Over sixteen years as a CFO, and one thing keeps repeating: the businesses that scale are not the ones with the best product. They are the ones that can see clearly enough to decide quickly.

I trained at PwC and qualified as a Chartered Accountant. I have been CFO across fintech, media, retail and technology in South Africa, England, Asia, the Middle East and Europe. At MultiChoice I was part of launching Showmax and ran content and international co-production sales. In fintech I raised a Series A and pulled a business back from insolvency. In 2017 I was Finance Director of Spitz, Gant and Kurt Geiger South Africa, part of the listed AVI group.

At the same time, after hours, I built EgoAmo Posters — a DTC poster business in South Africa that reached seven figures in revenue with a return rate most e-commerce founders would not believe. I sold it. That business taught me things no CFO role could: what it costs to make payroll out of your own pocket, why founders ignore reports, and how fast a good month can hide a bad structure.

That combination is the point. I am not an accountant who has read about founders. I am a CFO who has been one.

In August 2026 I went independent to do this work directly, for the businesses where it matters most — founder-led companies between $2m and $25m that need the value a CFO brings to the table with employing one full-time.