Most software buying mistakes don't start with the product or the vendor — they start with a vague brief, internal politics and a lack of discipline.

In this episode of the CFO Access Podcast, Jeff Robson speaks with Mark Birkinshaw about why organisations can waste serious money on technology they don't actually need, why truly independent advice matters, and how finance leaders can de-risk major IT decisions before contracts are signed.

The conversation explores:

• How vague requirements can lead to expensive technology decisions

• Why internal politics can influence software selection

• The value of genuinely independent technology advice

• Procurement and data governance considerations

• The growing challenge of AI and shadow IT

• How to avoid buying a "shiny" piece of software dressed up as a solution

• Why experience matters when navigating complex technology decisions

A practical conversation for CFOs and senior finance leaders who want to make more disciplined, informed technology investments — and avoid expensive mistakes.

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Follow Access Analytic:

Youtube: ⁠⁠https://www.youtube.com/@AccessAnalytic⁠⁠

Facebook: ⁠⁠https://www.facebook.com/@accessanalytic⁠⁠

Instagram: ⁠⁠https://www.instagram.com/access_analytic⁠⁠

LinkedIn: ⁠⁠https://www.linkedin.com/company/access-analytic⁠⁠

Website: ⁠⁠https://accessanalytic.com.au/⁠⁠

Connect with Jeff Robson:

Jeff Robson: ⁠⁠https://www.linkedin.com/in/jeffrobson/

Chapters:

(00:00) Intro: meet Mark and Tango

(01:42) From chartered accountant to selling software

(06:59) No timesheets: paying people on output

(09:32) How accounting plus sales became an advantage

(17:46) Why Tango won't tell you which one to buy

(23:23) Fixing government procurement

(26:44) The biggest mistake: not defining what you need

(32:01) De-risking a major technology decision

(39:52) Where finance teams get data governance wrong

(46:36) AI, shadow IT and vibe coding

(53:09) Where AI genuinely helps CFOs

(58:33) The Tango branding disaster

(1:03:58) Dad jokes to finish

Produced by Podwave Studios: www.podwavestudios.au

The information provided in this podcast is general in nature and does not constitute financial or business advice.

#cfo #cfoaccess #financeleadership #jeffrobson #podcast #podwavestudios #perth #technology #itstrategy #procurement #erp #digitaltransformation #datagovernance #aiinbusiness #vibecoding #compliance #independentadvice #tango #businesstechnology

Most businesses don't have a cost problem ... they have a pricing problem. In this episode of the CFO Access Podcast, Jeff Robson speaks with behavioural economist and pricing strategist Etinosa Agbonlahor about why so many leaders undercharge, why a single take-it-or-leave-it price can drive away up to 90% of customers, and why price is one of the strongest signals in any buying decision. They unpack the psychology behind willingness to pay, fear, uncertainty, discounting, and price rises, then turn that thinking into practical actions CFOs can use immediately. If you've ever wondered whether your pricing is too low, too safe, or just built on habit rather than evidence ... this episode will make you rethink it.

What's coming up in this episode:

•What a behavioural economics firm actually does, and the psychology behind financial decisions

•Why one "take it or leave it" price makes 90% of customers defer, and how options fix it

•The "curse of knowledge" and why experts consistently underprice their own work

•Who should actually own pricing, and why "a horse is a camel designed by a committee"

•Where fear, regret aversion and uncertainty quietly shape the prices you set

•The four-step behavioral pricing framework, from willingness-to-pay to test and refine

•How AI is bringing transparency, dynamic pricing and outcome-based models to the fore

•The one piece of advice for a CFO's next pricing conversation: talk to your customers

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Follow Access Analytic:

Youtube: ⁠https://www.youtube.com/@AccessAnalytic⁠

Facebook: ⁠https://www.facebook.com/@accessanalytic⁠

Instagram: ⁠https://www.instagram.com/access_analytic⁠

LinkedIn: ⁠https://www.linkedin.com/company/access-analytic⁠

Website: ⁠https://accessanalytic.com.au/⁠

Connect with Jeff Robson:

