For CFOs Under Pressure to Deliver
Transformation | Leadership | ROI | Trust
The board’s watching. The numbers matter. Your reputation is on the line.
This isn’t the time for generic advice or external noise.
It’s time to speak with someone who understands your world and helps you move with clarity.

Confidential. No obligation. We will map one live decision.


You’re not just managing change. You’re protecting your reputation.
When the stakes are high, shortcuts cost more than money. They cost trust.
I help CFOs lead transformation with confidence, control, and commercial clarity.
No generic playbooks. No vendor bias. Just straight-talking, boardroom-grade support designed for leaders who carry the pressure.
You’re here because:
✔ You’re leading a multi-million-pound programme and need to stay ahead of board expectations
✔ You’re losing momentum and want clear, direct insight
✔ You want advice from someone who has delivered transformation, not just talked about it
✔ You’re tired of over-complicated frameworks and sales-led answers
✔ You’re driving change and defending your leadership at the same time
Let’s Change That.
Here’s What I Can Help You Do:

Get independent finance transformation assurance so you can act with confidence and defend ROI in every board conversation.

Recover or reset programmes that are drifting, draining, or losing credibility, before they cost you more than money.

Redesign finance strategy and operating models for measurable impact, not just regulatory compliance.

Strengthen your own leadership through confidential executive mentoring designed for senior finance professionals.

Build your leadership team’s capability and confidence with tailored executive training that sharpens judgment and strengthens delivery.

Inspire alignment across your finance function with keynote talks that move minds, shift culture, and energise strategic execution.
Navigate Complexity with Proven Finance Strategy and Leadership Insight
You don’t need more noise. You need someone who understands what’s at stake and helps you take control.
I work with CFOs who are under pressure to deliver clarity, commercial results, and credible leadership when it matters most.
I don’t sell generic finance consulting. I partner with you to design a finance operating model that sharpens decision-making, simplifies delivery, and earns trust across the business.
If you’re dealing with misalignment, stalled growth, or uncertainty at the top, I can help you reset your strategy and move forward with purpose.
My finance strategy work delivers outcomes that stand up in the boardroom and show up on the balance sheet.
I’ve led large-scale transformation and advised some of the most complex finance functions in the UK. I know how to fix what isn’t working, and I understand the pressure that comes with leading it from the front.
If your business is changing without clear direction, scaling without structure, or drifting while the risks mount, I can help you fix it.
You don’t need a panel of firms. You need one trusted partner who can help you lead with confidence.
Let’s talk.
The Problems I Help Solve and the Results I Deliver
You’re not short of ambition, budget, or pressure. But even the most well-intentioned programmes hit roadblocks when:
Problems I See Again and Again
- Leadership Gaps: Senior leadership teams face difficulties in aligning, motivating, and performing effectively under pressure, causing confusion, frustration, and stagnation.
- Transformation Drift: Financial transformation programmes lose momentum, lack clarity, or fail to achieve their intended return on investment — resulting in delay, inefficiency, and disappointment.
- Stakeholder Resistance: Internal stakeholders withdraw, become disengaged, or subtly obstruct change initiatives.
- Negotiation Weakness: Commercial negotiations underdeliver — costs escalate while value diminishes.
Solutions That Work in the Real World
- Keynotes That Align and Energise Strategic talks that cut through noise, shift mindset, and bring leaders with you.
- Leadership Development That Sticks: Training built for finance leaders — strategic, scenario-based, and confidence-building.
- Programme Assurance & Recovery: Independent reviews and hands-on turnaround support that restore control and protect your credibility.
- Negotiation Expertise That Pays Off: Secure better terms, strengthen vendor relationships, and deliver measurable cost savings.
Every service I offer is grounded in 20+ years of delivering real results — for CFOs under scrutiny, leaders under pressure, and programmes that can’t afford to fail.
What Makes This Different
This isn’t textbook coaching. And it’s not mentoring as an afterthought. It’s a thoughtful, strategic blend of both, built on real-world experience, not certificates.
I don’t follow a formula. I don’t come with an agenda. What I offer is different: a high-trust partnership, where we think together, challenge assumptions, and move forward with clarity.
Coaching sharpens performance. Mentoring shares wisdom. The Second Seat offers both. Tailored to leaders who don’t need a framework, just a real conversation.
With 20+ years at the heart of high-stakes finance, transformation and leadership, I bring real-world experience to every conversation.
Amna Zaidi
FCA, CMgr MCMI
Chartered Accountant | Transformation Coach | Speaker | Author
Founder & CEO, Ahqenza – the UK’s only CFO-focused assurance firm
I’ve spent over 20 years helping finance leaders lead through complexity. I’m a Fellow Chartered Accountant and a Chartered Manager, known for bringing structure, clarity, and calm where it’s needed most.
I serve as an Associate Lecturer at Cranfield School of Management and at University College London’s MBA programme. I also sit on the ICAEW Audit Registration Committee, helping set standards across the UK audit profession.
I’ve worked under pressure, navigated failure, and led through uncertainty. I know what works and what breaks. And I’ve built a reputation for saying what others won’t — not to challenge for the sake of it, but to help you move forward with control and conviction.
Why I do this
Because when the responsibility lands on your desk, you need support from someone who’s been there, understands the stakes, and helps you lead with confidence.




