Licensed exclusively through Profit First Professionals UK
Meet Our
Profit First Professionals!
Duncan Lloyd
Niche: Ecommerce
Location: Leeds
[email protected]
Duncan Lloyd discovered Profit First in 2019 and immediately realised it was the missing piece for thousands of business owners who were working hard but still struggling to build wealth. So convinced was he by the methodology that he refocused his entire accounting business around helping entrepreneurs implement Profit First and transform the way they manage money.
Today, Duncan is CEO of Profit First Professionals UK and a business partner of Mike Michalowicz, the creator of the Profit First methodology.
His mission is simple: to help as many business owners as possible build consistently profitable businesses that generate cash, reduce stress and create financial freedom. He regularly travels throughout the UK and internationally, speaking, coaching and supporting entrepreneurs on their Profit First journey.
When he's not talking profit, you'll probably find Duncan on his bike, or on his travels in his camper van (often combining the two).
Favourite Film: Joker
Neisa Reid (FICB PM.Dip)
Niche: Service / Growing SMEs
Location: Birmingham
[email protected]
Neisa Reid is a Certified Bookkeeper and Director of NTR Bookkeeping Services Limited, supporting small and growing businesses across the UK. With a practical, client-focused approach, Neisa helps business owners gain clarity over their finances, improve cashflow, and build more sustainable,
profitable businesses.
Working closely with clients on day-to-day bookkeeping, payroll, VAT, and Making Tax Digital requirements, Neisa ensures that compliance is met while also providing meaningful insights that support better decision-making. She is passionate about helping business owners move from feeling overwhelmed by their numbers to feeling confident and in control. As a Profit First Professional, Neisa is dedicated to helping clients implement systems that prioritise profit, reduce financial stress, and create long-term stability.
Outside of work, Neisa enjoys crochet, diamond painting, and reading, valuing the opportunity to unwind through creative and relaxing hobbies.
Favourite Film: The Grinch
Vicki Summersby
Niche: Service / Small businesses
Location: Gloucestershire
[email protected]
Vicki discovered Profit First in the summer of 2024 and it was a turning point for both her and her business. She took the book on holiday with her and quickly became hooked — the ideas, the simplicity and the way it challenged the traditional approach to managing money completely clicked. Before the holiday was even over, she had already set up the Profit First bank accounts and was ready to start putting the principles into action.
Like many business owners, Vicki’s own business had reached a point where working hard and bringing in revenue didn’t always translate into feeling financially comfortable. There were times when paying bills felt harder than it should, and it became clear that something needed to change. Profit First gave her the structure and visibility to understand what was happening with the money and, more importantly, what needed to change.
With her background in accountancy, payroll and compliance, Vicki combines financial expertise with a practical, down-to-earth approach. She believes business owners shouldn’t have to wait until year-end to find out whether their business is profitable — they should have the confidence to know what’s happening with their money throughout the year.
Favourite Film: Runaway Bride
Amelia Mcnamara
Niche: Service, Coaches and Consultants
Location: Cork, Ireland
[email protected]
Amelia McNamara is a Profit First Professional, financial strategist and business adviser with more than 16 years of experience in finance. After leaving the corporate world, she founded McNamara & Co to help business owners gain control, clarity and confidence with their money.
Amelia works with service-based businesses, coaches and consultants who want to build profitable, sustainable businesses without constantly worrying about cash flow. Through Profit First, financial strategy and business advisory support, she helps entrepreneurs understand their numbers, make better decisions and create businesses that support the life they actually want to live.
Based in Cork, Ireland, Amelia is passionate about making money feel less overwhelming and more empowering for business owners. Her approach combines practical financial systems with straightforward advice, helping clients increase profitability while reducing financial stress.
When she's not talking about profit, you'll usually find her spending time with her husband and two daughters, planning her next trip, or enjoying a good coffee and business book.
Favourite Film: Labyrinth
Ian Senior
Niche: Distilleries, Breweries, Wineries & Cideries
Location: Stockport
[email protected]
Ian Senior is the founder of Distilling Profits, the cash management and profit programme for craft beverage business owners. Using his six stage PROFIT system, Ian focuses on profitability, cash flow, pricing, business strategy, and making sure business owners are financially rewarded by their businesses.
