Daniella Wainwright

Founder, Portfolio Finance Director

Hi, I’m Dani, and I like to think I’m not your typical, stereotypical Finance Director.

With over 16 years’ post-qualified experience as a Chartered Accountant, and having led in large, corporate companies, I have the big company experience to understand the best practice processes and systems that will work well for SMEs, but also the bits that can slow you down, take the edge off, and stop you being nimble.

I ensure I give my clients the insight needed to really understand their numbers and stay in control as their company scales.

Making a real, rapid impact for SMEs

After becoming a mum, I realised I was seeing the world through a more emotionally intelligent lens and had more patience and understanding of the challenges business owners face. I found myself drawn to working with SMEs where my skills can make a real, rapid impact on a business’ future, and can help an SME’s owner feel more in control and empowered.


Fellow Chartered Accountant (FCA) – Qualified with Grant Thornton in 2006.

Worked for a decade at a listed marketing services provider, working my way up to divisional finance director of this c.£300m turnover business, leading the newly acquired marketing businesses. I then spent 4 years leading large teams as Head of Finance for Group, then Property departments at Wm Morrisons Supermarkets plc.

Through former employed roles and my current portfolio of clients, I have experience of finance due diligence on acquisitions, raising funding, working with private equity investors, preparing for investor questions at AGMs, forecasting, budgeting, strategy setting, cash flow improvement, to name just a few areas. Sector experience includes Retail, Property, EdTech, GamesTech, SAAS, Marketing & Events.

Daniella Wainwright

I live in Yorkshire with my family, and strive for a healthy balance of engaging, fast-paced work with ambitious, growing SMEs, and a vital life, spending time with my children and dog, and having time to keep fit and active, including running and training towards my karate black belt!

To try give something back I’m a member of the Young Enterprise charity’s West Yorkshire volunteer Board. This charity is all about equiping our young people with the work skills, confidence and knowledge they need to succeed. A cause close to my heart as a mum, an accountant, and an entrepreneur, especially one who didn’t go to Uni.


ASSOCIATE, Portfolio Finance Director

Hello, I’m Vicky – I didn’t always think that Finance was my destiny and originally trained to be a Primary School Teacher.

But it seems that the draw of accountancy was too strong (!) and after finishing university, I qualified as a Chartered Accountant with a Big 4 firm.

I have since spent much of my career working in large corporate companies, providing forecasts and analysis to understand and drive performance, giving business leaders the tools and insight to do their jobs effectively.

Boosting confidence and control

Becoming a mum during the pandemic gave me a new perspective – I wanted to spend more of my time doing work with purpose and where I could quickly make a real difference to outcomes.

My experience and skill set mean that the advice and support I provide has a swift impact and boosts the confidence of my clients in understanding their performance, making decisions and feeling in control.


I am a ‘Big Four’ qualified Chartered Accountant with 18 years of technical and commercial experience.

I’ve worked in a number of senior finance positions in household name businesses such as Sainsburys, Morrisons, and Betty’s & Taylors of Harrogate. I’ve gained particular sector experience in E-Commerce, Retail, Manufacturing and Hospitality in these fast-paced organisations.

My current portfolio of clients is wonderfully diverse and includes consultancy, creative, and tech businesses.  

Daniella Wainwright

Although originally a Southerner, I now live in Yorkshire with my family where we try to make the most of this beautiful part of the world, spending lots of time outside exploring.

Outside of work and family life, I support my local community through volunteer work with a local Clothes Bank and have recently been appointed Treasurer and Trustee of New Beginnings, a local charity supporting survivors of domestic abuse.

Making a difference to your mindset & profits

We can empathise with how frustrating it can be for SMEs wanting to move their business forward but lacking the insight into performance to know where to get started.

Do you know which customers and products are making you money? Are some losing your hard-earned profits? How do you compare all the opportunities ahead of you and choose which to pursue?

Do you need to raise finance and are unsure where to start? Do you need someone to help you with forecasting, pricing, and pitching, so you can put your very best foot forward with lenders or investors?

We are highly commerical, experienced FDs, but of course we’re also very ‘hands-on’ and can both explain what insight you need, and deliver it to you. What we do also involves mentoring our clients to better understand finance, and to think in a different way. We’re also often acting as your sounding board, when it can be lonely at the top. This feels very worthwhile to us, like it’s a part of our purpose, and it’s very rewarding when it makes a difference to our client’s mindset and bottom line.


It goes without saying that 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. We’ll start with meeting to ensure we are a good fit, and get to the core of what you feel is not working, and where you want your business to be. If you then engage us, we can then make a plan to achieve that, together.

Our aim is to take the complex and make it simple and easy to understand. We want to understand what success means to you and your business – there is no “one size fits all”. Plus, we want to empower businesses to grow and succeed, but not to feel that this necessarily has to mean fancy offices and lots of staff. Growth for growth’s sake can be a mistake.

It all starts with really understanding your numbers  – the numbers don’t lie!


It’s unlikely you need a Portfolio Finance Director on a full-time basis, so you might be surprised at how affordable it is to work with us.

We can help you build up your business model, or help setting a strategy to achieve your business goals.

Take a step toward tailored portfolio finance support today