My Book: Unwinnable No More
Challenge the Rules. Rewrite the Win.
This is part memoir, part manual. It’s for you if you’ve ever led from the sidelines, carried the weight without the title, or felt the pressure without the power.
You’ll find real stories about influence without permission, quiet courage in hard places, and success that doesn’t ask for approval.
Lead on your terms. Especially when the rules were never written for someone like you.
Delivering Impact Where It Matters Most
Whether you’re aligning your senior team, regaining momentum, or building leadership strength, everything I offer focuses on one outcome: real-world results that last.
I deliver keynote talks that spark action, consulting that clears the fog, and leadership development that strengthens how you show up. I work with finance leaders who want to lead with impact and deliver with confidence.

Keynote Speaking for Finance Teams
Bold insights. Practical relevance. Immediate impact.
These aren’t generic leadership talks — they’re tailored for CFOs and finance professionals, combining commercial reality with strategic clarity. Whether you’re opening a leadership offsite or aligning your team around a major change, I deliver keynotes that inspire action, not applause.

Leadership Training That Sticks
Strategic, scenario-based, and built for finance.
My leadership programmes are designed for CFOs, Finance Directors, and senior managers tasked with delivering transformation. From decision-making under pressure to stakeholder alignment and boardroom influence — your team will leave better equipped to lead.

Executive Mentoring for CFOs and Senior Finance Leaders
When you need a sounding board, not more noise.
I work one-to-one with a small number of CFOs and senior finance leaders each year. This is private, strategic support that helps you think clearly, lead with confidence, and stay sharp in the moments that matter. Whether you're preparing for your next bold move or leading through pressure, you'll have a space to speak freely and be challenged by someone who understands your world.
Keynote Speaking
Delivering impactful presentations that inspire and motivate your audience, sparking fresh ideas and perspectives to drive success.
Transformation Consulting
Providing expert advice and actionable strategies that solve complex challenges, helping you achieve sustainable growth and improvement.
Leadership Training
Customised programs designed to equip your team with essential skills, ensuring they stay ahead in an ever-evolving business landscape.
Specialist Transformation Services
Delivering expert-led presentations that engage finance leaders, build trust, and spark meaningful discussions.
Built for CFOs.
Backed by Real-World Precision.

The work I lead through Ahqenza is focused, strategic, and built specifically for CFOs and senior finance leaders delivering high-stakes transformation.
If you’re leading a £10m+ programme, redesigning your finance operating model, or building a leadership team that can deliver under pressure, Ahqenza gives you the edge to succeed where it matters most.
I lead every engagement myself. That includes private executive mentoring for a small number of CFOs who want a confidential, commercial sounding board as they navigate complexity at the top. Every piece of advice is tailored, independent, and ready for the boardroom.
What we deliver through Ahqenza
Independent Finance Transformation Audits
Spot the gaps. Protect the value. Take back control with sharp, board-grade insight.
Programme Recovery and Turnaround
Step in early. Course-correct fast. Reset momentum with clear direction and senior-level support.
Strategy and Operating Model Design
Design a finance function that delivers. Align strategy, structure, and operations for lasting impact.
Executive Leadership Development
Build strength where it counts. Equip your senior finance team to lead through change, challenge, and growth.
Private Executive Mentoring
Think clearly. Lead boldly. Move forward with a trusted advisor who’s helped CFOs succeed at the sharpest end of transformation.
Why CFOs Work With Me

I’ve delivered and recovered multi-million-pound programmes — not just advised on them.

I understand your boardroom — I’ve sat behind those doors too.

I speak your language: commercial, strategic, and straight-talking.

I’ve trained over 300 finance leaders to lead transformation from within.