Jeff Robson: ⁠https://www.linkedin.com/in/jeffrobson/

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Chapters:

(00:00) Intro: price as a signal

(02:06) What a behavioural pricing firm does

(05:36) Reference points, loss aversion and bias

(09:03) Why "take it or leave it" loses 90% of customers

(11:24) The curse of knowledge: why experts underprice

(25:07) Where the fear of pricing comes from

(27:30) The right way to raise prices

(37:00) The startup trap of building instead of selling

(41:03) Pricing scenarios in forecasting

(47:30) Discount hygiene: bonuses and concessions

(50:00) How AI is changing pricing

(55:36) Dad jokes to finish

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Produced by Podwave Studios:

⁠https://www.podwavestudios.au⁠

The information provided in this podcast is general in nature and does not constitute financial or business advice.

#cfo #cfoaccess #financeleadership #jeffrobson #podcast #podwavestudios #perth #pricing #pricingstrategy #decisionalpha #valuepricing #willingnesstopay #finance #smallbusiness #professionalservices #aiinbusiness

Steven Furman is the founder and CEO of Paytime, Australia's biggest and most established earned wage access platform. He has over 25 years of experience in private equity, mergers and acquisitions, and financial services, and spent years working in payment automation and invoice financing before identifying a similar opportunity on the employee side of the ledger.

In this episode of the CFO Access Podcast, host Jeff Robson sits down with Steven to unpack earned wage access - a concept that has been standard in the US for 10 years and the UK for nine, but is only now gaining traction in Australia. Steven explains how Paytime enables employees to access a portion of the pay they've already earned before payday, without creating debt, affecting credit scores, or impacting the employer's cashflow.

They dig into why CFOs should be paying attention to this beyond the HR angle, how financial stress shows up as absenteeism and no-shows on the balance sheet, and how Paytime gives finance leaders a more flexible tool in wage negotiation conversations. They also cover the mechanics of payday super, why 5% advance fees are actually ludicrous when annualised, and how some CFOs are already using the platform to dollar-cost average into ETFs and pay off their mortgages faster.

Plus: a gym that didn't work out, and the word plethora at a funeral.

Steven Furman: https://www.linkedin.com/in/steven-furman/

Paytime: https://www.paytime.com.au

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Follow Access Analytic:

Youtube: https://www.youtube.com/@AccessAnalytic

Facebook: https://www.facebook.com/@accessanalytic

Instagram: https://www.instagram.com/access_analytic

LinkedIn: https://www.linkedin.com/company/access-analytic

Website: https://accessanalytic.com.au/

Connect with Jeff Robson:

Jeff Robson: https://www.linkedin.com/in/jeffrobson/

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Chapters:

(0:00) Welcome & introducing Steven Furman

(1:42) From private equity to payroll: how invoice financing sparked the idea

(3:28) What is earned wage access and how does it work?

(5:54) Why Australia is 10 years behind the US and UK

(8:22) The light bulb moment: payday lenders growing while people struggle

(9:34) Earned wage access vs payday lenders, BNPL, and on-demand pay

(11:00) The ludicrous maths behind 5% advance fees

(13:12) Fees, guardrails, and the 50% access cap

(14:18) CFOs: this is a workforce ROI play, not just an employee benefit

(17:26) No cashflow or balance sheet impact: how the model works

(21:00) Why employees never ask for pay advances (and what to do about it)

(25:18) Payday super, pay cycle shifts, and saving 12 to 37% of working capital

Produced by Podwave Studios:

https://www.podwavestudios.au

The information provided in this podcast is general in nature and does not constitute financial or business advice.

What if one of the biggest growth levers in your business is the one finance leaders are most likely to underestimate?

In this episode of the CFO Access Podcast, Jeff Robson speaks with Tracy Fryer, founder and creative director of Design Studio Perth, about why branding is not just a creative exercise but a commercial one. From launching a business during COVID with just $4,000, to building a strong agency and helping clients sharpen positioning, pricing and digital presence,Tracy shares a candid perspective on resilience, leadership, AI, personal brand and the financial value of getting your message right.

If you have ever seen brand as a cost rather than a revenue driver, this conversation may challenge the way you think.

