Ian Pettifor
CFO, board advisor and entrepreneur with deep expertise scaling insurance intermediation (broker & MG) and B2B SaaS businesses through transformation, fundraising, M&A and exits.
CFO Profile
Highly commercial CIMA-qualified CFO with more than 40 years' experience supporting FinTech, B2B SaaS and a broad range of financial services businesses through periods of growth, transformation and investment.
Ian has worked with founder-led start-ups, owner-managed SMEs, VC and private equity-backed businesses, as well as listed multinationals, combining strategic financial leadership with operational expertise to help businesses scale and realise their full potential.
Ian partners with founders, executive teams and investors to provide commercially focused financial leadership, aligning operational performance with strategic objectives to enable better decision-making, manage risk, drive sustainable business value and prepare businesses for investment and/or exit.
His expertise spans fundraising, business transformation and growth - both organically and through M&A - alongside strengthening financial processes and controls, management information, governance and compliance.
CFO Highlights
- Over 40 years' CFO and Finance & Operations leadership experience across insurance intermediation, FinTech, B2B technology and a broad range of financial services businesses.
- Co-founder of FCA and CBI regulated InsurTech (MGA & B2B SaaS) generating approximately £10m annual revenue and achieving a c.£30m private equity valuation within five years.
- Led fundraising of c.£250m across debt and equity, including Series A, Series B, and early-stage (3F). Most recently planned and delivered c.£15m Series B, c.£10m in aggregate Series A and Seed/3Fs equity funding rounds, and £2.25m CLN debt and £1.5m equity fundraisings for 2 InsurTechs.
- Accomplished in M&A, concluding >100 buy- and sell-side transactions with an aggregate value of c.£350m across oil & gas and financial services, including the “quarterbacking” of a number of highly complex multinational deals.
- Highly experienced (>15 transactions, aggregate value of >£250m) in all aspects of exits/sales, from curating and cultivating pre-deal relationships with potential investors/acquirors through crafting of the equity story, sales memoranda and prospectuses, financial modelling, deal structuring, conducting roadshows, negotiating closing mechanisms and legals, to post-completion activities and integration.
- Transformed multiple UK and international finance functions, building scalable, high-performing, forward-looking finance teams focused on business partnering and decision support.
- Accomplished at operating, buying and selling businesses internationally, including across the EU, Middle East, Africa, Asia Pacific, North America and LATAM.
Client Testimonials
Group CEO of PE backed UK & South African B2B SaaS
“Ian is without doubt one of the most capable, competent and hard-working executives that I have ever had the pleasure of working with.
His presence on our EXCO resulted in genuine positive changes in our ways of working. He leads by example, does what he says he will do, which creates a high level of trust. Over and above this, his level of ownership and autonomy really allowed me as CEO to focus on looking forward.
The business would not be where it is today if it wasn’t for Ian’s contributions. Having his steady and experienced hand steer our ship, while setting the bar for “what good looks like”, lifted our entire executives’ game. His breadth of knowledge is only trumped by his depth of knowledge. His ability to clearly articulate a wide range of complex financial, shareholder and governance matters in simple terms to anybody at any level in our business evidences the fact that he is an expert in his field.
Personally, what I valued the most was his trust in my vision. While we often had different views on matters, he trusted me and my instincts.”
Group CEO of US owned global wealth manager
“Ian is an exemplary CFO and business partner. As CFO, Ian was integral to developing and leading the financial strategy and reporting for our business. Most importantly, Ian was a strong business partner who always kept me current and informed.
Ian is a strong leader and manager who identifies and develops talent. He is committed to quality in his work, is collaborative, and was a most valuable member of our leadership team.”
CRO of PE backed UK & South African B2B SaaS
“Ian likes to be thought of as the CFO that says “Yes”. What this means in reality is that Ian has a hefty grip on when “No” is the right answer and uses “Yes & No” accurately when it drives the business’ performance. He is capable of making difficult decisions when many around him are loathe to, then bringing the team along in getting these difficult decisions actioned.
Ian has underlined the benefit of a tightly knit relationship between CFO and CRO. Without Ian’s guidance and support, many of the changes that we needed to make in the business would not have happened.
From a day-to-day perspective in my work with Ian, it is essential for a CFO and CRO to be aligned when it comes to forecasting KPIs and performance. What this means is developing and understanding a taxonomy between these parties to make sure that it is done accurately, honestly and openly. Ian is a catalyst for this and I appreciate the relationship we have and the support he has given me.
What I have particularly enjoyed is Ian’s ability to take complex financial matters and explain:
- What are the symptoms and underlying data;
- What the consequences of this are;
- What needs to be done; and
- Turn these into action.
I have also witnessed Ian’s ability in handling stakeholders, investors, complex legal issues and board relationships with a calm air of authority.
It’s not good enough these days for a CFO to just be an aloof bean counter. The Modern CFO drives the business financially and, in order to do this, needs to be able to turn financial data into actionable information to create change and drive performance.
"Ian is the embodiment of the Modern CFO.”
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