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Celebrating International Women’s Week: Caroline Plumb - founder and CEO of Fluidly


As part of our #WonderWomen series to celebrate International Women’s Week, GISMA is interviewing successful individuals from industry. This is our second interview of the series with  Caroline Plumb.


Caroline’s company Fluidly helps firms plan and manage their cash flow using new technology and AI/ machine learning. 


She is also co-founder and CEO of FreshMinds and FreshMinds Talent – an award-winning recruitment firm which was listed 3 times as one of the Top 100 Places to Work. However, today her focus is largely on Fluidly.


Her other achievements include being appointed by the Prime Minister as a UK Business Ambassador and Caroline is also on the Industrial Advisory Board for the Oxford University Engineering Science Department.


What is Fluidly? How does it work and what does it achieve?

Fluidly is an intelligence system for business finances. We automate cash-flow forecasting and optimise it for businesses - getting them paid faster, highlighting opportunities and spotting threats. Fluidly delivers cash-flow control, certainty and confidence for accountants, business owners and finance directors.


What does a typical day as CEO of Fluidly look like?

There’s no such thing as a typical day and that’s part of what I love about it. It’s hugely varied - from talking to new and prospective customers, agreeing distribution with various partners, reviewing the product roadmap to managing and recruiting brilliant people for the team. Plus email. There’s never any escaping email.


What does being a UK Business Ambassador involve?

Business ambassadors promote the UK as a brilliant place to invest in. We are fortunate in having great infrastructure, world-class higher education, a deep science base, strong IP and legislative frameworks, fabulously creative minds and fantastic talent - all the ingredients to be a leading global business hub worth shouting about.


What advice would you give to an aspiring founder?

The same as I’d give to any aspiring founder - dream big and get going. Try not to theorise; get out and talk to potential users of your products and services and ask lots of questions. Find out where the problems are, listen deeply to frustrations, to pain points, and test your ideas as objectively as you can. Then build your community - find your tribe. Entrepreneurship isn’t about setting out on your own, it’s about creating a network of those who will support you - customers, suppliers, partners, team, cheerleaders. When you have that you’ll create even more momentum.


Finally, what does International Women’s Day mean to you?

It’s a chance to celebrate all the achievements of women so far and reflect on how much more untapped potential there still is.


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