Full-service accounting support for a fast-growing functional wellness brand
Reformed
-
Sector: Health & Wellness
-
Stage: Early-stage
Skip to content
About Reformed
Reformed makes functional coffee and matcha designed to fit seamlessly into the rituals people already have. Each product starts with single-origin beans or ceremonial-grade matcha and blends in collagen, vitamins, and adaptogens — without changing the taste or experience of the drink itself.
Founded in April 2024 by Neil Saada, the business sells direct to consumer in the UK through its own website. Reformed was built on a simple principle: clean ingredients, honest formulations, and a product that tastes like what it’s supposed to be.
Challenge
Reformed launched in April 2024 and grew quickly. By January 2025, the business had increased MRR significantly and had outgrown the small accounting firm it had used from the start.
Founder, Neil, needed a firm that could handle the full finance function independently — bookkeeping, compliance, filings, management accounts, and company secretarial services. With revenue scaling fast and investor conversations beginning, he needed a partner he could trust to stay on top of everything.
Why Rise Accounting?
Reformed came to Rise Accounting through a personal introduction. For Neil, that trust by association mattered more than running a formal selection process. Alongside the confidence that came with a strong recommendation, our breadth of cost-effective services stood out.
“The depth of services is impressive and Rise is definitely affordable compared to the market.”
"Honestly, we've never had that stress. Everything's scaled seamlessly and I trust it's all being done right, with no mistakes. Overall, we've been very happy with the service."
Neil Saada
Co-Founder, Reformed
Solution
Rise Accounting took on Reformed’s full finance function from January 2025. The brief was straightforward: handle everything, independently, so Neil could focus on growing the business.
“We were looking for a firm that could handle everything independently — secretary services, filings, bookkeeping. Rise Accounting made that very easy.”
In practice, that covered:
- Bookkeeping and ongoing reconciliation as transaction volumes grew
- VAT returns and HMRC filings
- Company secretarial services
- Management accounts for internal visibility and investor reporting
- Full compliance handling end to end
Results
Over the course of 2025, Reformed’s revenue grew approximately 50 times over. Through that period, the finance function scaled with the business without friction.
Management accounts gave Neil the visibility and confidence he needed for investor conversations and internal planning. Beyond visibility, the reliability of having compliance and filings handled correctly removed a significant source of risk for a fast-moving business.
What's next
Reformed is continuing to scale its DTC operation in the UK, with a growing product range and an expanding customer base. With the financial infrastructure already in place, the focus is on continued growth.
More customer stories
Outsourced finance function for HealthTech, Fertifa
After joining Fertifa as Director of Finance, Nick Kuan saw an opportunity to improve the efficiency and effectiveness of the current accounting and financial management processes used by the business.
Unlock your potential with
growth focussed accounting
- Free Consultation
- Chartered Accountants
- Built for SMEs