— Fractional Finance Director
You've built the business.
The numbers haven't kept up.
I give founders of £1-£15m businesses the financial clarity they need – without the overhead of a full-time hire. Cash visibility, clearer decisions and no surprises.
See how it works ↓
20+
Years in senior finance roles
£3m–£15m
Businesses I work with
£0
Recruitment cost to you
FCCA
Qualified
— the situation
You know the business is growing.
But the numbers aren't showing it clearly.
01
You check the bank balance to see how you’re doing.
Not because you are careless – because there is no clearer picture to look at.
That changes.
02
Profit looks fine on paper. Cash tells a different story.
Month-end surprises. Payroll pressure. A profitable business that still feels tight.
You are not alone in this.
03
Big decisions get made without the full financial picture.
Hiring, pricing, investments – made on instinct because there’s nothing reliable to view.
There should be.
— where I fit
The gap between bookkeeper and full-time FD.
Most growing businesses have strong compliance support. What they don’t have is someone turning those numbers into decisions. That’s the gap I fill.
compliance
Bookkeeper & Accountant
Keeps the records accurate and the business compliant. An essential foundation — but built for compliance, not decisions.
- Annual statutory accounts
- Tax compliance & returns
- Payroll & bookkeeping
- Basic P&L reporting
financial visibility
Fractional FD
Turns the numbers into decisions. Fills the gap between compliance and full-time hire — at a fraction of the cost of a full-time hire.
- Monthly management accounts
- Cash flow forecasting
- Budgeting & reforecasting
- Strategic finance input
- Board-level reporting
scale
Full-time FD & Finance Team
Right for the right stage. But for most businesses in the £3–15m range, an unnecessary overhead before the business is ready.
- £100–180k+ salary
- Employer NI & benefits
- Recruitment cost & notice
- Full team management
— How we work together
Find the right fit.
Every engagement is shaped around what the business actually needs. Some founders need a long-term finance partner. Others need a specific piece of work done properly. The right fit depends on where you are right now — that’s always the conversation I start with.
Fractional FD
Your part-time Finance Director, embedded in the business. I attend leadership meetings, own the numbers and sit alongside you when the decisions that matter are being made.
Finance Transformation
Systems, processes, team, reporting – rebuilt from the ground up. The work that quietly makes everything else easier and a finance function that supports growth instead of slowing it down
Project Work
A specific outcome, a designed timeline. A financial model, a cash flow review, a board pack redesign. Senior thinking delivered cleanly, without the ongoing commitment.
— Who this is for
Growing businesses where finance hasn't kept pace with the growth.
I work with founders, MDs and CEOs who’ve built something real – but whose finance setup is still running like it’s year two. If that’s you, we should talk.
Not sure? The diagnostic day is designed exactly for that moment.
revenue
£1m - £15m
Sweet spot £3-£10m. Large enough to need it, early enough to build it right.
Sector
Professional services, tech, telecoms
Where financial visibility makes the most difference to growth decisions.
stage
Scaling - but finance hasn't kept up
5-10year in. Things work. But the finance function hasn’t scaled with the business.
geography
Midlands priority, UK-wide remotely
Worcestershire, West Midlands, Warwickshire, Gloucestershire. Remote where it makes sense.
— getting started
Three steps. No surprises.
Most clients are up and running within two weeks of the first conversation. The diagnostic day does most of the heavy lifting – everything after that builds on what it finds.
1
Discovery call
No pitch, no obligation. I want to understand where the business is, where the pressure points are and whether I can genuinely help. If I can’t, I’ll tell you and help to find the right person for you.
30 minutes
2
Dianostic day
One day, deep in your numbers. A clear written report on what to fix first. Actionable whether we go further together or not. Most ongoing engagements start here.
From one day
3
Ongoing engagement
Retained at 2 days/month minimum, scaling as priorities become clear. Flexible and built around what the business actually needs – not a fixed package.
from 2 days per month
Financial clarity. Without the full-time cost.
— About Jon Fellows FCCA
I've spend my career fixing finance functions that weren't working.
PE-backed managed services, a £1bn+ housing association, energy, telecoms. Senior roles, messy situations. Real pressure. The common thread: walking into a finance function that wasn’t giving the business what it needed and leaving it in a better place.
I set up AFC because the businesses that need that most, the ones scaling from £1m to £15m, are exactly the ones that can’t justify a full-time hire. I’m here to fill that gap.
— CONTACT
Ready to talk?
If you’re running a growing business and want a sensible conversation about your finance setup, I’d love to hear from you.
No pitch, no pressure — just 30 minutes to explore whether I can help.
Or connect with me on LinkedIn →