Working together with Serena you not only enjoy years of her commercial experience, strong in the knowledge that the numbers you are looking at are robust, you also enjoy knowing that no stone will be left unturned in the pursuit of clarity.
I’ve watched Serena call out the elephant in the room and help founders make brave decisions with confidence. She creates a competitive edge, right there.
Fall over yourself to work with her!
Serena has a breadth of commercial skills and a deep understanding of finance with a developed specialism in the agency space, she also has a wealth of experience working with businesses of all sizes. This means that she can provide insightful advice on a wide range of issues, from strategic planning to day-to-day operations.
Serena is a straight-talking, highly experienced trusted advisor. She has a talent for cutting through complexity and getting straight to the heart of the matter. This makes her an invaluable asset to any business owner or manager who needs clear and actionable advice.
What I appreciate most about Serena is her passion and commitment to doing whatever it takes to get the job done. She is never satisfied with “good enough” and always goes the extra mile to ensure that her clients are happy with the work she delivers. This kind of dedication is rare and valuable, and it sets Serena apart from her competitors.
Serena also has strong financial planning skills. She can help businesses create and execute financial plans that support their strategic objectives. This is especially important for businesses that are looking to grow and expand, as it ensures that they have the financial resources they need to achieve their goals.
Finally, Serena is an expert at creating high-quality financial information and actionable controls. This is essential for businesses that need accurate and up-to-date financial data to make informed decisions. She has a talent for creating systems and processes that ensure that financial information is accurate and accessible, which helps her clients make better decisions and achieve better outcomes.
Overall, working with Serena has been a pleasure. Her expertise and commitment have been invaluable to my clients, and I highly recommend her to anyone who needs help managing their finances. Whether you are a small agency business owner or scaling a larger business, Serena has the skills and experience you need to succeed. I highly recommend her to anyone looking for a skilled financial advisor and partner.
As the MD it’s absolutely vital to me that I have fast, accurate financial information, along with the financial system Serena has put in place. We’ve grown from 8 people to 55 people over the last few years and our financial systems, processes and information has had to scale with that, and I’m certain that wouldn’t have happened without Serena’s support.
The final thing I’d say, and I know this is felt by the whole leadership team at Hallam, is that Serena adds value well above and beyond the financials; she’s part of our senior leadership team and board where she adds executive level value across our operations, client experience, and our commercial modelling. She really acts in partnership with our business.
I couldn’t be happier with her support and I’d have absolutely no doubt in recommending Serena to other organisations looking for good financial advice.
Her commercial acumen is impressiv; she has a keen eye for identifying opportunities to increase revenue and margins while minimising costs. This has been instrumental in helping us to achieve our financial goals and drive growth for the business.
Equally important has been Serena’s focus on nailing the basics of financial control and reporting. She has implemented rigorous processes and controls to ensure that our financial data is accurate and reliable, and provided clear and concise reporting that enables us to easily track our performance and make informed decisions about how to move forward.
As the MD of the business, this has made my life much easier. I have full confidence in the accuracy and completeness of our financial data, which allows me to focus on other important aspects of running the business. I also appreciate the way Serena is always available to answer questions and provide guidance, whether it’s a routine matter or a more complex issue that requires her expertise.
Overall, I can say without hesitation that Serena is an invaluable asset to our business. Her specialised knowledge, commercial focus, and commitment to nailing the basics of financial control and reporting have made a tangible difference to our bottom line, and I look forward to continuing to work with Serena as we grow and evolve as a business.
Seriously, thank you, we’re very grateful and lucky that our paths crossed as they did.
We realised the basic information we were getting from our accountants didn’t allow us to make quick commercial decisions, with a real time view on the health of our business. Serena has been absolutely instrumental in implementing robust controls, systems and reporting,
We now have automated end to end financial system. As a really ambitious business owners focussed on growth its imperative we have accurate commercial information at hand to make those big investment decisions that will impact the future of our business. Serena has and continues to help us on that growth journey – getting a better financial grip on your business is 100% possible and we thoroughly recommend working with Serena.
We were advised by Serena who has been working with us since 2017, and she’s helped us in so many different ways. As the business grew she introduced financial processes and systems that allowed us to keep financial control, and that gave us a really robust financial understanding of our company. Serena then helped with our growth planning and work out what we wanted to achieve, and then most importantly she helped us with our succession planning so as we were looking for me as the founder to sell out of the company, preparing robust financial information that allowed us to get a sound valuation which helped us to get a successful MBO.
