We take the complex and make it simple
We’re a people-first boutique finance consultancy supporting ambitious SMEs across Yorkshire and the North. We specialise in providing Fractional Finance Director services that give business leaders clarity, confidence and control of their numbers - all delivered with a warm, jargon-free approach.
Everything we do is tailored towards your individual business because every business is different. We work closely with you from the start and don’t just roll out templates or methods we’ve used before.
Making a difference to your mindset & profits
We partner closely with founders and MDs who want to understand their numbers, strengthen their decision-making and move their business forward with confidence. Many come to us feeling unsure what their figures are really telling them, frustrated by unreliable reporting, or overwhelmed by carrying the financial burden alone. We bring clarity, calm and direction - but just as importantly, we bring our values.
By combining these values with decades of real commercial experience, we help leaders see the full financial picture - past, present and future - so they can grow profitably, tackle challenges with confidence, and finally feel in control of their business rather than controlled by it.
Our values
Straight Talking
No pointless business jargon.
We explain things clearly and welcome questions.
Approachable
Kind, relatable humans, not corporate clones.
No judgement, just practical, honest advice.
Energetic
Professional, positive, and driven by progress.
We care deeply about helping businesses thrive.
Honest
Clear about what’s possible and what’s not.
We’ll always back your version of success.
Inclusive
Different voices make better decisions.
Everyone we work with feels respected and supported.
Principled
We work with people and businesses we believe in.
Integrity, wellbeing, and doing the right thing always come before profit.
Meet the Founder
Dani is not your stereotypical Finance Director. An FCA with 20+ years’ post-qualified experience, shaped in big corporates and now focused on helping ambitious SMEs move faster with clarity and control. Dani qualified with Grant Thornton in 2006, spent a decade at a listed marketing services group rising to divisional FD (c.£300m turnover), then led large teams at Morrisons plc as Head of Finance for Group and Property.
Dani brings that best-practice rigour, without the red tape, to growing businesses: building simple, scalable processes, sharpening forecasting and cash flow, raising funding, supporting acquisitions and PE, and preparing leadership for investors. Her sector experience spans Retail, Property, EdTech, GamesTech, SaaS, Marketing & Events.
“Becoming a mum shifted my lens; I’m more attuned to the human side of growth and the pressures owners carry, so my work blends commercial insight with empathy and practical action. I live in Yorkshire with my family (plus a very enthusiastic dog) and keep myself sharp by running and training towards my yoga instructor qualification. I also sit on the Young Enterprise West Yorkshire volunteer board, helping equip young people with the confidence and skills to thrive - something close to my heart as a mum, an accountant, and an entrepreneur who didn’t take the university route.”
Meet the Wainwright Team
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David Thornton
David is a York-based Fractional Finance Director with extensive Financial, Commercial and Operational experience. Holding senior roles for over 20 years, David is now embracing a portfolio career providing fractional FD services to business owners and management teams.
David has a strong background in working with and growing SMEs both organically and by acquisition and has worked in a range of industries including Software, SaaS, Technology, Manufacturing, Distribution/Logistics, Oil/Gas and Equipment Hire.
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Aly Henderson
Aly is a North East based Portfolio Finance Director working with ambitious, growing and interesting businesses. After gaining nearly 20 years’ experience in a wide variety of finance roles in large blue chip companies, Aly made the move to a Portfolio career to provide part time Finance Director services to small and medium sized business owners and their teams. Aly has a strong background in financial management, problem solving and process improvement, using the skills and best practice gained in PLC’s and private equity backed companies to benefit growing SMEs. She has worked in a range of industries, including creative agencies, retail and leisure.
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Vicky Moody
Vicky is a Portfolio Finance Director and Chartered Accountant with 18 years’ experience working in senior finance roles across large corporate organisations and growing SMEs. After qualifying with a Big Four firm, she built her career providing commercial insight, forecasting and analysis within household name businesses including Sainsbury’s, Morrisons and Bettys & Taylors of Harrogate.
Becoming a mum during the pandemic prompted a shift towards more purposeful work, where she could make a direct and meaningful impact. Vicky now supports a diverse portfolio of clients across consultancy, creative and tech sectors, helping business owners gain clarity, confidence and control through clear, practical financial insight.
Stay connected
The Sum Up
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Reclaim the joy of running your business with our free, twice-monthly newsletter ‘The Sum Up’ that helps you feel in control of your business finances, without the stress.
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events
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Book a Discovery Call with us
Let’s start a conversation about your business goals and how we can help you reach them. Book a free discovery call and discover how financial clarity can transform your business.