Key numbers every business owner should understand

Esther Kyesimira is a Financial Clarity Coach & Business Finance Mentor dedicated to helping entrepreneurs become confident and capable in understanding their business numbers. As the founder of JERN Financials Ltd, a digital-first advisory practice based in London, she combines modern accounting tools with real-world education to transform finance from a source of anxiety into a source of clarity and strategy. Esther believes that finance is not simply administrative, it is the language of business, and every founder deserves to feel confident speaking it. A Chartered Accountant by training, Esther quickly recognised a gap in the entrepreneurial world: most founders do not lack intelligence or ambition, they simply lack financial clarity. Traditional accounting models often leave business owners feeling dependent on accountants rather than empowered by their own financial knowledge. Esther created JERN Financials to change that dynamic by helping founders not just outsource finance, but truly understand it. Her approach is warm, human, and educational. She is known for creating judgement-free environments where founders can openly ask questions and admit uncertainty. Many clients express relief after working with her, realising they were not “bad at finance” they had simply never been properly taught. Esther shows entrepreneurs how to interpret their numbers, plan ahead, and use financial data to make decisions with confidence. Esther works with businesses across hospitality, creative industries, e-commerce, professional services, property, and wellness sectors. She specialises in explaining essential concepts such as profit vs cashflow, margins, pricing strategies, tax awareness, and cost control. A key part of her teaching is helping founders see numbers as feedback: signals of risk, opportunity, growth or inefficiency. She brings financial concepts to life in ways that are practical, understandable and immediately actionable. A strong advocate for digital finance, Esther supports the use of systems such as Xero and Dext to automate bookkeeping and provide real-time financial visibility. She also helps businesses prepare for Making Tax Digital and other compliance shifts, ensuring they have systems that support clarity rather than confusion. Esther’s personal journey significantly informs her professional work. Having built her business while raising her son, she understands financial decision-making in real life, not just in theory. She knows what it means to make tough choices, to balance risk with responsibility, and to plan ahead in uncertain seasons. This gives her not just technical knowledge, but deep emotional intelligence in her client relationships. Her workshops and mentoring sessions are engaging, practical and empowering. Participants often leave feeling lighter, more confident and better equipped to lead their businesses strategically. Esther is passionate about supporting founders who may have been historically excluded from financial education, especially women, minority founders and first-generation entrepreneurs. She believes that financial literacy should be accessible rather than intimidating, and liberating rather than limiting. Esther’s core belief is that when founders understand their finances, they become stronger leaders. Financial clarity reduces anxiety, improves strategic thinking, and increases business stability. Through JERN Financials, Esther is not simply helping businesses manage compliance, she is helping entrepreneurs build resilience, confidence and long-term success.