Plus: a story about a very lucky rabbit, and a scarecrow who was outstanding in his field.

Tracy Fryer: https://www.linkedin.com/in/brandingperth/ Design Studio Perth: https://www.designstudioperth.com.au The Real Biz Life Chronicles: https://therealbizlifechronicles.com/

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Follow Access Analytic:

Youtube: https://www.youtube.com/@AccessAnalytic Facebook: https://www.facebook.com/@accessanalytic Instagram: https://www.instagram.com/access_analytic LinkedIn: https://www.linkedin.com/company/access-analytic Website: https://accessanalytic.com.au/

Connect with Jeff Robson:

Jeff Robson: https://www.linkedin.com/in/jeffrobson/

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Chapters:

(0:00) Welcoming & introducing Tracy Fryer

(1:20) From visual arts and air hostess to Design Studio Perth

(3:14) Taking the leap: starting a business during COVID with $4,000

(5:36) How business exposes your flaws and your greatness

(6:48) What CFOs get wrong about brand and marketing investment

(7:46) Logo vs brand: what's the real difference?

(9:00) The sea of sameness problem and why niching matters

(10:58) LinkedIn is not just for job seekers

(14:24) AI in creative business: tool, not replacement

(20:44) Setbacks, mindset, and responding vs reacting

(26:24) Common threads from 134 podcast interviews

(27:44) Running three marathons: challenging the stories we tell ourselves

Produced by Podwave Studios: https://www.podwavestudios.au

The information provided in this podcast is general in nature and does not constitute financial or business advice.

What can a CFO learn from an endurance athlete who ran the entire Bibbulmun Track in under nine days? Quite a lot, it turns out. In this episode of the CFO Access Podcast, Jeff Robson speaks with Mackenzie Burgoyne, founder of Dubbel, coach, entrepreneur and extreme endurance athlete, about resilience, self-doubt, stretch goals, consistency and why most leaders may be playing it too safe.

From giving teams permission to fail, to building communities that lift performance, to the uncomfortable truth that easy goals rarely create meaningful growth, this conversation is packed with practical insight for CFOs and business leaders who want to perform at a higher level in business and in life.

They also dig into the power of community, the role of AI in personal training and coaching, and how Macka built Dubble from a $10-a-week Facebook program into a team of elite athletes serving clients across Australia.

Plus: a confession about a long-distance relationship, and the inventor of the ballet skirt.

Mackenzie Burgoyne:

LinkedIn: https://www.linkedin.com/in/mackenzie-burgoyne/ Instagram: https://www.instagram.com/coachmacka/?hl=en

Dubble: https://www.dubbel.com.au

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Follow Access Analytic:

Youtube: https://www.youtube.com/@AccessAnalytic

Facebook: https://www.facebook.com/@accessanalytic

Instagram: https://www.instagram.com/access_analytic

LinkedIn: https://www.linkedin.com/company/access-analytic

Website: https://accessanalytic.com.au/

Connect with Jeff Robson:

Jeff Robson: https://www.linkedin.com/in/jeffrobson/

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Chapters:

(0:00) Welcoming & introducing Mackenzie Burgoyne (Coach Macka)

(1:10) Running 1,000km in nine days, how it unfolded

(3:08) From soccer scholarship in the US to founding Dubble

(4:34) Starting with a $10/week Facebook program, leaning into others' belief

(8:02) Giving your team permission to fail

(10:38) Endurance lessons for business: consistency and showing up every day

(12:02) Building mental resilience in athletes and CFOs

(15:50) Stretch goals vs safe goals, the noble quest mindset

(21:12) Building a community that shows up on Christmas Day

(27:36) Health first: the business leader as an athlete

(32:26) AI in coaching the human element that can't be replaced

(40:36) Micro habits, incremental gains & the British cycling story

Produced by Podwave Studios: https://www.podwavestudios.au

The information provided in this podcast is general in nature and does not constitute financial or business advice

Melissa Jolly is the founder and managing director of Pinnacle Insurance Brokers, a Perth-based firm specialising in bespoke insurance solutions and risk advisory for Australian SMEs. After starting her career in domestic insurance, Melissa spent several years working at Lloyd’s of London before returning to Western Australia to launch Pinnacle, a business built on a hybrid of London broking rigour and Australian client-first service.

