Phoenix Advisory

Portfolio FD & Strategic Finance Advisory

CFO-level insight for founder-led UK Ltd businesses — primarily health optimisation brands, and a small number of selective professional services firms.

Book a Discovery Call → hello@phoenixadvisory.co.uk

Running a growing business shouldn't feel like flying blind. As founder-led companies scale, financial clarity often slips, cash flow tightens, and decisions get harder to make with confidence.

Phoenix Advisory is a right-sized strategic finance partner. We work with founders who want CFO-level insight without the cost or commitment of a full-time hire — combining strategic finance, a structured approach, and modern technology to help them scale profitably while designing the life behind the business.

Three outcomes for founders

Clarity: Profitability by product, channel and customer. Seeing the real numbers.
Stability: Predictable cash flow. Healthier margins, tighter operations. Fewer surprises.
Momentum: A long-term plan you trust. A business that funds the life behind it.

Who We Work With

We focus on founder-led UK Ltd businesses with revenue between £1m and £5m.

Health optimisation brands: our primary focus. 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: selective engagements. A smaller number of Ltd consultancies, agencies and specialist advisory firms where the founder wants senior finance partnership and the brief fits.

What we do

Advisory at the core, with compliance where it helps.

Portfolio FD / Fractional CFO support — monthly advisory retainers
Fixed-fee Diagnostic Reviews for founders who need clarity on where to focus first
Management reporting and KPI dashboards
Cash flow forecasting and working capital management
Profitability, pricing and margin analysis
Budgeting, forecasting and scenario planning
Finance process improvement and controls
Strategic decision support for founders and leadership teams

Where it helps, we also provide compliance services — management accounts, VAT, payroll, statutory accounts and corporation tax — so you work with one team rather than coordinating three.

How we start

We take on a small number of founders at a time. Every engagement begins with a free 30-minute Discovery Call to understand the business, your goals, and whether Phoenix Advisory is the right fit.

Book a Discovery Call → hello@phoenixadvisory.co.uk

About

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.

A personal note: I come to this work from both sides. Twenty years in senior finance, and a personal life built around endurance sport — previously triathlon and open water swimming, now ultra trail running, with the Madeira Ultra X and South Africa Ultra X ahead after last year's Dragon's Back Race. 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. That gives me a useful vantage point alongside the finance work.

Get in touch

If your business needs sharper financial visibility, stronger cash flow, or a strategic partner to help you make better decisions — let's talk.

📩 Email: hello@phoenixadvisory.co.uk
🔗 LinkedIn: https://www.linkedin.com/in/ross-radfordca-sa-fcma-cgma

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