Your Financial Wingman for SaaS, Tech and Digital: Start-ups and Scale-ups.
I help Tech, SaaS and Digital CEO’s focus their growth and navigate the future through valued insights, information, and hands-on support.
What my clients say ...
Here are just some of the amazing people I’ve had the privilege to work with, and learn from
“Inform Perform are the best thing to happen to any of my businesses.” Laura Edwards, Director, Wild Vision
Case Study: Scaling a SaaS AdTech Business to FT100 Recognition.
Content Ignite is a UK-based SaaS company operating in the AdTech space, helping digital publishers maximise revenue, efficiency, and control through its proprietary platform, Fusion. By enabling publishers to manage on-page monetisation, ad technology, and ad operations through a single integration, the business has positioned itself as an innovative player in a complex and fast-moving market.
When I joined the business in July 2019, Content Ignite was at an early but critical stage of its growth journey. The company employed four people with Net MRR of approximately £10k. The company had recently secured angel investment but still faced a number of underlying financial challenges. Accounting principles were fundamentally flawed, financial reporting lacked clarity, and investors struggled to understand performance. Cash flow was tight, with the business relying heavily on annual HMRC R&D tax relief claims to sustain operations. At the same time, the founders were focused on delivering growth but lacked the financial infrastructure needed to support it.
My initial focus was to stabilise and rebuild the finance function from the ground up. This included implementing robust financial systems, correcting historic bookkeeping issues, and introducing clear and reliable monthly reporting. I helped establish structured forecasting and budgeting processes, giving both management and investors a forward-looking view of the business. Alongside this, I took ownership of core financial operations including payroll, VAT, compliance, as well as liaising with the external accountants and HMRC to allow the founders to remain 100% focused on scaling the business.
A key part of my role was supporting communication with investors. By producing consistent, accurate reporting and attending monthly board meetings, I was able to provide an independent and trusted view of performance. This significantly reduced investor uncertainty and helped build confidence in the leadership team. Importantly, this was delivered with minimal disruption to the founders’ time, ensuring financial management supported growth rather than slowing it down.
Over time, the impact of these changes became clear. The business moved from financial uncertainty to a position of clarity and control, enabling better decision-making and more efficient use of resources. The strengthened financial foundation supported sustained growth and operational focus across the company.
By February 2026, Content Ignite had been recognised in the FT100, reflecting its performance in 2025 and its evolution into one of the UK’s leading tech businesses. From a small, early-stage company with limited financial visibility, the business has grown into a high-performing SaaS organisation with strong investor confidence and a clear strategic direction.
“Fancy a chat? Feel free to book in some talk-time.”
I’m Chris, and I support CEO’s, COO’s and their Investors by clarifying the numbers and demystifying the future through timely and trusted financial information, insights, and hands-on help.
Portfolio
Createful – Tech & Creative Agency
Content Ignite (formerly Think Clever Media) - SaaS / Tech
CJI Concerts (acquired by ShowPlanr) - Events
MRC Presents (acquired by ShowPlanr) - Events
Tache Crafts – eCommerce
Savvy Navvy – SaaS / Tech
Adaptai – SaaS / Tech
Cudo Ventures (also known as Cudos) - Tech / Crypto / Blockchain
New Path Fire and Security – Holding Company for Mergers and Acquisitions
Boogie Bus Bar - Events
Richmond Group – Group Holding Company
The Richmond Group is a Holding Group Company to multiple international subsidiaries across multiple industries. Reporting to the CEO, I was employed as a Part-Time Finance Director to assist many of the Accounts Departments across the Group. Our work included liaising with HMRC, undertaking Due Diligence work, assisting with the Group Audit, and overseeing the Group VAT return and filing; which included a highly complex purchase of a dinosaur at auction.
Michael Grubb Studio – Creative Agency
South Facing – Marketing, PR, and Communications Agency
Wild Vision - Digital Agency
Viral Talent – Creative Agency
Think Cyber Security – SaaS / Tech
Think Cyber Security are a SaaS product, operating in the cyber security space, with a focus on improving employee-user behavior as a tool to combat the threat of a cyber-attack. Reporting direct to the CEO and COO, Inform Perform have been employed as a Finance Director On-Demand to assist with Angel and VC investment, budgeting, forecasting, and the delivery of management accounts and reporting for the Board and their newly acquired investors.
Teapot Creative – Digital Agency
August 2024 – June 2025
Teapot Creative are an incredibly welcoming and incredibly creative digital brand creation and development agency, delivered through design, coding, digital marketing, and all things company growth and performance. Operating as a team of 15, I reported and supported the husband-and-wife Co-Founders and tasked with unearthing financial and performance insights for the company relative to industry trends. This was delivered through stand-alone reports, quarterly management accounts and forecasting.
FindiFox – SaaS / Tech
November 2024 – Present
FindiFox are in the process of developing a mobile tracking device that outperforms all affordable existing products on the market. Reporting directly to the Co-Founding CEO and COO, we now undertake the full Finance Function management, from the Bookkeeping through to Forecasting, as well as supporting the team with their ongoing Angel-Investor led raise, successful Grant Funding applications, and annual statutory duties.
Output Industries – SaaS / Tech
February 2025 – Present
Output Industries have developed a B2B SaaS product for the manufacturing industry to highlight shop-floor performance and efficiency to customers. This keeps production plans on track and has delivered eye-watering Returns-On-Investment. I have supported the Co-Founding CEO and CTO with full Finance Function management, from the Bookkeeping, Monthly Management Accounts and Forecasting, to supporting their Angel-Investor led raise with Investor Packs and Introductions, and also undertake their annual statutory duties.
