About RT Finance
Who we work with
We specialise in working with UK ecommerce brands - businesses that sell physical products, whether direct-to-consumer, B2B, wholesale, retail, or a mix of channels.
These businesses often face financial challenges that are more complex than they first appear. Cash is tied up in stock. Supplier lead times affect growth decisions. Funding needs change quickly. Margins can vary by product, channel and season. And when the numbers are unclear, founders can feel like they are making important decisions while flying blind.
RT Finance exists to change that.
We act as financial “mission control” for ambitious founders: forward-looking, proactive and hands-on. Our role is to turn complex financial information into clear, actionable insight so you can make better decisions with less stress.
What we help with
RT Finance provides CFO-level support without the cost or commitment of a full-time CFO.
We help founders and owner-managed businesses with:
- Cashflow forecasting and funding planning
- Stock, inventory and working capital visibility
- Dynamic multi-year growth plans
- Scenario modelling for expansion, investment or difficult decisions
- KPI reporting and board-level financial insight
- Investor readiness and financial modelling
- Strategic decision support for owners who want a clearer plan
The aim is not just to produce better reports. It is to help you understand what your numbers are telling you, what decisions matter most, and what the next stage of growth could look like.
Meet the founder
Rory Thomas, ACA
I’m an ACA-qualified chartered accountant with over 12 years’ experience across finance, audit and virtual CFO roles.
Since 2019 I have focused on working as a virtual CFO for founder-led businesses, now focusing on UK ecommerce and retail clients. That is where I've found the work I enjoy most: helping ambitious business owners get the financial clarity they need without overcomplicating the business.
Before founding RT Finance I built my finance career across a range of businesses, from SMEs to large international groups.
I trained in audit at Rees Pollock in London, working with clients across a range of sectors, then moved into larger, more corporate finance roles, including at Vodafone and at Ingenious (an investment firm).
Those roles gave me exposure to the kind of financial discipline that’s essential for larger businesses: robust forecasting, clear reporting, proper controls, investor-ready numbers, and the ability to turn complex information into decisions that leaders can trust.
It’s this financial acumen and rigour, combined with my passion for working directly with founders to grow their businesses, that has led me to where I am today: a trusted financial advisor for multiple UK ecommerce brands.
How we work
Our approach is practical, commercially focused and hands-on.
At RT Finance we do not believe finance should sit separately from the business. Good finance support should help owners make better decisions about stock, people, pricing, funding, growth and risk.
That means building financial models that are actually useful. Creating forecasts that reflect how the business really works. Improving reporting so owners can see what matters. And giving founders a clear financial view before they make important decisions.
RT Finance is for business owners who want more than compliance. It is for founders who want a clearer plan, stronger decision-making and better control over the future of their business.
What do our clients say?
“I've been lucky enough to work with Rory for the past couple of years. He's been a vital resource for our fast-paced ecom start-up, delivering to the highest standard on core finance skills like cashflow, forecasting and management accounts, and going above and beyond on loan financing and business modelling for raising venture capital. Most importantly, Rory is great to work with: honest, clear, conscientious and fun.”
“Rory has been fantastic to work with. He has a broad knowledge of the finances needed for our startup in the early stages, keeping a keen eye on cashflow while never losing sight of the bigger long-term picture and board reporting. He has a real eye for detail on complex figures, and helped us integrate our finance systems with Shopify, finance companies, and Innovate UK for grants.”
“Rory is the missing piece of the puzzle my small business needed and I'm so glad I found him. He is much more than an accountant, he's a trusted strategic partner and sounding board for me and my team. His deep understanding of ecommerce and SMEs means his advice is always practical, relevant, and focused on what the business needs to thrive and grow. Unlike my previous experience with a hands-off accountant, Rory is genuinely involved in both the day-to-day running of the business and its future growth. His dedication helps me make better decisions with greater confidence while taking a huge weight off my shoulders. Knowing that Rory has a clear view of the company's financial position gives me the freedom to focus on what I love doing and where I can add the most value.”
Ready to take the guesswork out of running your business?
To take control of your finances and gain a clear, confident plan for growth, book your free Finance Clarity Call today.
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