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Meet the team

Welcome to VFD Pro

Helping Entrepeneurs deliver greater value for clients.
Increasing job satisfaction for you and your team.

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Meet the team

Welcome to VFD Pro!

Our team is dedicated to providing exceptional support and guidance to advisory practices. With a wealth of experience and expertise in assisting businesses of all sizes, we understand the challenges and opportunities that come with advising clients on their next steps. Whether you’re a sole practitioner or part of a growing network, we are here to help you thrive.

Explore our website to learn more about our services and how we can assist you in moving your practice and your clients forward.

Mark Walker

Co-Founder | CEO

Steve Darnell

Co-Founder

Daniel Plowright

Co-Founder

Chris Fielding

Co-Founder

Gaye Prime

Mastermind Programme

Amanda Johnson

Client Success Manager

Jo Finch

Tech Support & Training

Niki Dymek

Client Success Manager

Supporting SMEs Since 2018

Connected Businesses
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Reports Run
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Advisory Partners
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The VFD Pro story so far...
Click to read...

The journey so far and where we’re going to take VFD Pro in the future…

A chance meeting in 2006 led to the formation of VFD Pro, it’s been an exciting journey…

The Accountants Story… Mark & Chris

  • CIMA qualified FD’s, frustrated trying to manage complex businesses without management information on which to base real-time decisions…
  • Led to the creation of a 30 strong BI team with a budget of millions to bring the power of management information to a major UK retailer.…
  • The realisation that the skills and knowledge gained could add huge value to the thousands of SME’s who were flying blind…
  • Actively delivering cost-effective BI solutions for SME’s…

 

At around the same time… and in a parallel universe…

The Business Advisors Story…Steve & Daniel’s Story

  • Steve and Dan:  Business Owners and Managers familiar with the challenges faced by most business owners, that of finding effective strategies to grow…
  • Years spent in Internet Marketing and Business Coaching / Consultancy had resulted in the creation of a process that…
  • Delivered a rock solid process to improve Retention, Cross Sales, Referrals, Conversion, and Lead Generation, needed an effective way to identify businesses in need of help and…

A passionate belief that Accountants need to be the ‘go to’ source of business growth advice for business owners.

For Accountants
  • Technological advancements and MTD are intensifying pressure on compliance work fee income...
  • As unique 'trusted advisors', accountants have direct access to client financial data...
  • Clients increasingly seek proactive advice for improved financial management and business success...
  • The Virtual Finance Director enables accountants and clients to identify and leverage improvement opportunities...
For Business Advisors
  • While successful business advisors are rare, their income is capped and scalability and profitable exit are challenging...
  • Partnering with accountants desiring to assist clients but lacking time or experience solves everyone's problem...
  • The Virtual Finance Director provides forensic analysis, reporting, and risk/opportunity identification, enabling scalability...
  • It simplifies the process for accountants to provide practical advice needed by Business Owner clients...
For Business Owners
  • Owner managers typically face one of three financial situations: insufficient, adequate, or surplus funds, with most falling into the first category...
  • Business Owners often lack training and desire more advice and support than currently provided by their accountants...
  • Poor financial reporting can lead to ineffective management decisions and reduced financial performance...
  • They would willingly pay for practical advice and support from accountants if it yields tangible bottom-line results...
What Our Customers Say
Sue Penney | Penney's Accountancy
Amazing Software and Outstanding Customer Service
VFD is the best software I have seen to create professional and meaningful reports for client. The support team go above and beyond to help you to get the best results. Nothing is too much trouble for them. I cannot recommend this software highly enough.
Seal Farnell | Burgis & Bullock
I love the VFD - there, I've said it!

We've tried many other 'reporting' Apps over the years but nothing has come close the the details of insights that the VFD provides. In fact it's less a reporting tool than a business roadmap, with relatively little input from the accountant or business owner the suite of reports and forecats cast a laser-like focus on the issues and opportunities facing a business.

