The new website is here — and it's been a labour of love 🌿

After many months in the making, the brand new Below The Line Finance website is finally live — and I am genuinely delighted with it.

But before I talk about the site itself, let me tell you a bit about the thinking behind it. Because it isn't just a pretty website. It's a statement.

Roots and sky

There's a reason the business is called Below The Line Finance — and if you want the full story, you can read it here. But the short version is this: the real magic happens beneath the surface. The purpose. The why. The roots. And that's exactly what the website is trying to capture.

If you've spent any time with me or my work, you'll know I talk a lot about the idea of being grounded but expansive. Financial foundations that stabilise and future-proof you. Ambitions that reach for the stars. The Talking Heads lyric that's living in my head rent-free: feet on the ground, head in the sky.

That tension — between rootedness and possibility, between the practical and the visionary — is really what Below The Line Finance is about. And I wanted the website to embody it.

There's a grounding visualisation I come back to again and again — you might know it. You imagine roots growing down from the soles of your feet, deeper and deeper into the earth, anchoring you, steadying you. And at the same time you feel yourself growing upward, expanding, reaching toward the light. Rooted and expansive. Safe and free. It's a somatic practice, a nervous system thing — and it sits at the heart of my trauma-informed approach to finance. Because feeling safe is where everything starts. But honestly, it's also just a really good metaphor for how I think about building a business.

So when the exceptional Lizzie and Rebecca at Design Impact Studio started bringing the vision to life, we kept coming back to the same imagery: roots reaching down, sky strething out above. Day turning into night. Sun, moon, stars. The meadow and the sky.

As you move through the site, it literally takes you on that journey — from sunrise through to moonlight, through meadows and ancient woodland. It's a nod to my off-grid office in Somerset, where I genuinely do work surrounded by retired racehorses, Dartmoor ponies, sheep, chickens, and a chaos of dogs. But it's also something deeper.

I'm someone who pays attention to the moon. Who feels the shift of the seasons in my body. Who finds as much wisdom in the planets, elements and ancient cyclical ways of understanding the world as I do in a P&L. I don't think those things are in conflict. I think a truly holistic approach to business and money has to hold all of it — the logical and the intuitive, the strategic and the spiritual, the spreadsheet and the stars.

Caring about nature isn't decorative for me either. It's part of what it means to be mission-led. If your business is going to do good in the world, then the natrual world is part of that.

A strange and wonderful bit of serendipity

For someone who has spent their whole life in Somerset, I have a suspiciously northern surname. Formby is a coastal town in Lancashire — famous for its beaches, sand dunes, and red squirrels — and the family history traces back there all the way to the Domesday Book. Formby Hall was the ancestral home. The wealth, as these things go, is long gone. (The Church did rather well out of that. 👀) It's a golf resort now.

After the website went live, I randomly stumbled across an old Formby Hall logo.

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Sun. Moon. Stars. Horses. Ponies. Sheep. Collies. Joyful people.

I don't know the history of the logo or who designed it, but I like to think it means something. That there's some kind of ancestral wisdom threaded through it — the same themes I'd been reaching for without knowing it. Rooted and rising. Nature and sky. A life lived surrounded by animals — horses, ponies, sheep, and a collie who in my case goes by Oz and a devotion to spreading warmth and joy. It felt affirming in a way I wasn't expecting.

The dream team

None of this would exist without some extraordinary people.

Website and Branding

Huge thanks to Design Impact Studio, they are a values-led studio and it shows in everything they do. My old website setup was, let's be honest, a situation — content sprawling across two separate sites, full of duplicates, self-built with loads of enthusiasm but total chaos. Lizzie and Rebecca build from scratch in Webflow and what they created is better than I could have ever imagined.

Central to that was how they translated my rather abstract vision — this feeling of being rooted and expansive, grounded in nature but reaching for the sky — and made it the beating heart of the whole site. That journey from sunrise to moonlight, the meadows, the woodland, the stars — that's Lizzie and Rebecca's skill and creativity bringing something to life that I could feel but couldn't quite articulate. And they absolutely nailed it.

The workshops were brilliant, the strategic advice on structure and user experience was spot on — they could see exactly what needed to happen and guided the whole process with real clarity and skill. The ideas, the creativity, the design, the graphics — all of it incredible. The navigation is clean and considered — you can actually breathe when you're moving around it — and on the backend it's super easy for me to add articles and content myself.

Accessibility was a real priority for me — colour contrast, usability, screen reader compatibility — and they took that seriously in a way that genuinely matters for a practice working with neurodivergent founders. And it's doing everything a website should — bringing in new leads, showing up brilliantly on Google, and I finally share the link with pride. 10/10, no notes. If you're a purpose-driven organisation looking for a website, go and speak to them.

Copywriting

Ellie Kime worked her magic on the copy — and what she did was help me say the things I actually believe, in the way I actually say them. The anti-establishment bits. The rebellion. The muddy boots and dog hairs. Actually me, not a corporate version of me. If you need help showing up with your full personality, go to Ellie.

Accessibilty and Inclusion

Sumi Fitzgerald ran an inclusion audit on my business, and I am so grateful. Sumi is a DEI consultant for small businesses and they helped me turn good intentions into actual commitments, with accountability built in. The inclusion statement on the site isn't a box-ticking exercise — it's backed by a thorough working action plan. That matters to me enormously.

Mentoring

I'm also a graduate of Siobhan Strode's brilliant This Sister Speaks — a feminist programme for women and non-binary people to raise their voice. It shaped how I show up for the things I actually care about — to advocate, to be clearer in my convictions, and to articulate why I do this work. It sharpened my focus on what it really means to support mission-driven founders working towards a better world.

What the site is really about

I'm a fractional CFO and Chartered Accountant who hated maths at school. I left the corporate world — the darker end of it — to come back to supporting the people I actually care about. Mission-led founders. Creatives. Not-for-profits. People investing in hope, with their feet on the ground and their head in the sky.

In 2020 I swapped long commutes for chickens. I now work on complex fundraising rounds, financial restructures, M&A, and multi-year strategic planning from an off-grid office in a Somerset meadow. Boardroom-level finance, just without the dull boardroom.

I'm proudly anti-capitalist and pro-entrepreneurship. I want to get more money into the hands of people who'll do something good with it.

And I think the website finally captures that. Go and have a wander through it — take your time, let it move from day to night. I hope you love it as much as I do.

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