As the founder of WA, Emma helps founders feel confident about their finances. As a fractional CFO and former investment banker, she works closely with some of the UK’s most exciting consumer start-ups, bringing clarity, calm, and strategy to every stage of growth.

In this month’s episode, Emma speaks candidly about the financial myths that hold early-stage founders back, how she helps businesses prepare for fundraising, and what truly sets successful start-ups apart.

She also lets us into her world—her daily rituals, personal style, and the small luxuries she never compromises on.

This story is about resilience, reinvention, and the power of knowing your numbers.

Watch the full spotlight below!

Filmed by London58 | Interview by Tofi | Shot in East London

DESK NOTES by EMMA WILLIAMS

1. What initially sparked your interest in supporting founders with their finances? Was there a defining moment?
I worked as an investment banker and fundraising advisor in my old job - I always loved helping startups, and I always loved working with cool, consumer brands - so when the second company I started, failed, and I was looking for a source of income, I put two and two together and sort of stumbled across what I'm doing now! I realised that I have a skillset that people find really valuable, and it makes me really happy being able to share that and make a difference to people.

2. You work across so many stages of growth — what’s one financial mistake you see early-stage start-ups make again and again?
There's a couple - first and foremost, everyone thinks raising money is going to be much easier than it actually is. I guess that's perfectly natural, as the founder of a business, of course you think your business is incredible. Part of my job is helping them to spot weakness - and come up with solutions - before investors do. The second mistake is that when it comes to fundraising, many startups come up with a sum of money that they need (based on buying inventory / marketing etc.) and when I actually model it all out, their cash need is much higher as they've forgotten about other costs needed to scale the business like office and warehouse rent / salaries / travel.

3. When preparing a founder for fundraising, what element in their pitch or model is most often overlooked?
I find it varies so much. Some people don't want to include their historical numbers as they think they're selling a dream, and a plan, not the past. Some people forget to put in a page about their product because it seems so obvious that the accidentally overlook it! Some people forget its equally important to talk about who buys from you as it is to talk about what you sell.

4. You operate as a fractional CFO for some businesses — how do you embed yourself into a company’s culture while staying objective and external?
In my old job I always had multiple clients and always had to quickly get a good understanding of the businesses - so not much has changed, but the number one thing for me is building a good relationship with the founder or founders. Because I work across multiple businesses, its actually really important for me, as you say, to remain objective and external, but equally I also know how much some of my clients are relying on me so I do make myself available at all times regardless of whether I am working for them at that moment in time, or not.

5. In your experience, what financially sets successful start-ups apart from those struggling?
Laser focus on product margins and customer acquisition cost- someone once said to me, if you're a retail business and you're not making a profit - you don't have a business, you're just selling stock. It's a slightly harsh sentiment and I think it needs a few caveats - its OK and so normal to be loss making when you start, but its important to have a plan around how you're going to get to breakeven rather than just winging it.

6. If a founder can only get one thing right when managing their numbers, what should it be?
Hope for the best, but plan for the worst.

7. What advice would you give to female founders looking to feel more confident about the financial side of their business?
It is never too early to start getting your finances in order - it is so important for you to know where you stand, and to help you steer the ship going forwards. It's ok to ask for help - you don't have to do everything alone.