Carrick Whitney

Unlock growth.
Achieve more.

More profit. More control. More time.

I help business owners fix what’s holding them back so their business works the way it should.

What I do

With 20+ years' experience as a CFO scaling brands like Rapha (£4m to £65m) and Net-a-Porter (£8m to £80m), I now work closely with business owners to provide hands-on, high-impact CFO support - helping businesses grow stronger, make better decisions and stay on track.

Together, over time, we work on the fundamentals that unlock growth:

  • Clear financial plans and measurable goals

  • Improved business model performance

  • Operational clarity and efficiency

  • A foundation for scale or resilience

  • Headspace to focus on what matters

How it works

Step 1: Let's talk
(30 mins - free)

  • Talk through goals and challenges

  • Share quick insight and ideas

  • See if there's a strong mutual fit

  • Explore suitability of my approach

Step 2: Deep dive
(Half day - free)

  • Define your long-term direction

  • Review your business model

  • Draft a simple financial view

  • Assess monthly support options

Step 3: Monthly support
(€2,500 per month)

The goal is the help you build a more successful, valuable business over time.I do this by:

  • Monthly check-in sessions

  • On-demand decision support

  • Optional quarterly financial resets

  • Ongoing clarity and accountability

Step 4: Your ROI
(Uncover €100k in savings)

Most clients see a clear return each year alongside the long-term gains.This often comes from:

  • Avoiding expensive mistakes

  • Releasing tied-up cash

  • Improving pricing or operations

  • Negotiating better terms

Why work with me

As a CFO, COO and Board Director, I’ve helped scale businesses from the inside - often in complex, fast-moving environments.

What I bring:

  • Calm, grounded support

  • Financial insight that drives results

  • No ego - just honest, practical help

  • A belief in doing meaningful work with good people

Who I work with

I support ambitious business owners internationally from my base in Amsterdam - offering flexible, responsive support.

I specialise in:

  • Physical product businesses

  • Retail, wholesale and manufacturing

  • Revenue between €2m and €20m

  • Companies with strong values and long-term vision

Let’s talk

Ready to explore whether this is the right fit?

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