Meet the Team at HW Financial Consultancy

Our experienced finance, HR and payroll professionals support SMEs with Fractional CFO, accounting, bookkeeping and outsourced HR services. We provide the expertise and practical support businesses need to operate efficiently and scale with confidence.

Alan McCarthy

Founder - Finance & Operational Strategist

Alan, Founder of HW Financial Consultancy, is a Chartered Accountant, a Member of the Chartered Institute of Building and an Ambassador for the Institute of Directors - with a track record of transforming underperforming businesses into lean, profitable enterprises.

With experience on Audit and Executive Committees, Alan has led large-scale digital transformation projects, ensuring strong governance and operational efficiency. His expertise lies in helping companies overcome challenges, optimise processes, and drive sustainable growth.

Kavina Daniel, Finance Executive specialising in Bookkeeping Services at HW Financial Consultancy.

Alex Hawkes

Scale-Up CFO & Funding Expert

Alex is a Chartered Management Accountant with extensive experience in corporate finance and start-up growth. During her corporate career, Alex held senior finance roles at companies including GE Healthcare, Staples, and O2 Telefónica. She later joined Wayra UK, Telefónica’s global accelerator, where she developed a passion for supporting early-stage companies.

Now working as a Fractional CFO, Alex has supported tech businesses through fundraises, secured R&D tax credit refunds, implemented scalable finance systems, and guided companies through audits and due diligence processes. She brings a practical, strategic approach to finance that helps founders build investor-ready, high-performing businesses.

Praddy Velayuthan

Head of Outsourced Finance & Payroll

Praddy is a Chartered Management Accountant with deep expertise in outsourced payroll and accounting services. With hundreds of success stories under his belt, he specialises in scaling finance operations efficiently.

Leading a large team of finance professionals, Praddy ensures businesses benefit from seamless, cost-effective payroll and accounting solutions, allowing them to focus on growth while maintaining financial compliance and efficiency.

Roger Rawlinson

Master Coach, Workplace Mediator & HR Consultant

Roger is an Accredited Master Coach with the Association for Coaching. He is a seasoned HR leader and certified business coach with 20+ years as an HR Director and CEO across retail, manufacturing, and healthcare. Specialising in executive coaching, team development, and workplace mediation, he helps organisations resolve disputes constructively. Certified in MBTI (Steps I & II) and Aston OD’s ATPI, Roger brings deep expertise in leadership, communication, and organisational growth.

Kavina Daniel

Finance Executive | Bookkeeping Services

Kavina Daniel is a highly skilled accounting professional with a CIMA Advanced Diploma and a BA (Hons) in International Business and Finance. With over seven years of experience, she specialises in accounting, bookkeeping, taxation, and financial advisory services.

Proficient in leading accounting software such as QuickBooks, Xero, and FreeAgent, she brings efficiency and precision to financial management. She has worked with clients across a range of industries—including construction, retail, and IT, delivering tailored financial solutions to meet unique business needs.

She is dedicated to supporting businesses and individuals in managing their financial responsibilities with accuracy, compliance, and a strong focus on tax efficiency.

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Azha Ameen

Finance Executive | Payroll Services

Azha is a dedicated Finance Executive with hands-on experience in UK-based payroll, bookkeeping, and tax services. She manages a client portfolio, with a strong focus on the care home sector. Proficient in a range of platforms, including Xero, QuickBooks, Sage, Moneysoft, FreeAgent, and CoolCare, Azha delivers efficient, friendly, and client-focused service across all her work.

Currently pursuing her ACCA qualification, she’s committed to continuous growth and excellence in financial operations.

Frequently Asked Questions

1. What does a finance strategist do?

2. What is the role of a scale-up CFO?

3. What services does a workplace mediator provide?

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A Practical Approach to Strengthening Your Business with the Right Team

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