Finance coach & CFO to consultancies, agencies & professional services firms
You’re brilliant at what you do but finance isn’t your zone of genius.
You don't know what you don't know
But you do know you need some expert financial help.
Your bookkeeper and accountant are doing a great job but there’s a gap.
No one's looking at the whole picture. No one's thinking strategically about where your business is going, and whether it will get you where you want to be.
Something's missing.
You don't have a plan that connects your business to your future. You don't have the right information to make confident decisions. You don't know if you're managing your money as well as you could, or have someone in your corner who really gets the commercial side, and can think three steps ahead with you.
You want to know your business is working, that you can pay yourself properly, provide for your family, build financial security and keep doing the work you love. You want to know you're going to be okay.
I’m Serena Humphrey. Finance coach and CFO.
I'm the independent commercial and financial brain in your business. I see the blind spots and patterns you can't see from inside. I challenge your assumptions, connect the dots, and make sure every commercial decision supports your long term plan.
I'm not here to crunch your numbers. Your bookkeeper and accountant do that. I'll tell you what your numbers mean, and keep you on track.
Most businesses are looking at last month's numbers and reacting. I work in the future. My job is to make sure you always know what's coming before it arrives.
And I won't just advise you. I'll hold you accountable, challenge you when you need it, and stay in your corner for the long term.
I'm here to make sure your business is deliberately, consistently building your wealth and I'll obsess over your future financial security.
I’m obsessed with results
Creating predictable consistent revenue - because without that nothing else is possible. I'm fanatical about the upstream metrics and pipeline visibility that tell you what's coming before it arrives, so you're never caught off guard.
Building buffer cash and getting your taxes put away to give you security and options.
Improving your profitability and investing more into your pension so you build your security faster.
A stronger, safer business, and with AI disrupting everything, finding that security matters now more than ever.
And the ripple effect that happens when all these things come together is extraordinary.
But this isn’t just about the numbers
There's an assumption that finance is just about optimising profit, cash and value.
But for small business owners it's really about feeling secure, doing work you love and are proud of, having the money to live a great life, and build financial security for your future.
Success is personal, and your version is the only one that matters. We'll find out what money and success means for you, and build your plan around it.
When the practical stuff is in place, you'll feel the difference. Every decision you make will get sharper because you can see the whole picture, and you know exactly what you're aiming for.
You'll have a solid plan tied to the life and future you want, and someone helping you stay on track to get there.
You'll feel peace of mind. You'll feel looked after. And you'll feel empowered and inspired, knowing you're focused on the right things.
You won't feel alone with it anymore.
How it works
We start with my unique Discovery and Insight process - a deep dive into your business, your numbers, your goals, and what's standing between where you are now and where you want to be. We uncover what success and financial freedom means to YOU, and build your plan around that.
Then I set up your financial information to give you a full 360 view of your business, focused on the future and keeping you and your business safe. We'll set your first quarter goals so you know you're focused on the most important things, and I'll hold you to account to achieve them.
From there I work alongside you on an ongoing basis. Every month I'm in your numbers, spotting what needs attention. Every quarter we're stepping back, checking the strategy and setting new goals.
And I’m always on the end of a call, voice note or email.
Everything we do is toward the same obsessive goal: building your business into something that funds your future, on your terms.
We co-create the exact scope together, depending on the size of your business, your budget, and how much support you want.
Why work with me?
I'm a Chartered Management Accountant, experienced CFO and finance coach, and I've been running my own business for 26 years. I've got deep commercial experience having worked with hundreds of companies.
I've built and sold a management accounting practice - growing from just me to a team of 12, grown a training and consultancy business, and now I work 1:1 with business owners, which is my favourite thing to do.
I know all the challenges of running a business first hand, and I've got the commercial instincts of a founder, blended with my skills and experience as a CFO and coach.
I've chased "success", followed the scale and exit dream, burnt out, and eventually found my own way to financial security that didn't involve selling my soul. I built my own financial freedom the way I teach it - a highly profitable business, regular investing, paying down debt. I was mortgage-free and debt-free at 52, with a year's overheads in the bank, and investments on track to never have to work again.
My business is a mission - a real passion that's been fuelling me since my early 20s when I went through 3 significant financial challenges. I'm driven to help small business owners create real financial security through their business and get the financial rewards they deserve for their work and sacrifice.
Is this for you?
This works best for consultancies, agencies and professional services firms billing £500k to £2m, who already have their bookkeeping and accounts in good hands and are ready for the strategic commercial layer on top.
Or if your bookkeeping and accountant aren't great, I'll find you someone who is!
Serena has a real talent for spotting opportunities and roadblocks you may have overlooked and is brilliant at helping you see what’s right in front of you when you’re too close to the day-to-day.
You leave her meetings feeling clearer and more upbeat, even when things are tough. She doesn’t sugar-coat anything, but her outside perspective cuts through the emotion and puts everything into focus.”
Richard Stinson - MD of Brookstone Creative Ltd
Book a discovery call
This call is about you and what you need, not what I can do.
I'll listen to where you are, what you need, what you're worried about.
Then I'll tell you honestly what I'm hearing - where the opportunities, gaps and risks are, and whether I think I can help.
If I can, I'll explain exactly how. And if I'm not the right person, I'll tell you that too and point you in the right direction if I can.
Either way, you'll come away knowing more about where you are, and what you need to do next.
I only work with a small number of clients at any time, so I only work with businesses I know I can make a difference to.
