Managing Director, Cooper Parry Digital | Head of Early Stage, Tech & High Growth |

I lead the CP Digital business, supporting clients with their Digital needs. Responsibilities include all M&A and growth, alongside our Private Equity partners. 

I also lead market activity for CP in the Venture Capital ecosystem (funds & founders).

Our specialist team works with Founders, CFOs and Boards of early stage, scale-up and high growth businesses, navigating challenges spanning accounting, finance, tax, audit, technology, and deal support. 

We are highly active in the scale-up ecosystem and have worked as the accounting partner for leading organisations and communities whilst also building our own community platforms, TechCFO and VentureCEO.

Having started my career at PwC, I went to on to establish and build a successful early stage focussed firm, Acclivity Advisors (which was acquired by Cooper Parry in Jan’23).

Along the way, I wrote the best selling book 'The Finance Playbook for Entrepreneurs', so that entrepreneurs of ALL backgrounds could benefit from the very best teachings.  

My unique experiences and skills have afforded me a number of Board positions across industries within public & private sectors. 

At present, these include:

1. Middlesex County Cricket Club (Board Observer, Chair of Growth Committee)
2. Queen Elizabeth's Global Schools (Chair, International Schools)
3. Labrys (Advisor to the Board)
4. HM Revenue & Customs - ABAB (Board Member)

As well as the above, 

I advise Government on how to innovate for SMEs & entrepreneurs through consultative committees and forums.

All of these roles have shown me the value of sharing what I know beyond my own sector;

And so, I enjoy speaking at universities, schools, accelerators and incubators on a wide variety of relevant entrepreneurship related topics.

Asif Ahmed

Former CFO turned Business Coach | Award-Winning 3x Founder | Solo founders... come join my world. Growth doesn't have to be so hard (I promise).

Most service founders hit a ceiling around 20-30k months.



Not because they or the business aren’t capable, but because what gets you to 25k won't get you to 50k and beyond.    



Here's what I know after working with 200+ founders over three years:     



The businesses that break through don't work harder - they get radically clear on their numbers, build systems around what actually works and extract the founder from doing everything.    



My background:    



I spent over a decade as a CFO for high-growth startups scaling into tens of millions. I've also built multiple businesses of my own - from restaurants to product brands.    



That journey taught me something crucial: sustainable business growth requires both CFO-level financial rigour and proven operational systems.    



Most business coaches will look at your revenue and say "you need more sales." I look at your P&L and see that your people cost percentage is at 68% - which means even if you doubled revenue tomorrow, you still wouldn't have the margin to scale.    



That changes everything about what you need to focus on.    



I created the 50k Month Roadmap session to bridge this gap. Here’s how it works:        



1️⃣ Before we speak, you'll complete a self-assessment that gives me a clear picture of your business.         



2️⃣ I review it personally and identify where your biggest opportunities are before we get on the call.        



3️⃣ Then in a focussed 90 minute session, we go through exactly where your profit is going, what's keeping your take-home flat and the specific sequence of moves that will change it.         



4️⃣ You leave with a prioritised roadmap to reach enjoyable 50k months, built around your actual business, not generic advice.        



This is 20+ years of CFO and operational experience across high-growth businesses, focused entirely on yours for 90 minutes. Most founders never get direct access to that level of financial insight. This is your chance.        



Head to www.theabrook.com and book yours.

Thea Brook, CMA

WHAT A SHOW 🔥🔥🔥

Take a bow British music - that was a serious show.

Basically cried through the whole thing.

Lola Young winning was a particular highlight.

Mad to think that 10 years ago she was a wee teen playing our tiny stage ❤️

So proud of her.

Rosalia’s performance was 
everything I hoped for 🤯

In a world that feels creatively starved, she’s such a breath of fresh air.

So grateful to have front row seats last night.

I genuinely don’t know how they top that next year 🤷🏼‍♀️

Did you catch it live??

Former CFO & 3x founder | I help founders scale to 50k+ months (with systems, structure & financial confidence) | Get started for free below

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Aw look at little me ❤️

20yrs old and running my 1st business* - a dance school for kids aged 4-16.

I only started it because I loved to dance.

Little did I know I’d end up spending far 
more time on marketing, finance, logistics, 
admin and parent management than dance!

