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A little more About Me ...

So … I’m Chris. A Chartered Management Accountant and yes you guessed it, a Finance Director by day. But by night, I’m a dad, paddle boarder, cyclist, yogi, and wanna-be bass guitarist.

I launched Inform Perform in 2019 to offer in-house support to small business owners and start-ups who require a deeper, hands-on level of assistance with their finances and business strategy.

My goal, just like yours, was to build a successful business that I would want to be a part of, and so purposefully created an informal and easy approach to become as likeable as we are trusted. Although I hope we succeed at both.

To my surprise, we quickly became as revered among each companies investors as the business owners themselves, as we free the management team of their time, while delivering an independent and accurate appraisal of the company’s performance on a monthly basis.

I’m already very proud of the number of SaaS clients I have been able to support and learn from.

Our aim is to simplify your numbers and your business, make it fun, and tailored to you.

Christopher Grubb ACMA CGMA MAAT

“Above all, I aim to be easy to work with.”

See if my Values align with yours

  • Be Easy to Integrate
  • Be Easy to Work With
  • Be Accurate
  • Be Trusted
  • Be Committed
  • Be Flexible
  • Be Empathetic
  • Be Positive
  • Be Insightful and Informative
Lets TAlk

See if my Values align with yours

  • Be Easy to Integrate
  • Be Easy to Work With
  • Be Accurate
  • Be Trusted
  • Be Committed
  • Be Flexible
  • Be Empathetic
  • Be Positive
  • Be Insightful and Informative
Contact us

A brief history of time

Createful – Tech & Creative Agency

https://createful.com/
Jul 2019 – Jun 2021
A highly creative digital agency with a talented team of developers and creatives, I was first in-housed as the Management Accountant to the CEO before taking on the role of Finance Director. My role included overseeing the bookkeeping, production of Management Accounts, and supporting the CEO with forecasting and strategy.

Content Ignite (formerly Think Clever Media) - SaaS / Tech

https://www.contentignite.com/
July 2019 – Present
A hugely successful company, well organised, and an underdog which punches well above its weight in the Publisher monetisation industry. I have supported Content Ignite in the capacity of in-sourced Finance Director and Wingman through multiple rounds of investment, changes to CEO’s, to profitability and total success-ville. Content Ignite are proof that a great product, aligned with a disciplined strategy and maintained focus are the key ingredients to high achievement.

CJI Concerts (acquired by ShowPlanr) - Events

https://www.showplanr.com/
July 2019 – August 2020 (Covid)
CJI Concerts (now ShowPlanr) were a hugely successful theatre productions company, with multiple productions playing multiple theatre venues across Europe. Reporting direct to the CEO and Board, Inform Perform were employed as the in-sourced Finance Director and Finance Department to support the business with Forecasting, Management Accounts, Cashflow Management, and manage the full Finance Function.

MRC Presents (acquired by ShowPlanr) - Events

https://www.showplanr.com/
July 2019 – March 2020 (Covid)
MRC Presents (now ShowPlanr) were an Events, Programme and Tour Management company to many of the UK and Ireland’s house-hold name entertainers. Reporting to the CEO, I was employed as a Part-Time Finance Director and latterly bookkeepers in order to undertake all aspects of the finance function, including Budgeting and Forecasting, Management Accounts, profitability analysis, variance analysis, and Cash Flow management.

Tache Crafts – eCommerce

https://www.tache.co.uk/
February 2020 – October 2021
Tache Crafts are an incredibly creative, trendy, multi-award winning designer and manufacturer of greetings cards and accessories. I was initially employed to conduct some forecasting work ahead of local angel investment, prior to – at the bequest of the investor – being employed as a Part-Time Finance Director to assist the C-Suite team with Budgeting, Forecasting, production of Management Accounts, and presenting to the Board on a quarterly basis.

Savvy Navvy – SaaS / Tech

https://www.savvy-navvy.com/
March 2020 – September 2020
Described as ‘The Google Maps for Boats’, and with over 1 million downloads, Savvy Navvy are a multi-award winning SaaS business in the boat-navigation space. Reporting to – and working closely with – the COO, I was employed as a Fractional Finance Director to assist with the Management Accounts, Forecasting and Budgeting of the business. The role included implementing a system to automatically record sales from the Apple and Andriod App stores, reporting our International VAT requirements correctly, and reporting to the Board for our monthly strategy meetings.

Adaptai – SaaS / Tech

https://www.adaptai.co/
Role: Finance Director / May 2020 – November 2020
Adaptai were a relatively new company when I joined. I implemented robust forecasting and scenario plans and reports, and presented these plans to the Board which enabled the C-Suite Team to attain angel and VC investment to fund their growth ambitions. 5 years on, I’m delighted to say Adaptai are one of the go-to players within their market.