I would recommend Serena without hesitation; she has played a very important part in Hallam’s growth trajectory and if you’d like any more information please feel free to get in touch with me.
Our financial skills have improved dramatically. We know what needs to be looked at and when, and understand when to bring in the expert accountants, or get external support
After struggling to get the monthly management and reporting we needed from traditional accountants, Serena gave us a process and helped us organise how we keep a handle on the finances internally. She tops this off with her incisive brand of consultancy. She probes to the heart of the matter, exposing risks and opportunities to help us grow the business.
Serena does a superb job of steering our financial strategy, growth planning, recruitment and more. If we have a tricky issue to solve I give her a call.
I can now look at our management accounts in an analytical way to make sure I’m giving the most accurate information to our directors, supporting them to make the decisions needed to be a successful business. We’re able to be think and act quicker which is paramount in business and this means we can be fully prepared for any eventually. Everything I’ve learned so far has enabled me to step up and support the business at a whole new level.
Serena has given me the confidence to present our management accounts which seemed very daunting at first but I’m now confident in our numbers and able to explain how we’ve reached them. It’s starting to become second nature now!
The last 6 months have given me the drive to continue my financial studies into CIMA so I can become more knowledgeable and grow even further. My role has grown so much since the start of the year and I am excited to see where this takes me going forward and how much more I can learn and put into practice within our business.
We’ve recently revived our monthly management meetings and as a result we’ve put in place a rigorous process of checks and balances.
Personally, I too have a much clearer understanding of what I want my financial position to look like and we now have the right plans in the business to achieve this.
In what feels to me a relatively short space of time your support has provided us with a leap forwards and I am very appreciative of your advice and the progress we’ve made.
But they didn’t understand why I wanted and needed more, and for years I felt frustrated, patronised and out of control.
Then my bank manager introduced me to Serena. She knew exactly what I was talking about. She understood where I was coming from…. and more
She came into the business and after a look at what we do, how we do it and the skill set of my team, she came up with an action plan. The rest, as they say, is history.
I now have week by week, month by month, year on year visibility on what is happening in real time in the business. The business levers are identified which shows me where to pull and push in the business to get the financial effects that I want to achieve.
The finance team have had extensive training and mentoring, putting systems and processes into place; they now report to me on key issues such as income, cash flow, debtors. They understand how the quality of their information helps me to make the decisions that affect the company. They are all proud as peacocks and quite right too.
Business credibility with our external financers has taken a boost and they are impressed by our level of understanding and control of our finances. No shocks, no surprises, factual and controlled – just the way that banks like to see things.
Thank you, Serena
Over the years, I’ve have asked accountants to help with financial understanding, and have consistently drawn a blank. I still couldn’t make sense of my business finances. I was devoting more time to finance and less to serving my clients. Which was very frustrating.
Serena helped us translate our figures into something meaningful that we can use to steer our business forward. She TRULY cares about helping people to reach clarity and clearing the confusion surrounding their business finance. She speaks without jargon and holds your hand throughout the process. She is diligent, client focused and sets the bar very high for business integrity.
If you want to know how your business is performing and move your business forward, financial intelligence is a must. Serena can help you develop an intimate understanding of your business finance and move your business forward.
Quite honestly it is the best day I have ever spent with an external consultant.
I was totally staggered by the sheer scale of your drive, energy and commitment during our day yesterday. I have worked with many professional people previously, the vast majority of them (in particular accountants) will go through the motions, I am frequently sat at the other end of the table feeling I have to wind them up to get a response. This was categorically not the case with you.
I would like to thank you for the passion you showed in trying to help me and our business, considering this was the first time you have visited the progress already made is very encouraging.
Thank you from the bottom of my heart!
I will keep you posted!!!
She quickly got behind the numbers, implemented a stock and wip control system, and was able to relate the figures to our business in a way that previous accountants had been unable to. We did not believe our accounts before, and that really created doubt and uncertainty as the business grew.
The other benefits of having Serena in the business were that we had someone from the outside, with a breadth of knowledge and experience from other industries, who brought enthusiasm and a fresh perspective, who could be the catalyst for the changes we wanted to make. I found it incredibly valuable having someone independent to confide in about business issues, especially someone who would tell it straight and not necessarily agree with me!
Now I feel like the Finance Director and know how important my role is. I know that what I do drives the company forward and keeps it on track.
