Case Study: Driving Growth and Empowering Clients
Focus: Part-Time and Fractional FD Services & Business Education
Advisor: Sue Allen | Penney’s Accountancy | Penney’s Finance School
The Vision Behind Penney’s Accountancy
Sue Allen, founder of Penney’s Accountancy, has transformed her practice into a hub of growth and opportunity for businesses across sectors. Specialising in construction, talent management, and financial education, Sue’s dedication to helping clients thrive has made her firm a trusted partner for business owners.
By integrating cutting-edge tools like VFD Pro into her services, Sue has unlocked new possibilities—not just for her clients, but for her own practice. From delivering strategic insights to expanding advisory offerings, VFD Pro provides Sue with the flexibility and precision to adapt to her clients’ evolving needs.
Sue’s ambitious vision also extends to education. Recognising a gap in financial literacy, she launched Penney’s Finance School, a program designed to empower business owners with essential financial knowledge. “Too many entrepreneurs struggle with the basics,” Sue explains. “I want to change that by equipping them with the tools they need to succeed.”
With a unique blend of expertise, empathy, and innovation, Sue continues to set a high standard for what an accountancy firm can achieve.
How VFD Pro Adds Value to Sue’s Practice
What Sets Penney’s Accountancy Apart?
“Our approach is all about relationships and understanding. We aim to work with clients who want to grow their businesses and value the support we provide—not just compliance services but tailored advice to help them thrive.”
How Does VFD Pro Enhance Your Offerings?
“VFD Pro gives us the tools to dig deeper into our clients’ financial stories. It saves me time on preparation and allows me to focus on meaningful insights that help clients make better decisions. This has been particularly useful for our FD and Exit Planning services.”
How Has the Relationship with VFD Pro Supported Client Growth?
“One talent agent client came to us initially for bookkeeping, but with VFD Pro’s insights, we’ve expanded to providing full FD support. It’s these types of relationships that show how the tools can add value beyond numbers.”
Flexible and Strategic Solutions for Clients
Part-Time FD Services
Sue uses VFD Pro to provide strategic advice to clients, acting as a part-time FD for businesses looking to scale. “With VFD Pro, I can produce board packs and uncover trends that directly inform growth strategies.”
Exit Planning
Having detailed reports at her fingertips has allowed Sue to support business owners in planning smooth transitions. “VFD Pro helps us provide clear, reliable information for due diligence and negotiations.”
Specialist Services for Talent Management
Penney’s Accountancy has carved out a niche supporting talent agencies. “We’ve built strong relationships with talent agents by offering them tailored financial support, ensuring their businesses run as smoothly as their creative projects.”
Educating Business Owners Through Penney’s Finance School
Sue’s passion for financial literacy inspired her to launch Penney’s Finance School, a program aimed at equipping business owners with foundational financial knowledge. “Too many business owners struggle because they lack basic financial understanding. The Finance School is my way of addressing that gap.”
The program covers essentials like VAT, PAYE, financial statements, and pricing strategies—giving entrepreneurs the tools to take control of their finances.
Advisor’s Reflection:
“VFD Pro provides an edge. It allows me to elevate my services, deliver deeper insights, and help my clients achieve their goals. It’s an invaluable resource in growing my practice.”
– Sue Allen, Penney’s Accountancy
VFD Pro Comment:
“Sue demonstrates how a skilled accountant can use VFD Pro to transform client relationships. Her ability to combine technical expertise with a personal touch sets Penney’s Accountancy apart.”
– VFD Pro