How SMEs can align finance and sustainability to grow

For too long, sustainability and finance have been treated as separate worlds in business. Finance was seen as the world of hard numbers, rigid targets, and shareholder returns. Sustainability was the world of values, ethics, and long-term impact. For today’s forward-thinking SMEs, however, this division is becoming obsolete. The two are inseparable, and when they’re aligned, they create growth that’s not just profitable but deeply purposeful.

We recently brought together two pioneering accountants, James Lizars of Thrive Accountants and Georgi Rollings of Starfish Accounting, to discuss how they are embedding sustainability into the core of their financial advice. Their insights reveal a powerful shift in what it means to build a successful business.

Moving beyond ‘bolt-on’ thinking

The most common mistake businesses make is treating sustainability as an afterthought, a separate report to write or a green initiative to fund when profits are high. This approach is not only inefficient, but it also misses the entire point.

“Treating sustainability as a bolt-on is the biggest mistake,” says James Lizars. “If you consider it amongst everything you are doing, it’s so much easier to implement; and the truth is, sustainable business models work and they make money. It’s a much nicer way to live.”

When sustainability is integrated into every decision, from procurement to hiring, it becomes a strategic driver rather than a burden.

The clear financial upside

Integrating sustainable practices delivers tangible commercial benefits. Georgi Rollings has seen this firsthand with her own firm and its clients. Simple changes can create a virtuous cycle of positive returns.

“We now buy reconditioned IT equipment,” Georgi explains. “It’s better for the planet and it’s cheaper, but the bonus is that clients who share our values are now reaching out to us. It’s almost like a free marketing tool.”

Hiring and retention also emerge as major gains. In a competitive talent market, businesses that demonstrate genuine commitment to their people and principles have a distinct advantage. As Georgi notes, “Millennials and Gen Z really want to work with a business that resonates with their values. Sustainability is one of the best ways to attract decent talent.”

Giving SMEs ‘permission’ to act differently

As trusted advisors, accountants and financial professionals are uniquely positioned to guide SMEs through this transition. They can help business leaders shift their perspective from short-term profit maximisation to long-term value creation, giving them the confidence to make different, better choices.

“We can show that profit maximisation is a long-term game,” James says. “A sustainable choice may not maximise margin this month, but over time, those choices help businesses outperform competitors.”

The growing risk of waiting

In a rapidly changing economic landscape, inaction is a strategic risk. SMEs that delay integrating sustainability risk being outmanoeuvred by more agile competitors.

“If one of your competitors is already on the journey, they’ll be winning the business and the employees you’ll miss,” warns Georgi. “It sits in that ‘important but not urgent’ box, and that’s where businesses get left behind.”

The market itself is shifting. Ignoring the transition to a low-carbon economy is no longer a viable option. James adds a stark warning: “If your product is fundamentally about unsustainable consumption, not innovating is likely to kill your business at some point. It’s the Kodak dilemma.”

The human side of the balance sheet

Beyond strategy and risk, this shift is also deeply personal. It’s about building a business that aligns with your own values and leaves a positive legacy.

“One of the real driving forces behind what I do is my kids,” James reflects. “If I ran the most commercially successful practice but left them a broken planet, what would they think of my legacy?”

For Georgi, the change has been transformative. “For years, my environmental values felt separate from my professional life. Now they connect, and that’s joyous. Clients see it, staff see it, and we’re building a business I’m proud of.”

Profit as an enabler, not the end goal

Profit is not the ultimate goal of a business; it’s the enabler. It provides the fuel to create jobs, innovate, and make a positive contribution to society. The real question for SME leaders is: what kind of impact will your profit have?

Or as our founder, Sarah Whale, puts it: “Sustainability isn’t a trade-off. Done well, it’s a multiplier for people, profit, and planet.”

To hear the full, inspiring conversation with James and Georgi, listen to the video episode here.

How Profit Impact can help

The insights from James and Georgi highlight a fundamental truth: integrating your financial strategy with your sustainability goals is the key to building a resilient, high-performing business. At Profit Impact, we specialise in helping SMEs make this connection. We provide the tools, frameworks, and expert guidance to turn your purpose into a measurable commercial advantage.

If you’re ready to build a business that’s both profitable and proud, get in touch for a discovery call to see how we can support your journey.

‍