It was such a great learning experience.

I genuinely think everyone should start 
their own business before the age of 20.

There’s no faster way to learn
what you’re capable of 👏🏼

P.S. What age did you 1st start learning business?

The moments that truly shape our future don't happen at our desks.

They happen when we get out of our normal environment, into open expansive spaces, surrounded by people on the same path - with the right guide to sit in the messiness, break through it and come out the other side with a new reality.

In May I'm creating exactly that.

I'm hosting my first ever immersive retreat at my home in the Cambridgeshire Fens - a landscape so open and extraordinary it changes how you think.

3 days. 9 founders. No panels, no keynotes, no small talk.

Guided deep work, good food, movement, rest and conversations more real than most you'll have all year.

6 places are already gone. 

Super early bird pricing closes this Friday.

It's for founders who don't want 2026 to be another year of nearly… but not quite.

Find out more here: https://lnkd.in/eui6WdkY

P.S. When was the last time you gave yourself an environment like this to truly effect change?

Your P&L can be completely accurate and still be lying to you.

Not because anything's wrong. But because of how it was prepared.

There are two ways your 
accounts can be put together. 

One of them is essentially useless 
for making real business decisions. 

Most founders have no idea which one they're on - or that there's even a difference.

In today's video I break down both and show you 
exactly how to check which method you're using.

It's a few minutes watch that could change 
every financial decision you make from here.

Watch it here: https://lnkd.in/eRzcBuK3

P.S. Has your accountant ever explained this to you?

If you’re a female founder trying to scale your business beyond 20k months I’m offering FREE scale advice calls this IWD.

Why?

Because 73% of businesses NEVER escape founder dependency.

They never scale to a size that’s possible, because the founder gets trapped by the very operation that they built themselves.

Most of these founders give up and go back to a job.

Because it’s ‘easier’. Because it means they get their evenings and weekends back. Because it means they can reclaim the salary they sacrificed for too long in their own business.

This breaks my heart.

Every single six figure business I look at can scale. You just need to look at it from a zoomed out place and put the pieces together in the right way.

I want to help you do that.

I want you to scale 📈 

Let’s get you on the right path to it this IWD.

P.S. Comment below or DM me if you want one of these. There are 5 available, so 1st come 1st served.

There's a massive difference between building a six-figure business and paying yourself six figures.

Most founders I work with are doing 300k+ in revenue and taking home less than they earned in their 9-5.

They know the maths isn't working but they've never seen the full picture of what sits between revenue and take-home pay.

So I made a video that lays it all out. 

The exact maths, step by step, plus a free calculator so you can plug in your own numbers and see what your business actually needs to look like.

Watch it here: https://lnkd.in/eNP5qtk9

PS. Can you see a clear path from what you’re paying yourself now and what you truly want to earn?

Do you help scaling founders, going from 6 figures to 7? If so, please raise your hand!

Inside CALMM we’re building up a very special black book of service providers we know and trust.

The founders we work with use this any time they need a trusted partner to support their growth.

In particular right now I’d love to find:

- a data analytics wizz
- an email marketer

But all business support services are welcome 🙌🏼

Is this you?? Or someone you know??

End of week question:

If you could kill one thing in your business right now - what would it be?

The client who drains you.
The offer you’re bored of.
The way of working that made sense two years ago but doesn’t anymore.
The belief that you have to be available 24/7.
The guilt about investing in yourself.

For your boldest vision of your business to live
(and who you are running it), something has to die.

But most founders never actually let 
anything go. They just keep adding.

The retreat I’m running in May is an opportunity to take 48hrs away from ‘real life’.

To be immersed in a very special 
container with 9 other founders.

To be guided through deep, reflective and 
expansive processes to unearth your bold 
vision and everything that’s blocking it.

And then clear the path once and for all.

Surrounded by others raising the bar. Plus 
nature, wide open skies and incredible food.

There’ll be long walks, star gazing, 
hot tub soaking and deep work.

I cannot wait to spend this 
time with everyone who joins.

All the details are here: https://lnkd.in/eui6WdkY

P.S. Places are very limited so please apply ASAP if you’re interested.

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The Battle

Asif Ahmed

Thea Brook, CMA

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