Managing Director, Cooper Parry Digital | Head of Early Stage, Tech & High Growth |

I lead the CP Digital business that supports clients across their Salesforce, NetSuite, Analytics & Cybersecurity needs. Responsibilities include all M&A & growth, in line with our vision alongside Lee Equity Partners. 

I also lead market activity for CP in the Venture Capital ecosystem. 

Our specialist team works with Founders, CFOs and Boards of early stage, scale-up and high growth businesses, navigating challenges spanning accounting, finance, tax, audit, technology, and deal support. 

We are highly active in the scale-up ecosystem and have worked as the accounting partner for leading organisations and communities whilst also building our own community platforms, TechCFO and VentureCEO.

Having started my career at PwC, I went to on to establish and build a successful early stage focussed firm, Acclivity Advisors (which was acquired by Cooper Parry in Jan’23).

Along the way, I wrote the best selling book 'The Finance Playbook for Entrepreneurs', so that entrepreneurs of ALL backgrounds could benefit from the very best teachings.  

My unique experiences and skills have afforded me a number of Board positions across industries within public & private sectors. 

At present, these include:

1. Middlesex County Cricket Club (Board Observer, Chair of Growth Committee)
2. Queen Elizabeth's Global Schools (Chair, International Schools)
3. Labrys (Advisor to the Board)
4. HM Revenue & Customs - ABAB (Board Member)

As well as the above, 

I advise Government on how to innovate for SMEs & entrepreneurs through consultative committees and forums.

All of these roles have shown me the value of sharing what I know beyond my own sector;

And so, I enjoy speaking at universities, schools, accelerators and incubators on a wide variety of relevant entrepreneurship related topics.

Asif Ahmed

Culture doesn't fail when your values are wrong.

It fails when you stop reinforcing them.

Gallup 2024: Global engagement dropped from 23% to 21%, yet highly engaged companies achieve 18% higher productivity and 4x revenue growth.

The difference? 

Leaders who understand these 7 stages:

𝟭) 𝗜𝗻𝘁𝗲𝗻𝘁
↳ Culture starts with what you actually care about
↳ Not what's on your website - what gets your daily attention
↳ Your calendar reveals your real priorities

𝟮) 𝗩𝗮𝗹𝘂𝗲𝘀
↳ Mission statements that haven't faced real pressure yet
↳ Values that sound impressive until tested
↳ The dangerous gap between aspiration and action

𝟯) 𝗦𝗶𝗴𝗻𝗮𝗹𝘀
↳ Who gets promoted vs who gets overlooked
↳ Which behaviours get rewarded vs ignored
↳ Where you invest time, money, and attention

𝟰) 𝗥𝗲𝗶𝗻𝗳𝗼𝗿𝗰𝗲𝗺𝗲𝗻𝘁
↳ What you consistently correct when it goes wrong
↳ Standards you maintain under pressure
↳ How you handle conflicts between values and results

𝟱) 𝗥𝗲𝗮𝗹𝗶𝘁𝘆
↳ Engagement scores that can't be spun
↳ Retention patterns in your top talent
↳ Performance metrics that reflect cultural health

𝟲) 𝗦𝘆𝘀𝘁𝗲𝗺𝘀
↳ Hiring that reinforces what matters
↳ Promotion criteria that match stated values
↳ Incentive structures aligned with intentions

𝟳) 𝗕𝗲𝗵𝗮𝘃𝗶𝗼𝘂𝗿
↳ How decisions get made under stress
↳ Communication patterns during crisis
↳ What people do when leadership isn't watching

- - - -

The brutal truth?

Your culture is exactly what you've been willing to tolerate.

Most founders focus on stages 1-2. 
Winners obsess over stage 4.

💡 How have you seen this manifest in technology projects?

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If you're an aspiring CFO, the role has fundamentally changed.

The step up has nothing to do with age.

This might be hard to accept.

But there are a lot of talented accountants around, but nowhere near as many that can:

> Think in systems
> Think of the numbers as the 'start' of the job
> Think of good technology as a foundation & not a goal

Here are 10 green flags that separate exceptional CFOs from all other finance roles:

𝟭) 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰, 𝗡𝗼𝘁 𝗝𝘂𝘀𝘁 𝗧𝗲𝗰𝗵𝗻𝗶𝗰𝗮𝗹
↳ They question your runway assumptions during interviews
↳ Numbers inform decisions, not dictate them
↳ Board conversations focus on growth levers, not variance analysis

𝟮) 𝗖𝗹𝗲𝗮𝗿 𝗙𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴
↳ Monthly P&L becomes three actionable insights maximum
↳ Complex metrics translate into simple go/no-go decisions
↳ Investor updates highlight progress, not process