SailTies – SaaS / Tech
September 2021 – Present
The second B2C SaaS company to the Sailing industry I have worked with. SailTies have developed a mobile phone app enabling Sailors to log their sailing adventures and (nautical) miles while including the ability to connect and communicate with fellow sailors. Reporting directly to the Co-Founder CEO, I have predominantly undertaking their annual statutory duties, supported the company with R&D claims, as well as assisted in raising their most recent round of investment through Investor meetings.
SupaPass – SaaS / Tech
November 2024 – Stand Alone Project
SupaPass are a B2B and B2C website builder platform to the content creation industry; enabling creators to link their video, audio, music, or written content with one-click. Working directly with the Co-Founder CEO, I supported the company with an Angel-Led investment round by producing several 5 year financial forecasts, scenarios and the Financial Investor Pack.
Lief Care – SaaS / Tech
February 2025 – Stand Alone Project
Lief Care are a B2B SaaS platform to the Care Home industry, enabling carers to manage tasks and document daily logs. Reporting directly to the Co-Founder CEO I helped to systemise and reconcile their latest financial records into a more SaaS-industry friendly format, and produce an overview growth forecast for potential investors to view.
Zapnito – SaaS / Tech
May 2025 – Present
Zapnito are a market-leading B2B SaaS platform enabling enterprise level brands to truly scale customer engagement, education, and growth. Reporting directly to the COO, and supporting the in-house Finance Manager, I have been employed as their On-Demand FD to support the company with Board Meetings, budgeting, forecasting, management accounts, and raising capital.
Data Revival – SaaS / Tech
November 2025 – Present
A University of Southampton deep-tech Spin-Out company, Data Revival have developed a B2B tech product for the chemical and pharmaceutical industry to read, structure and analyse any un-structured research and development documents. My team and I are supporting the Co-Founding CEO with the full Finance Function management, from the Bookkeeping, Payroll, Management Accounts and Forecasting, to supporting their Angel-Investor led raise, EMI Share Option Valuations and submissions, and also undertake their annual statutory duties.
How does the first day of the rest of your life look?
HIRE ME:
- Reliable figures to base decision from
- You don’t have to lift another finger in respect of your company accounts, budgeting, forecasting, answering to investors, or anything bookkeeping and accounting ever again
- Your accounting reports actually reflect your business model
- Information is made simple and understandable, through beautiful charts as well as the numbers
- You are fully equipped to present information to your team with confidence
- You categorically understand what you need to achieve each month or quarter to succeed
- You have someone on standby who understands you AND your business frustrations
DON'T HIRE ME:
- You save a little bit of money
- You continue to be overwhelmed and overloaded
- Bookkeeping and Accounting questions continue to be directed at you
- You don’t spend the time on your business numbers, like you know you should
- You continue to tread water
Ready to Hire? Lets talk.
You want:
- Reliable information to drive decision making
- To have a strategy and be challenged on progress
- Support ... for you, your colleagues, and your investors
- Someone who understands YOUR business and is easy to work with
- You want … to be the Hero
Choose your business doppelganger:
CEO or COO of a SaaS (or Tech) business. Seed funded or Series A.
Expansion is the name of the game. Growth in Revenue and Team alike. It’s time to delegate.
An Angel Investor, VC, or NED of a SaaS or Tech business.
An Investor with benefits. You support the business with your expertise. You need better information. The CEO needs support.
A proactive Accountant. Striving to support clients beyond their statutory duties.
Clients are requesting Advisory Services to drive their business forward. Offering such services is time consuming.
Your Trusted Wingman …
Finance Director On-Demand. My role is simple. I ensure you are fully equipped with the information and support you need, and at hand.
The service is designed, with only you in mind. I aim to be helpful, insightful, accountable, and free you of your time.
I am an addition to your company and a member of your team. I like to get to know you, your business and your industry and dive deeper than Tom Daley off a ten board to deliver insightful, decision making, information.
I know my beans and you can use them as a guiding compass to success-ville.
Some say a passion for numbers is geeky. I say it’s pretty darn cool when it leads to champagne-popping success.
"I dive deeper than Tom Daley off a ten board to deliver insightful, decision making, information."
“A plan is employing and deploying the right people, processes, and products to help implement your strategy”.
But numbers are just the start ...
I appreciate the pains of employing people so first and foremost I aim to be Positive, Low Maintenance, and Easy to Work With.
I put my time and energy into understanding you, your business, your culture, and your people. I want to ‘fit’ into your business seamlessly and become an indispensable contributor to your progress.
And I’ll work harder than Miss Rabbit against a travelator to ensure I don’t just identify problems, I’ll remove them too.
My job is about taking your ambitions and supporting you to achieve them. You are the hero.
And I bring this at a fraction of your anticipated cost. Flexible hours, a fixed monthly fee, and – hallelujah! – total commitment.
“A plan is employing and deploying the right people, processes, and products to help implement your strategy”.
But numbers are just the start ...
I appreciate the pains of employing people so first and foremost I aim to be Positive, Low Maintenance, and Easy to Work With.
I put my time and energy into understanding you, your business, your culture, and your people. I want to ‘fit’ into your business seamlessly and become an indispensable contributor to your progress.
And I’ll work harder than Miss Rabbit against a travelator to ensure I don’t just identify problems, I’ll remove them too.
My job is about taking your ambitions and supporting you to achieve them. You are the hero.
And I bring this at a fraction of your anticipated cost. Flexible hours, a fixed monthly fee, and – hallelujah! – total commitment.
