# Local Financial Adviser

Counting the Apples is a financial advisory firm serving growing businesses that lack in-house financial expertise. Based in London, they bridge the gap for companies seeking data-driven decision-making without the expense of a full-time CFO.

The firm specialises in identifying and resolving the financial blind spots that hamper business growth. Their core focus addresses three critical challenges: liquidity shortfalls that catch businesses off-guard, lack of financial clarity that undermines strategic decisions, and profit leakage where revenue doesn't translate into sustainable growth. Many of their clients operate on instinct rather than numbers, leading to poor planning, missed opportunities and unnecessary risk exposure.

What sets Counting the Apples apart is their pragmatic, numbers-based approach combined with collaborative team engagement. Rather than delivering spreadsheets and disappearing, they provide active sparring and financial coaching to help leadership teams understand their numbers and make confident decisions. They specialise in cash flow forecasting to anticipate liquidity problems before they emerge, financial restructuring to improve profitability, and strategic guidance grounded in actual business data.

Their ideal clients are ambitious entrepreneurs and business leaders who recognise that intuition alone isn't sufficient at scale but cannot justify employing a dedicated finance director. Rebecca and her team deliver CFO-level insights at a fraction of the cost, making professional financial guidance accessible to ambitious mid-market businesses.