𝟯) 𝗖𝗮𝘀𝗵-𝗙𝗹𝗼𝘄 𝗢𝗯𝘀𝗲𝘀𝘀𝗲𝗱 (𝗶𝗻 𝗮 𝗚𝗼𝗼𝗱 𝗪𝗮𝘆)
↳ 13-week rolling forecasts updated religiously every Monday
↳ Three scenario models ready for any board meeting
↳ Cash runway calculated to the day, not quarter

𝟰) 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗣𝗮𝗿𝘁𝗻𝗲𝗿 𝗠𝗶𝗻𝗱𝘀𝗲𝘁
↳ Sales teams request their input before pricing discussions
↳ Product managers include them in roadmap planning sessions

𝟱) 𝗗𝗮𝘁𝗮-𝗗𝗿𝗶𝘃𝗲𝗻 𝗙𝗼𝗿𝗲𝗰𝗮𝘀𝘁𝗶𝗻𝗴
↳ Forecasts connected to customer acquisition metrics
↳ Monthly variances explained because they already knew the risks
↳ PwC 2025: AI-powered finance teams achieve 40% better forecasting

𝟲) 𝗖𝗮𝗹𝗺 𝗶𝗻 𝗨𝗻𝗰𝗲𝗿𝘁𝗮𝗶𝗻𝘁𝘆
↳ Market downturns met with steady leadership
↳ Audit prep happens quarterly, not during crunch time
↳ Crisis playbooks exist before crises hit

𝟳) 𝗛𝗶𝗴𝗵 𝗜𝗻𝘁𝗲𝗴𝗿𝗶𝘁𝘆, 𝗟𝗼𝘄 𝗘𝗴𝗼
↳ Problems surface with solutions, not blame
↳ Investor calls include honest miss explanations
↳ Team morale remains intact during difficult conversations

𝟴) 𝗦𝗰𝗮𝗹𝗮𝗯𝗹𝗲 𝗦𝘆𝘀𝘁𝗲𝗺𝘀 𝗧𝗵𝗶𝗻𝗸𝗲𝗿
↳ Month-end close designed for 100+ employees from day one
↳ Automation roadmap extends beyond current pain points
↳ ERP implementation conversations start early

𝟵) 𝗜𝗻𝘃𝗲𝘀𝘁𝗼𝗿-𝗥𝗲𝗮𝗱𝘆 𝗣𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲
↳ Board packs delivered well before the meetings
↳ Due diligence rooms maintained continuously
↳ They understand what the investors want to hear

𝟭𝟬) 𝗧𝗮𝗹𝗲𝗻𝘁 𝗠𝘂𝗹𝘁𝗶𝗽𝗹𝗶𝗲𝗿
↳ Finance hiring roadmap mapped to revenue milestones
↳ Junior team members handle month-end independently
↳ IBM 2024: 72% of CFOs identify team development as priority one

- - - 

Exceptional CFOs position your company for growth > they don't just focus on planning for the worst.

💡 Which habits do you find most effective?

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In my new role, one thing has genuinely surprised me.

How often major technology projects are being led by Finance.

Not just supported by finance. 
Not just sponsored by finance.
But properly led by finance.

And I guess, it makes perfect sense:

Finance is where the pressure lands first AND last:

> Boards wants faster, cleaner numbers
> Investors want predictability (cash, runway, KPIs, forecast accuracy)
> Funding rounds become dependent on Tech DD
> CRM & ERP systems are relied up to provide data and insights
> Enterprise customers need Cyber assurances before anything can start

💡But...

Providing technology outcomes for finance professionals requires hands on experience from people that have been there and done it before.

And use that experience to help you:

1️⃣ Focus on your needs, not just new products
2️⃣ Help with getting more with what you already have
3️⃣ Unearth blind spots/risks that finance professionals would be unaware of
4️⃣ Save you from managing multiple vendors at a time

➡️ DM to clear the fog on your nagging tech issue

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"Culture isn't what you preach, it's what you tolerate."


A McKinsey study (2024) revealed something shocking: 

76% of employees have witnessed double standards at work, yet only 15% of leaders acknowledge their existence.

