About
Ascott Financial Direction Ltd provides virtual FD / CFO services, with a focus on financial strategy, planning and analysis, budgeting and forecasting, management reporting and business decision support.
I offer a tailored service to SMEs to reflect the needs of each individual business. Some will require input every week, others less frequently – and I also work on a project basis for one-off requirements.
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If you’d like to understand further how I can help your business, please get in touch.
Drawing on nearly 20 years of experience, I’m passionate about simplifying financial and accounting complexity – helping businesses understand their numbers and improve performance.
Much of my career was spent with Rolls-Royce, where I worked with diverse, multi-disciplinary teams – from sales, operations and marketing to commercial, engineering and IT. While based at a subsidiary in China with a local accounting team but no Finance Director, I established budgeting, forecasting and reporting tools that gave the Managing Director the crucial insights needed to run the business. In other roles, I supported senior leaders with many key strategic decisions through business cases and short, medium and long term financial plans.
​More recently, I’ve leveraged my expertise to provide guidance and support to businesses across a range of sectors and sizes – from AI start-ups to recruitment agencies – helping them identify and capitalise on new opportunities.
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Outside of work, I love to travel, learn languages and attend live music gigs. My wife and I also foster dogs while they await their forever home – something that is very rewarding and brings a different kind of perspective.​​
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About Me
Testimonials
Chris Booth,
Foxtrot Twenty
"Based on over ten years of professional association, I would strongly endorse Andy for financial solutions."
Richard Waine,
Emlyn Square
“Andy made an immediate difference to how we think about our numbers. He cuts through financial complexity and delivers actionable insights that make sense and guide our decisions"
Rob Stevenson,
Rolls Royce
“Having worked alongside Andy for many years, I’ve seen first-hand his professional approach, his strong leadership and sound judgement, and his ability to deliver real business impact.”