In this episode of The New F*Word, host Colin Hewitt is joined by Mairianne Stewart, Fractional CFO at Plug-In Finance, to discuss her leap from big business to entrepreneurship, what she’s learned helping founders manage cash and growth, and why startups should never wait until it’s too late to bring in a fractional CFO.

What You’ll Learn:

* Why cash blindness is killing your startup faster than a bad product

* How to avoid the two-to-three-month onboarding tax when bringing in fractional finance support

* The hidden skill that fractional CFOs actually need that has nothing to do with accounting

* How to structure a fractional CFO practice so you’re not the bottleneck

* Why the corporate world and startup world are polar opposites

Mairianne Stewart is a fractional CFO with over 20 years of experience in FTSE-100 companies and four years providing strategic CFO services to ambitious SMEs. She helps growing businesses navigate complex financial, operational, and regulatory challenges without the need for a full-time CFO. From cash flow management to governance and scalable operations, Mairianne works with founders to professionalise their businesses and prepare them for the next stage of growth.

In this episode of The New F*Word, host Colin Hewitt is joined by Kevin Jacobs, Fractional CFO at BDO USA, to discuss the unglamorous but critical reality of cash flow management, scaling from $30M to $100M in revenue, and why contractors and manufacturers are leaving money on the table by obsessing over profit instead of cash.

What You’ll Learn:

* Why profit is a vanity metric and cash is your actual business lifeline

* How to implement a 13-week cash flow forecast

* Why diversification of customers and revenue streams prevents the cash flow death spiral

* How to educate field staff and back-office teams to speak the same financial language

* The fractional CFO future

Kevin Jacobs is a Fractional CFO at BDO USA, bringing over 20 years of industry experience spanning construction and manufacturing. With a background that includes scaling a $30M company to over $100M in six years through strategic financial planning, ERP implementation, and working capital management, Kevin specializes in helping contractors and manufacturers gain financial clarity and sustainable growth.

In this episode of The New F*Word, host Colin Hewitt is joined by Pauline Healey, Owner and Director at Logical BI, to share her journey and the lessons she now brings to manufacturers, distributors, and service businesses across the UK and beyond.

What You’ll Learn:

* How to identify and eliminate hidden manufacturing wastage through systematic process analysis

* Why inventory management is crucial and how to unlock millions in working capital

* How to navigate international manufacturing relationships, especially with Chinese suppliers

* The strategic approach to evaluating and optimising cash cycles in manufacturing businesses

* Why manufacturing businesses need both technical and financial expertise and operational understanding

* The key metrics and reporting systems that drive manufacturing efficiency

Pauline Healey is a seasoned fractional CFO and Founder of Logical BI. With vast international experience, including 19 visits to China and significant work in supply chain optimisation, she has helped numerous businesses improve their financial performance and operational efficiency. Her expertise spans manufacturing processes, inventory management, and international trade, having generated millions in savings through strategic financial leadership and process improvements. Currently, she’s developing a groundbreaking CFO mentorship community platform to help finance professionals in smaller businesses access high-level strategic guidance.Episode Resources:

* Pauline Healey on LinkedIn

* Logical BI Website

* Learning by Questions Website

* Colin Hewitt on LinkedIn

* Float Cash Flow Forecasting Website

In this episode of The New F*Word, host Colin Hewitt is joined by Clayton Coke, Founder and Managing Director of PRMS, to share his insights on ethical debt collection, prevention strategies, and how businesses can protect themselves from bad debt while maintaining positive customer relationships.

What You’ll Learn:

* How to implement ethical debt recovery practices that preserve business relationships

* The Three Buckets Framework for categorizing debtors

* Why conducting proper due diligence before extending credit can prevent major financial headaches

* How to use Companies House effectively to assess potential clients’ creditworthiness

* Why setting appropriate credit limits is crucial for business survival, and how to determine them

* How fractional CFOs can help create robust systems for debt prevention and collection

Clayton Coke is the Founder and Managing Director of PRMS, the UK’s leading provider of Ethical Debt Recovery and Business Debt Prevention training. Clayton has spent over 20 years helping SMEs and professional services businesses protect themselves from bad debt, recover outstanding invoices, and improve cash flow management. Clayton is also the Creator and Host of The Cashflow Show Podcast.

In this episode of The New F*Word, host Colin Hewitt is joined by Peter Turner, CEO of ConnexionCFO, to share his unique approach to fractional CFO services, why traditional CFO models are being disrupted, and how his innovative equity-sharing model attracts world-class CFOs.