During my coaching I’ve introduced really comprehensive management reporting and weekly flash reporting which means we can forecast ahead and always know where we are financially. I’ve massively stepped up how I contribute at board meetings and in the day to day running of the business. I feel confident to present my ideas for helping the business to grow and to tackle things that need sorting. I definitely think more strategically now and that’s a big win for my business.
Not only does this save money but we’ve got much more control over our information and better financial visibility. We now have a budget and can reforecast throughout the year so we always know where we’re going, and we use the information to plan different scenarios and make better informed business decisions.
Before I felt like I was just processing the numbers but now I feel have full control and a lot more confidence. I can look at the accounts in depth to understand what’s really going on, and having graphs and KPIs means we can see everything right across the business and can plan for the future in a way we never could before.
The F Word and SFC have also encouraged me to continue my studies and I am working towards the CIMA Professional Qualification. Serena gave me great advice on how to approach the course which has been very beneficial to my progress. I’m keen to develop my career and progress within my role as Finance Manager to give the best life to my little girl and family, and also to bring more knowledge and understanding to the Company I work for. I’m very grateful to my employer for giving me this opportunity.
Serena has a really engaging training style that keeps employees focuses for the whole day. Her passion is what makes her so engaging as a trainer. She was able to explain key finance terms to our staff including P&L and balance sheets in order for our staff to understand the story of what happens in their sites from a different perspective and remove the fear of figures that many have.
As a result of her workshops, our employees that attended have a clear understanding of how the work that they do affects the top and bottom line. All employees left with greater knowledge and understanding than before they attended and are actively involved in initiatives to help both the top and bottom lines.
I recommend Serena for any finance training that you require for your business
With every good wish,
Thanks again. You and Wendy have made the world of difference here and it couldn’t have come at a better time
Mixing a broad range of understanding with specialist proficiencies, she is able to see the end game and still apply empathy and discretion to the myriad of details that have to be addressed in order to attain sustainable success.
It has been a pleasure and privilege working with Serena and I would recommend her services to those with a serious ambition to succeed.
Serena has identified the problem areas, streamlined all our accounting processes, trained my accounts team to delivery accurate work to a monthly timetable so that we get our group accounts out by week 2, and trained me to manage the accounts team and how to understand the accounts better.
She has torn our stock and margin position apart and put in place systems and controls to make sure the gross margin is always accurate. We now are able to raise finance easily from the bank to fund our continued expansion, as the bank know we have a firm grasp on our financials, and the monthly information means we can spot problems quickly and fix them.
Serena also constantly keeps us focussed on the projected full year result and on increasing the net return.
I feel safe now that Serena is part of the business, she keeps me focussed and is my safety net.
Our monthly finance meeting gives us the dedicated time we need to monitor the progress of our business, whilst analysing threats and opportunities. We can then get on with the day to day running of our business, working to deliver our plan, secure in the knowledge that our finances are in safe hands. If you don’t have a ‘Serena’ in your business, it’s about time you did.
A highly professional, outcome focused and personable individual; the Board and Senior Management Team have enjoyed working with her and will continue to call on her services in the future.
I can without hesitation recommend Serena to provide both strategic and operational policy support whether it be in the private, public or third sectors.
Thanks for your help with getting my KPIs and financial structure in place – it makes total sense. I can’t thank you enough as this really helps!
Then there is the F-Word.
Serena Humphrey has realised the emperor is naked, and identified that in many boardrooms up and down the country, directors simply do not have a sufficiently robust handle on their numbers.
For those confident enough to admit they are not omniscient, Serena uses her considerable expertise to bring not just clarity, but revelation. Uniquely, she does this with empathy and encouragement.
Serena has been pivotal in helping us claw our way out of a loss-making position, through break-even, and into profit; all this in a highly volatile market with very lumpy cashflow. We are now able to identify meaningful targets and robust measures to identify where we are on the journey to meet them.
I would not hesitate to recommend the F-Word for ANY company – even as a financial health check for those who think they know better
Be that down to time or in my case with finance, an admitted lack of knowledge. I met Serena at a networking event and appreciated her no nonsense approach and we arranged to have a one-to-one session to go over the key principles. Within half an hour I was dangerously close to actually enjoying looking at the numbers (a very odd experience) and crucially, understanding how best to use them to forecast and plan for optimum profit and performance.
She combines expertise in all things financial alongside an ability to understand how a business operates.
In all aspects Serena has performed to levels above expectations, and always with a very satisfactory outcome. We have no hesitation in recommending her for any finance or senior personnel project that may be presented to her.