adjustments, monitor results, adjust course as needed. Takes patience but produces stable outcomes.

Ongoing support varies by client needs. Some businesses check in monthly, others quarterly. We're flexible because rigid schedules don't match business reality.

Want to Talk About Your Business?

We're taking on new clients for late 2025. If you're looking for straightforward financial advice without the corporate speak, let's have a conversation. No obligations, just an honest discussion about whether we can help your specific situation.

Get In Touch