Frequently Asked Questions

We do not have a specialty, we see businesses as all the same. Each is unique in a certain way and requires different levers to to make them run effectively. Tech start-ups, SaaS companies, e-commerce businesses, whilst they are all very different, to us they are the same with similar teathing points. Our methodologies and expertise can be applied across various sectors. We've successfully partnered with businesses in healthcare, manufacturing, retail and e-commerce.

Reef combines deep financial expertise with practical operational knowledge. Unlike traditional consultants, we don't just provide recommendations—we implement solutions and work alongside your team. Our approach is hands-on, data-driven, and focused on sustainable growth rather than quick fixes. We also offer flexible engagement models tailored to your specific needs and growth stage.

We work with businesses ranging from early-stage start-ups to established SMEs with up to £15-20 million in annual revenue. Our services are particularly valuable for growing businesses that need financial expertise but aren't ready for a full-time CFO, as well as established companies looking to optimise their financial operations or prepare for significant growth or funding rounds. You may also be an SME with slow time consuming processes that need refreshing with some level of automation to not only save time but also to capture useful data. Our solutions are not a one size fits all. We need to learn about your business in order to provide that tailor made solution across finance and operations.

The process begins with a complimentary discovery call where we learn about your business challenges and goals. Following this, we'll provide a tailored proposal outlining how we can help.

Absolutely. Our engagement models are designed to be flexible and can be adjusted as your needs evolve. Whether you need to increase support during a growth phase or scale back during quieter periods, we can adapt accordingly. We review our engagement scope regularly to ensure it continues to meet your changing business needs.

Yes, we offer one-off project support for specific financial initiatives such as fundraising preparation, financial model development, cash flow optimisation, or system implementations. We can also support across operational challenges, optimising processes, mining data. The list is endless! These projects are scoped and priced based on your specific requirements and can be a great way to address immediate needs or test our working relationship.

Yes, fundraising support is one of our core services. We can help prepare compelling financial models and documentation, identify appropriate funding sources, structure deals, and support you throughout the due diligence process. Our team has experience with various funding types including equity investment, debt financing, grants, and alternative funding models.

No, we work with whatever systems you currently use. That said, we do have expertise in modern financial tech stacks and can recommend and implement tools that might improve your financial operations if needed. We are proficient in QuickBooks, Xero, Sage, as well as various reporting, forecasting, and data visualisation tools.

Our pricing varies based on the scope of work, complexity of your business, and the level of support required. We offer several engagement models including monthly retainers, project-based fees, and day rates. We're transparent about our pricing and will provide a detailed proposal after understanding your specific needs during our initial consultation.

For hourly and day rates, the work is billed after completion and payable within 14 days. For project-based work, we bill on a monthly basis ahead of work commencing each month. This approach ensures clear expectations and helps with your cash flow planning. We're always transparent about our billing practices and will discuss the most appropriate structure for your specific engagement during our initial consultation.

We believe in close collaboration. Depending on your engagement, you'll have regular scheduled meetings with your dedicated advisor, plus ad-hoc support via email, phone, or video calls. We also use collaborative tools like Slack for ongoing communication. For larger engagements, we may work on-site at your premises for certain days each week or month.

Our services span the full spectrum of financial management including financial strategy, CFO services, bookkeeping and accounting, financial modeling and forecasting, cash flow management, fundraising support, financial systems implementation, and financial training for non-finance leaders. We can provide a comprehensive solution or focus on specific areas based on your needs.

Yes, our Data Insights service helps businesses transform raw data into actionable insights. We can help establish KPIs, build dashboards, implement reporting systems, and develop data-driven decision-making processes. Our approach combines financial expertise with data analysis to ensure you're measuring what matters for business growth.

Absolutely. Our Process Automation service focuses on streamlining financial and operational workflows to save time and reduce errors. We identify manual processes that can be automated, implement appropriate tools, and design efficient workflows. This often includes automating accounts payable/receivable, expense management, reporting, and other financial processes.

The Dark Side of Funding is sent weekly on Tuesdays, while the Daily Data Digest is sent every weekday morning. Both are designed to be concise and actionable, taking less than 5 minutes to read.

Yes, you can choose to subscribe to either The Dark Side of Funding or the Daily Data Digest individually. Simply use the subscription form for the specific newsletter you're interested in.

Yes, both newsletters are completely free. We believe in providing valuable insights to help businesses make better financial decisions without any barriers to entry.

The Dark Side of Funding focuses on funding strategies, investor relationships, and capital allocation decisions with a candid, no-nonsense approach. The Daily Data Digest provides practical data insights, tool recommendations, and actionable tips for making your business more data-driven.