
From friction to focus: Rethinking finance for strategic growth
In conversation with Abigail Forsyth, CEO & Co-Founder of KeepCup

Every ambitious strategy depends on solid foundations. But when finance processes are complicated, disconnected or slow, they can quietly become the biggest blocker to growth.
In this fireside conversation, Abigail Forsyth, CEO and Co-Founder of KeepCup, will share her perspective on why simplicity in finance operations matters; not just for efficiency, but for unlocking agility and focus at the leadership level. Drawing on her experience scaling KeepCup across multiple countries, Abigail will explore how businesses can shift from firefighting admin to making space for strategy.
You'll walk away with:
- A candid take on the hidden costs of finance friction
- Lessons from scaling an internationally recognised brand while keeping operations nimble
- Practical insights on building visibility and control without losing speed
- Inspiration on how leaders can create the space to focus on mission, not just management
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Learn how KeepCup streamlined financial processes to see clearly across complex global operations.
