We believe business for good is good for business

You started as an entrepreneur with a vision no one else could imagine. You know the responsibility that comes with funding, but money wasn’t your primary driver. You see a bigger picture.

We believe an accountant’s role is more than just providing the numbers. It’s about understanding the business you’re in, the key drivers investors are looking for, and being available to provide timely insights, so the right decisions get made.

Our Vision

To help purpose-led B2B tech businesses make decisions that are commercially right across the business, considering people, planet and profit.

Our Founding Principles


Make an impact

We perpetuate success by balancing people, the planet and profit.

To put it simply, we choose to work with nice humans. People who are excited about what they do, who celebrate their team’s hard work and pay them well for it too. People who recognise the impact they have on their surroundings and know paying it forward ultimately comes back. We love it when clients decide they’re in it for the impact, as well as the profit, broadening their vision to include how they can affect change. By working with impassioned business-owners, together we prove there isn’t a trade off between purpose and profit. Thrive is proud to be a certified B-corp and part of the Million Tree Pledge. It’s our mission to show SMEs there’s a strong business case for embracing a more impactful approach. Thrive partners with leaders; people who are equally passionate about their business and creating a long-term positive impact.


Tech-minded humans

Technology is an enabler of outcomes.

With tonnes of slick fintech out there, we believe in using as few apps as possible to streamline your processes. We’re clued-up on feature releases because we know it pays to be curious about what’s coming. It’s strategic to keep your eyes open because tech companies are at risk of obsoletion sooner than most. Embracing technology means your business will progress in terms of effectiveness, efficiency and relevance. Tech is the way it’s heading; not just for the B2B tech industry, but for every industry. A lot of our clients do big things in the tech space so it’s par for the course we’re into it too. However, you need the partnership of human with technology, particularly in accounting, to get to the most impressive outcome. It frees us up from the routine, repetitive work that it’s so good at, allowing us to be creative problem-solvers. Financial insight gained from tech needs to be applied with context and empathy; delivered by humans. It’s rarely the solution, but it’s incredibly powerful as an aid.



We know what you prioritise changes from day to day.

We know the attitude to hustle-culture is changing and we recognise what our clients are doing is hard. That’s where we come in. Rather than make unnecessary sacrifices (like family, health or free time) Thrive takes the mantle when it comes to the business finances. Our clients have to make space for their own wellness. By removing the financial stress (as well as time spent) – our clients get those hours back. Our team is built up of dependable, thorough experts, capable of overseeing your finances while you focus on what’s important.  Equally, we know we’ll get the best out of our team by giving them the flexibility to honour the important parts of their lives too. They plan their workloads smartly and in return we give them the space to prioritise accordingly. We don’t believe working hours are the right metric for gauging efficiency. It’s in the quality and the consistency of our work and we’ve got that bit down.

The Thrive Philosophy

We help our clients, our families and people we may never meet to Thrive

We’re not a social enterprise, but we do believe in business being a force for good.

Every interaction our clients have with us contributes to a greater purpose, from booking a meeting to being a part of our yearly donations.


See our strides towards achieving net zero

Your team: part people, part tech

The Thrive team is a group of like-minded senior finance professionals.

Each of us has our own story of experience, in industry or in practice – from big business commercial finance teams to mid-size accounting firms.

Our efficiency as a team is part people, part tech. Think of Xero and it’s supporting network of apps as our junior team. They take care of the essential tasks so we’re able to use our expertise to give you the specialist attention a growing B2B tech business needs.

The team is led by James, a former Finance Director and Chief Operating Officer who has walked the miles in your shoes – having worked at board level as a senior leader, building and managing teams just like yours.

See how you can have the same financial insight as the tech giants, without the overheads


Follow James on LinkedIn for tips to support your business growth