Here's how these silent killers destroy company culture:

1/ The "Golden Child" Effect
↳ Different rules for different teams
↳ High performers getting away with toxic behaviour
↳ Selective enforcement of "non-negotiable" policies

2/ The Recognition Paradox
↳ Credit always flowing up, rarely down
↳ Same achievement, different celebration
↳ Visibility bias towards certain departments

3/ The Resource Game
↳ Training budgets that mysteriously vary
↳ Access to leadership becoming a privilege
↳ Development opportunities for the chosen few

4/ The Accountability Maze
↳ Others become career-defining moments
↳ Consequences that depend on who you know
↳ Some mistakes become learning opportunities
- - -

💡

• Companies with consistent standards see 2.4x higher employee retention
• 89% of culture-driven companies outperform their competitors
• Fair workplaces report 3.1x higher innovation rates

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42% of start-ups fail building the wrong things:
It's not lack of vision,
It's resource allocation.

Here's a framework to separate:

What really matters
What kind of matters
What matters less right now
What doesn't matter at all right now

𝗧𝗵𝗲 𝗦𝘁𝗮𝗿𝘁𝘂𝗽 𝗜𝗺𝗽𝗮𝗰𝘁 𝘃𝘀 𝗘𝗳𝗳𝗼𝗿𝘁 𝗠𝗮𝘁𝗿𝗶𝘅

Effort × Value = Survival

1️⃣ 𝗥𝗘𝗦𝗢𝗨𝗥𝗖𝗘 𝗗𝗥𝗔𝗜𝗡𝗦 (High Effort → Low Value)

🔴 Where promising start-ups die
↳ Complex features nobody asked for
↳ Premature scaling without validation  
↳ Over-engineered solutions for simple problems

2️⃣ 𝗚𝗥𝗢𝗪𝗧𝗛 𝗙𝗢𝗨𝗡𝗗𝗔𝗧𝗜𝗢𝗡𝗦 (High Effort → High Value)

✅ Strategic bets that compound
↳ Core builds that unlock scalability
↳ Partnerships backed by real customer demand
↳ Major integrations with proven ROI

3️⃣ 𝗢𝗣𝗧𝗜𝗢𝗡𝗔𝗟 𝗘𝗫𝗧𝗥𝗔𝗦 (Low Effort → Low Value)  

⚪ Explore during downtime only
↳ Simple experiments when capacity allows
↳ Occasionally reveal niche opportunities
↳ Never prioritise over runway protection

4️⃣ 𝗠𝗢𝗠𝗘𝗡𝗧𝗨𝗠 𝗕𝗢𝗢𝗦𝗧𝗘𝗥𝗦 (Low Effort → High Value)

🚀 Where smart founders live
↳ Customer feedback implementations
↳ Revenue optimisations  
↳ Quick wins for investor updates

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The reality: 

Most start-ups die from cash flow issues.
How they got there will always be linked to what they prioritised.

✅ Winners protect runway by obsessing over quadrant 4️⃣.
✅ They strategically invest in quadrant 2️⃣ only.
❌ They avoid quadrant 1️⃣ entirely.

🔴 What operational priority have you been ignoring?

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The pressure to make 'great' decisions can be overwhelming.

The Two-Way-Door Principle provides the perfect framework.

> Narrowing down decisions between those that are:

❌ Irreversible, vs
✅ Reversible

Can be the perfect antidote to inaction.

𝟭/ 𝗧𝘆𝗽𝗲 𝟭: 𝗜𝗿𝗿𝗲𝘃𝗲𝗿𝘀𝗶𝗯𝗹𝗲 (𝟭-𝗪𝗮𝘆 𝗗𝗼𝗼𝗿𝘀)
↳ Major acquisitions, core platform choices
↳ Require board approval and 90% certainty
↳ Take weeks, involve senior leadership

𝟮/ 𝗧𝘆𝗽𝗲 𝟮: 𝗥𝗲𝘃𝗲𝗿𝘀𝗶𝗯𝗹𝗲 (𝟮-𝗪𝗮𝘆 𝗗𝗼𝗼𝗿𝘀)
↳ Pricing tests, hiring decisions, feature launches
↳ Decide with 70% information, not 90%
↳ Delegate to team leads, move fast

𝟯/ 𝗧𝗵𝗲 𝗜𝗺𝗽𝗮𝗰𝘁
↳ Forbes 2024: 49% of companies have stagnant decision-making
↳ MIT CISR: Top-quartile decision-makers achieve 50% higher revenue growth
↳ Bain: 95% correlation between decision speed and financial performance

𝟰/ 𝗬𝗼𝘂𝗿 𝗔𝗰𝘁𝗶𝗼𝗻 𝗣𝗹𝗮𝗻
↳ Audit last month's delayed decisions
↳ Categorise each as Type 1 or Type 2
↳ Set approval thresholds for Type 1 vs Type 2

- - -

The companies that move fastest aren't the ones with perfect information.

They're the ones who recognise which doors have handles on both sides.

