Zoe Whitman is a qualified accountant and strategic advisor to small business owners. She also runs a business and lifestyle consultancy that works with self-employed people.

Kirsty Adams is Finder's senior people and culture partner, an Australia-headquartered fintech firm. In 2022, Kirsty spearheaded the UK Employee Experience Awards, which named Finder the Best Company to Work For – SME. Adams has experience in global digital marketing, directly supporting client groups in the UK and US, as well as distributing services across South America and Europe. She has in-depth knowledge of UK employment law as well as P&C best practices.

Sarah Drumm is a freelance journalist covering small businesses, start-ups, and new consumer brands. She is a contributor to Canvas8 and published a report on the popularity of direct-to-consumer brand communities for Thingtesting.