Partner Article

Getting to know… Craig Horsfall

In the latest instalment of Bdaily's Getting to know… feature, which looks at the person behind the business profile, Craig Horsfall, director at S&W, discusses the importance of building lasting client relationships, why technology is strengthening rather than replacing advisory services, and the qualities that make the North East business community so unique.

We know you as Craig Horsfall from S&W, but who is the person behind the title? Tell us a little about what makes you tick…

I would probably describe myself as a normal guy who doesn’t take things too seriously.

Professionally, what motivates me is looking after clients and building long-term relationships. I’ve spent my entire career working with businesses across the North East and, over the years, I’ve come to appreciate that trust, consistency and reliability matter far more than anything else.

A large part of my role is simply being available to clients, understanding the challenges they’re facing and helping them navigate them. Whether a client is a large, established business or a smaller owner-managed company, I believe they should receive the same level of service and support.

At the end of the day, my job is about helping people, and that's something I’ve always enjoyed.

Did you always want to work in business advisory?

Not particularly. I knew quite early on that university wasn’t the route I wanted to take, so while I was still at school, I completed some work experience with an accountancy firm. Before I’d even finished my A-levels, I was offered a job, and that’s where my career began.

I’ve been in the profession ever since.

Looking back, it was a case of being in the right place at the right time, but I quickly realised I enjoyed working with businesses and helping people solve problems. The advisory side of the role developed naturally from there.

What's the best bit about your job? And the worst?

Without question, the best part is the people.

I work with a fantastic team, and I genuinely couldn’t do what I do without them.

They’ve been together for a long time, they work incredibly hard and they deserve a huge amount of credit for everything we’ve achieved.

Working closely with clients is another aspect of the role I enjoy. Often, that means meeting people face-to-face, checking in with them regularly and being available when they need support.

Sometimes those conversations aren't even about a specific piece of work. They’re simply about maintaining relationships and understanding what's happening within the business.

The most challenging part is probably seeing businesses delay decisions that could help them move forward. Running a company is difficult, particularly in the current environment, and investing in professional advice or new technology can feel like a significant commitment.

However, the businesses that embrace change and seek support often place themselves in a much stronger position for the future.

What do you consider to be your greatest achievement?

Professionally, I’m particularly proud of the team we’ve built and the culture we’ve created.

I lead teams across the Newcastle, Leeds and Manchester offices, and bringing together different people, approaches and experiences into one cohesive service line has been incredibly rewarding.

Retention is something I’m especially proud of. Many members of the team have worked together for more than a decade, which is increasingly rare. That continuity creates a strong culture and allows us to provide a consistent service to clients year after year.

Alongside that, we've built a highly successful service line that supports hundreds of businesses across the region. Seeing what the team has achieved together is something I’m very proud of.

How do you relax outside of work?

I try not to separate work and life too rigidly.

I’ve always believed that balance looks different for everyone. Some people completely switch off when they’re away from work, while others prefer to stay connected. The important thing is finding an approach that works for you.

Outside work, I’m happiest spending time outdoors with the dog. I have a Jack Russell called Hettie and taking her for long walks is a great way to clear my head and unwind.

I’m also a big football and any sports fan, a given being from the North East as you’d expect, and enjoy following all kinds of sport. Beyond that, just the regular things and keeping life relatively simple.

What makes the North East such a great place to live and work?

For me, I know it’s generic, but it’s the people.

There’s a strong sense of honesty and authenticity in the North East. People tend to be direct, approachable and straightforward, which makes building relationships much easier.

That openness is reflected in the business community as well. People value long-term relationships, they’re willing to support one another and there’s a strong work ethic across the region.

It's one of the reasons client relationships often last for many years. There’s a level of trust and transparency that benefits everyone involved and creates a positive environment in which businesses can grow.

Tell us something about you we didn’t know…

That’s probably the most difficult question of them all.

Most people would be surprised to learn just how private I am. Outside LinkedIn, I’m not really active on social media and generally prefer to keep a low profile.

Beyond that, there’s nothing particularly unusual about me. I enjoy watching sport, spending time with friends and family, taking the dog for a walk and heading to the pub for a few pints.

I'm just a normal bloke, really.

Craig Horsfall is a director at S&W, working with owner-managed businesses and entrepreneurs across the North East and beyond. S&W supports ambitious businesses throughout every stage of their journey, helping them navigate growth, change and long-term success.

This was posted in Bdaily's Members' News section by Bdaily Publishing .