When you're the Finance Manager, Head of Finance, or even a newly promoted Finance Director in a startup, there’s a high chance you’re reporting into a founder with little finance experience and you're expected to influence not only them but the rest of the leadership team too.

And that brings us to the big question:
How do you influence finance leaders when you’re not the CFO (yet)?

The truth is, startups don’t always give you the title, but they absolutely give you the responsibility. And if you want to make real change, shape strategy, and grow in your finance career, you’ll need to start building influence now.

Here’s how to do it.

1. Influence Starts with Clarity

Before you try to influence anyone else, get clear on what you think. If you’re flip-flopping in your views or unsure of the numbers, others will pick up on it.

Know the numbers but don’t stop there.

Go one step further: what’s the story in the numbers? What does it mean for the business?

Link your recommendations to commercial outcomes (cashflow impact, margin, runway, etc).

Once you’re confident in your thinking, you’ll show up stronger, no matter your title.

2. Speak Their Language, Not Yours

One of the most common mistakes finance professionals make when trying to build influence is using finance language with non-finance people.

You’re talking EBITDA. They’re thinking: “Do we have money for that hire?”

If you want to influence, meet them where they are:

• For sales: talk about customer lifetime value, CAC, gross margin.
• For ops: talk about efficiency, costs per unit, time-to-payback.
• For founders: tie everything back to burn rate and what it means for their big vision.

You’re not dumbing anything down. You’re translating. That’s a skill, and it builds serious credibility.

3. Be Consistent in the Room

Want to build influence with other finance leaders? Show up consistently.

That means:

• You’re reliable.
• You deliver when you say you will.
• You stay calm when things go sideways.
• You don’t hide when the numbers aren’t pretty, instead you explain and offer a plan.

Reputation is built in 1:1s, team meetings, and board packs. Every slide you build or conversation you lead is an opportunity to demonstrate your strategic value.

4. Share a Point of View. Not Just Data

Leadership teams don’t want someone who dumps numbers on the table and shrugs.

They want someone who says, “Here’s what I’m seeing, and here’s what I recommend.”

Even if they don’t take your advice every time, they’ll respect you for stepping up.

This is especially true in the run-up to a fundraise, when investors expect the finance lead to have opinions and steer decisions.

5. Be the Calm One in the Chaos

Startups are intense. There’s pressure, firefighting, and pivoting constantly.

Finance leaders who stay calm under pressure and bring structure to the chaos are always valued.

Be the voice of reason.

Bring facts and frameworks.

Make decisions easier,  not harder.

If you're able to anchor your team when everything else feels shaky, you'll gain influence fast and people will come to you for clarity.

6. Ask, Don’t Assume

Influence isn’t about being the loudest person in the room. It’s about asking the right questions.

• “What’s the goal here?”
• “What’s the risk if we don’t fix this?”
• “If we go this route, do we have the cash?”

These questions show that you’re thinking like a strategic leader. They prompt better decisions and build trust.

7. You Don’t Need Permission to Lead

This one’s big. If you’re waiting to be “officially” made a CFO before you lead, you’re missing the point.  This is a mistake that I made early in my career.  Unconciously, I was waiting for someone to give me permission that I can behave like a leader.

Leadership is about behaviour, not title.

So:

• Challenge decisions when they don’t make sense.
• Bring insight to the table.
• Speak with confidence, even if you’re still learning.

Most startup finance leaders learn on the job anyway. Don’t wait to be perfect and show you’re ready now.

So how do you influence finance leaders or better yet, become one?

Start with clarity. Communicate simply. Show up consistently. And lead before you’re given the title.

If you can do that, you’ll build the influence you need and the leadership role will follow.

Want to be a confident and skilled Finance leader in 12 months? 

Then follow these steps:

1. Sign up to our next free workshop.
2. Access the FLF Book that gives you an overview of the FLF Framework. 
3. Work with me in the Financial Leadership Foundations course  for indepth training to become a confident & skilled finance professional in 12 months.  Includes regular Q&A sessions, networking with other finance professionals & the Advanced Management Accounts course.