🔥 Why waste time considering all the angles of a decision if, within weeks, you could re-assess and reverse it?

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56% of CFOs will prioritise cost optimisation in 2026.

NB. cost cutting & smarter allocation are not the same thing.

Here's the distinction that separates high-performers from the rest:

𝟭) 𝗪𝗵𝗮𝘁 𝗙𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗗𝗶𝘀𝗰𝗶𝗽𝗹𝗶𝗻𝗲 𝗜𝘀𝗻'𝘁:

✕ Blanket cost-cutting that stifles growth
✕ Playing defence when you should be strategic
✕ Defaulting to 'no' without analysing trade-offs

𝟮) 𝗪𝗵𝗮𝘁 𝗜𝘁 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗜𝘀:

✓ Clarity in capital decisions (fewer choices, better outcomes)
✓ Precision in measurement (track what predicts success)
✓ Control that enables speed (not bureaucracy that slows it)

💡 Companies with clear KPI targets are 2x more likely to succeed in transformation initiatives (McKinsey).

𝟯) 𝗪𝗵𝗮𝘁 𝗗𝗶𝘀𝗰𝗶𝗽𝗹𝗶𝗻𝗲𝗱 𝗢𝗿𝗴𝗮𝗻𝗶𝘀𝗮𝘁𝗶𝗼𝗻𝘀 𝗕𝘂𝗶𝗹𝗱:

↳ Real-time cash visibility through integrated systems
↳ Decision frameworks driven by scenario modelling, not instinct
↳ Intentional capital allocation with measurable ROI gates

💡 Digital transformation matters here: Organisations leveraging advanced analytics reduce operational issues by 35% whilst improving forecasting accuracy by 40%.

𝟰) 𝗪𝗵𝗮𝘁 𝗗𝗶𝘀𝗰𝗶𝗽𝗹𝗶𝗻𝗲𝗱 𝗟𝗲𝗮𝗱𝗲𝗿𝘀 𝗗𝗼 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗹𝘆:

↳ Maintain cash reserves as strategic optionality (not just safety)
↳ Align spending to 5-year value creation, not quarterly results
↳ Invest with conviction when the data validates the thesis

𝟱) 𝗧𝗵𝗲 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗘𝗱𝗴𝗲:

↳ You deploy capital when competitors don't
↳ You move faster because your foundation is strong
↳ You create options whilst others watch theirs struggle

- - - 

💡 Only 36% of CFOs feel confident driving AI impact.

The winners in 2026 combine financial discipline with digital capability to outperform, outlast, and out-invest their category.

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CEO's who delegate effectively generate 33% more revenue.

Yet most founders never make that transition.

12 habits that separate those that do it well:

𝟭) 𝗣𝗮𝘂𝘀𝗲 𝗕𝗲𝗳𝗼𝗿𝗲 𝗥𝗲𝘀𝗽𝗼𝗻𝗱𝗶𝗻𝗴
↳ 24-hour rule on major decisions prevents costly reactive choices

𝟮) 𝗣𝗿𝗼𝘁𝗲𝗰𝘁 𝗗𝗲𝗲𝗽 𝗪𝗼𝗿𝗸 𝗧𝗶𝗺𝗲
↳ Block 3-hour windows for strategic thinking

𝟯) 𝗔𝗰𝘁 𝗤𝘂𝗶𝗰𝗸𝗹𝘆 𝗼𝗻 𝗥𝗲𝘃𝗲𝗿𝘀𝗶𝗯𝗹𝗲 𝗖𝗮𝗹𝗹𝘀
↳ If you can undo it in 48 hours, decide today

𝟰) 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗲 𝘁𝗵𝗲 "𝗪𝗵𝘆"
↳ Context creates ownership faster than detailed instructions

𝟱) 𝗛𝗶𝗿𝗲 𝗦𝗹𝗼𝘄𝗲𝗿 𝗧𝗵𝗮𝗻 𝗬𝗼𝘂 𝗪𝗮𝗻𝘁 𝗧𝗼
↳ Bad hiring decisions cost a hell a lot more than getting things right.