I know how lonely it can be when everyone’s looking at you for answers.
Real Impact, Where It Counts
Whether you need a keynote that inspires action, training that sharpens leadership, or urgent support to recover a programme, every engagement is designed to create alignment, shift thinking, and move your finance team forward.
Tailored for Your Reality
There’s no one-size-fits-all. I shape every solution around your context, your culture, and your commercial goals. Whether you're driving large-scale change or leading through uncertainty, the approach fits you — not the other way around.
Results That Speak in Boardrooms
I deliver outcomes that withstand boardroom scrutiny. That includes recovered ROI, accelerated delivery, stronger leadership, and lasting strategic impact.
Low Friction, High Trust
I integrate quickly, bring focus fast, and work alongside your team without adding noise, complexity, or disrupting business as usual.

Let’s Talk About Your Business Needs.
Whether you’re looking for inspiring keynotes, transformative strategic consulting, or impactful leadership training, we have the expertise to drive your success.





What Clients Say
Real Stories. Real Impact.
Explore firsthand accounts from senior leaders, founders, and finance professionals who’ve worked with me. From unlocking strategic clarity to leading lasting transformation, these stories reflect the growth, confidence, and results they achieved through our work together.
Amna Zaidi’s keynote at the Oxford Leadership Conference was the perfect blend of wisdom and real-life insights, offering practical advice for overcoming career challenges. Her authentic, relatable style and gentle strength made a lasting impact. I truly enjoyed her sessions.
F Mangwende
Amna Zaidi's sessions were transformative, covering essential leadership skills with real-world examples and engaging activities. Her deep expertise and genuine commitment empowered me to lead with renewed confidence. Highly recommended for anyone seeking to grow in leadership, negotiations, and empowerment.
P Asif
Amna Zaidi’s unmatched quality of work shines in delivering critical messages with the best analogies, transforming the most challenging situations with professionalism, clarity, and a near-impossible simplicity that resonates with every audience member. Her expertise is so vast that words fall short, and her statements are so precise and poignant that they speak volumes without embellishment. Working with her has been a privilege, and her vision will continue to influence me in the long term.
Dr K Kucuk
Must say, Amna Zaidi is one of the most outstanding professionals I have ever encountered. Her speech on negotiation and leadership was truly unforgettable, leaving a lasting impact on all who attended.
S Qvartskhava
I wholeheartedly recommend Amna Zaidi as an outstanding panelist and keynote speaker. She delivered an insightful presentation on leadership and moderated a panel focused on women in leadership. Amna captivated the audience as she articulated a compelling vision for inclusive leadership. Her ability to foster meaningful dialogue and share practical insights makes her an exceptional choice for any event focused on leadership.
N Maqsood
I met Amna at a leadership conference where she skillfully presented on challenging topics often difficult to discuss in a corporate environment. Her engaging style encouraged the audience to introspect while sharing her personal life experiences. I was thoroughly impressed with Amna and highly recommend her to any organisation, as she will undoubtedly make a positive impact on her audience.
A Sheetal
Amna joined our organisation as a member of NOVA, and her impressive skill set and experience were invaluable to the NOVA Community. She delivered a keynote and facilitated a discussion at one of our events at Old Sessions House in London, which was extremely well received by an audience of emerging and senior leaders from various industries. We look forward to welcoming her back in the near future.
B O'Connor
I was impressed by Amna's knowledge and passion during my professional interactions with her, which led to selecting her for a training session for our Board. Throughout the informative and interactive sessions, she kept the Board members engaged while demonstrating her expertise. I strongly recommend Amna for Board training in corporate and professional service firms, as well as other senior level training requirements.
A Rizvi
Thank you, Amna, for conducting such informative and helpful training sessions over the last two days. I will certainly reach out in the future if I need further clarity on any of the topics we discussed or any governance-related issues requiring insight. Thank you once again!
K Yousafi
Thank you for offering these sessions to the community. The feedback has been very positive, with many members expressing how much they’ve gained from your experiences. Your insights have sparked great discussions and provided practical takeaways. Members especially appreciate your authentic and relatable first-hand experiences, which make the sessions even more impactful.
C Burroughs
Amna Zaidi's session on ‘The Art of Negotiation’ was truly insightful. Her honesty and real-life examples boosted my confidence to embrace silence and influence others effectively. Highly recommended!
L Carr
Thank you, Amna, for a powerful session at WIBF. The feedback on ‘The Art of Negotiation’ has been overwhelmingly positive. Your storytelling and real-life examples brilliantly highlighted the principles of effective negotiation and the power of silence. It was a pleasure working with you!" – WIBF
S.Moran
Amna’s expertise in driving cost savings and ensuring regulatory compliance was pivotal during the front-to-back trading system implementation and operating model transformation for NatWest. Her tenacity and commitment were unmatched. Highly recommended!
L Joubert
Amna was a pleasure to collaborate with on finance transformation projects, including a new Finance Operating Model that drove efficiency and quality improvements across the team.
P Astruc
Amna led a critical Finance Transformation programme at RBS, delivering significant headcount reductions and process efficiencies through operating model transformation. Her leadership was outstanding—she’s someone you want on your team.
J Clary
Working with Amna on DB’s StRIDe programme was an excellent experience. She delivered major headcount reductions and streamlined processes with impressive results. I strongly recommend her.
M Hedges
Amna played a key role in the StRIDe programme, refreshing the Finance Vision and delivering substantial cost and efficiency gains. Her strategic mindset is invaluable.
S Xu
As an auditor on my team, Amna’s work consistently impressed both clients and senior leaders. Her dedication and professionalism led her to excel as a lead auditor. A joy to work with!
E Zekia
Amna is an exceptional leader. Reporting to her at RBS, I witnessed her ability to drive results in high-pressure environments. Beyond that, she became a mentor who shaped my career through guidance and support.
T Human
Amna’s leadership on a high-profile Tier 1 programme helped achieve critical cost savings and regulatory compliance across Finance and Treasury. She’s a trusted change leader.
R Muraleedharan
Amna’s group-wide Finance Transformation expertise drove substantial cost savings and regulatory compliance improvements. She’s a strategic force, and I highly recommend her.
E Murnane
I worked with Amna to achieve material savings in Finance Operating Costs and Regulatory compliance through Group-Wide Finance Transformation. I enjoyed working with her and would recommend her to anyone looking to deliver something similar.
J Mistry
Amna is an exceptional professional in Business Transformation and Financial Advisory. With a deep understanding of the evolving role of CFOs and the latest trends, she combines technical expertise with outstanding communication and collaboration skills. Her positive attitude and commitment to excellence make her an invaluable asset to any team. Amna consistently goes the extra mile to deliver results, and I highly recommend her.
M Farhan
Amna is a problem-solver with sound judgement and extensive financial insight. She’s a true asset to any organisation looking to elevate its performance.
D Lineen
Case Studies
Explore how our tailored services have driven measurable outcomes for organisations across industries. See the impact We’ve made and what We can bring to your team.