In this episode of the CFO Access Podcast, host Jeff Robson sits down with Melissa to unpack what smart risk management really looks like for Australian SMEs. Melissa shares why the London broking model transformed how she approaches every client conversation, how CFOs should think about the self-insure decision, and why bringing your broker in early not at the last minute could save your business from a very expensive surprise.

They also get into the growing cyber threat landscape, how AI is reshaping both fraud risk and the broking industry itself, and the broader question of whether Australians are becoming too risk-averse for their own good.

Melissa Jolly: https://www.linkedin.com/in/melissajolly/

Pinnacle Insurance Brokers: https://www.pinnacleinsurancebrokers.com.au

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Follow Access Analytic:

Youtube: https://www.youtube.com/@AccessAnalytic

Facebook: https://www.facebook.com/@accessanalytic

Instagram: https://www.instagram.com/access_analytic

LinkedIn: https://www.linkedin.com/company/access-analytic

Website: https://accessanalytic.com.au/

Connect with Jeff Robson:

Jeff Robson: https://www.linkedin.com/in/jeffrobson/

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Chapters:

(0:00) Welcome & introducing Melissa Jolly

(1:58) From domestic insurance to Lloyd’s of London

(3:46) The hybrid London/Australian broking approach

(5:30) Why insurance is genuinely exciting (yes, really)

(7:30) What CFOs should be thinking about when it comes to insurance

(10:10) Self-insure or buy a policy? How to make the decision

(17:08) How Melissa works through a risk deep-dive with clients

(21:00) Never let an insurance policy dictate how you run your business

(25:14) AI risks: cyber fraud, professional indemnity & deepfakes

(28:48) How AI is changing the insurance broking industry

(30:04) On risk-taking: should we be saying yes more often

(41:46) Running, parkrun community & mental clarity

Recorded and Produced by Podwave Studios: https://www.podwavestudios.au

The information provided in this podcast is general in nature and does not constitute financial or insurance advice.

In this episode of the CFO Access Podcast, host Jeff Robson sits down with Mark Leaker, founder of Leaker Partners, to explore the realities of mergers and acquisitions, corporate governance, and deal-making. Mark shares lessons from over two decades advising boards, CFOs, and business owners on complex transactions. They discuss common mistakes in M&A, how CFOs can work effectively with advisors, and what truly drives successful deals—from strategy to execution. Whether you're involved in transactions or simply want to think more strategically, this episode offers practical insights into navigating high-stakes business decisions.

Chapters:

(0:00) Welcome & Mark Leaker’s Background

(2:00) Building a Non-Traditional Law Firm

(4:30) Key Lessons from M&A Experience

(6:30) The 3 Critical Questions in Any Deal

(10:00) How to Increase Business Value Before Selling

(13:00) Experienced vs First-Time Sellers

(17:00) The CFO’s Role in Deal-Making

(19:30) Managing Advisors & Decision-Making

(22:00) AI in Legal Work & Transactions

(26:00) How AI is Changing the Legal Industry

(30:00) Client Expectations in the AI Era

(33:00) Why M&A Deals Fail (and How to Avoid It)

(37:30) Financial Modelling & Term Sheets

(40:00) Career Advice for Professionals

(42:30) Giving Back & Community Impact

(45:30) Funny Stories & Wrap-Up

Mark Leaker: ⁠https://www.linkedin.com/in/mark-leaker-627b6814/

Follow us: 

Facebook - ⁠⁠⁠⁠⁠⁠@Access Analytic⁠⁠⁠⁠⁠⁠ 

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LinkedIn - ⁠⁠⁠⁠⁠⁠@Access Analytic⁠⁠⁠⁠⁠⁠ 

Recorded and produced by ⁠⁠⁠⁠⁠⁠Podwave Studios⁠⁠ 

In this episode of the CFO Access Podcast, host Jeff Robson speaks with Julissa Shrewsbury, founder of New Work Consulting, about how AI is reshaping professional confidence, leadership, and trust.They discuss insights from Julissa’s study of senior leaders across Australia, including how organisations are approaching AI, the risks of over-reliance, and what it means for CFOs and trusted advisors. The conversation also explores how leaders can build confidence, adapt culture, and stay relevant in a rapidly changing environment.

