leadership team
Founder & CEO
Vanessa Rheeder is a Fractional CFO and strategic finance advisor who helps growth-minded businesses bring clarity, control, and confidence to their numbers. With over 20 years’ experience - from listed corporates to founder-led startups, she supports CEOs and CFOs in building finance functions that are faster, smarter, and built for scale.
Vanessa began her career at Naspers, where she developed deep expertise in financial planning, group consolidations, modelling for new ventures and reporting automation. She later founded and successfully exited her own e-commerce business, bringing firsthand entrepreneurial insight to her advisory work. Since then, she’s worked with over 30 businesses across fintech, SaaS, e-commerce, creative industries, and the NGO sector, leading projects that improve reporting, automate workflows, and unlock real-time insights.
A Chartered Accountant and certified advisor on tools like PowerBI, Syft and Fathom, Vanessa blends financial rigour with modern tech, leveraging AI and automation to turn finance into a competitive advantage. She’s known for her pragmatic, collaborative style and for helping leaders bridge the gap between strategy and execution through better data, systems, and decisions.
Ready to transform your finance operations and unlock new opportunities? Book a 30-minute free consultation.
advisory board
Julie Caldicott
Julie Caldicott, a Chartered Accountant turned entrepreneur, began her career in finance before founding Pinewood SA and then Motify an auto-tech business focused on transforming customer retention and service delivery in the motor industry. With two decades’ experience in automotive retail technology, she has recently exited Pinewood, having founded and led the growth across sub-Saharan Africa. With a passion for building businesses, leading change, and scaling sustainably, Julie is known for blending logic with empathy. She’s also a strong advocate for women making their mark in traditionally male-dominated industries.