A Chartered Accountant and Profit First Professional, Ian is also Treasurer of the Spirits Victoria Association. He works with distillery, brewery, winery and cidery owners across Australia and the UK.
Favourite Film: Raiders Of The Lost Arc
Andrew Coombs
Location: Somerset
[email protected]
Andrew Coombs is the founder of Kings Oak Elevate and an award-winning accountant, business coach and Profit First Professional who is passionate about helping business owners build profitable, sustainable businesses. After years of working with hundreds of entrepreneurs, Andrew recognised a common problem: too many business owners were working incredibly hard, generating healthy turnover, yet still wondering where the money had gone.
Having built Kings Oak Accountancy into a modern, technology-driven practice, Andrew launched Kings Oak Elevate to help ambitious business owners move beyond compliance and gain real control over their finances. By combining the Profit First methodology with practical coaching, accountability and straightforward financial guidance, Kings Oak Elevate empowers business owners to increase profitability, improve cash flow and build businesses that support the lifestyle they want.
An ACCA-qualified accountant and winner of the IFA Rising Professional of the Year Award, Andrew works with service-based businesses across the UK, helping owners understand their numbers, make better decisions and create long-term financial freedom. His mission is simple: to empower business owners with the clarity, confidence and accountability they need to build businesses that thrive—not just survive.
Away from the office, Andrew enjoys endurance walking, running and grassroots football, and is passionate about giving back through Kings Oak's commitment to creating 100,000 positive impacts by 2030 through charitable and environmental initiatives.
Favourite Film: Lord of the Rings - Two Towers
Darren Matthews
Niche: Cross Sector
Location: Gloucestershire
[email protected]
. Darren Matthews is the founder of The Profit Agent, a profit coach and Certified Advanced Profit First Professional. He helps owner-operators transform their businesses by mastering cash flow, building sustainable profit and driving operational efficiency to create wealth and time freedom.
Through The Profit Agent, Darren combines the Profit First methodology with practical coaching, commercial challenge and accountability, drawing on more than 17 years of senior executive leadership experience across automotive, transport, engineering, retail and technology.
Darren takes a forward-focused approach, working alongside clients to turn financial insight into practical action, challenge unprofitable behaviours and build better decisions into the way the business operates.
His mission is to turn operating businesses into wealth-building assets by helping owners master cash flow, increase profit and buy back their time. This supports his wider vision: to create time-rich, financially free futures for business owners.
Favourite Film: Moneyball
Roy Lyness
Niche: Trades & Construction
Location: West Midlands
[email protected]
Roy Lyness had read the Profit First book twice pre Covid and when he then heard a mentor of his talking about how Profit First had transformed her Business he realised it was the missing link in simplifying clients cash flow management and ensuring they always had profit in mind first not last! So he made the decision to join Profit First.
Roy’s practice is in the Construction and trades niche and has written a book about the Tradesman’s trap – the cycle that many business owners in the trades sector find themselves in…. working hard , busy quoting unprofitable work and end up with low profit and no cash . Since starting to implement Profit First with clients
Roy has created a unique YOUR PROFIT MAP ® service to help clients in the trades and construction sector implement Profit First in their business. The mission of Lyness Accountancy Practice Limited is to increase the financial worth of our clients and give them the time to enjoy their new found financial freedom .
When he's not talking profit, or how to save tax or increase your cash position you'll probably find Roy out in Lanzarote in his holiday home, in Edinburgh to see 2 of his grandchildren, helping with the 2 other grandchildren in the West Midlands or watching his beloved baggies!
Favourite Film: Escape to Victory
Stephen Edwards
Niche: Businesses turning over £100,000
Location: Gloucestershire
stephen@cheltenhamtaxaccountants
. Steve Edwards came across Profit First and saw straight away what most accountants miss: business owners don't have a profit problem, they have a system problem. Plenty of them work flat out and still can't build any real wealth. So he built his firm around fixing that — Gro Profit First Accountants, based in Cheltenham, helping entrepreneurial and owner-managed businesses actually keep the money they make.