𝟲) 𝗥𝗲𝗳𝗹𝗲𝗰𝘁 𝗪𝗲𝗲𝗸𝗹𝘆
↳ 30 minutes reviewing what moved the needle vs what *felt* urgent

𝟳) 𝗗𝗲𝗹𝗲𝗴𝗮𝘁𝗲 𝗕𝗲𝗳𝗼𝗿𝗲 𝗬𝗼𝘂'𝗿𝗲 𝗥𝗲𝗮𝗱𝘆
↳ If you can teach it, someone else should own it

𝟴) 𝗧𝗿𝗮𝗰𝗸 𝗢𝗻𝗲 𝗖𝗼𝗿𝗲 𝗠𝗲𝘁𝗿𝗶𝗰
↳ Revenue per employee, customer lifetime value, or monthly burn rate

𝟵) 𝗦𝗮𝘆 𝗡𝗼 𝗠𝗼𝗿𝗲 𝗧𝗵𝗮𝗻 𝗬𝗲𝘀
↳ Every yes to the wrong thing is a no to what matters

𝟭𝟬) 𝗗𝗼𝗰𝘂𝗺𝗲𝗻𝘁 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀
↳ Future you will thank present you for recording the reasoning

𝟭𝟭) 𝗔𝗱𝗱𝗿𝗲𝘀𝘀 𝗣𝗿𝗼𝗯𝗹𝗲𝗺𝘀 𝗘𝗮𝗿𝗹𝘆
↳ Small issues compound faster than revenue in scaling businesses

𝟭𝟮) 𝗜𝗻𝘃𝗲𝘀𝘁 𝗶𝗻 𝗬𝗼𝘂𝗿 𝗢𝘄𝗻 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴
↳ Founders who read 12+ business books annually outperform by 23%

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💡 Which habits do you find most effective?

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Most companies tolerate their internal technology.

10 Harsh truths that make this an awkward conversation:

1/ Most recurring tasks already have a critical human dependency

2/ Very few people inside the org understand how the tech works

3/ IT departments are always overworked and under resourced

4/ Lack of ROI on existing tech make Board's nervous about investing

5/ Each department has a different view of how tech should be used

6/ Tech ends up being managed by everyone but owned by no-one

7/ Off-the-Shelf is too basic, bespoke is too expensive - now what?

8/ Amazing technology that sits on poor data is a recipe for disaster

9/ Data and cyber security measures are seen as 'restrictive' to growth

10/ As soon as an investment is made, a newer version of the tech is released

- - - -

All of this, whilst needing to have a coherent AI strategy.

💡 Which of the above resonate with you?

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AI in Finance

10 Free Courses to get you started.

This is the uncomfortable reality facing finance leaders today.

AI investment priorities jumped from 43% to 64% among finance executives between 2025 and 2026.

Yet only 14% see measurable ROI from their AI spend.

Here are 10 free courses that will help bridge the knowledge gap: 

1️⃣ AI Fundamentals in Financial Services
↳ Evaluate vendor claims about fraud detection before signing £500K+ contracts
↳ Coursera → https://lnkd.in/ezXzWd3v

2️⃣ Machine Learning for Trading
↳ Understand algorithmic strategies that automate 60% of trading decisions in under 18 months
↳ Coursera → https://lnkd.in/etRmbaM6

3️⃣ Artificial Intelligence in Financial Planning
↳ Scale wealth management to 10x client capacity without expanding headcount by 2026
↳ Coursera → https://lnkd.in/eCFqS6A6

4️⃣ AI in Financial Services: Foundations Through Future Trends
↳ Navigate open banking disruption that threatens 40% of traditional revenue streams
↳ Coursera → https://lnkd.in/e-fb5NR9

5️⃣ Free AI in Finance Masterclass (CFTE)
↳ Master capital markets automation before it eliminates 70% of traditional trading margins
↳ CFTE → https://lnkd.in/eJn6hA8x

 6️⃣ ChatGPT for Finance
↳ Automate financial modelling to recover 25+ hours weekly for strategic decision-making
↳ Great Learning → https://lnkd.in/eyty2KJS

 7️⃣ AI in Personal Finance & Investments
↳ Generate investment insights that outperform traditional analysis by 35% within 6 months
↳ Alison → https://lnkd.in/ePxnnVNU

8️⃣ AI for Fintech & Financial Innovation
↳ Implement payment automation before fintech startups capture your high-value clients
↳ edX → https://lnkd.in/efUMUgmp

9️⃣ Deep Learning & Neural Networks for Finance
↳ Build risk models that predict market corrections 3-6 months before traditional indicators
↳ Udacity → https://lnkd.in/eQstXqhV

 1️⃣0️⃣ Applied AI with Python for Finance
↳ Create trading algorithms that execute in milliseconds whilst human decisions take minutes
↳ FutureLearn → https://lnkd.in/eygwrX62

- - - 

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📌 Accounting, Digital Transformation, Salesforce, NetSuite & Cyber
✒️ Specifically for: Fast Scaling investor-backed founders & CFOs

Every CFO thinks they're evolving.

Most are just getting busier

The brutal reality? 

Leading digital transformation is now the top CFO priority (Gartner 2024), yet 75% of finance leaders are still catching up (American Express 2024).

