Financial Clarity on Your Terms – James Starr’s Journey to Founding Anovastarr

At July’s Hot Stories networking event in Cambridge, we welcomed James Starr, a seasoned finance professional and the founder of Anovastarr, a brand-new flexible accountancy service designed for modern businesses that want finance done differently.

James brought a refreshing mix of humour, honesty, and expertise to the stage. Though Anovastarr was only launched the same week, James’s 18-year career in finance—across industries including software, travel, hospitality, and automotive—made it clear he’s no newcomer to the numbers game.

A Leap of Faith, Backed by Experience

"I'm turning 50 next year—although I know I look 29!" James joked, drawing warm laughter from the audience. But his core message was a serious one: this new chapter is about not looking back with regret.

After years of working with top companies including Thomas Cook, Redgate Software, and Dyson, James wanted to use his extensive experience to support startups, SMEs, and growing companies that don’t need a full-time management accountant—but still want sharp, hands-on financial insight.

Hence the launch of Anovastarr, a business built around the idea of part-time, flexible finance partnership.

What Anovastarr Offers

James specialises in:

Monthly Management Accounts (P&L, Balance Sheet, Cash Flow)
Budgeting & Forecasting
Bookkeeping & VAT
Strategic Planning
Financial Modelling

Anovastarr’s services are tailored to businesses that want more than a bookkeeper, but don’t yet need a full-time CFO.

Whether once a week, fortnightly, or monthly, James becomes a trusted part of your team—on-site or remote.

As he put it: "I’m happy to come into your office and get the job done."

You can learn more about what Anovastarr does here:
🔗 https://www.anovastarr.co.uk

Why Clients Choose James

James doesn’t just bring qualifications—he brings perspective.

✅ 18+ years of industry experience
✅ Worked with iconic brands: Dyson, McLaren, Zizzi
✅ CIMA-qualified since 2013
✅ Specialist in budgeting, variance analysis, scenario modelling, and strategic finance

His personable, down-to-earth approach makes him the kind of financial partner businesses enjoy working with. He’s not just a spreadsheet expert—he’s a listener, a strategist, and a problem-solver.

Whether he's implementing systems, planning next year’s forecasts, or reconciling your books, James does it with meticulous attention to detail and a smile.

Why Anovastarr Now?

James’s reason for launching his own firm was deeply relatable:

"I didn’t want to get to retirement age thinking, 'what if?' So here I am, finally giving it a proper go."

It’s the kind of story that resonates with many in the Hot Stories community—where courage, timing, and passion meet to create something truly valuable.

Beyond Numbers

Outside of spreadsheets and cash flow forecasts, James is:

A fan of vintage Raleigh Choppers (yes, he collects and restores them!)
A regular at David Lloyd gyms
A racket sports enthusiast
A lifelong Nottingham Forest supporter
Someone who values gigs, good food, and great conversations

These details aren’t trivial—they’re part of what makes Anovastarr a human-centred financial partner. You’re not hiring a firm—you’re partnering with a person who gets it.

Grateful Acknowledgements

We are incredibly thankful for our Cambridge location partner: The Red Lion, Cherry Hinton, for hosting this session of Hot Stories.

Huge thanks to our talented visual storyteller, Chris Hornby Photography, for capturing the energy and heart of the event through photo and video.

This blog and the Hot Stories platform are proudly organised by Gemini Web Media, and we extend our gratitude to our main sponsor, Blue Line Operations Ltd, for their continued support.