David Edmunds

Financial Analyst

“Analyst” is a pretty clinical title. It sounds quite impersonal when the work I do so intrinsically personal. It is not a “detective” role, hunting for issues and shortcomings, but a supporting role, helping clients prioritise their effort and focus for maximum success.

I grew up in a family with my father running his accounting business. I understand the impact business has on family life; disrupted holidays, after hours calls, and weekends spent in the office.

I like to think my job is helping clients find the best possible way to improve the performance of their business. How can we reallocate resources to get a better outcome? Why is cash flow slowing, and what can we do to change that? How could we reduce the business’s risk exposure? Working through these types of questions with clients and seeing the impact it has on their lives when answered is extremely rewarding. It makes it very easy for me to come to work each day. 

Becoming a chartered financial analyst, taught me to really understand financial reporting and what you can learn about a business’s current and potential value. It was both an incredibly challenging and rewarding process. I’ve also learnt financial numbers do not tell the whole story.

The CFA curriculum is heavily structured to teach candidates how to analyse the performance of big businesses as well as some of the skills used to try and outperform financial markets. What I have learned from this I try to apply to small and medium-sized businesses in the markets they compete in. Combining this knowledge with the energy of business owners can be a very successful combination.

When I’m not at work you’ll normally find me doing something golf related. I’d like to think I’m staying on the healthy side of obsession in my pursuit of getting better… If I’m not doing that I could be watching just about any possible form of sport or be plotting how to smuggle the next wine delivery past my girlfriend to add to the collection.

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