Beatriz Jardim is the founder of Directive Finance Ltd, a modern accountancy and outsourced finance department supporting limited companies across the UK. With more than a decade of experience in business and finance, Beatriz is passionate about helping entrepreneurs gain clarity, confidence, and control over their numbers so they can focus on growth.
Based in South Oxfordshire and serving clients nationwide, she leads a six-person team delivering a full virtual finance department service — from bookkeeping and payroll to tax compliance, management reporting, and CFO-level strategic advice.
Known for her approachable, down-to-earth style, Beatriz has built a reputation for making finance stress-free and practical. Her outsourced finance model blends the accessibility of a bookkeeper with the expertise of an accountant and the foresight of a finance director, giving business owners the tools they need to grow sustainably.
Alongside running Directive Finance, Beatriz is a working mum and an active voice in the small business community. She regularly shares insights on LinkedIn and Instagram, demystifying finance and championing the role of modern accountants as trusted business partners.
Her mission is simple: to help ambitious business owners run smarter, more profitable companies while reclaiming their time and peace of mind.
Table of Contents
From late nights as a solo practitioner to leading a six-person finance team, Beatriz Jardim, founder of Directive Finance, shares her entrepreneurial journey and her vision for the future of modern accountancy.
When Beatriz Jardim launched Directive Finance in 2022, her goal was clear — to create a different kind of accountancy practice. Rather than simply “ticking boxes,” Beatriz set out to build a business that partnered with entrepreneurs and small businesses, offering clarity, confidence, and strategic direction through numbers.
Her early journey was far from easy. Working virtually, often into the late hours while balancing motherhood and the demands of a growing client base, Beatriz faced the dual challenges of scaling her services and building a team. Transitioning from a one-woman operation to managing a dedicated in-house staff of six required resilience, adaptability, and a willingness to let go of control.
Today, Directive Finance is more than just an accountancy firm. It serves as a full outsourced finance department, supporting limited companies nationwide with everything from bookkeeping and payroll to tax compliance, management reporting, and CFO-level advice. Clients don’t just receive reports; they gain actionable insights that help them make smarter business decisions and grow sustainably.
Beatriz is best known for making finance approachable and stress-free. Her down-to-earth style, combined with a strong grasp of modern systems and strategy, has positioned her as a trusted partner for business owners who want peace of mind and profitability without drowning in spreadsheets.
Q&A with Beatriz Jardim
Q: Could you tell us a bit about your journey and the challenges you’ve faced?
A: When I started Directive Finance in 2022, I wanted to create a practice that went beyond compliance. In the early days, it was just me, working virtually, often late at night while balancing being a mum and a growing client base. As we grew, so did the hurdles — finding the right team, moving from freelancers to in-house staff, and transitioning from a solo practitioner to running a structured business. Those experiences helped me understand just how overwhelming finance can feel for business owners, which is why I focus on providing clarity, confidence, and long-term partnership.
Q: What are some key insights or strategies that have really driven your success?
A: First, numbers only matter if they lead to action — I prioritise turning financial data into clear, practical insights. Second, building strong systems early on has been crucial, whether through cloud accounting or streamlined reporting. Third, relationships are everything; I work closely with clients who align with our values rather than chasing volume. And finally, adaptability — evolving our services and model to meet changing client needs has been essential.
Q: What are your predictions for your industry in the next five years?
A: I think routine bookkeeping and compliance will become heavily automated through AI and cloud-based tools. Clients will expect more than box-ticking — they’ll want advisers who can provide clarity, insight, and growth strategies. I also believe more businesses will outsource their finance function rather than hire in-house, as it offers broader expertise at a lower cost. Finally, real-time reporting will become standard, with live dashboards and proactive advice being the norm. Firms that combine smart tech with human connection will thrive.
Q: What personal goals do you have for the future?
A: My main goal is to build Directive Finance into a sustainable business that thrives without me making every decision. That means creating robust systems and empowering my in-house team. Personally, I also want more balance — time with my young family as well as the satisfaction of making a difference for clients.
Q: Are there any books you’d recommend?
A: Absolutely. Profit First by Mike Michalowicz for practical cash flow management; Traction by Gino Wickman for systems and clarity; Daniel Priestley’s Key Person of Influence and Oversubscribed for growth and positioning; and Atomic Habits by James Clear for personal development.
Q: If you could have dinner with any three people, living or past, who would they be?
A: Warren Buffett, for his long-term business wisdom; Michelle Obama, for her resilience and authenticity; and Emma Grede, for her brand-building brilliance and commitment to diversity.
Closing thoughts
From late nights juggling spreadsheets to leading a trusted team, Beatriz Jardim is proving that accountancy can be approachable, strategic, and transformative. With Directive Finance, she is building more than a practice — she’s creating a partner-led model that helps business owners reclaim time, confidence, and sustainable growth.
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