Cudo Ventures (also known as Cudos) - Tech / Crypto / Blockchain

October 2020 – Jun 2022
https://www.cudos.org/
Cudos are the creators and developers of a Crypto Token, Layer 2 Blockchain and Eco-System and supporting Apps – including its distributed Virtual Machine infrastructure. In-sourced as the Finance Director to the Holding and multiple overseas Subsidiaries and Board Member of the Cudos Foundation, and reporting to the COO, our role included attending and presenting to the multiple Angel and VC Investors, overseeing all Budgeting, Forecasting, Management Reporting and KPI’s, and supporting the C-Suite with implementing their strategy and managing the Finance Function, Team and Processes.

Meatbox - eCommerce

Meatbox.com
Role: Finance Director / July 2021 – September 2021
Employed through their parent company, Meatbox are an online butcher’s with high growth ambitions. With multiple businesses operated through the same offices, we were able to implement processes and controls to better manage the finances and provide reports to showcase the performance of the business.

New Path Fire and Security – Holding Company for Mergers and Acquisitions

https://newpathfire.co.uk/
May 2021 – July 2022
New Path Fire and Security operated as a Holding Group Company to many regional Fire and Security businesses. Reporting to the CEO as fractional Finance Director to the group, Inform Perform were utilised to assess the viability of acquiring new businesses, conducting Due Diligence prior to acquisition, and producing Group Consolidations and Management Accounts to present to the Board and Bank.

Boogie Bus Bar - Events

https://boogiebusbar.com/
February 2023 – Present
Boogie Bus Bar, a travelling free-standing Stage and Licensed Bar attending and hosting events across the UK. Inform Perform have been employed from their conception to oversee every aspect of their Bookkeeping & Accounting, Management Reporting, and all statutory submissions

Richmond Group – Group Holding Company

https://www.therichmondgroup.co.uk/
January 2023 – November 2023 (ongoing ad-hoc)
The Richmond Group is a Holding Group Company to multiple international subsidiaries across multiple industries. Reporting to the CEO, we were 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

https://www.michaelgrubbstudio.com/
July 2023 – Present
Michael Grubb Studio are a multi-award winning Lighting Design Consultancy. Reporting directly to the CEO, Inform Perform were employed as the full Finance Function to oversee the full operation of their Accounts Department, including Bookkeeping, Payroll, VAT, as well the budgeting, forecasting and management accounts.

South Facing – Marketing, PR, and Communications Agency

https://www.south-facing.info/
July 2023 – October 2023
South Facing is a – very cool – London based marketing and communications agency, operating within the Built Environment space, from Architects to Local Council and BID projects. Working alongside the CEO, Inform Perform were hired to implement a robust process for monthly Management Accounts production, forecasting, and infinite scenario planning.

Wild Vision - Digital Agency

https://wildvision.io/
May 2022 – November 2023
Working with some of the biggest – house-hold-name – YouTube influencers and creators in the World, Wild Vision have disrupted the creator space with an innovative influencer-focussed business model to propel them to the second highest watched producer of Influencer content, in the World. Employed as both Finance Director On-Demand and then latterly the full Finance Function, Inform Perform oversaw the implementation of the automation within the Finance Function in-line with the company’s growth.

Viral Talent – Creative Agency

https://viraltalent.co.uk/
September 2022 – Present
A multi-award winning digital agency and conduit for brands and influencers, Inform Perform were employed as a fractional Finance Director to assist the senior management team with reporting, forecasting and strategy.

Think Cyber Security – SaaS / Tech

https://thinkcyber.co.uk/
January 2024 – Present

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

https://teapot.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

https://www.findifox.com/

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

https://www.output.industries/

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

https://sailties.net/

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

https://www.supapass.com/

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

https://home.lief.care/

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

https://zapnito.com/

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

https://app.data-revival.com/

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.

What clients say about us

Here are some 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

Laura Edwards, Director, Wild Vision Director

“I look to utilise Inform Perform's expertise far beyond just accounting tasks. I wouldn't hesitate to recommend Inform Perform to anyone." James Hanslip, CEO, Content Ignite

James Hanslip CEO, Content Ignite

“Inform Perform are as internal a part of my business as any employee." Alex Chavez-Munoz, Co-Founder, Viral Talent

Alex Chavez-Munoz Co-Founder, Viral Talent

"Bournemouth's best kept secret!" Dominique Staindl, CEO, South Facing

Dominique Staindl CEO, South Facing

“I really appreciate the support and advice that Inform Perform have brought. It’s great to have Chris within the team, on both a professional and personal level.” Chris Jenkins, CEO, ShowPlanr

Chris Jenkins CEO, ShowPlanr

"It was a genuinely seamless transition to switch our internal accounting to Inform Perform. They’re a trusted and fun member of the team." Kriss Bennett, CEO, Createful

Kriss Bennett CEO, Createful

"It was a pleasure to work with Chris. He was full of suggestions for improving our month end workflow and forecasting methodology. We learned a lot - thanks Chris!" Jelte Liebrand, CEO, Savvy Navvy

Jelte Liebrand CEO, Savvy Navvy

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Finance Director On-Demand. 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.

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