Chapters:

(0:00) Welcome & AI’s Impact on Professional Confidence

(3:30) The Study: How Leaders Are Responding to AI

(7:30) Gaps in AI Awareness & Leadership Mindset

(11:30) Adapting to Rapid Change

(15:30) Does AI Build or Erode Confidence?

(20:00) Impact on Junior vs Senior Professionals

(22:30) AI as a Learning & Development Tool

(26:30) Why AI Is a Cultural & Change Challenge

(27:30) Practical Steps for CFOs & Leaders

(31:00) Measuring What Matters in Organisations

(34:00) The Future of Trusted Advisors

(37:00) AI, Imposter Syndrome & Human Value

(39:30) Why Human Skills Still Matter

(41:00) Wrap-Up & AI Dad Jokes

Julissa Shrewsbury: https://www.linkedin.com/in/julissashrewsbury/

Follow us: 

Facebook - ⁠⁠⁠⁠⁠@Access Analytic⁠⁠⁠⁠⁠ 

Instagram - ⁠⁠⁠⁠⁠@Access Analytic⁠⁠⁠⁠⁠ 

TikTok - ⁠⁠⁠⁠⁠@Acess Analytic⁠⁠⁠⁠⁠ 

LinkedIn - ⁠⁠⁠⁠⁠@Access Analytic⁠⁠⁠⁠⁠ 

Recorded and produced by ⁠⁠⁠⁠⁠Podwave Studios⁠ 

In this episode of the CFO Access Podcast, host Jeff is joined by Emma Burdett, a multi-talented entrepreneur, marketing strategist, and founder of Huddle Up Creative. Emma, who is also the co-founder of Future Female Leaders, shares insights into her unique career journey from finance to marketing. The discussion covers how CFOs can foster stronger relationships with marketing teams, the importance of storytelling in financial communication, leadership development in finance, and how data can drive marketing effectiveness. Emma also highlights key successes and challenges in her career, the power of community and peer learning, and the benefits of seeing things from different perspectives. Tune in for an engaging conversation filled with valuable takeaways for both finance and marketing professionals. 

Emma Burdett: https://www.linkedin.com/in/emmajburdett/?originalSubdomain=au

Follow us: 

Facebook - ⁠⁠⁠⁠@Access Analytic⁠⁠⁠⁠ 

Instagram - ⁠⁠⁠⁠@Access Analytic⁠⁠⁠⁠ 

TikTok - ⁠⁠⁠⁠@Acess Analytic⁠⁠⁠⁠ 

LinkedIn - ⁠⁠⁠⁠@Access Analytic⁠⁠⁠⁠ 

Recorded and produced by ⁠⁠⁠⁠Podwave Studios 

Join Jeff Robson, Managing Director of Access Analytic and founder of CFO Access Networking Groups, as he interviews Greg Wheeler, a progressive thinker and former boss, on the CFO Access Podcast. Greg shares fascinating insights from his diverse career, highlighting pivotal decisions, leadership strategies, and the importance of embracing technology and lifelong learning. Discover how Greg's entrepreneurial mindset and emphasis on empowering teams have shaped his success in various high-profile roles in the finance and corporate world. 

Greg Wheeler: https://www.linkedin.com/in/gregory-wheeler-97bb5a11/ 

Follow us: 

Facebook - ⁠⁠⁠⁠@Access Analytic⁠⁠⁠⁠ 

Instagram - ⁠⁠⁠⁠@Access Analytic⁠⁠⁠⁠ 

TikTok - ⁠⁠⁠⁠@Acess Analytic⁠⁠⁠⁠ 

LinkedIn - ⁠⁠⁠⁠@Access Analytic⁠⁠⁠⁠ 

Recorded and produced by ⁠⁠⁠⁠Podwave Studios