Some people grow into business. For Sharon Smith, it was more like she was born into it.

Long before she founded SDS Advisory – a Hawke’s Bay-based virtual CFO and bookkeeping service – Sharon was shadowing her father, Chris, in the family business, Russell Roads. While other kids might’ve been out on bikes, Sharon was watching how deals were made, how staff were treated, and how numbers told the story behind every decision. “I grew up in offices,” she says.

“I’d worked in one with Dad for years. Watching him and Mum ride the waves of business – the good, the bad, and the gritty – taught me so much about resilience and the importance of knowing your numbers.” That early exposure to business wasn’t just about financials.

It was about values – work ethic, honesty, and a steady hand under pressure. Chris didn’t sugarcoat the realities of running a company, and that’s exactly what shaped Sharon’s no-nonsense, roll-up-your-sleeves approach. “Dad always knew his numbers, always had the right info in front of him to make smart calls,” she says.

“That stuck with me. You can’t make good decisions on bad data – and you shouldn’t have to.”

Following the numbers – but not the rules

After studying at Otago University, Sharon returned to Hawke’s Bay to join accounting firm Coffey Davidson, where she spent 18 years and eventually became an Associate Principal. “I started with the usual tax and compliance work,” she says.

“But I gravitated more and more to the advisory side – working with clients month to month, really getting to know their businesses and helping them plan ahead. That’s where I found my groove.”

That experience paved the way for a return to Russell Roads – but this time not as a daughter popping by the office, but as the Financial Director. Sharon helped guide the business through its leadership transition before eventually stepping out to launch her own venture. And in 2020, SDS Advisory was born.

The CFO you don’t have to hire

SDS Advisory fills a growing gap in the market: businesses that need CFO-level thinking but aren’t ready to hire one full-time. Sharon saw the need clearly, especially among small and medium businesses trying to scale without flying blind.

“Just because you’re not big enough for an in-house CFO doesn’t mean you shouldn’t have access to that kind of advice,” she says. “That’s where we come in – tailored support that’s part financial smarts, part business partner.”

Today, Sharon and her team of five – all women, for now – work with a wide range of clients across New Zealand. From one-person operations to national healthcare groups, SDS offers everything from bookkeeping and payroll to monthly reporting, cashflow forecasting, and board-level strategic insight. “We’re not your once-a-year accountant,” Sharon says.

“For most of our clients, we’re in the thick of it weekly, sometimes daily.”

Beyond the books: business therapy and strategy

What sets SDS apart is the human element. Sharon isn’t afraid to call it what it is – for many business owners, especially sole operators or family-run companies, decision-making can be lonely. “Sometimes clients already know what they want to do – they just need to talk it out. Or they need to be challenged,” she says.

“We become that sounding board. We get to know them, what they’re trying to build, and then help make sure the numbers back them up.” That blend of empathy and pragmatism is rooted in her upbringing.

“Watching Dad navigate tough times in business taught me the value of straight answers and being steady under pressure,” she says. “I try to bring that same mindset to every client we work with.”

Helping clients navigate a tougher market

It’s no secret the past few years have tested business resilience across the board – especially in industries like construction and property.

“We’ve seen the banks get more demanding, IRD has ramped up, and cashflow is tighter than ever,” Sharon says. “Right now, most of our work is around giving clients visibility. What’s coming in? What’s going out? Where can you pull back or reinvest?”

She’s also seeing an uptick in businesses rethinking their structure, their growth plans, and in some cases, their “why.”

“We often start with: why are you in business? What are you trying to achieve? If the answer’s changed, that’s OK – but we’ve got to align the strategy with that.”

Evolving the SDS Advisory model

SDS Advisory is continuing to grow – cautiously and with purpose. The business recently expanded its reach beyond Hawke’s Bay, working with clients in Auckland, Wellington, Christchurch and Dunedin.

“Tech makes it possible, but relationships still drive it,” Sharon says. “Most of our clients started locally or through a connection – then it spreads.” While the business is currently built on an hourly rate model, Sharon is starting to experiment with more predictable pricing structures to give clients clarity – though she’s wary of locking into cookie-cutter retainers.

“We spend a lot of time upfront getting to know each client. It’s hard to quote that kind of partnership. But we’re evolving.” The human side of leadership Inside the office, culture matters just as much as client work. With a team that balances family life and fast-moving businesses, wellbeing isn’t just a buzzword – it’s baked into how SDS operates.

“I’ve got team members with young kids, and I’ve been there – I know how hard that juggle is,” Sharon says.

“We walk, we talk, we have the odd cocktail. But more than that, we genuinely try to know each other, and back each other up.” When it comes to recruitment, Sharon’s focus is less on the perfect CV and more on the right attitude.

“You can have all the book smarts in the world, but if you don’t have empathy and drive, it won’t work here. We’re in our clients’ businesses – we have to care.”

Looking ahead

So what’s next for SDS Advisory? “This year’s been a time of reflection,” Sharon admits.

“After years of being involved in the family business in different forms, it’s been nice to step back and really think: What do I want SDS to be?” The answer? A trusted partner to ambitious businesses – not just in Hawke’s Bay, but across the country. “We’ll grow, but not just for growth’s sake,” she says.

“I want us to stay true to what we’re good at – being part of the journey, helping businesses grow smart, not just fast.” And if you ask Sharon what still motivates her after decades in the industry?

“I just love seeing someone who started with a mess on their desk, a bit of self-doubt, and some big dreams – and helping them get where they want to go.” It’s a philosophy that started years ago, watching her father build and lead with purpose. And now, Sharon Smith is doing the same – in her own, quietly powerful way.