Here's the 5-Stage CFO Evolution Map that reveals where you actually are:

Do you agree?

𝟭/ 𝗧𝗵𝗲 𝗢𝗽𝗲𝗿𝗮𝘁𝗼𝗿 𝗖𝗙𝗢
↳ Drowning in month-end close chaos
↳ Manual processes consuming 80% of capacity  
↳ Reactive firefighting becomes your identity
↳ Digital catalyst: Cloud accounting + automated reconciliations free up 40+ hours monthly

𝟮/ 𝗧𝗵𝗲 𝗠𝗮𝗻𝗮𝗴𝗲𝗿 𝗖𝗙𝗢  
↳ Building your first finance team structure
↳ Standardising processes for scalability
↳ KPI dashboards replace gut-feel decisions
↳ Digital catalyst: Workflow automation eliminates 60% of manual approvals

𝟯/ 𝗧𝗵𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗖𝗙𝗢
↳ Forecasting becomes more valuable than historical reporting  
↳ True partnership with CEO on growth strategy
↳ Financial models drive every major decision
↳ Digital catalyst: Predictive analytics transforms budgeting from quarterly guesswork to dynamic planning

𝟰/ 𝗧𝗵𝗲 𝗖𝗮𝗽𝗶𝘁𝗮𝗹 𝗖𝗙𝗢
↳ Mastering capital structure optimisation
↳ Leading M&A evaluation and integration  
↳ Unit economics expertise drives valuation
↳ Digital catalyst: AI-powered capital allocation models and automated investor reporting

𝟱/ 𝗧𝗵𝗲 𝗟𝗲𝗴𝗮𝗰𝘆 𝗖𝗙𝗢
↳ Finance function operates independently
↳ Developing next-generation finance leaders
↳ Institutionalising long-term value creation
↳ Digital catalyst: Autonomous finance operations with human oversight on strategic decisions only

- - -

𝗧𝗵𝗲 𝗽𝗮𝗿𝗮𝗱𝗼𝘅: 

63% of CFOs are boosting digital budgets to work smarter, not 'more' but they can't pull themselves out of the 'job' to do it successfully.

🔥 Does that sound familiar?

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✒️ Specifically for: Fast Scaling investor-backed founders & CFOs

Hector Hughes

Getting the world a little more Unplugged 📵🌳

In 2019 I burnt out...

And ended up a silent retreat in the Himalayas.

It was incredible; just what I needed. 

The best thing about it?

Upon arrival they took our phones off us. We spent 10 days completely cut off from the outside world.

Back in the UK I had catch up with my dear friend Ben. And told him where I'd been.

We discussed how rare it is to get a little time offline... Far harder than one might expected. 

And also how magical it can be.

Then the very next week...

I quit my job, and we started Unplugged.

5 years on we have close to 50 cabins. And have helped over 13,000 people spend a few days offline. 

And we've barely begun...

Co-Founder & CEO

Helping people live happier lives by providing digital detoxes at beautiful cabins in nature. 

Watch this space.

Parents driving you mad?

Meet our latest cabin, Brooklyn 👋

Families are complicated, we get it. 

That's why our latest cabin, Brooklyn, is specially designed to escape in-laws and family drama.

Spend three blissful days alone or with your loved one, reading, wandering the english countryside, or doing nothing at all...

If this sounds like you then maybe it's time for a digital detox..!

cc Unplugged

Busy unplugging humanity I Co-Founder & CEO @ Unplugged 📵🌳

Last month we said goodbye to the wonderful Rebecca.  

After 4 brilliant years at Unplugged she’s off to pursue a calling in Psychotherapy

It can be a negative when someone leaves a company… Founders take it personally. But life happens, things change…

Really it should be a time to be grateful; to celebrate the time together.

Rebecca joined us as our second employee. Initially in customer support she quickly transitioned into marketing and pioneered our influencer strategy.

She’s been a huge part of making Unplugged what it is today, as well as a joy to be around.

So this is really an appreciation post: And a massive thank you Rebecca for all the amazing work over the years. Can’t wait to see what you do next!