Today Steve leads Gro's work replacing the internal finance function for the businesses he serves — not advising from the sidelines, but running the numbers alongside them. He's also a Certified High Performance Coach and author of How to Build a Business That Runs Without You (available on Amazon), and his approach is built on playing the long game: steady, compounding progress over urgent pivots, the tortoise rather than the rhino. No padding, no jargon, no spreadsheets nobody reads. Just a clear picture of where the cash is and where it's going.
When he's not talking profit, you'll find Steve training, planning the next trip with Becky, or making the most of the jacuzzi on the patio.
Favourite Film: The Adjustment Buraeu
Dan Edwards
Niche: Creative Agencies and Studios
Location: Bawtry, South Yorkshire
[email protected]
Dan Edwards has been running Profit First inside his own accountancy practice for ten years, which means he is not recommending a method he read about. He is recommending one he has lived with through every VAT quarter, every payroll run and every lean January since 2016.
He works with creative agencies and studios, businesses that are brilliant at the work and far less comfortable with the money. Winning bigger projects, hiring another designer, still nothing in the bank at month end.
Dan's answer is not to chase more revenue. It is to take profit first, build a cash rhythm the team can actually keep to, and make the numbers something the owner checks with confidence rather than dread. Clients typically leave the first ninety days knowing exactly what they can afford to spend and exactly what is already theirs.
Outside work you will find him with his boys, at the rugby, at a gig, or somewhere abroad planning the next trip.
Favourite Film: The Terminal
Steph Jones
Niche: Profitability, Cashflow and Outsourced Financed Departments
Location: Melton Mowbray, Leicestershire
[email protected]
Steph Jones is the Founder of Simplefficient® and creator of the 15 Minute Finance System™.
Simplefficient® helps business owners improve profitability through practical systems, efficient processes and simple financial habits.
For growing businesses with turnover between £1 million and £3 million, Simplefficient® is the outsourced finance department, providing the systems, processes and financial oversight needed to support profitable growth and achieve business goals.
Steph is also passionate about helping smaller business owners gain clarity and confidence with their finances through the 15 Minute Finance System™, which helps small business owners organise and structure their finance admin and key numbers in just 15 minutes a week, creating clarity, confidence and consistency without overwhelm.
As a Profitologist™ and Profit First Professional, Steph combines profitability, cash flow management and practical financial systems to help business owners make better decisions and build stronger businesses.
Favourite Film: Harry Potter
Nikolai Naylor
Niche: Owner Managed Businesses
Location: Nationwide & Toronto
[email protected]
Your business is busy. Turnover is growing. But cash is tight, and you don’t see the reward for your hard work.. That is where we help.
At Naylor Accountancy Services, we help owner-managed businesses take control of profit, cashflow and the whole business.
Profit First sits within our Money Model of our NAS Signature System. It helps make profit intentional, not something you hope is left at the end. There is much more in our Money Model.
But the Money Model is only part of our offering.
Our NAS Signature System also looks at Business and Structure. Where are you going? Are you working with the right customers? Does the business depend too heavily on you?
Our aim is simple: better profit, clearer decisions, a business that works better for its owner, and create a valuable business that can be sold.
We support businesses all over the UK with offices in London Bridge, Tunbridge Wells, Crowborough, Southampton, Chichester, Romsey and Bourne End, as well as Toronto.
Favourite Film: Star Wars
Created by Mike Michalowicz, author of Profit First
Join or work with our team of Profit First Professionals
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Still need guidance?
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Certified Profit First Professionals are trained to guide business owners using a simple, behavioural system that works directly at the bank.
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A money system designed for
real human behaviour.
Businesses don’t struggle with profit because they lack capability. They struggle because most financial systems ignore how business owners actually behave.
Profit First assigns a clear purpose to every pound by using dedicated bank accounts for profit, tax, owner’s pay, and expenses. Instead of guessing or feeling uncertain, you always know what your business can safely spend, what’s reserved, and what you’ve truly earned.
No budgets. No shame. Just clarity and control.
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