Phase 2 · Strategy & Planning · From Idea to Executable Plan
Founder Financial Planning
The founder who builds a successful business but never converts it into personal financial security has succeeded commercially and failed financially. These are not the same thing.
Founder financial planning is the personal financial strategy that runs alongside the business journey — ensuring that the wealth being created in the business is being protected, diversified, and structured in a way that converts business success into personal financial security. We work with founders to design the personal financial plan that reflects their stage, their ambitions, and their risk profile — from early-stage equity management through to exit and beyond.
The Pain We Solve
You may recognise yourself in one of these.
Three audience scenarios · because the same service produces a different transformation depending on where you are in the business journey.
Scenario 1
The founder whose entire net worth is in the business
Every pound of personal wealth is in a single, illiquid asset that could be worth zero if the business fails. The financial concentration is an enormous risk — but because it has been that way since the beginning, it has never felt urgent to address.
Scenario 2
The successful founder who is drawing a salary below market rate and not managing equity value proactively
The business is valuable but the founder is personally cash-poor. There has never been a structured approach to extracting value from the business in a tax-efficient way — and the founder is working harder than they need to for less personal financial outcome than the business could provide.
Scenario 3
The founder approaching an exit without understanding the personal financial consequences
The exit is imminent but the tax structuring, the reinvestment plan, and the personal financial framework for life after the business have never been designed. Decisions made in the last six months before an exit can cost significant amounts of the proceeds.
The Impact It Creates
The Moment You Will Feel the Difference.
Personal financial plan that is coordinated with the business journey rather than disconnected from it
Tax-efficient extraction of value from the business throughout the growth phase
Personal wealth diversified beyond the single-asset concentration of business equity
Exit financial consequences planned and structured before the transaction rather than after
What You Receive
The Specific Deliverables.
Tangible outputs · documented, dated, and yours to keep.
- Personal financial audit — current position, assets, liabilities, and protection
- Founder compensation strategy — salary, dividends, pension, and equity
- Tax planning framework — income, capital gains, and exit structuring
- Investment and diversification strategy
- Personal protection review — life, income, and key person insurance
- Exit financial planning brief and advisor referral
The Outcome
Where You Will Be on the Other Side.
The founder's personal financial position keeps pace with the success of the business — with a structured, tax-efficient approach to extracting and protecting the wealth that the business is creating.
Primary Focus
Designing a personal financial strategy for founders that converts business success into protected, tax-efficient, diversified personal wealth.
KPI Measurement
- Personal net worth growth vs business value growth
- Diversification ratio — business equity vs other assets
- Tax efficiency on personal income and extraction
- Personal protection coverage completeness
- Financial stress score vs peer founder group
Investment & ROI
Pricing Engineered Around the Value You Create.
Every engagement is sized against the value we believe we can create with you · the fee is always a fraction of the outcome. Four tiers · so the investment matches your stage of business.
Tier 1
Foundations
£5,000 – £15,000
Right for
Pre-startup, startup, and micro-business founders ready to build on evidence rather than instinct.
Typical Value Created
£100K+ in sharper resource allocation and avoided strategic missteps
Engagement
4 – 8 weeks
Target Return
5 – 10× ROI
within 12 – 18 months
Tier 2
Acceleration
£15,000 – £50,000
Right for
Growing SMEs and established small businesses ready to scale a working model into the next revenue band.
Typical Value Created
£500K – £3M in faster execution and pipeline acceleration
Engagement
8 – 16 weeks
Target Return
5 – 10× ROI
within 12 – 18 months
Tier 3
Transformation
£50,000 – £250,000
Right for
Medium enterprises and scale-stage businesses ready to commit to a multi-quarter, organisation-wide shift.
Typical Value Created
£2M – £20M in strategic value through repositioning, model redesign, and growth-system installation
Engagement
3 – 9 months
Target Return
5 – 10× ROI
within 12 – 18 months
Tier 4
Enterprise
£250,000 – £2M+
Right for
Large enterprises, global operators, and complex organisations ready for a multi-year strategic partnership.
Typical Value Created
£10M+ in major strategic initiatives, capital deployment efficiency, and competitive repositioning
Engagement
12 months and onward
Target Return
5 – 10× ROI
within 12 – 18 months
Why We Price This Way
Every engagement is sized around the value we believe we can create with you. The fee is always a fraction of the outcome · typically 10 – 20% of the expected first-year return.
This is how we make sure pricing aligns with results. The conversation is never “what does this cost?” · it is always “what is this worth to your business?” We answer that together in the first call, transparently, and decide the right tier from there.
If we cannot articulate a credible 5–10× return for your specific situation, we will tell you in the first call. That honesty is part of why our clients trust us with the work that matters most.
Why This Conversation Matters
“The business is the vehicle. Personal financial security is the destination. Most founders focus entirely on the vehicle and arrive at the destination unprepared for what they find. We build the map that connects the two.”
A 90-minute structured strategy session · produces a usable roadmap whether you engage further or not.
More in Phase 2