And if anyone wants to steal all Unplugged’s marketing secrets…

Drop her a message as she’s available for freelance work alongside her studies. 🙏

My goals for 2026 ✨

1. Less Self-Obsessing:

I heard the other day that humility is not thinking less of yourself, but thinking of yourself less. I love that. And let’s be honest.. Being a founder is a massive ego trip. (And yes, I’m aware of the irony of sharing this in a linkedin post about myself..!)
I realised, last year, just how occupied I am with myself and how my life is going to pan out. I’m done with that. This year is about living more in “today” and being of genuine service to others. ✌️

2. More Honesty:

I’ve always thought myself an honest person but last year I learnt that to be false.
For years I’ve been a chronic people pleaser; not saying the honest truth but trying to be the “nice” guy. I'd avoid hard conversations and feedback, and pretend to myself that they didn't need to happen, because I didn’t have the courage. Recently I’ve been working on speaking the truth, especially if it’s uncomfortable, to myself and others. Low and behold remarkable things happen..

3. More Time Offline:

I only managed ONE Unplugged stay last year, and not until December! It was a joy and I resolved I must do it more often. Planning a stay once a quarter this year and spend much more time offline in between. Life really is better offline.

I’m sure it’ll be another deeply humbling year, full of hard earned lesson. I have a feeling it will be a wonderful year too. Bring it on. 👊

Flaming rows are not uncommon in our cabins 😬

There’s a real phenomena…

Couples frequently have blow ups on the first day. I’ve been there myself.

Here's what happens... 

When you take the phones away there’s nothing to distract you. 

So whatever tension has been building up, whatever has been going unsaid for months, will find its way out. 

Often in some style.

The first day offline can be uncomfortable too. Confronting. The combination of these things can make for quite the drama.

But, it’s exactly what’s needed… The tension is released. And almost always it brings the couple closer together*.

Are you braver enough for 3 days offline with your partner…?

—

*or into messy break up, but that’s a story for another day…  

cc Unplugged

We set ourselves a goal last year:

Be bolder💥

We played it very safe up until then. Just traded off the initial concept, stuck to what worked... 

Although we didn’t fail at much we didn’t have many big wins either. A dangerous place to be.

Times change and brands need to evolve. If you’re not moving forward you’re going backwards. So were we.

So last year we decided to be braver. To take more risks; fail more and go for the bigger ideas.

It was an absolute blast.

Some of the highlights:

- Our first collab cabin, Helix, with our friends at Healf. Ft. it's own private sauna, red light therapy, and ice bath

- "How to Prepare for Your Unplugged Stay" directed and produced by the wonderful 10 Days London starring Munya Chawawa courtesy of team Attachment 🔥 - https://lnkd.in/eu_Wk4uk

- Our first cabin takeover by the iconic Damson Madder - https://lnkd.in/eydqeMnb?

- And to wrap up the year the first Unplugged Christmas Ad made by the brilliant Goon Squad Productions - https://lnkd.in/eg4pHwwb?

Huge thanks all those partners. An absolute joy to work with you all. Feels like we've just scratch the surface of what's possible. 

Hyped to see what 2026 brings... 👀🚀

How to spend less time online in 2026:

1. Get an alarm clock

Phone still in your bedroom? First thing you check when you wake up? If so ignore the rest of this list and just do this step. 

Get an alarm clock and keep your phone out the bedroom. It will change your life.

2. Put it in a drawer

Out of sight really is out of mind. Just putting it in a drawer as you work can have immediate benefits. Just having our phones in eyeshots fragments our attention. Even this small thing can be a mental load off. Try it.

3. Switch to Greyscale

Most phones can be set to “greyscale” which turns the screen to shades of grey- removing all colour. It sounds subtle but it’s surprisingly effective for dampening the thrill.

4. IRL Connection <3
This one is hugely underrated. Invest in community and friendship. See people in the really world. So often the reason we spend our time online is because that’s where we build our lives and get our self worth. Finding that connection in the real world is magical thing.
 
5. Give yourself a real break

Go and spend a few days offline; even 24 hours is a profound experience. It could be at an Unplugged cabin or elsewhere. You’re not going to change your habits in three days but it will drastically change your perception. Another, better, life becomes visible. 

Good luck! ❤️

Make 2026 THE year you spend more time offline 📵🌳

It might just change your life...

1. Less Stress 😌

Switch off the constant over stimulation streaming out of our phones and we gradual find a deep sense of calm. That's how humans are built to operate; not the balls of stress and anxiety that we walk around as today.

2. More Brain Power 🧠

Studies have found that just having a phone switched on the table reduces performance in an IQ test. That's switched off! Imagine what happens when scrolling through TikTok videos. But good news: You can bring back your brain power by simply putting the phone away.

3. Better Relationships 💕

Phones present have been found to reduce empathy between two people. For most couples they spend no time together without phones present. Imagine what's possible!

4. More Creativity 🎉

Why do we have our best ideas in the shower or out for a walk? Because it's when our mind can wander. Our brain's our designed for that, not the constant distraction that phones provide.

