The Fluidly promise

We’re on a mission to enable every business to take control of its financial future. We want to help business owners sleep better, by giving you the tools you need so that you never worry about your finances.

Forecast, plan scenarios, get funding and chase debtors all in one place.


Our Story

Like all great businesses, Fluidly was created as a solution to a problem our founder and CEO Caroline Plumb knew all too well first-hand.

Cashflow was a constant concern when she set up her first business (at just 21!), FreshMinds Consulting. FreshMinds is in the recruitment sector, notorious for late payments, and she was fed up of worrying about whether she could afford to make payroll or not.

Caroline wanted to create a solution that used data to help businesses get paid faster while providing certainty and peace of mind over their finances – the monitoring of cash, the use of cash, and the ability to raise more cash.

Yes, we said cash a lot there, but cash is king after all. 80% of small business failure is due to cashflow issues.


We’re just getting started

Since 2017, we’ve created not just a new product, but a brand new way of thinking about cashflow. Intelligent Cashflow isn’t just about smart forecasting, although that’s a big part of it. It’s a one-stop solution that helps you get a complete overview of your business finances – so you can take the right action, whether that’s chasing late invoices or securing a loan.

To date, we’ve helped over 30,000 businesses, worked with over 500 accounting partners and facilitated millions in funding solutions.

There’s been lots of awards, from being listed in the FinTech 50 to being named Xero’s app of the year. We were awarded a £5m BCR grant for our innovation – and have raised over £12m investment. And we’re only just getting started.

We’ve helped over


We’ve worked with over

Accounting Partners

We’re passionate about changing the way businesses manage their finances forever. Soon, we’ll look back and wonder how we ever managed with just spreadsheets.

We’re growing fast!

Year Started
Accounting Partners
Investment Raised
Connected Businesses


A leadership team with a passion for great tech

Caroline Plumb OBE


Caroline is a serial entrepreneur who founded Fluidly after experiencing first-hand the painpoint of managing cashflow in a scaling business. She’s on a mission to help businesses sleep more soundly by forecasting and optimising their cashflow so they never worry about the finances. 

Caroline is also one of the Prime Minister’s Business Ambassadors, representing the Professional Services sector, and serves as a non-executive director of AIM-listed Mercia Technologies. She previously co-founded consultancy FreshMinds. Caroline has a First Class degree in Engineering, Economics and Management from Oxford University and was awarded an OBE in the Queen’s 90th Birthday Honours List in 2016.

John Sheekey


John is COO and Board member of Fluidly, responsible for the commercial and operational side of the business. John has had a varied career in high growth data and technology companies, and brings a wealth of experience in growing businesses within the UK and internationally.

John was the GM responsible for starting Datalogix outside of the US, and expanded the business to Europe and Australia before Datalogix was acquired by Oracle. In addition, he was part of the startup team that created the Nectar loyalty programme which grew to over 12 million customers and was later acquired by Aimia. Most recently, John was COO and UK GM of Liberis, the UK’s leading business cash advance company, and earlier in his career was the General Manager of Moneysupermarket’s banking and Money business. 

John holds an Engineering degree from the University of Cambridge.

John Sheekey

Johnnie Ball

Chief Data Officer

Johnnie brings significant experience in the application of quantitative methods and AI to finance. Formerly a trader at a major investment bank, he has also spent time as a quantitative advisor at a small business credit hedge fund, built the credit rating system for an energy supplier, and is an alumni of the prestigious deep-tech accelerator Entrepreneur First.

He holds the Certificate in Quantitative Finance (CQF), an MSc in Computational Statistics and Machine Learning with Distinction from UCL and is a member of the European AI Alliance. Johnnie is applying deep expertise in applied AI and finance to deliver a world-class machine learning product.

Michael Hancock


Michael has over 15 years’ technical experience delivering large scale e-commerce and finance projects for the likes of Tesco, Auto Trader, London Stock Exchange and most of the major banks.

He has spent the last five years working in RegTech and FinTech startups and most recently was CTO for digital payments company Judopay. Whilst there he designed and delivered a market leading fraud product, saw the payments volume increase 15x and built a world class team of 20+ engineers.

Michael has a passion for using technology to help solve real world problems and is bringing a wealth of experience in scaling platforms and processes to the Fluidly team.

Shafali Gupta

VP Strategy & Operations

Shafali’s financial services experience spans firms such as Bank of America, Inter-American Development Bank and Zurich Insurance, where she has delivered various strategic and operations optimisation projects across multiple geographies.

After a number of years at global management consultancy Oliver Wyman, Shafali joined ClearScore, where she spent two years as Chief of Staff to the CEO. At ClearScore, she launched the company into its first international market and scaled the firm from 50 – 200+ people across three regions.

Shafali has a passion for building high functioning teams and scaling companies to reach their full potential. She holds a BA in Mathematics from NYU and lived in New York for nine years before moving to London.

Gavin Fell

VP Sales & Marketing

Gavin has 20 years’ experience leading sales teams of up to 100 people in both inside sales and channel sales.

From large PLC businesses to fast-growing startups, Gavin has built and led global teams for some of the industry’s most influential companies, expanding into areas such as Australia, Canada and Europe. After over a decade at Sage, Gavin has held senior positions at firms such as Exact and Receipt Bank, most recently as VP Global Networks.

Gavin is passionate about people and product. At Fluidly he’s focussed on building and scaling the sales organisation, while bringing his expertise in cloud software to all areas of the business.

Gavin Fell


Want to join the team?

Fluidly is growing rapidly and we are always looking for great people to join us. 

We live by our values: we care, we are straightforward, we step up, we find the right solution and we are together.

Check out our careers page for more information and to see any current vacancies.

We’re backed by some of the world’s most notable investors
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