The hidden culture shapers: why finance leaders have more influence than they think

James Roach is the Managing Director of Headstar, a finance recruitment and consultancy specialist run by finance directors. He’s also a former FD.
Picture a finance leader. Are you imagining someone hunched over spreadsheets, clutching a calculator, shaking their head at expenses, and muttering “we can’t afford it”? Maybe a cautious gatekeeper, always the one killing the fun, shutting down the ideas, and tightening the purse strings?
If so, you’re not alone. For years, finance leaders have been boxed into this stereotype – the department of ‘No’ rather than the department of growth, trust, and culture.
But here’s the truth: finance leaders have more influence over company culture than they might think. And the smartest finance leaders – and businesses – are the ones that recognise this and act on it.
Building culture: the FDs role beyond the numbers
The reality is simple: financial decisions don’t just impact the balance sheet – they shape company culture, too. The way a business allocates budget, invests in people, or handles cost-cutting sends a clear message about its values and priorities. Get it right, and finance builds trust and engagement. Get it wrong, and it breeds uncertainty and fear.
Take transparency. Some businesses share detailed financial performance updates, while others keep everything under lock and key. Unsurprisingly, transparent businesses tend to have more trust and buy-in from employees.
That’s why finance leaders need to be visible and vocal. If the FD only appears when there’s bad news, it reinforces every negative stereotype. But an engaged, communicative finance leader brings stability and confidence, even in tough times. A simple thing like an approachable finance director walking the floor and engaging with teams can have a bigger impact on morale than you’d think.
Why some CEOs are missing a trick
Despite this, many finance leaders don’t feel they have a say in shaping culture. Often, it’s because their CEO isn’t giving them the opportunity.
This is especially true in smaller businesses, where the CEO – often the founder – holds the reins tightly on cultural direction. Many simply don’t see finance as having a role in it, but they’re missing a trick.
In contrast, in larger businesses, finance leaders are often being primed for CEO succession, meaning they’re expected to shape culture early on. The logic is simple: if they’re going to run the business one day, they need to influence its culture today.
Smart business leaders understand this. A great FD doesn’t just protect the bottom line, they strengthen the company’s lifeline: its people. Because without an engaged, motivated workforce, even the best financial strategy falls flat.
Some of today’s most effective finance leaders are front and centre in shaping company culture. More and more CFOs and FDs are stepping beyond the finance function – actively influencing workplace culture, championing company values, and ensuring financial decisions reflect the business’s long-term vision.
We’re seeing finance leaders taking a lead in celebrating company milestones, driving conversations on employee well-being, and making financial transparency a key part of engagement strategies. Whether it’s through open financial communication, smarter investment in people, or simply being a visible and approachable presence, finance leaders who embrace their cultural influence are helping businesses thrive.
The culture-shaping opportunity for finance and business leaders
Business success isn’t just about hitting the numbers, it’s about building a company where people trust, engage, and believe in what they’re creating. Finance leaders aren’t just balancing the books; they are defining how a business values its people. They can be the ones who build confidence, foster transparency, and shape a culture that people want to be part of.
So, if you’re a finance leader: Step out of the shadows. Be seen. Be heard. Engage.
And if you’re a CEO or MD? Ask yourself: Is your FD just managing the numbers, or are they helping shape the company you want to lead? The businesses that get this right won’t just survive, they’ll thrive. Not just financially, but culturally too.