5. More Motivation

The constant gratification we get from our phones leaves us drained of dopamine and unsurprisingly not much good for anything else. The body can reset.. If you let it. Tj Power has some wonderful wisdom on this topic.

It doesn't need to be complicated. You don't need to disappear to the himalayas or even an Unplugged cabin. It could be as simple as putting your phone in a drawer. You got this 👊

📸 two of our newest cabins in a frosty South West Wales this weekend 🏴󠁧󠁢󠁷󠁬󠁳󠁿❄️

Progress. 🔥

For nearly six years we’ve been banging the digital detox drum…

Now, in 2026, people are starting to wake up

- The FT published a “Do we need a digital detox?” article over the weekend
- Everyone from Brian Chesky to Gary Vaynerchuk have been shouting about unplugging
- Even HRH King Charles is on it.

The year the tide begins to turn?

I hope so.

As for us? We’ll keep at it. 🙌🫡

cc Unplugged

10 lessons I learnt in 2025:

Last year was my hardest and most humbling in recent memory… 

But also the most transformational. 

I unpacked two decades of emotional baggage. Much change has followed.

Here’s some lessons, both personal and professional, from an intense year:

1. Fortune Favours the Bold

Startups are a confidence game. So much of it is bouncing from mishap to mishap with no loss of enthusiasm. A good lesson for life.

2. To listen to my body

This was a very alien concept to me. I’ve always erred on the cerebral side of things when facing life’s challenges. Last year I explored the world of somatics with the wonderful James Sherwood-Rogers. Learning to feel feelings and listen to the body’s wisdom; confronting.

3. How much fear has governed my life

I’ve always thought of myself as rather fearless; perhaps due to my reckless streak. We’’ll, I’ve completely changed my mind on that. I’ve just been a master of burying that fear deep away. I’m learning, finally, to dig it up and face it.

4. Linkedin is a great channel

Hate to say it… But it really is good for spreading the message for what we’re doing at Unplugged (the irony…). As much as I’d love to disappear off to a cabin in the mountains I’m planning *sigh* be more consistent on here in 2026.

5. The body really does keep the score

Digging up two decades of emotional suppression actually lead to physical reactions. It’s remarkably revealing to experience. I had four years worsening autoimmune issues 2020 to 2024… No wonder.

6. Humans are still valuable

In the age of AI… Turns out humans are still great. It was all rather looking like humans were out of fashion this time last year. But still very much in fashion and not going anywhere. We’re doubling down on humanity at Unplugged. 🫡🙏

7. It was never about the drinking

I had a decade of escalating antics from 2009 to 2019… I went sober back then. Now, six years on, I found my way into the addiction recovery scene. I realise from that the drinking stopped but I didn’t deal within of the underlying issues that made it a problem in the first place. They came out in other ways. It’s been a big year for doing that work.

8. There are greater forces at play

I’ve always been rather atheistic and closed off to spirituality as a concept. Last year that changed and I’m doubting my doubts. Even flirting with G word, dare I say... Clearly there is more at play than me and my ego.

9. How incredible the Unplugged team are

Really such a joy and a privilege to work with the people I do. Whilst I was was busy absorbed in all the above they smashed it last year. Such a talented and wonderful group of people and I’m eternally grateful to be working with them.

10. I have a fallback career in acting

This was not on my roadmap for 2025 but fortune intervened after the actor due to play the Duolingo Owl in a piece of content pulled out. I was drafted in and the rest, as they say, is history. Hollywood, I’m coming…🦉👊

Big year. 😬

Come join the Unplugged team 😎

Plz do tag an social superstars below 👇

Three days alone with your thoughts…

Could you do it?

For some people heaven. For others hell.

Profound things happen when you spend time getting to know yourself.

For some the idea is completely intolerable…

“Time alone with that lunatic?? No chance..”

The head can be a very noisy place.

But it’s the things we use to distract that amp up that noise. The constant need to numb. From TikTok to tequila. Anything to avoid being alone with our thoughts...

But spend enough time alone and that noise begins to quiet down.

The mind begins to settle. 

It’s only then you can begin to get perspective on your life.

And over time, bit by bit… 

As you unpick your messy mind… 

Peace is found. 🙏

Cabins on the moon?

We want your wackiest ideas.

What would you like to see from us in the future?

Perhaps it's a cabin stocked with thousands of books...

Or a phone lockbox that melts your brand new iPhone into a keyring during your stay.

No such thing as a stupid idea. 😬

Let us know in the comments. 👇❤️

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The Battle

Asif Ahmed

Hector Hughes

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The Battle

Asif Ahmed

Hector Hughes

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Asif Ahmed's LinkedIn Performance

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