Inspiring Finance Transformation at Pleo's "Beyond" Event
Amna Zaidi’s extensive experience in finance transformation at leading organisations, including NatWest/RBS, Deloitte, and Lloyds, positioned her as the ideal choice for the event.
Watch Recording

Leadership Training
The results were clear. The firm achieved 100% compliance with governance requirements while improving how the board and executive team worked together.
Modern Finance Strategy Services
You need more than a consultant. You need a clear partner in the room.
Today’s finance leaders face more than spreadsheets. You face scrutiny, complexity, and constant change. And when the stakes rise, clarity becomes your most valuable asset.
I work directly with CFOs to streamline their finance operating models, sharpen strategic focus, and strengthen control at every level. This isn’t abstract advice. It’s built around what works, shaped by your business, and designed to deliver measurable results.
If your team feels stretched, your growth feels misaligned, or your strategy lacks traction, I help you reset fast and lead forward with confidence.
Let’s build a path that brings order to complexity and results that speak in the boardroom.
Frequently Asked Questions
I specialise in multi-million-pound transformation programmes where CFOs are accountable for delivery, ROI, and reputational risk. From operating model redesign to digital finance initiatives, I offer independent transformation audits, assurance, recovery, and leadership alignment support.
Yes. My clients include FTSE-listed firms, financial services providers, and NHS trusts. I provide board-ready assurance and strategy designed to meet regulatory, governance, and commercial demands.
I’m an independent finance transformation advisor — not a system vendor or implementation partner. That means no conflicts of interest, no off-the-shelf frameworks, and no sales agenda. I work with you and your leadership team to deliver real results, not reports.
Absolutely. My independent finance transformation audits are designed specifically for CFOs and programme sponsors. These 4–8 week reviews expose hidden risks, quantify missed value, and provide a strategic path to regain control and ROI.
Yes. I work privately with a select number of CFOs and senior finance leaders each year, offering strategic coaching and discreet advisory support throughout transformation and beyond.