If you’re ready to take control of your business finances this year, you might be interested in one of my coaching clients, Aly Henderson of Dovetail Financial Services.
Aly is a freelance finance director who works with small and medium-sized enterprises (SMEs) to problem-solve, make informed decisions, and gain greater financial control. Since launching her business in 2023, she has been helping companies elevate their finances, offering insight, clarity, and hands-on support that allows business owners to focus on growth.
A great example
Aly’s business is a great example of how freelance finance expertise can help organisations that don’t yet need, or can’t afford, a full-time finance director. By working with a freelance expert, businesses gain access to top-level advice, guidance, and strategy without committing to a permanent hire.
Aly specialises in supporting businesses to make confident financial decisions, improve cash flow, plan strategically, and identify opportunities for growth. This type of support can be invaluable, especially for SMEs where time, resources, and financial knowledge are often stretched.
Challenges faced by sole traders
Starting out as a sole trader comes with unique challenges. You’re responsible for every decision, every client relationship, and often juggling multiple roles at once. This can feel overwhelming, particularly when you’re launching a business or trying to grow. This is where coaching becomes so powerful. Working with a coach gives you clarity, accountability, and a sounding board for ideas and strategies that might otherwise feel daunting. It’s not just about fixing problems as they arise , it’s about proactively shaping your business to succeed.
Aly chose coaching to help her focus on her business strategy, grow her client base, and have regular accountability sessions. She says:
“I’ve found the coaching sessions with Sam really helpful for thinking about how I could improve my business in the future. It’s also been fantastic for helping me build my confidence as a new business owner, for example, having someone to discuss those areas that come less naturally to me has helped me move forward much more quickly than I would have done without the coaching.”
Her experience highlights one of the key benefits of coaching for sole traders: confidence and clarity. As a freelancer, it can be easy to second-guess decisions, question your pricing, or feel uncertain about business strategy. A coach helps you see the bigger picture, focus on what really matters, and make choices that align with your goals. For Aly, coaching has not only helped her plan the next steps for Dovetail Financial Services but also strengthened her belief in her own capabilities as a business owner.
Another significant advantage of coaching is accountability. When you’re running a business on your own, it can be all too easy to delay decisions, put off important tasks, or get lost in day-to-day responsibilities. Regular coaching sessions create a structure where you set goals, review progress, and identify next steps. This kind of accountability can accelerate growth and help you avoid common pitfalls that solo business owners often face.
For businesses seeking a freelance finance director, working with someone like Aly is a smart move. Her expertise allows business owners to feel confident about their finances while having the space to focus on other areas of their business. She offers practical, tailored solutions, helping her clients make informed decisions that drive results.
Coaching for sole traders
If you’re a sole trader, freelancer, or SME looking to grow your business and gain financial clarity, consider the benefits of coaching alongside the support of an expert like Aly. Coaching doesn’t replace your expertise – it complements it. It helps you work on your business rather than just in it, giving you perspective, strategy, and confidence to take your business further.
Businesses get further faster with a coach. If this is something you’ve been thinking about, I encourage you to arrange a free introductory call to explore how coaching can help you grow your business with focus, confidence, and direction. And if you’re looking for a freelance finance director who can guide your business through strategic decisions and financial growth, get in touch with Aly Henderson at Dovetail Financial Services.
Taking control of your business finances and having the right support in place is one of the smartest decisions a sole trader or business owner can make. With a combination of expert advice and coaching, you’ll be better equipped to make decisions, manage challenges, and grow your business with confidence.
If you’d like to book a business coaching session to find out how coaching can help you, please get intouch.