The Story Behind ‘Below The Line Finance’

People often ask me, “Why ‘Below The Line Finance’?” So, here’s the story behind the name and the twist of fate that brought it to life.

It all began in my finance transformation days, working with Fortune 500s and PE-backed companies. As I drifted off in a daydream in one particularly long meeting , I found myself pondering a future  business.

What would I call it?

What would it represent?

Before I knew it, I was quietly sketching out ideas, fleshing out the vision. Inevitably, this led me to the pivotal moment: buying a website domain.

But first, I needed to decide on the perfect name.

And then, like a lightbulb moment, the name appeared: ‘Below The Line.’

What Does ‘Below The Line’ Really Mean?

In finance and business, the term ‘Below The Line’ is commonly used when discussing the treatment of costs in Profit & Loss (P&L) reports. It’s a term often thrown around in the corporate world, particularly in financial statements of larger enterprises – in relation to profits and (often faceless) share holder return. But for me, it has a deeper, more profound meaning.

To me, the real magic of any business happens below the line—it’s where the heart and soul of a conscious business owner’s ‘why’ resides. It’s the purpose, the mission, the reason behind what you do.

While the ‘Above The Line’ aspects—like sales and gross profits—are important, they are just the fuel for what happens with the money below. This is where the purpose of your venture takes shape. It’s where you, as a business owner, can align your profit with people and the planet.

Depicted below in one of my early sketches (note the old logo)  showing this Profit, People, Planet: Purpose-Driven Approach.

Profit, People, Planet: A Purpose-Driven Approach

Because ‘Below The Line’ isn’t just about the money —it’s about:

🌿Why does your business exist?

🌿What value are you creating?

🌿How does it sustain your journey?

🌿 The discovery of doing this in alignment with your truth

Through my work as a fractional CFO and business mentor my goal is to empower businesses who wish to deeply align profit with purpose.

Seeing beyond the initial  numbers to create a venture where profit serves something bigger than you

Where the success of a company is built on clear purpose and meaningful impact.

What does ‘below the line’ evoke for you?

A Personal ‘Why’: Below Line Meadow

One of my personal ‘whys’ is a passion project close to my heart—Below Line Meadow. The name? It’s a nod to its physical location, a serene meadow nestled in a valley below an old railway line. But the significance runs deeper than geography.

What was once an intensive arable farm is now a sanctuary for wildlife and nature—a smallholding with ancient woodland, a meandering stream, and a vast tree-planting initiative. It’s home to my retired ex-racehorses, Dartmoor ponies, rare breed poultry, and an incredible array of wildlife, including red kites, deer, and otters.

For me, it represents the beauty of transformation—turning something conventional into a space that aligns with a greater purpose. Just like in business, my work in finance helps people grow and transform their ventures into something that is profitable and purpose-driven.

The ‘Why’ Behind Every Business

As a finance professional, I’m always curious about the ‘why’ behind the businesses I work with. I want to know what drives my clients—what they’re passionate about, and how we can use financial insight to drive growth in a way that honours their purpose.

Through ‘Below The Line Finance,’ I aim to help others do just that—discover their ‘why,’ align it with their business, and grow with purpose, passion, and profit.

The Magic of Going ‘Below The Line’

And so, in 2020 ‘Below The Line Finance’ was born—a business built on the idea that true growth and success happen when you focus on what lies beneath the surface, where purpose meets profit and people align with their planet.

Here’s to the magic that happens when you dig below the line.