TRUE NORTH FINANCE
Financial clarity
for founders who want control
We help business owners understand their numbers, improve profitability, and make better decisions with confidence.
Fractional CFO & Financial Consulting support for SMEs and founder-led businesses
What we do
Financial visibility & control
We provide clear, regular insight into how the business is performing — focusing on profitability, cash position, and key trends. The aim is to replace uncertainty with clarity, so decisions are based on reliable financial understanding rather than instinct.
KPIs, reporting & live dashboards
We help businesses define and track the KPIs that actually matter, aligned to profitability, cash flow, and strategic priorities. This includes clear reporting and live dashboards that give real-time visibility into performance, trends, and areas that need attention. The focus is to track the right indicators, so management and shareholders can quickly understand what’s happening and make informed decisions with confidence.
Profitability & cash insight
We help identify what truly drives profit and cash, highlighting margin performance, cost pressures, and working capital dynamics. This ensures attention is focused on the areas that have the greatest impact on sustainable results.
Ongoing strategic financial support
As the business evolves, financial support evolves with it. We provide ongoing, independent financial perspective to help founders and directors stay in control, anticipate risks, and make confident decisions as priorities change.
Book a meeting with us today
Get financial clarity
Discuss your financial priorities
Talk through your numbers
Get a clearer view of your finances
Meet the Founder
I’m Seb Puga, a Fractional CFO and Financial Consultant with experience supporting founders, directors, and shareholders with clear, practical financial insight.
I work with businesses that want more than reports and compliance — they want to understand what the numbers are really telling them and how to use that insight to make better decisions. My approach is calm, structured, and focused on clarity rather than complexity.
Over the years, I’ve worked closely with management teams and boards, helping them improve visibility around profitability, cash flow, and overall financial direction. I specialise in translating financial information into insight that is useful, proportionate, and relevant to the stage of the business.
I believe finance should support decision-making, not complicate it. My role is to bring perspective, discipline, and confidence to financial conversations, particularly as businesses grow and choices become more meaningful.
How we work together
Initial conversation
We start with a focused discussion to understand the business, current challenges, and what you want more clarity or control over. This helps determine whether working together would be a good fit and where support would add the most value.
Step 1Step 2Financial review & priorities
If we proceed, I review the existing financial information and reporting to build a clear picture of profitability, cash position, and key drivers. From there, we agree the priority areas to focus on and the level of support required.
Ongoing financial insight & support
We provide regular financial visibility and insight aligned to the agreed cadence (monthly, quarterly, or project-based). This includes interpretation of the numbers, highlighting risks and opportunities, and supporting management or shareholder discussions as needed.
Step 3Step 4Review, refine & evolve
As the business evolves, we regularly review performance, priorities, and risks. The focus is on continuously improving financial insight, supporting better decisions, and ensuring finance remains a driver of value
Let's Work Together
Would you like control over the finances of your business?
If you want a better understanding of profitability, cash flow, and the financial direction of the business, let’s start with a conversation. We can talk through where things stand today and whether working together would be a good fit.
What Our Clients Say
“Working with Seb has given us real clarity around our numbers. Instead of just receiving reports, we now understand what’s driving performance, where cash is going, and what actually needs attention. The insights are practical, not theoretical, and have genuinely improved how we make decisions.”
— Former Client
“Seb helped us get a much better understanding of profitability across projects and programmes. Having a high-level, independent view of margins and performance has been extremely helpful for planning and shareholder discussions.”
— Director, Consultancy Business
Your Questions, Answered
A Fractional CFO provides senior financial leadership on a part-time basis. The role focuses on financial clarity, profitability, cash flow, and decision support — without the cost or commitment of a full-time CFO. I help founders and directors understand their numbers, anticipate issues, and make informed decisions as the business grows.
What does a Fractional CFO actually do?
In most cases, clients start to see clearer financial visibility within the first 30–60 days. This typically includes improved understanding of profitability, cash position, and key performance drivers.
The pace depends on the starting point of the business, the quality of existing data, and how quickly decisions are implemented, but the focus is always on delivering practical insight early rather than waiting for perfect information.
How quickly can I expect to see measurable results?
Most engagements are structured on a monthly retainer, providing ongoing financial visibility and leadership, with additional project work scoped separately where deeper analysis is needed. This approach keeps support flexible, proportionate, and aligned with the needs of the business at each stage.
How do Fractional CFO engagements usually work?
Let's Work Together
Would you like control over the finances of your business?
If you want a better understanding of profitability, cash flow, and the financial direction of the business, let’s start with a conversation. We can talk through where things stand today and whether working together would be a good fit.