I want to let you in on a secret.
Until a few years ago, I found it surprisingly difficult to explain what we actually do at Insight Associates.
Yes, we’re accountants.
But we’re not “typical” accountants — not in the sense most business owners mean it.
We don’t just do what an in-house bookkeeper does.
And we don’t simply produce year-end accounts like a traditional accountancy firm.
We knew we were different.
But explaining how — clearly and simply — was frustrating.
Then we created a graphic that changed everything.
As the saying goes, a picture is worth a thousand words.
When we started showing clients this diagram, they immediately understood what we do — and, more importantly, what their finance function might be missing.
This simple pyramid answers the question I asked in last week’s email:
What is an accounting department actually for?
Before reading on, take a moment to look at the diagram.
Which of these levels are genuinely in place in your business today?
Is Level 1 solid and reliable?
Are you consistently operating at Level 2?
And do you have Level 3 — the strategic layer — properly embedded?
Most founders know, instinctively, where they sit.
Let’s look at what each level really involves.
A fully functioning finance department operates across three levels.
Level 1: Bookkeeper
This is the foundation.
The bookkeeper keeps the financial engine running — processing transactions, chasing invoices, managing payroll, submitting VAT returns and maintaining clean records.
Without this layer, nothing works.
But the role is not to interpret the numbers — only to record them accurately.
Level 2: Accountant
This is where raw data becomes structured information.
The accountant turns those transactions into profit and loss statements and balance sheets. They may highlight anomalies or trends. They formalise the reporting.
But they don’t typically sit alongside the owner to interpret what those reports mean for the direction of the business.
Level 3: Finance Director
This is the strategic layer.
The Finance Director uses those reports to help you understand your true financial position — and the implications of your decisions.
For example:
Should you hire?
Can you invest?
How should you respond to slipping margins?
What happens to cash if revenue dips by 10%?
This is where finance shifts from reporting the past to shaping the future.
What’s crucial is that these three levels build on each other.
The accountant relies on accurate bookkeeping.
The Finance Director relies on reliable reporting.
It’s a system. Each layer supports the next.
And this is where many growing businesses fall short.
They may have a bookkeeper.
They may have an external accountant who produces end-of-year accounts once a year or produces periodic reports.
But the third layer — strategic financial oversight — is absent.
It’s a bit like having a car with an engine and a dashboard… but no driver.
The parts are there. Forward movement isn’t.
To operate at full capacity, your finance function needs all three levels working in sync:
Numbers are processed.
They’re turned into meaningful reports.
And those reports are used to guide decisions.
That’s what a mature, professionalised finance function looks like.
And it’s also what we provide.
Unlike a traditional accountancy firm, which typically delivers levels one and two, Insight Associates delivers the full system — including Finance Director-level support.
That means your finance function doesn’t just keep you compliant.
It actively strengthens decision-making, improves visibility and supports growth.
If that’s something you’d like to explore for your own business, let’s talk.
Email garry@insightassociates.co.uk or call us on 01279 647 447 to book a consultation with me or one of our specialists.
We’ll review what you already have in place, walk through the pyramid in more detail, and discuss how we can bring your finance function up to full capacity — so it supports your growth rather than merely recording it.
Best wishes,
Garry
You might also like: ‘The primary reason businesses fail? They lack proper financial control’ – Insight Associates Limited
