Ask an Expert: Live with Jessica Morton
Overview
Managing finances for clients means more than producing accurate numbers. It means making sure those numbers are structured in a way that actually supports forecasting, scenario planning, and the kind of conversations that drive real decisions.
In this Ask an Expert session, Jessica Morton, Co-Founder of Jessica & Morton Limited and Fractional CFO to seven or eight businesses, walks through how she builds reporting foundations that clients engage with and trust. Using Fathom's visual reporting features, tracking categories, and KPI tools, Jessica shows how the right setup in the accounting software flows directly into reliable forecasting — and how she gets even the most numbers-averse business owners to buy in.
This session is designed as an exchange of knowledge rather than a presentation, with time dedicated to audience questions and real-world discussion.
In this webinar you'll learn
How to structure your chart of accounts and tracking categories so your Fathom reports reflect how the business actually works- How to identify the KPIs that matter most to each client and build reports that put those front and centre
- How to use Fathom's visual features to create reports that business owners understand and engage with — without overwhelming them
- How a strong reporting foundation connects directly to forecasting, scenario planning, and three-way cash flow visibility in Fathom
Jessica Morton, CPA, is Co-Founder of Jessica & Morton Limited, a fractional CFO and FD practice supporting ambitious businesses across the UK and internationally. She began her career as the first finance hire at Social Chain, working alongside Steven Bartlett during the company's rapid growth, and has since worked across high-growth agencies, global B-Corp brands, e-commerce businesses, hospitality groups, and founder-led companies.
Jessica specialises in financial strategy, forecasting, performance reporting, and business transformation. She is a winner of the prestigious AAT Global Excellence Award 2024, and is known for making finance practical, accessible, and commercially relevant — helping business leaders understand what their numbers are really telling them, and what to do next.
Connect with Jessica on LinkedIn
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Ask an Expert: Live with Jessica Morton
Managing finances for clients means more than producing accurate numbers. It means making sure those numbers are structured in a way that actually supports forecasting, scenario planning, and the kind of conversations that drive real decisions.
In this Ask an Expert session, Jessica Morton, Co-Founder of Jessica & Morton Limited and Fractional CFO to seven or eight businesses, walks through how she builds reporting foundations that clients engage with and trust. Using Fathom's visual reporting features, tracking categories, and KPI tools, Jessica shows how the right setup in the accounting software flows directly into reliable forecasting — and how she gets even the most numbers-averse business owners to buy in.
This session is designed as an exchange of knowledge rather than a presentation, with time dedicated to audience questions and real-world discussion.
- How to structure your chart of accounts and tracking categories so your Fathom reports reflect how the business actually works
- How to identify the KPIs that matter most to each client and build reports that put those front and centre
- How to use Fathom's visual features to create reports that business owners understand and engage with — without overwhelming them
- How a strong reporting foundation connects directly to forecasting, scenario planning, and three-way cash flow visibility in Fathom
Jessica Morton, CPA, is Co-Founder of Jessica & Morton Limited, a fractional CFO and FD practice supporting ambitious businesses across the UK and internationally. She began her career as the first finance hire at Social Chain, working alongside Steven Bartlett during the company's rapid growth, and has since worked across high-growth agencies, global B-Corp brands, e-commerce businesses, hospitality groups, and founder-led companies.
Jessica specialises in financial strategy, forecasting, performance reporting, and business transformation. She is a winner of the prestigious AAT Global Excellence Award 2024, and is known for making finance practical, accessible, and commercially relevant — helping business leaders understand what their numbers are really telling them, and what to do next.
Connect with Jessica on LinkedIn