If you've tried the rest, give the best a go. You won't be disappointed.
Jon Baggot | Numeric Accounting
Brilliant software!
So quick and easy to connect up and get fantastic high level reports out with no mapping or messing around. Real conversation starters with clients. Support and development also superb!
Joe Sole | Sole Associates
At last a great tool to deliver advisory services
I have looked at so many advisory tools, some I've used with clients, but not found anything that really hits the sweet spot. Until now, VFD is exactly what i've been looking for and makes the process of helping clients grow their business so much easier to deliver value. I highly recommend it
Martin Horton | Rivington Accounts
Proper Management Reporting
Having worked in industry for 25 years before moving to practice I was always surprised how limited the options were for producing meaningful reports for clients. VFD plugs that gap and allows you to act like a real FD.
Margot Clarke
Love it!
I’ve trialled most of the other business advisory platforms and although they’re all pretty good there’s always been some feature missing which made it very difficult for me to choose which one to use. VFD Pro was recommended to me by Sean Farnell and I was immediately blown away by the completeness of the information and the wide variety of reports available. Everything I’d want to track with my clients is there. And better still the graphs are so visual and easy to understand that you can even use it with smaller businesses and startups. Love it!
Mark Wilton-Patrick
VFD Pro
I've been using VFD-pro for a couple of years and find it an invaluable tool when helping clients to understand their business from a historic perspective, and also to forecast future scenarios. We have used it to create successful investment pitches, to help demonstrate value to potential acquirers and also to assist business owners to gain a greater understand of their company. We recommend VFD to many other business service organisations, and we're impressed with the constant development programme. A must have toolkit for anyone in the field of business advice or management accounting in the SME sector.
Graeme Tennick Accountants | Tennick
Awesome
This is a great tool for accountants but one that can easily be used to segment so much information of value for the client to make some quick wins all round.
John Pratt | Bidwell Accountancy
A great piece of software.

Our clients love the easy to read management reports.
Rebecca Johnson | Lewis Ballard
Great piece of software that is so impactful and understandable. Highly recommend.
Jack Herbert | Burgis & Bullock
Great piece of software, very user friendly
Cameron Rypel | Rivington Accounts
As someone who is new to the reporting world I was blown away by the amount of reports and models that VFD has to offer, their training program gives you a great understanding of how they work and the extra support they give makes VFD worth using.
Barrie Jenkins | Park Lane Accountants
Great tool for accountants and business owners
This software allows you gain lots of valuable information about a business and presents it in a logical and useful way. It adds value by empowering the user to have more meaningful conversations. The team at VFD offer great support and I am pleased to work with them.
Wayne Hockley | Anthony Russel
I would highly recommend VFD Pro to any accounting practice that is looking to provide better quality reporting and have better quality conversations with clients.
Charlotte Zacharia | Z2
Fantastic Software
This software is just what the accountancy profession, and especially those accountants who provide forward thinking financial insight to their clients, have been waiting for. Cloud accounting software can not provide what VFD do, and VFD does it with such depth to provide our clients with invaluable knowledge about their business to help them grow, become more profitable and plan for future succession.
Gavin Jones | Lewis Ballard
Excellent
For accountants and advisors this enables us to have the information available to have more insightful conversations with clients to help them. VFD also assisted me providing a funding proposal to banks for a client to purchase a pharmacy practice. Without this, it is likely the funding would have been a lot more difficult to obtain.
Bob Harper
Perfect
For accountants who want to have better commercial conversations with clients and leadership teams.
Mike Ogilvie | X5 Accountants
Brilliant - if you want to generate more useful management information at a granular level
I have been working with VFDpro for 2 years and am delighted with the way they listen to what we need, and then watch the software improve dramatically from an already great position. This is by far the best management information tool for SMEs that I have ever come across
Steve Richardson | BWP Inspire
VFD helps us deliver an advisory service to our clients in a way that they can truly understand and take on board. We're very impressed with the product and the support we receive.
Kim Lanighan | Optics Accountants
Brilliant!
As an Accountant, I love VFD. It provides my clients with so much information but in a way they can understand. I honestly wouldn't use anything else now.
Cliff Spolander / Business By Design
What a piece of software!!!!
Any business advisor or accountant who is serious about offering their clients the very best service and financial information must use VFD-Pro, it will transform how you do business!!
Andrew Allen
As business owner, we use Xero for three separate businesses.

Our accountant, Martyn Keates of Keates and Co, introduced us to VFD Pro when he took us through a number of extremely detailed reports to help us understand exactly what was going on with our finance. He also highlighted numerous areas where we could make improvements, (cut costs, increase sales and improve margins).

Now Martyn is not just our Accountant, he also acts as our Part-Time FD and an invaluable part of our Management Team.
Peter Smith
This is an excellent piece of software that should enhance the tool kit of any forward looking accountancy professional.
Chris Metcalf / In depth data extracted easily
VFD Pro allows us to extract in depth data on our clients performance, presents the data in an understandble way, and makes it easy to extract the data. The training VFD provide also covers a lot more than just how to use the software, it helps deliver advisory services and gives you access to a wealth of experience.
Sharon Hirsh | Argus AccountingFantastic Tool
I found this great from the off. The set up and connection to accounting software was seamless. The reports offer a huge amount of detail which is extremely valuable to our clients and the training from VDF on their usage is unique in its depth. The response from support is always excellent and they are keen to hear about improvements which is something I love.
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