After seeing too many business owners face financial distress feeling isolated, overwhelmed, and misinformed, I set out to make a positive change by founding The Director’s Helpline in 2017.
Before that, I worked in the insolvency industry for many years, and during this time, I was shocked at the lack of impartial support available to struggling business owners. All too often, insolvency was presented as the only option – but that’s not always the case.
I watched directors make life-changing decisions without fully understanding the consequences, simply because no one took the time to explain their options. Determined to change that, I set up a free, impartial service that puts directors first – giving them clear guidance on their company debts, honest answers, and someone in their corner when they need it most.
My mission with The Director’s Helpline is, and always has been, to guide directors through financially testing times – helping them to understand all their options and the implications before speaking to an insolvency practitioner or choosing the insolvency route.
That’s because it’s only when directors have the full picture that they can make the right decision for their individual business and personal position.
From business debts and recovery through to restructuring or even closing a company, our guidance exists to provide directors with the clarity and confidence to move forward – whatever guise that takes.
It isn’t our role to tell directors what to do, but to clearly explain all available options so they can make informed decisions that are right for their business.
Over the last 17 years, I’ve seen first-hand the need for this kind of support, and the demand speaks for itself. Since 2017, we’ve helped more than 20,000 company directors navigate their way through uncertainty.
Our director-first approach has also seen us listed as a resource in the Government’s ‘Director Information Hub’.
We are often asked how our service is free, and that’s because we’re funded by a carefully selected panel of trusted professionals – including accountants and funders – who pay to be part of our network.
Ultimately, I wanted to set up a company that genuinely made a positive difference to people’s lives, so our service isn’t tied to any specific outcome. This means that directors receive truly independent guidance.
The Vital Role of Guidance in the Business-Owner Toolkit
A common feeling among directors is that they’re expected to have all the answers – especially when it comes to running their company. That pressure can be overwhelming, leading many to believe that asking for help is a sign of weakness or failure. But this could not be further from the truth.
Knowing when to seek guidance is one of the most important strengths a director can demonstrate, particularly during times of financial uncertainty.
In light of this, it’s important for directors to remember that the business is their craft – it’s what they’re passionate about and what gets them out of bed in the morning. It’s why their clients return and, ultimately, why they became an entrepreneur.
But the company is not the same thing as the business. The company is the legal entity which ‘houses’ the business.
This is an important distinction not all business owners realise, and it’s one reason that may prevent them from seeking guidance.
There’s no manual or how-to guide on how to run a company – directors bring passion and dedication for their profession, and they learn how to solve problems on the job.
The point here is that it isn’t, and shouldn’t be, down to them to understand the complexities of funding options, tax options, or business structure. This is why they employ their accountant.
When a business operates on tight margins and rising costs, having the right advisors in place is essential. A strong support network will make it their job to understand the business, help forecast cashflow pressures and offer guidance before problems arise. This kind of support protects and empowers directors to lead with greater foresight and confidence.
And if a business owner reading this takes only one thing away, it should be to allow themselves to ask for help – not as a last resort, but as a proactive step toward protecting their business and their future.
Jonathan Cooper, Founder and Director of The Director’s Helpline and The Director’s Choice