What You’ll Learn:

* How world-class CFOs differentiate themselves through storytelling and strategic repositioning

* Why the best fractional CFOs focus on business opportunities rather than just solving current problems

* The game-changing equity-sharing model that enables CFO collaboration and long-term engagement

* How to structure a high-performing finance function beyond just the CFO role

* Why market opportunity, product strategy, and go-to-market approach are crucial focus areas for modern CFOs

* The transformative impact of having the right CFO

* How to effectively work with ADHD founders through structured financial leadership

Peter Turner is the CEO of ConnexionCFO, a pioneering fractional CFO firm that’s revolutionizing how high-caliber financial leadership is delivered to scaling businesses. With 17 years of industry experience and a background as a qualified accountant and CFO, Peter has facilitated the placement of CFOs in over 700 scaling businesses. He’s known for developing an innovative equity-sharing model that allows top-tier CFOs to collaborate and share in their clients’ success. Having founded and successfully sold his own technology company to Experian in 2021, Peter brings unique insights into the evolving role of fractional CFOs, particularly in helping ambitious founders achieve significant growth and successful exits.

In this Greatest Hits episode of The New F*Word Podcast, I revisit my conversation with Elliott Gaspar, Founder of Ox Consult and a hands-on advocate for redefining what it means to be a Fractional CFO.

Elliott shares how his journey, from scaling startups to raising $600M in funding, shaped his perspective on finance as a true value driver rather than just a cost center. We dive into the different types of fractional CFOs emerging in the market, why the industry is still in its early days, and how he’s pioneering a model rooted in problem-solving, practical systems, and trusted founder relationships.

From navigating the “edge of chaos” in high-growth startups to leveraging AI for smarter bookkeeping, Elliott gives a candid look at the challenges and opportunities shaping this fast-growing field.

🔑 You’ll discover:

* The three types of Fractional CFOs and why the hands-on builder stands apart

* Why finance should be seen as a value driver, not a cost center

* Common mistakes founders make when approaching startup finance

* How AI is transforming bookkeeping and decision-making

* The power of community and collaboration in scaling a fractional practice

* Elliott’s personal journey from dyslexia to redefining success in both finance and family life

Elliott’s story shines a light on the future of fractional finance: flexible, tech-enabled, and deeply human.

In this episode of The New F*Word, host Colin Hewitt is joined by Madeline Reeves, Founder and CEO of Fearless Foundry, for a wide-ranging conversation about building resilient businesses, the messy reality of advisory services, and why the finance industry needs fewer shiny tools and more strategy.

What You’ll Learn:

* How to navigate the AI hype cycle while maintaining focus on genuine business value

* Why the traditional General Ledger model is becoming obsolete and what's replacing it

* The critical difference between operational finance leadership and true CFO strategic guidance

* How to build a successful fractional CFO practice while choosing between boutique and scaled models

* Why community building and peer support are essential for modern accounting firm growth

Madeline Reeves is the Founder and CEO of Fearless Foundry, an 8-year-old strategic consultancy specializing in go-to-market strategy and business development. With vast experience as a global business development leader for leading tech companies, she helps organizations from solo founders to billion-dollar enterprises optimize their market presence and growth strategies. Additionally, Madeline is the Founder of We Talk Money, the first-ever online network designed to connect underrepresented leaders in finance to industry opportunities and each other.

In this episode of The New F*Word, host Colin Hewitt speaks with Jo Wood, Co-founder of The 6 Figure Bookkeeper and Hey Monika, about the evolving role of bookkeepers in modern business. Jo shares how she grew The 6 Figure Bookkeeper from 60 Facebook members to 28000, sold her multi-six-figure practice to prove bookkeeping businesses can be valuable assets, and co-founder Hey Monika, an AI-driven training platform giving bookkeepers real-world experience in a safe space.

What You’ll Learn:

* How to leverage AI and automation while maintaining valuable human insights in bookkeeping

* Why building a tech stack is crucial for modern bookkeeping

* How bookkeepers can transition from traditional services to higher-value advisory roles

* Why confidence, not just technical knowledge, is key to successful financial advisory

* How to create effective partnerships between bookkeepers, accountants, and fractional CFOs

* Why embracing technology education and practical experience platforms like Hey Monica are reshaping professional development

Jo Wood is a pioneering figure in modern bookkeeping and financial education, known for co-founding The 6 Figure Bookkeeper. With a background in auditing and virtual FD services, she has grown a community of over 28000 bookkeepers and accountants while successfully building and selling her own multi-six-figure bookkeeping practice, Jo Wood Virtual FD Ltd. Jo is transforming the bookkeeping industry through innovative solutions, like HeyMonica, an AI-powered platform that provides practical experience for aspiring financial professionals.

Episode Resources:

* Jo Wood on LinkedIn

* The 6 Figure Bookkeeper Website

* Hey Monika Website

* Bookkeeping Business From Home Podcast

* The Bookkeeper Rises Book

* Colin Hewitt on LinkedIn

* Float Cash Flow Forecasting Website