Sector: Healthcare equipment distribution
Location: Yorkshire
Services: Tax planning · Strategic advisory · Financial systems
The problem: a business with potential and an accountant who wasn’t in it
When James Sunderland took over Healthcare Direct Distribution in 2010, he was rebuilding from the ground up. The business had a poor reputation, cash flow was tight, and his instinct that there was a real opportunity in the market had no financial backing.
His accountant at the time wasn’t helping. There was a laborious process of dropping off information, sporadic involvement, and no management information to speak of. James knew something had to change, but didn’t know what good looked like.
“My accountant at the time really had no involvement with my business. There was a time-consuming, laborious process of dropping off information, sporadic involvement, and no management information.”
Why James switched to Ascentis
A recommendation from his bank manager brought James to Ascentis. He didn’t know exactly what he was looking for, but he recognised it when he saw it.
“I was impressed by the enthusiasm and business insight. There was a slick transition — Ascentis liaised well, and I wasn’t involved in anything time-consuming. I was excited for the future.”
What changed: real management information and a lower tax bill
The immediate shift was visibility. James finally had management information he could actually use, and an accountant genuinely engaged in the business, not just processing its numbers.
Better decisions followed. Moving premises. Buying major new assets. Structuring capital allowances properly so they reduced the tax bill rather than being left on the table.
“Using our capital allowances has given us much lower tax bills. Ascentis have given us the confidence to make the big decisions.”
Strategic planning: from reactive to focused
One of the biggest turning points was Ascentis’s Next Level Strategic Planning work, a structured process that gave James and his team an aerial view of the business without getting bogged down in the details.
The work also helped HDD identify something it hadn’t fully recognised: that service level was its core differentiator. The business is now actively researching customer satisfaction to sharpen what sets it apart.
“Until the NLSP work Ascentis delivered, we did not recognise or have enough focus here. It has given us clear minds and a plan for further growth and our eventual sale.”
The ongoing relationship
Ascentis sits down with James and his team every other month to review actions and track progress against the strategic plan. Monthly management accounts keep the picture current between sessions.
What HDD got from working with Ascentis
- Monthly management accounts — current data, not a year-end summary
- Properly structured capital allowances and a noticeably lower tax bill
- Strategic planning support that cut through complexity and gave the business real direction
- A proactive adviser engaged in the business, not just its paperwork
- Confidence to make the decisions that matter: investment, premises, growth
“It’s been brilliant. Ascentis have given us the confidence to make the big decisions.”
To find out how we could help your business get in touch today.