Our Mission & Approach

Prototype Advisory was founded with a clear mission: to help SME owners navigate change with confidence, whether that means scaling up, improving financial control, or exiting the business. We understand that for business owners, moments of transition can be daunting. Our approach is to be a trusted partner through these moments – providing not just advice, but actionable support that delivers tangible results.

  • We believe in “Strategic Finance for What Comes Next,” meaning we always keep your end goals in sight (be it a higher valuation, a smoother sale, or sustainable growth) and align your financial strategy to get you there.

  • We combine rigorous financial analysis with real-world practicality. Our philosophy is that strategies must be executed, not just planned. That’s why we work hands-on with clients, ensuring recommendations are implemented and change actually happens.

  • Trust, integrity, and confidentiality are at the heart of our client relationships. We know we’re dealing with your life’s work – so we treat your business like our own, with utmost care and commitment.

Michael Murphy - Founder & Principal Advisor

Michael is the founder of Prototype Advisory and the driving force behind its client engagements. He is a seasoned finance leader and M&A specialist with over 15 years of experience driving growth, improving financial performance, and delivering business value for companies like yours.

Career Highlights & Credentials:

  • Head of M&A: Michael served as Head of Mergers & Acquisitions for a fast-growing, private equity-backed IT services group. In that role, he led and supported numerous acquisitions, giving him deep first-hand insight into what buyers really value – and what causes deals to fall apart. He has been through the full deal cycle multiple times (from target identification and valuation modeling to due diligence, negotiation, and integration). This buy-side experience is rare among SME advisors and means he can prepare your business through the eyes of a potential buyer.

  • CFO and Finance Leadership: In addition to his M&A background, Michael has served as a Chief Financial Officer (CFO) for a growing company. He intimately understands the operational pressures of founder-led businesses – juggling cash flow, meeting payroll, satisfying investors – and knows how to balance strategic ambitions with day-to-day realities. This blend of strategic and operational know-how allows him to advise clients in a very practical, outcome-focused way.

  • Chartered Accountant (FCA): Michael is a fully qualified Chartered Accountant. His strong technical foundation in accounting and finance, combined with commercial acumen, ensures that all advice is both financially sound and compliant. You can trust the numbers and recommendations he provides.

  • Trusted Advisor: Across his career, Michael has been a trusted partner to boards, investors, and business owners alike. He has a reputation for integrity, clarity of communication, and the ability to “translate” complex financial concepts into actionable business decisions. Clients appreciate that he doesn’t just hand over a report – he works alongside them to get results.

Our Founder’s Philosophy: Michael’s approach with Prototype Advisory is very much “hands-on” and client-focused. He believes in rolling up his sleeves to truly understand your business. Expect him to ask tough questions and challenge assumptions, but also to mentor your team and build your confidence. His mantra is “preparation and improvement create value” – meaning the work done now to professionalise finances or streamline operations will pay dividends, whether you sell or not. As Michael puts it, “I’m here to help SME owners get ready for whatever comes next – be it growth, investment, succession, or sale”. That vision is what drives Prototype Advisory every day.

Our Values & Commitment

At Prototype Advisory, how we work is just as important as what we deliver. Our core values include:

  • Integrity: We do the right thing for our clients, prioritising trust and confidentiality in all engagements. Your numbers and plans are safe with us.

  • Impact: We strive to deliver tangible improvements – whether it’s a higher profit margin, a better valuation, or simply peace of mind about your finances. Results matter.

  • Collaboration: We work with you and your team, not in a silo. By embedding with your business, we ensure solutions fit your culture and are embraced by your people.

  • Continuous Learning: The financial landscape evolves, and we stay ahead of the curve (regulatory changes, market trends, new tools) so you benefit from up-to-date insights and best practices.