Purpose - Financial Direction

Business Made Easier

They've completely changed my outlook on accountants

The insight and information they provide has directly increased our profits

The guidance we've received has been exemplary

They always have time to focus on our business needs

Financial Direction, not just accountancy

video-icon.pngWe believe small business owners want and need cost-effective support and advice from independent outsource finance directors driven by making their businesses and financial lives better. 

No time charging, unlimited free verbal advice and your money back if we don’t deliver.  Finally…accountants who get it.

Making The World a better Place

B1G1 gives businesses the power to change lives by embedding giving into its normal activities. 

Click here to understand our impact.

Real Purpose

Driving your business to a destination by delivering what your customers really want.


We are Finance Directors who:

  • Speak english not accountant
  • Never send a bill you weren't expecting
  • Will not work with your competitors
  • Improve your knowledge of your business
  • Listen to understand your business
  • Offer a money-back guarantee
  • Never charge for verbal advice

We believe business owners want advice from someone independent who will bring new thought to their business and, using skills the management team doesn't have, identify some things they didn't know about it. 


We listen and ask questions in order to understand.  We don’t have timesheets so it does not matter how long it takes - it only matters that we create a return for our customers, hit agreed deadlines and never send any surprise bills. 


It's SatNav for your business  with effective management reporting and a Virtual Finance Director who really understands local business. As we only work with one business in each industry, we are totally focused on improving every customer's results - whatever that may mean to them. 

The One Page Business Plan
The ultimate SatNav for your business, with key actions for change

Interested?.... Contact us today to see how we can help grow your business
Our Businesses

We believe the only reason to get professional help is to make your business better. That's why we won't work with competing businesses and ask our existing businesses if they feel there is a potential conflict when someone new talks to us.
The Virtual FD
Regular independent review of where you are and where you are heading, what's going well and what's not and how to change that, on top of everything else an accountant normally does

Interested?.... Contact us today to see how we can help grow your business
Innovative Partners


As a small business, we can't do it all and know that our success will be based on focusing on what we are great at. 

Our partners, each inspiring in their own way, are making a difference worldwide, but through technology, skills and resources, help us make a huge impact locally.

  • AVN Accountants

Please use the arrows above to view more.

Please use the arrow above to view more.


Loved by over 200,000 people worldwide, Xero is beautiful accounting software - reducing bookkeeping and administration costs dramatically. 

Bank feeds automatically import and categorise your latest banking, credit card and PayPal transactions. You just click OK to reconcile. Connecting with customers is easy, as you can create and send professional invoices and get paid online. Manage cashflow by scheduling bill payments and sending invoices automatically.   

An accounting solution for non-accountants!


B1G1 gives businesses the power to change lives by embedding giving into its normal activities. When we give out a business card, send a letter or an email, or take on a new customer, we give to a project doing something wonderful. We do this just to feel great and are grateful its made possible by the people we work with. 

Click here to understand our impact.

AVN accountants
AVN accountants

AVN accountants win awards every year for being the most proactive, the most innovative and the most supportive to their clients.  We are a proud member and utilise their tools, systems and innovations to ensure we are a great addition to the membership.

ICAEW - world leading professional membership organisation
ICAEW - world leading professional membership organisation

We are a member of the Institute of Chartered Accountants in England and Wales. The ICAEW are leaders in accountancy, finance and business, and its members have the knowledge, skills and commitment to maintain the highest professional standards and integrity.

We are a registered with the ICAEW as a Training Organisation and are proud that our staff are trained as ICAEW Chartered Accountants.

The Virtual Bookkeeper
No hassle, right first time, low-cost outsourced bookkeeping, releasing you to win, or do, more business

Interested?.... Contact us today to see how we can help grow your business
True Professionals

We believe that true professionalism is having the courage to care about our people, our customers and their businesses and know that having a purpose higher than just producing accounts and tax returns inspires everyone involved. We want to look forward to each day, work with interesting clients, spend time with colleagues we like and go home each day with a sense of genuine satisfaction and reward.
The Money-Back Guarantee
Reducing your risk and linking our success to yours

Interested?.... Contact us today to see how we can help grow your business

Whilst the principles of good business rarely change, new technology and shifting economic conditions mean that businesses must continually innovate their offer to customers to stay ahead. We provide our customers with new thought and research to help them innovate:

It’s all a bit hard at the moment: sales are down, and staff are more than usually grumpy. What do you think I should do?

01 April 14

There is no quick fix to this problem other than a load of sales and, whilst possible, it’s unlikely they are just going to materialise.

Read full article »

I’d like to introduce some form of performance related pay or incentivisation into the business. Any suggestions?

01 March 14

A lot of people ask this question as either they want someone not to change or conversely someone to change. Whilst the two circumstances are clear contradictions often the same solution is chosen with the broad principle being – “if you do this, then you’ll get more money”.

Read full article »

Any good tips for improving a cash situation?

01 February 14

Steal some? Nah, I’m joking. You’d get caught and it’s definitely not the best way forward as in an Island community people buy from people they like and getting a reputation for that is not going to be helpful to the long term interests of your business!!!

Read full article »
Free unlimited access
Verbal advice every time and anytime you want it

Interested?.... Contact us today to see how we can help grow your business
Contact Us

This website has little value - to get a whole lot more and discover Purpose, all you need to do is call.
Purpose - Financial Direction
Our location

Purpose, Henley House, 9 Hope Street, St Helier, Jersey, JE2 3NS

E-mail and telephone

01534 766233