From Big 4 to Better Business: Paul King on Profit, Purpose & Pioneering Finance

What if the path to financial success didn’t come at the expense of people or planet? In this episode, we sit down with Paul King – chartered accountant, startup CFO, and founder of Towards Better – to explore how finance leaders can do more than just manage the numbers.

From advising global giants like Starbucks Europe on sustainability to pioneering circular economy strategies in early-stage startups, Paul shares how his career has evolved with one clear goal: building businesses that are better for the world.

Paul gets candid about his unconventional journey - from feeling disconnected in the corporate world to discovering meaning and momentum in mission-led startups. We discuss the real (and imagined) trade-offs between sustainability and profitability, and why employee purpose is fast becoming the most powerful driver of retention.

If you’ve ever wondered how to align commercial success with social and environmental responsibility, this episode is packed with honest insights and practical wisdom.