The +MORE virtual CFO service embeds a financial expert directly into your team, working alongside your bookkeeper, accountant, and leadership team to provide clarity, strategy, and direction around every aspect of your business’s financial performance.
In short: it’s CFO-level expertise, without the full-time overhead.
VCFO is designed for businesses that have grown beyond basic bookkeeping but aren’t ready for a full-time finance hire. Common pain points include:
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Emily ensures the efficient functioning of the +MORE Group, providing vital support across planning, operations, project management, and risk & compliance.
What excites Emily most about her role is the opportunity to make a difference, helping the +MORE Group operate at its best.
Outside work, Emily enjoys games nights with friends and, most importantly, spending time with her beautiful dog Kimbo in the great outdoors.
Matt oversees the internal finance function across the +MORE Group. He ensures the executive team is equipped with accurate financial data, monthly management reports, cash flow forecasts, and all things numbers.
Matt thrives on understanding the numbers and how they drive smart business decisions.
Beyond finance, Matt is passionate about travelling the world and enjoys playing hockey on weekends.
Kirsten leads the marketing function across the +MORE Group, shaping the brand and driving growth. She works closely with teams across the business to deliver marketing strategies that support +MORE’s vision, while overseeing brand, content, communications, and campaigns.
Kirsten is passionate about turning insight into action and building strong, consistent brands. She enjoys collaborating with teams to create meaningful marketing that connects with clients and supports business growth.
Outside of work, Kirsten keeps busy with family life, spending weekends watching her kids’ sports, fitting in runs when she can, and making the most of any opportunity to do something new.
Anna oversees the human resources function across the +MORE Group. She is responsible for recruiting, developing, and retaining talent and ensuring that our teams embody our company values and purpose daily.
Anna enjoys getting to know every team member and working with them and their manager to help them achieve their career goals. Seeing employees succeed is what motivates her!
Outside work, Anna loves spending time with her family. She has two teenage boys who love to get out and about – from multi-day bike rides in different parts of the country to catching the latest movie to board games on rainy days.
David is motivated by the +MORE purpose of smarter, better business. David is a strategic transformation and commercial Executive with over 25 years of experience in the finance and technology sectors. His role is to leverage his multinational expertise to ensure the +MORE network delivers daily for our clients and team. To him, nothing is better than seeing clients succeed in their market due to insight and collaboration with our people.
Starting life in the London dealing rooms as a derivatives trader, David’s career has seen him work with major banks worldwide.
Following a six-month program at Stanford Business School, David diversified into strategic leadership roles, building new or amplifying existing divisions of the bank. One of the most challenging but exhilarating periods was launching a start-up data platform as CEO, gaining first-hand insight into business ownership.
Most recently, David was privileged to lead the Xero global sales team, working with teams in many countries focusing on a high-growth commercial mindset.
David has a teenage family that keeps him busy outdoors, with his son cycling in the mountains or roads of New Zealand or supporting his daughter in the dance studio.
John has over 25 years of executive, non-executive and chair experience across large, complex organisations in a variety of sectors, including professional services, property, manufacturing, infrastructure, local government, SaaS and not-for-profit.
He has a Master of Business Administration (MBA) degree, is a Fellow Chartered Accountant, holds a Certificate of Public Practice with Chartered Accountants Australia, New Zealand, and is a Chartered Member of the Institute of Directors.
John specialises in assisting businesses in clearly articulating their vision, strategy, and corresponding goals. His commercial capability to monitor performance against strategic, business, and financial plans helps ensure executive leadership teams manage their businesses appropriately.
He consults with businesses on strategic, cultural, and organisational change that creates smarter, better businesses. He often works with leaders who are surrounded by uncertainty, disruption, pending technology change, investment opportunities, restructuring, and succession issues.
John also works closely with numerous local community groups and has given time to facilitate strategic plans with The Graeme Dingle Foundation (Southern), Rugby Southland, Football South, Southland Sharks, Youth Line South, Southland Engineering Cluster, The Pantry and The Grace Street Project.
Dan Henderson is an experienced advisory and accountancy leader with more than 20 years’ experience supporting business owners to drive growth, build resilience, and create long‑term value.
As CEO and Managing Director of the +MORE Group, Dan leads with a deep commercial and technical understanding of the New Zealand SME sector. His leadership is underpinned by a strong commitment to +MORE’s vision of fuelling ambitious business owners through smarter, better business.
Dan is a Fellow Chartered Accountant (FCA) and holds a Certificate of Public Practice. He is a long‑standing member of Chartered Accountants Australia and New Zealand, reflecting his strong technical foundation and commitment to professional excellence.
His expertise spans business strategy, leadership, governance, mergers and acquisitions, sales and valuation work, and international company compliance and regulatory analysis. Throughout his career, Dan has played a pivotal role in guiding organisations through complex financial and commercial landscapes. His experience covers businesses of all sizes, from start‑ups through to multi‑national corporations, giving him a well‑rounded perspective across a wide range of industries.
Dan completed his studies in Commerce and Sciences at the University of Otago, before spending ten years with one of the Big Four accounting firms. In 2013, he transitioned into business ownership and went on to establish what is now known as the +MORE Group.
In addition to his executive role, Dan is actively involved in governance and leadership across the profession and wider community. He is the Chair of MGI Australasia, providing strategic leadership within the global MGI Worldwide network, and serves as a Board Member of Variety – the Children’s Charity, supporting improved outcomes for vulnerable Kiwi children.
